可口可乐公司英文分析

可口可乐公司英文 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 Table of Contents Company profile History of Coca Cola Brands of Coca Cola Soliciting Investors Domestic Strategy Marketing Strategy International Strategy Competitors SWOT Analysis Suggestion Conclusion Company profile That Coca-Cola Company is set up in 1892 , general headquarter is set up in USA Qiao Ya Zhou Atlanta at present, is maximal the whole world drink company , the binomial (Coca-Cola row owning the whole world 48% marketplace occupation ratio and the whole world first three big drink is first, Pepsi second, low quantity of heat Coca-Cola third), whose camp in 2001 is collected amounting to 20 , 92 million U. S. dollar, the common stock stockholder's equity is 11 , 351 million U. S. dollar then. But Coca-Cola owns 160 kinds drink brands in 200 countries , also is a maximal the whole world juice drink dealer (include the Minute Maid brand) including that soft drink , motion drink , milk kind drink the product , juice , tea and coffee,before first Coca-Cola of USA row be that the person gets the market share exceeding 40%, Sprite is that the quickest drink , other brand include Berk then grow up, the fruit country and billow. History of Coca Cola Coca-Cola? originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 – A modest start for a Bold Idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales. 1899 The first bottling agreement Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. 1900-1909 … Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high. 1916 … Birth of the contour bottle Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark! 1920s … Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and 30s … International expansion Led by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries. 1940s … Post-war growth During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business. 1950s … Packaging innovations For the first time, consumers had choices of Coca-Cola package size and type -- the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s … New brands introduced Following Fanta? in the 1950s, Sprite?, Minute Maid?, Fresca? and TaB? joined brand Coca-Cola in the 1960s. Mr. Pibb? and Mello Yello? were added in the 1970s. The 1980s brought diet Coke? and Cherry Coke?, followed by POWERADE? and DASANI? in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world. 1970s and 80s … Consolidation to serve customers As technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. 1990s … New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa. 21st Century The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows. Brands of Coca Cola 1.Energy Drinks 2.Juice Drinks 3.Soft Drinks 4.Sports Drinks 5.Tea and Coffee 6.Water 7.Others Soliciting Investors 1. Introductory email Dear Sir or Madam, Drinking Coca-cola is a real treat for all of you ! We are pleased to introduce the Coca-Cola Company .The company was founded in 1892. It’s based in the United States QiaoYa in Atlanta, is the world’s largest beverage Company，and has 48% of the global market share. The Coca-Cola Company is an American multinational beverage company and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. And the company is best known for its flagship product Coca-Cola, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.Besides the Coca-Cola, the Company has a portfolio of more than 3,300 beverages,made consumers in various situation all has the rich choice to assuage thirst. Should you require any further details about our company,please do not hesitate to contact with us. We look forward to hearing from you in the near future. Let's live on the coke side of life. Sincerely, Coca-Cola Company 2.Telephone call D:Hello,I have received you e-mail this morning. I‘d like to get the ball rolling by talking about prices. R: Shoot. I‘d be happy to answer any questions you may have. D: Your products are very good. But I‘m a little worried about the pric es you‘re asking. R: You think we about be asking for more? D: That‘s not exactly what I had in mind. I know your research costs are high, but what I‘d like is a 25% discount. R: That seems to be a little high, Mr. Smith. I don‘t know how we can make a profit with those numbers. D: Please, Robert, call me Dan. (pause) Well, if we promise future busi-ness-volume sales-that will slash your costs for making the Exec-U-ciser, right? R: Yes, but it‘s hard to see how you can place such large orders. How could you turn over so many? We‘d need a guarantee of future business, not just a promise. D: We said we wanted 1000 pieces over a six-month period. What if we place orders for twelve months, with a guarantee? R: If you can guarantee that on paper, I think we can discuss this further. D: Mr. Robot, we will need to talk to head office about that, I'm afraid. We can't make that decision ourselves. R :OK.. Look forward to your reply. D : Hope we can cooperate happily. Domestic basic Strategy 1. Coca-Cola led to accelerate the growth of carbonated drinks; Coca-Cola is the eternal theme, but also the basis for their business survival, therefore, maintain the carbonated beverage market, Coca-Cola and categories based on expanding the primary strategy for their companies. 2. Selectively expand our beverage brand portfolio, in order to promote the interests of growth; Now, Coca-Cola Company is working to a comprehensive beverage company's direction, but not willing to just a provider of carbonated beverages, so it remains valid under the premise of profit in the world within the framework of expanding its beverage series, continued to the development of new beverage products. Only in 2000, Coca-Cola in 45 Asian countries introduced 15 new varieties of drinks. 