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- 2009.08.27 / 2019.12.24
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추천 연관자료
- 목차
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INTRODUCTION
Ⅰ. COCA-COLA'S 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-cola's 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
- 본문내용
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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-COLA'S 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
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