목차
INTRODUCTION
Ⅰ. COCA-COLAS CURRENT LOCATION
(1)
Presentation Of The Company
(2) Environmental Scanning
(3) Main Goal Of
The Coca-cola Company
(4) Efficiency And Accuracy Of The Strategy
Ⅱ.
MARKET ANALYSIS & MARKETING ENVIRONMENT
(1) Carbonated Beverage
Market
(2) Micro-environment
(3) Macro-environment
Ⅲ. SWOT
ANALYSIS
Ⅳ. STP ANALYSIS
(1) Segmentation & Targeting
(2)
Positioning
Ⅴ. COMPETITOR ANALYSIS - (PEPSI, THE MAIN COMPETITOR)
(1) SWOT
Analysis
(2) Competitive Advantage
(3) Strategy Of Pepsi
Ⅵ. ON-LINE
MARKETING
(1) New Trends - The Introduction Of On-line Advertising
(2)
Background Of Coca-colas On-line Promotion
(3) Mission & Main
strategy
(4) What www.cocacola.co.kr provides?
Ⅶ. OFF-LINE
MARKETING
(1) Activities For Community
(2) Activities For
Environment
(3) Culture Marketing
(4) Partnership With Off-line
Events
Ⅷ. SURVEY
Ⅸ.
INTERVIEW
본문
INTRODUCTION
Nowadays, and more than ever
with this financial crisis that does not seem to end and create more and more
losses every day, it is very crucial for companies to settle a long term
strategy but also a back-up strategy to face problems such as the ones they
could face during those times. A company has to have a strategy in order to be
able to focus on the main points of the company.
That is when strategic
management comes in handy since it allows companies or executives in charge of
the strategy of their companies to really study the situation, consider and
weight the various advantages and disadvantages the company has, where the
company is heading as well as what the company is really aiming at. This finally
leads to a clearer view of the overall situation (the market, the position on
the market and the expectations of both the company and the sector). Therefore,
setting a strategy, whereas it is an emergency one or a long term one, is easier
to do, more accurate and close to the reality of the market.
Strategic
management basically raises three questions: Where am I? (and by I, I am
referring to the company or the executive in charge of the strategy), Where do I
want to go (or be)? and How do I get there?
We have decided to apply these
questions to a very famous company, Coca-cola and this, for two main reasons.
The first one is that we are very curious about the future of such a company,
that is present in almost every country but whose market is going through some
serious changes. We wonder what their strategy might be as well as their
objectives on the long term. The second reason is our wondering about the
effects the financial crisis could or can have on a huge food company, if there
are any at all.
In order to fully answer these questions (and also satisfy
our curiosity), We will, on a first point, briefly present this multinational so
that the reader fully grasp the main pertinent aspects of it.
On a second
part, We will describe the environment the company is in as well as the Key
Success Factors, to then create a SWOT analysis. In a fourth part, We will talk
about the strategy and the objectives of the company. We will finally analyze it
on a sixth point, to see of this strategy is the most accurate and efficient for
the company. Thus, We will have answered the three questions of strategic
management.
Ⅰ. COCA-COLAS CURRENT LOCATION
(1) Presentation Of The Company
Do I need to present this company, probably the most famous in the world?
Coca-Cola is probably the best-known company all over the world, with Microsoft.
Coca-Cola is a worldwide known company created in 1886 in Atlanta. The story
is that Pemberton was a pharmacist and created this beverage to cure headaches.
It was a success in the town and after deciding on a name (coming from the use
of kola and coke leaf, the two main ingredients of the beverage) as well as a
logo (which has not changed since its creation), Pemberton
본문내용
ON
Ⅰ. COCA-COLAS CURRENT LOCATION
(1) Presentation Of
The Company
(2) Environmental Scanning
(3) Main Goal Of The Coca-cola
Company
(4) Efficiency And Accuracy Of The Strategy
Ⅱ. MARKET ANALYSIS
& MARKETING ENVIRONMENT
(1) Carbonated Beverage Market
(2)
Micro-environment
(3) Macro-environment
Ⅲ. SWOT ANALYSIS
Ⅳ. STP
ANALYSIS
(1) Segmentation & Targeting
(2) Positioning
Ⅴ. COMPETITOR
ANALYSIS - (P |
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