3. With bottling partners to improve product profitability and productivity of the system; Business system is a special bottling Coca-Cola Company to achieve its goal of globalization, one of the principal means, therefore, attention and maintain its bottling partners in the operation of the state, but also ensure that Coca-Cola Company an important part of self-interest. 4. To innovation and the spirit of hospitality has always been a view in all areas of mutual growth; 'Common prosperity' idea is that Coca-Cola Company's basic philosophy, but also its ability to grow into global companies one of the factors inherent in commercial circles, while innovation is the Coca-Cola Company to achieve 'win-win' the principal means. 5. Put the money in all markets with the most potential areas; 6. In all aspects to enhance the effectiveness and economic benefits. Domestic Marketing Strategy Over the years, Coca-Cola Company to pursue marketing, ring, ring interlocking strategy (see Figure 1-1-1): Until 1984, three-ring represents the 3A, affordable and accessible and happy to buy, including: affordable (AFFORDABILITY): is to ask the retail price of Coca-Cola products properly to ensure that consumers can afford; I buy (AVAILABILITY): is to ask the Coca-Cola products in the market Distribution rate, to ensure that consumers can buy, the total can buy; happy to buy (ACCEPTABILITY): it is striving to enable consumers to accept and like the Coca-Cola Company's products, willing to buy and drink it. As the market and consumers in the development and changes in consumption patterns, in 1984, Coca-Cola Company in conjunction with the company based on the actual conditions of sale will be from the 3A development of marketing strategy 3P, value for money, everywhere, the hearts of first choice, of which: Value for money (Price to Value): Coca-Cola Company's products is to require not only the consumers the ability to purchase, and must strive to make the return of consumers to meet or exceed his pay. Everywhere (Pervasiveness): is to ask the Coca-Cola Company's products must penetrate into every corner of the market, allowing consumers to at any time, anywhere, can easily buy. The hearts of the preferred (Preference): Coca-Cola Company's products requires not only to be liked and accepted by consumers, but also to strive to occupy the consumer has allowed Liu, become a preferred product or brand. 5. Coca-Cola company's operating philosophy General speaking, Coca-Cola company's operating philosophy includes the following four aspects: 1. Continuing to improve product quality Coca-Cola Company believes that the image of the product advertising is very important, but the product itself is the most important factor. If the product itself is flawed, will eventually be discarded by consumers, so Coca-Cola Company has always attached great importance to product quality management and quality assurance. Such as the current Coca-Cola bottling plant in the global promotion of TCCQS (The Coca-Cola Quality System) system is fully embodies this concept of the Coca-Cola. (See Figure 1-1-2) International Strategy Coca-Cola Company can quickly successful business around the world, mainly thanks to its effective global development initiatives. General speaking, Coca-Cola's global development initiatives include the following aspects: 1. Coca-Cola company's successful business model special brand expansion and business expansion skillfully combining ingenuity to create a world-class Coca-Cola 'Red World'. Coca-Cola's special business model (see Figure 1-2-4), began in the early twentieth century, that is, with local partners within the region signed a certain number of years of production and operation of concession contracts, by their production and sales in a given area Coca-Cola products and to assist in the maintenance and development of the brand. In this way, Coca-Cola has not only solved the market expansion in the resource constraints, but also extremely clever realization of the brand internationalization and localization of the operation of the harmony. 2. Coca-Cola Company is extremely good at capturing business opportunities, promoting the development of global business enterprises, and to help Coca-Cola brand stands a century, and become the boast of the Kingdom of the world's number one beverage supremacy. 1989 fall of the Berlin Wall, German unification for Coca-Cola provides a good opportunity to display their attractiveness. In 1994, the U.S. government officially announced the lifting of the Vietnamese trade embargo for 30 years, within 24 hours after the Coca-Cola Company's products is sent to Vietnam! June 21, 2000 at noon, that is, the United States announced a partial lifting of sanctions against North Korea continued for 50 years the third day of the first batch of 9600 Coca-Cola soft drinks on by truck from China into North Korea in Dandong. These moves to make Coca-Cola Coca-Cola to become a model for businesses to seize the commercial opportunities, but the Coca-Cola Company that this was a very natural thing. Coca-Cola into North Korea, for example, Coca-Cola Company in Hong Kong, vice president, Coca-Cola operations so quickly is not to fighting for the chance to become the first company to trade with North Korea U.S. companies, but just want to fight for a client only, without any political implications Or the idea of speculation, not to mention with the others taking away the market mean. He said: 'We do not want to compete who is wanting to do business and nothing more. ' 3. Good cooperation, good at Coca-Cola Company and the strong alliance is to achieve its global strategy, another important measure. Alliance with the Coca-Cola Enterprises, both McDonald's, Nestle, Procter & Gamble, the United States, Disney, and so established an internationally renowned enterprises, there are Lenovo and other new businesses. Coca-Cola with these other sectors of the advanced Enterprise Alliance, can continue to update and improve its business structure and mode of operation to expand the brand and product range, to explore new market opportunities and access to high-growth markets. 