可口可乐公司SWOT分析.docx

Higher Education Programme Feedback SheetProgramme Title: analysis of international marketModule Title: International MarketingStudent:王悦Module Tutor:Mr.TOMAssignment Title/Number: 6Submission Date:2015/12/20Learning Outcomes: By learning the marketing operation of Coca-Cola, a deeper understanding of marketing knowledge.MarkClassification: 1st 2:1 2:2 Pass ReferStudent reflective comments on the assessment outcome to enhance future practice:Signature: Date: .Internal Second Marker Comments:Signature: .Date: .External Verifier Comments:Signature: .Date: .GUIDANCE ON SUPPORT MATERIALS & READING LISTCourse Text:PRINCIPLES MARKETINGAuthors: Philip KotlerYear: 2009ISBN: 9780137006694This text is the one the module guide will refer to in terms of additional reading and is essential for all students on the programme. It is a comprehensive and up-to-date guide to modern marketing issues & techniques. .There are some excellent texts on Marketing that are also suitable for this module. The texts below are particularly good. Look closely at each title and choose the one which best suits you:Latest edition of:Marketing: Concepts and Strategies By BeverlyHoughton-MifflinPrinciples of Marketing, 4th EditionBy Brassington & Pettitt (2006)FT Prentice Hall (1)IntroductionThe Company of Coca-colaThe Coca-cola company is the worlds largest beverage company,refreshing consumers with more than 450 sparkling and still brands.WhyisCoca-Colasuchasuccessfulcompany?Put in this context ,the answer ought to be obvious.(2)Discuss how international trade system, economic, political/legal, and cultural environments affect Coca-cola companys international marketing decisionsThe development of economic integration and regional economic cooperation organization makes more and more enterprises begin to conduct marketing activities in different culture environment.Coca-cola adhere to expand the product portfolio strategy,carbonated drinks in China continues its expanding as the core and greatly enrich its product range .From Coca-cola,Sprite to Smart,Qoo,Zero,Coca-cola carbonated drinks China continues its expanding as the core product strategy。As a kind of carbonated drinks,Coca-cola in Chinese consumers ,the product mad a corresponding adjustment,has launched a Qoo,minute maid pulpy on-carbonated,such as new products facts have proven that these new products are popular among Chinese consumers.Coca-cola by sponsoring activities such as sports,education and culture to strengthen their brand image,such as sponsoring the Beijing Olympic Games to promote the brand reputation,by the high social identify to build a good social atmosphere to promote its sales increase(3) Describe three key approaches to entering international markets: exporting, joint venturing, direct investmentBrand Equity Interbrand in 2011 awarded Coca cola with the highest brand equity award. Coca cola with its vast global presence and uniquebrand identityis definitely one of the costliest brands with the highest brand equity.Company valuation One of the most valuable companies in the world, Coca cola is valued around 79.2 billion dollars. This valuation includes the brand value, the numerous factories and assets spread out across the world and the complete operations cost and profit of Coca cola.Vast global presence Coca cola is present in 200 countries across the world. Chances are, any country that you go to, you will find coca cola present in that market. This vast global presence of coca cola has also contributed to the building of the mammothbrand name.Largest market share There are only 2 Big competitors in the beverage segment Pepsi and Coca cola. Out of these 2, coca cola is the clear winner and hence has the largest market share. Amongst all beverages, Coke, Sprite, Diet coke, Fanta, Limca and Maaza are the growth drivers for Coca Cola.TheCoca-ColaCompany and Nestl S.A. today announced that they have agreed to focus the geographic scope of their ready-to-drink tea joint venture, Beverage Partners Worldwide (BPW), on Europe and Canada. In Taiwan and Hong Kong, TheCoca-Cola Company will enter into a license agreement with Nestl for the NESTEA brand. In all other territories the joint venture will be phased out in a transition to be completed by the end of 2012, subject to any regulatory approval. In addition, the current NESTEA license granted by Nestl to TheCoca-ColaCompany in the United States will terminate at the end of 2012.Over the past 10 years, BPW has delivered consistent growth to its parent companies and has expanded the NESTEA brand across Europe, Canada and other markets. Both partners believe a concentrated focus on Europe and Canada will accelerate the growth and bolster the market presence of BPW where the joint venture is most effective. Both parent companies will be free to independently explore and maximize opportunities for growth in the ready-to-drink tea category in other markets.Beverage Partners Worldwide, a 50-50 joint venture focused on the ready-to-drink tea category held by Nestl S.A. and TheCoca-ColaCompany, was created in 2001, following a period of 10 years during which Nestl and TheCoca-Cola Company cooperated in a joint venture calledCoca-Colaand Nestl Refreshments.