International Business Author(s)

Ying Kesong is a beverage company which was founded in the north part of Anhui province in 2010. The main purpose of the thesis was to discover effective ways to expand the market of the Ying Kesong company. The other purpose was to figure out how to maintain a long time relationship with customers in the meantime. The theoretical part includes the external environment, internal environment, SWOT analysis and the analysis of some successful companies like Coca Cola and Jia Duobao. These two companies have provided useful experience to expand the market share. The empirical part of the study contains questionnaire survey and an interview. As for the questionnaire, 100 questionnaires were sent by email and 88 replies were received. From the project, several useful suggestions were got for Ying Kesong to expand the market and manage the customer relationship.The company has to segments the market and strengthen the category management. In the meantime, a low-price strategy is also important for the expanding of the market. As for customer relationships, the company should establish the customer databas