可口可乐.ppt

Introduction of Coca-Cola Company SWOT analysis Market segmentation Coca-Cola’s market segmentation strategy Atlanta,Georgia 1886 by John Stith Pemberton Over 500 brands In 200 countries * Strengths Weaknesses Opportunities Threats Long history Carbonated beverage is popular among the young people. It is a good chance for Coca-Cola to publicize coke in Olympics Carbonated beverage fit the fast food very well. * The competiveness in the soft drink market is much fiercer recently. There are more other drinks for consumers to choose now. Recent years, people have paid more attention on health. Coke has bad impact on people’s health. * * Segmenting Business Markets geographically demographically situational factors usage rate loyalty status benefits sought personal characteristics The Eurasia Africa Group India delivered double digit growth for the fifth consecutive year. In Russia, brand Coca?Cola again delivered double-digit growth in 2011, and we continued to outperform the industry and gained share in sparkling beverages. In Turkey, we delivered double-digit volume growth for the second consecutive year. Despite geopolitical challenges in the Middle East and North Africa, we delivered strong performance. We continue to invest in this region, as evidenced by our agreement to acquire approximately 50 percent of the equity. * The Europe Group We scored with summer music campaigns and built momentum for UEFA EURO 2012? and the London 2012 Olympic Games?. A key strategic success was strengthening ties with bottling partners and driving growth with key customers. We spent more time in the marketplace, using the insights to act with greater flexibility and get closer to consumers with an adapted brand, package and price architecture. * The Latin America Group We attribute much of this growth to clear occasion-based, brand, package, price and channel strategies across beverage categories. The business also benefited from strong integrated marketing