[전략경영] Coca Cola(코카콜라) 사례 분석(영문)

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2010.12.13 / 2019.12.24
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목차: Ⅰ. About Coke

1. History of Coca-Cola
2. Mission, Vision, Values
3. Major Goal
4. CEO, Muhtar kent
5. Stage of lifecycle & SWOT
6. 5 Forces analysis & 4 Building blocks

Ⅱ. Strategies

1. Coca-Cola product’s differentiation
2. Glocalization strategy in Coca-Cola
3. Vertical integration of Coca-Cola
4. Related diversification of Coca-Cola
5. Unrelated diversification of Coca-Cola

Ⅲ. Implementing Strategy

1. Corporate Performance, Governance, and Business Ethics
2. Implementing Strategy

본문내용: 2) SWOT
Strengths

Coca Cola is an extremely recognizable company. Popularity is one of its superior strengths that are virtually incomparable. Coca Cola is known very well worldwide. It's branding is obvious and easily recognized. Things like, logos and promos shown on t-shirts, hats, and collectible memorabilia. Without a doubt, no beverage company compares to Coca Cola's social popularity status. Some people buy coke, not only because of its taste, but because it is widely accepted and they feel like they are part of something so big and unifying. At the other end of the spectrum, certain individuals choose not to drink coke, based solely on rebelling from the world's idea that coke is something of such great power. Overwhelming is the best word to describe Coca Cola's popularity. It is scary to think that its popularity has been constantly growing over the years and the possibility that there is still room to grow. If you speak the words “Coca Cola”, it would definitely be recognized all around the world. Money is another thing that is strength of the company. Coca Cola deals with massive amounts of money all year. Like all businesses, they have had their ups and downs financially, but they have done well in this compartment and will continue to do well and improve. The money they are earning is substantially better than most beverage companies, and with that money, they put back into their own company so that they can improve.

Weaknesses

Coca Cola is a very successful company, with limited weaknesses. However they do have a variety of weaknesses that need to be addressed if they want to rise to the next level. Word of mouth is probably a strength and weakness of every company. While many people have good things to say, there are many individuals who are against Coca Cola as a company, and the products in which they produce. Another weakness that has been greatly publicized is the health issues that surround some of their products. It is known that a popular product like coke is not very beneficial to your body and your health. With today’s constant shift to health products, some products could possibly loose customers. This new focus on weight and health could be a problem for the product that is labeled detrimental to your health.

Opportunities

Coca Cola has a few opportunities in its business. It has many successful brands that it should continue to exploit and pursue. Coca Cola also has the opportunity to advertise its less popular products. With a large income it has the available money to put some of these other beverages on the market. This could be very beneficial to the company if they could start selling these other products to the same extent that they do with their main products. Another opportunity that we have seen being put to use before is the ability for Coca Cola to buy out their competition. This opportunity rarely presents itself in the world of business. However, with Coca Cola’s power and success, such a task is not impossible. Brand recognition is the significant factor affecting Cokes competitive position. Coca Cola is known well throughout 90% of the world population today. Now Coca Cola wants to get there brand name known even better and possibly get closer and closer to 100%. It is an opportunity that most companies will ever dream of, and would be a supreme accomplishment. Coca Cola has an opportunity to continue to widen the gap between them and their competitors.

Threats
Despite the fact that Coca Cola dominates its market, it still has to deal with many threats. Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness attitude of the market could have a serious effect on Coca Cola. This definitely needs to be viewed as a dominant threat. Another possible issue is the legal side of things. There are always issues with a company of such supreme wealth and popularity. Somebody is always trying to find fault with the best and take them down. Coca Cola has to be careful with lawsuits. Health minister could also be looked at as a threat. Again, some people may try to exploit the unhealthy side of Coca Cola’s products and could threaten the status and success of sales. Other threats are of course the competition. Coca Cola’s main competition being Pepsi, sells a very similar drink. Coca Cola needs to be careful that Pepsi does not grow to be a more successful drink. Other product such as juices, coffee, and milk are threats. These other beverage options could take precedent in some people’s minds over Coca Cola’s beverages and this could threaten the potential success it presents again.
6. 5Forces analysis & 4Building blocks
1) 5Forces analysis
Bargaining Power of Buyers
The bargaining power of Coca-Cola’s buyers varies widely. Since they typically only carry a single type of Cola Beverage (usually either Pepsi or Coke), very large restaurant chains have the highest amount of bargaining power, and

참고문헌: http://www.coca-cola.com
http://china.naeil.com/news/news_view.asp?nnum=18765
http://china.naeil.com/news/news_view.asp?nnum=18832
http://china.naeil.com/news/news_view.asp?nnum=18712
http://old.boxwish.com/profiles/blogs/coca-cola-zero-teams-up-with-avatar-for-promotion
http://www.coca-cola.com.sg/cokezeroavatar/index.html
http://en.wikipedia.org/wiki/Coca-Cola

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