可口可乐的4Ps和SWOT分析(商务英语).doc

案例分析对象：Coca-cola1. Analyze its 4PsProduct: Coca-cola came into birth in 1886, which rank first in the global beverage now. It is popular for its refreshing effect . The consumers are widely ranged ,from the children to the old .Price: Coca-cola company have adopted the penetration pricing since it came into the Chinese market,which makes them increase sales and market share.It is also prevalent for its reasonable price among the mass.Place: Its market concept is worth noting. From 3A(available,affordable,acceptable) to 3P(pervasiveness,preference,price to value) ,we can find that its focus on the brand and the faithfulness for the customers rather than the price.Promotion: No wonder commercials play an important role in the marketing strategy of Coca-cola. Famous stars form celebrity effect as spokemen .In terms of public relations ,Coca-cola develops a good brand image through becoming the traditional torch-passing sponsor. At length ,it builds an extensive collaboration with Tencent, which is believed a win-win solution.2. Have a SWOT analysisSLong historyGood qualitySpecial recipeInnovative spirit WAs Coca-cola company is a multinational corporation , its difficult to manage.Coca-cola is a kind of high glucose carbonated drink ,therefore it is low in nutritional value.The transport costs of raw material is high.OIt can satisfy the young peoples need,and has a world-wide reputation.It has a large market share.The company takes an active part in the public service activities, such as being the sponsor of the Olympic Games. TAs the awareness of health is prevalent, people may drink less of Coca-cola .It encounters fierce competition.Many drink wants to substitute it, and we cant neglect its biggest rivalPepsi-cola.It is affected by the ailing economy of the world.3.Append an ad The title is “cool summer” . From the picture ,we can see the bottle of Coke-cola is surrounded by the ice cubes. It can give people a