4. Sports in Coca-Cola company's globalization process also has very important significance. Continued sponsorship of global sporting events, sports for consumers around the world take full advantage of the tremendous influence to promote corporate globalization, is the Coca-Cola Company has consistently adhered to the measures. Coca-Cola is not only the Olympic Games and the World Cup long-time partner, but also very keen on becoming a variety of sporting events and sports promotional activities sponsor. At present, Coca-Cola into the sports market every year the amount of more than 4 billion U.S. dollars, sponsorship is also more than 70 kinds of sports. Competitors , Cadbury Schweppes plc , Nestle S.A. , PepsiCo, Inc. , Unilever , Procter & Gamble , Cott Corporation , Kraft Foods, Inc. , National Grape Cooperative , National Beverage Corp. , Quilmes Industrial S.A. , Quinenco SA , Yeo Hiap Seng Limited , Wimm-Bill-Dann Foods OJSC , Co-Ro Food A/S , Rynkeby Foods A/S , Spadel SA , Delta Holding S.A. , Spendrups Bryggeri AB , Pago , Hermann Pfanner Getraenke GmbH , J Garcia Carrion , Vitasoy International Holding Ltd , MAJOR COMPETITOR , PEPSI INTERNATIONAL , , Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team .So the major competitor of Coke is Pepsi. , When they motivate to any other brand or on Coke it’s in instinct basically that based on messages derive certain feelings. , But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRAT Cola, and all juices, even they take water and tea as their competitors. SWOT Analysis Strengths 1. Brand equity/image & recognition 2. Product distribution and worldwide network 3. Solid financial performance 4. One of the world's most recognized brand. 5. Product diversification (water, juices, soft drinks, sport drinks, etc) 6. Co-operate identity. 7. Innovation Weaknesses 1. Credit rating 2. Customer concentration, particularly in the US (Wal-Mart accounts for more than 10% of Coca Cola's business in the US) 3. A lot of loyal Pepsi customers are not enough loyal Coca Cola customers 4. Does not enjoy the number one position in India, Pakistan. Opportunities 1. Possible growing demand. 2. Expansion – Reaching all segments. 3. Globalization 4. Catering to Health Consciousness of People 5. Bottled water growth 6. Acquisitions of smaller players. Threats 1. Health Drinks – Fruit Juice Companies 2. Key competitors (Pepsi, etc) 3. Commodity prices growth 4. Image perception in certain parts of the world. 5. Smaller, more nimble operators/players Suggestion The three main ways are through innovation, relations or reputation. First of all innovation can be used. This may certainly give coca cola competitive advantage because it introduces a new product, which many people will want to try. People will like to purchase the commodity even though price is high because no substitutes are available. It may also give coca cola brand loyalty which means customers will stay loyal to them no matter what happens. Another factor is marketing. This is a very important factor for coca cola. In order for the company to maintain its strong market position, Coca Cola needs to continuously strengthen its brand to maintain brand loyalty and positive responses and differentiate itself from its competitors. If coca cola used strong marketing with environment friendly attitude it may raise barriers to entry, thus decreasing the threat of new entrants to the industry. Coca Cola's brand represents quality, taste and excitement to the market, qualities that remain unmatched by the company's competitors, thus severely reducing any threat of being substituted. Reason of not being popular in India is the mis-utilization of rear water resources. This put negative effect on the brand image, because of cola plant water level in the area decreases which makes the resident life miserable. If Cola Company wants a number one position in India they have to follow following criteria Environmental due diligence before acquiring land or starting projects Environmental impact assessment before commencing operations Ground water and environmental surveys before selecting sites Compliance with all regulatory environmental requirements Ban on purchasing CFC-containing refrigeration equipment Waste water treatment facilities with trained personnel at all company-owned bottling operations Energy conservation programs They should installed hi-tech water recycling system so that they can save 50% water savings of its operations. Many of coca cola’s plastic bottles are recycled and as a result less resources are lost and costs decrease. Through diversification & innovation in water & juices business supported with aggressive advertising strategy Coca Cola Company can attracts a new market segment. This will mean they will have a higher revenue increasing long term profitability and improve credit rating. Conclusion The Coca Cola Company has a very rich history and spread over the world, the study in this report specially the particular SPACE matrix tells us that Coca Cola Company should pursue an aggressive strategy. Coca Cola Company has a strong competitive position in the market with rapid growth. It needs to use its internal strengths to develop a market penetration and market development strategy. This includes focus on Water and Juices products, and catering to health consciousness of people through introduction of different coke flavor and maintaining basic coke flavor. Further company should integrate with other companies, acquisition of potential competitor businesses, innovation in branding and aggressive marketing strategy can bring long term profitability.