[마케팅] CokeCola(코카콜라)의 마케팅 전략(영문)

등록일 / 수정일
페이지 / 형식
자료평가
구매가격

2010.06.14 / 2019.12.24
9페이지 / doc (MS워드 2003이하)
평가한 분이 없습니다. (구매금액의 3%지급)
900원

다운로드장바구니

Naver로그인

Kakao로그인

최대 20페이지까지 미리보기 서비스를 제공합니다.

자료평가하면 구매금액의 3%지급!

추천 연관자료

목차: 1. Industry Environment

1) Industry structure
2) The two giants

2. Strategies and Critical Success Factors in the Industry

1) There was no specific business-level strategies
2) What happened to Pepsi in 1975 to 1980?
3) The best way to achieve higher market share is good at advertising and marketing campaign.

3. General Environment analysis

4. Strategic Groups within the CSD Industry

5. Industry Opportunities and Threats analysis

6. Description of the Firm

- Company history
- Product lines
- The scope of the firm
- The size of the firm
- The firm's culture and philosophies

7. Strengths, Weaknesses, Opportunities and Threats

8. Current Strategy

1) Corporate-level Strategy
2) Business-level Strategy

9. Recommended Actions

본문내용: 2. Strategies and Critical Success Factors in the Industry
1) There was no specific business-level strategies
When Pepsi declared bankruptcy(in 1932, during the Great Depression), they lowered the price of its 12-oz bottle to 5 cents – the same price that Coke charged for a 6.5-oz bottle. Pepsi sometimes lowered their price temporarily, but we can’t deem it as a ‘Cost Leadership Strategy’. Because two companies imitate each other over and over again. They both maintained similar product lines, various packaging types and similar prices.

2) What happened to Pepsi in 1975 to 1980?
We can see the dramatic growth of Pepsi’s market share during the period of 1975 to 1980. So we can find the factors that can improve the market share of the companies in this industry by analyzing Pepsi’s foot prints of this period.
In 1974, Pepsi launched the campaign named “Pepsi Challenge” in Dallas, Texas. Coke was the dominant brand in that city, and Pepsi was third behind Dr Pepper. Pepsi conducted blind taste tests. And the company tried to demonstrate that consumers actually preferred Pepsi to Coke. After its sales shot up in Dallas, Pepsi rolled out the campaign nationwide.

3) The best way to achieve higher market share is good at advertising and marketing campaign.
“Pepsi Challenge” is one of good sample of successful marketing campaign. Two companies launched a lot of campains, advertising and promotions –For example “skirt bottle”, “lifestyle”, “soldier discount” of Coke and “twice as much”, “Pepsi Challenge”, “smart spot” of Pepsi.
According to Exhibit4 below, actually 43% of the sales of concentrate producers are spending in advertising and marketing. So, The most impotant factors of succeeding in this market are advertising and marketing.

자료평가

아직 평가한 내용이 없습니다.

회원 추천자료

[마케팅전략] 코카콜라 마케팅전략(영문)

1. Introduction(1) Quick FactsEstablished: 1886 Ranking: We own 4 of the worlds top 5 nonalcoholic sparkling beverage brands Associates: 90,500 worldwide Operational Reach: 200+ countries Consumer Servings (per day): 1.5 billion Beverage Variety: more than 2,800 products(2) Mission, Vision & Values▪ Coca-Cola MissionOur mission declares our purpose as a company. It serves as the standard against which we weigh our actions and decisions. It is the foundation of our Manifesto. : To refresh the world in body, mind and spirit. : To inspire moments of optimism through our brands and

코카콜라 마케팅전략(영문)

Cola Wars Continue : Coke and Pepsi1. Industry Environment1) Industry structureThere are four major participants in CSD Industry : concentrate producers, bottlers, retail channels, and suppliers. Concentrate producers make concentrate(original liquid) and sell it to the bottlers. Bottlers add carbonated water and corn syrup on concentrate. And then they put it into bottles or cans. There are many kinds of retail channels : supermarkets, fountain outlets, vending machines, mass merchandisers, convenience stores and gas stations. Suppliers supply the raw meterials of concentrate, bottles, an

마케팅 원론 - DECOMAS 전략사례

영문표기의 부정연상과 세계화‘(구)제일제당’의 영문표기는 Cheil Sugar & Corporation이다. 제일의 영문 발음은 감옥, 죄수 등을 유발시키는 영어 단어 Jail을 연상시킨다. 또한 sugar는 제당업계를 표현한 것이긴 하지만, 사탕수수농장의 노예, 사양산업, 공해산업, 당뇨병 등을 연상하기도 하기 때문에 ‘제일제당’은 영문명칭을 포괄적인 영문명칭인 ‘Cheil Food & Chemicals’로 바꾸었고 ‘SAMSUNG’, ‘LG’, ‘SK’ 등 세계화를 지향하는 기업들과 마찬가지로

[국제 경영] 코카콜라 마케팅 전략(영문)

CONTENTSIntroductionExecutive summaryAbout The Coca Cola Company Coca Cola’s mission, vision and objective The background and historyHow Coca Cola has maintained its top position? (Competitive advantage)SWOT Analysis of the Coca Cola Company2.1 About SWOTSimple definition of SWOT2.2 StrengthExplanation of Strength Strength of Coca Cola 2.3 WeaknessExplanation of WeaknessWeakness of Coca Cola2.4 OpportunityExplanation of opportunityopportunity of Coca Cola2.5 ThreatExplanation of threatThreat of Coca ColaConclusion ReferenceIntroductionExecutive summaryThe Coca Cola

[국제 경영] 코카콜라 마케팅 전략(영문)

Marketing StrategiesMANAGEMENT MISTAKES AND SUCCESSESContentsMKTG Mix Strategy Marketing Strategy Corporate StrategyIntroductionMANAGEMENT MISTAKES AND SUCCESSESIntroductionCountry of originAmericaTypeCarbonated soft drinkFounderJohn Pemberton(1831~1888)Introduced1886Head quarterAtlanta, Georgia with local operations in over 200 countries around the world1. Coca-Cola?MANAGEMENT MISTAKES AND SUCCESSESIntroduction2. History of Coca-Cola1886 : Birth of Coca-Cola1910 : Develop a unique bottle 1919 : Listed on the New York Stock Exchange1928 : Introduced to the Olympic

오늘 본 자료 더보기

오늘 본 자료가 없습니다.

최근 판매 자료

Naver 로그인

Kakao 로그인