Distribution
Wahaha's distributors in China are responsible for capital, storage, and delivery - but Wahaha dealers help them with management and marketing. The company maintains two grades of distributors: more than 1,500 first-level dealers that need to meet distribution targets and manage large networks and capital; and 12,000 second-level dealers that deal at smaller levels. The company has 35 provincial sales offices, 2,500 sales team employees, and more than 2 million sales outlets across China.

A bubbly future?
When asked about Wahaha's future, Shan replied, "Our general manager doesn't like five-year plans because the market changes so quickly. But the company hopes to increase this year's sales revenue by 10 percent over last year."

Though it seems certain that Wahaha will continue to grow in China, it will likely take a while for Wahaha products to develop a stronghold overseas. And if the company truly wants Future Cola to compete in the US cola wars, it may wish to adjust its US market-entry strategy. It is logical to launch Future Cola in Chinese-American grocery stores. Yet without expanding its distribution, the cola will remain unknown to many American consumers. Why not repackage the product as an alternative, "Indie" cola that the nontraditional-cola drinking crowd will enjoy? That, or price Future Cola below major US competitors. Or, because extreme sports are ever-more popular for young American athletes and fans, Feichang Kele's translation "Extreme Cola" could entice a new generation of American youth looking for the latest trendy soft drink.

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