可口可乐英文版演讲.ppt

1、,The company culture I recommend,The Coca-Cola Company,The Coca-Cola Company is an American multinational beverage company and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented by pharmacist J

2、ohn Stith Pemberton in 1886. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day.,The Coca-Cola Company corporate headquarters in Atlanta,The Coca-Cola Company was founded in 1892. Its

3、based in the United States in Atlanta, is the worlds largest beverage Company，and has 48% of the global market share. The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its current chairman and chief executive is Muhtar Kent.,Company profile,Cola-Cola operates a soft drink th

4、emed tourist attraction in downtown Atlanta, Ga; the World of Coca-Cola is a multi-storied exhibition of the many flavors sold by the company as well as a museum to the history of the company.,culture,Mission, Vision & Values,Mission To refresh the world. To inspire moments of optimism and happiness

5、. To create value and make a difference Vision People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs. Partners: Nurture a winning network of cus

6、tomers and suppliers, together we create mutual, enduring value.,Mission, Vision & Values,Values Integrity: Be real Accountability: If it is to be, its up to me Passion: Committed in heart and mind Quality: What we do, we do well Leadership: The courage to shape a better future,Lets,LOGO,Happiness P

7、assion Vigor,Focus on the Market,Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious,Product,The company operates a franchised system dating

8、from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.,Brand portfolio,The Coca-Cola Company is the worlds biggest drinks company, controlling more than half the global market .Besides the Coc

9、a-Cola, the Company has a portfolio of more than 3,300 beverages, from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks, waters, sports and energy drinks, including teas and coffees. their variety spans the globe. It owns four of the worlds fi

10、ve best-selling soft drinks.,12,Product,13,Product,Fanta 芳达 Q o o酷儿 Minute Maid美之源,Product,Sprite雪碧 Nestle雀巢 Ice purified water冰露,During the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing several new non-carbonated beverage brands. On September 3, 2

11、008, Coca-Cola announced the purchase of China Huiyuan Juice Group Limited.,History,Advertising,SWOT Analysis,SWOT Analysis Chart,STRENGTHS,1.Long history 2.Good quality 3.Special recipe 4.Innovative spirit 5.product distribution and worldwide network 6.solid financial performance 7varied products (

12、water,juices,soft Drinks，sport drinks,etc),SWOT Analysis Chart,WEAKNESSES,1.As Coca-cola company is a multinational corporation , its difficult to manage. 2.Coca-cola is a kind of high glucose carbonated drink ,therefore it is low in nutritional value. 3.The transport costs of raw material is high.

13、4.does not enjoy the number one position in India,Pakistan. 5.A lot of loyal pepsi customers are not enough loyal Coca-cola .,SWOT Analysis Chart,OPPORTUNITIES,1.It can satisfy the young peoples need,and has a world-wide reputation. 2.It has a large market share. 3.The company takes an active part i

14、n the public service activities, such as being the sponsor of the Olympic Games.,SWOT Analysis Chart,THREATS, 1.As the awareness of health is prevalent, people may drink less of Coca-cola . 2.It encounters fierce competition.Many drink wants to substitute it, and we cant neglect its biggest rivalPep

15、si-cola. 3.It is affected by the ailing economy of the world. modity prices growth leads to rising costs,Suggestion,First of all innovation can be used.This may certainly give coca-cola competitive advantage because it introduces a new product,which many people will want to try.People will like to p

16、urchase the commodity even though price is high because no substitutes are available.It may also give coca-cola brand loyalty which means customers will stay loyal to them no matter what happens. Another factor is marketing.This is a very important factor for coca-cola.In order for the company to ma

17、intain its strong market position,coca-cola needs tocontinuously strengthen its brand to maintain brand loyalty and positive responses and differentiate itself from its competitors. They should installed hi-tech water recycling system so that they can save 50% water savings of its operations. Many o

18、f coca-colas plastic bottles are recycled and as a result less resources are lost and costs decrease.Through diversification & innovation in water &juices business supported with aggressive advertising strategy coca-cola company can attracts a new market segment.This will mean they will have a highe

19、r revenue increasing long term profitability and improve credit rating. Conclusion,Coca-Cola Company marketing strategies,Products Features And Promotional,Coca-Colais acarbonatedsoft drink but hundred years ago, the prototype of Coca-Cola was medicine and sold in drug stores. (Hayes, 1996). Coca-Co

20、laformula has caffeine that is main reason why so many people like drink it. Moreover, Coca-Cola tries to invite the most famous star, which includes entertainment and sport stars, to be its brand spokesman in order to attract young consumers. Finally, Coca-Cola Company also uses reward strategy to

21、encourage people to purchase its products.,Products Features And Promotional,Personally, I think Coca-Cola successfully use advertisements to improve their performance. Firstly, Coca-Cola indicates its entire products on its website. Therefore, consumers can ensure the features of every product and

22、always have some reward activities. Furthermore, many stars are Coca-Cola Company brand spokesman which can attract a large number of their fans to buy Coca-Cola. Ultimately, Coca-Cola Company also collaborates with some entertainment performances which also can improve its popularity.,Psychographic

23、 Profile To The Market,Coca-Cola is the most popular soft drink in the world. Most of people like drinking it from young children to old people. According to Coca-Cola Company 2009 Year in Review (2009), per capita consumed 382 cans in North America, 284 cans in Latin America and 177 cans in Europe,

24、 in 2009 and this number was increasing every year. Young adults are the major consumers the range of age from 15 to 30. Young adults like drinking Coca-Cola because of the Coca-Colas advertisements. In addition, the Coca-Cola not only has excellent taste but also drinking Coca-Cola means youth and

25、fashion.,Psychographic Profile To The Market,In my opinion, Coca-Cola should pay more attention on others groups such as, children and old people, despite that there are huge number of children and old people like drinking Coca-Cola. Specifically, drinking too much Coca-Cola is harmful to children a

26、nd old people because Coca-Cola is high calorie drink and it also has caffeine. Hence, in order to target children and old people Coca-Cola Company should to create new low calorie Coca-Cola without caffeine.,Target Market Approach,Coca-Cola aims to sell to a large broad market. It tries to use many

27、 strategies to establish an international brand. Coca-Cola invests and constructs factories in different country in order to reduce the cost. For instance, according to Coca-Cola Company website article “Working as a global team”, Coca-Cola Company has 92800 associates around the world and 87 percen

28、t of them are outside the U.S. Meanwhile, Coca-Cola Company translates its advertisements into many countries languages. To illustrate, on the Coca-Cola Company website there are eight languages such as Chinese, Japanese and English.,Target Market Approach,Personally, there are two reasons make Coca

29、-Cola Company to develop mass market. First of all, as I side before, investing and constructing factories in many countries can reduce its cost and gain huge money because in many countries raw materials are cheaper than the U.S. Also, it is not hard to see that mass market can increase more people

30、 to purchase Coca-Cola and market competitiveness. To sum up, becoming an international brand is the best method to make Coca-Cola Company becoming stronger in the future.,Competitive Trends,It is no doubt that Coca-Colas greatest arch-rival is PepsiCo. These two companies have competed for hundred years. According to Hills (2009),PepsiCos U.S. marke