(4)Explain how Coca-Cola company adapt their marketing mixes for international marketsProductThe company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielsons data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.PriceDue to the availability of wide range products the pricing is done according to the market and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.Place Coca cola is the worlds most favorite brand and is available all over the world. The distribution system of coca cola follows the FMCG distribution pattern. The effective distribution network of coke has almost eroded the small and middle level players in the market. In India they have captured even the rural market by extensive distribution and have eroded the market share of Bovonto, Kalimark etc.PromotionCoca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behavior and mainly targeting value based advertising. You are more likely to see a coke ad individual for a particular festival or in with a general positive message. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include “Support my school” campaign with NDTV. It has many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha , Ghambir, Aamir khan etc and has signed contract recently with Imran khan. It allows price discounts and allowances to distributors and retailers in order to push more products into the market. It employs both push strategy through promotions and pull strategy through advertisements and campaigns.(5) Identify the three major forms of international marketing organizations: export department, international division or subsidiary, global organization.Asdomesticmarketsmature,itisbecomingmoreandmorefashionablefororganizationstoseekgrowththroughopportunitiesinforeigncountries.Fastercommunication,newtechnologiesandimprovedtransportlinksaremakinginternationalmarketsmoreaccessibleandbusinessespursuingaglobalpositioncanexperienceanupsurgeinbrandawarenessandcosteffectiveness.Globalmarketingisarelativelynewconceptlinkedtothesedevelopments.Woodruff also began to develop Coca-Colas international business, mainly through exports, his best known initiative may be such a decision, that is, in response to the call of the beginning of World War II, general Eisen Will, to ensure that every soldier in any place can get a bottle of Coca-Cola, regardless of the cost of 5. Coca-Cola bottling plant, with the United States Army to the world, a move that Coca-Cola gained the dominant market share in Europe and Asia, and the dominant position has been maintained until 1991.After World War II in the next few years, Coca-Cola will be its closest rival Pepsi Cola far behind, has occupied nearly 70% of the coke market, hundreds of small regional soft drinks companies continue to produce a variety of flavors, divide up the remaining 30% of the market.In 1954, Coca-Colas sales and profits have declined, which is the first time since the second world war. In 1955, the company changed the bottle since 1916 has been in use, to expand its capacity to 12 ounces. 50 years later, Coca-Cola launched a greater capacity of Coke bottles, can be sold in food stores. In 1961, Coca-Cola began selling its canned drinks as the sale of a bottle of coke.1976, Coca-Colas Paul Austin CEO in an article pointed out that the United States of Americas soft drink consumption has matured (saturated), Coca-Colas largest sales growth will come from the international market. By 1982, the international market sales accounted for 62% of all soft drinks production of Coca-Cola.In 1981, industry observers were surprised when Goizueta Robert, a chemical engineer who was born in Cuba, was chosen as the CEO of the Coca Cola Co. Goizueta after taking office, the first action is to publish a 1200 word strategy statement, the Coca Cola Co to make a significant change, to focus on the growth of the United States soft drinks market.Goizueta stated that the company will use Coca-Colas brand name as a competitive asset, and no longer will it as sacred, the price discount strategy will be used when necessary to maintain the dominant position of Coca-Cola. In 1981, the industry price discounts reached a new level of intensity, at the end of the year, in the food store, nearly 50% of Coca-Cola and Pepsi Cola are sold at a discount. That years Nelson audit showed that 192 ounces of Coca-Colas cost of less than Pepsi.Goizueta also stated that it would raise the price of Coca-Cola syrup juice for the growing advertising and promotion expenses. In order to cancel the fixed price syrup, Coca Cola Co changed the concession agreement for 60 years already exists, and agreed to sell goods to the concentration of some of its biggest bottlers (no saccharin), as a condition to amend