英文版可口可乐中国营销策略文档格式.doc
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英文版可口可乐中国营销策略文档格式.doc
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Profession:
InternationalEconomy&
Trade
1.IntroductionofTheCoca-ColaCompany
OnMay8,1886,apharmacistnamedDr.JohnPembertoncarriedajugofCoca-Cola®
syruptoJacobs’PharmacyindowntownAtlanta,whereitwasmixedwithcarbonatedwaterandsoldforfivecentsaglass.
TheCoca-ColaCompanyisthelargestmanufacturer,distributorandmarketerofnonalcoholicbeverageconcentratesandsyrupsintheworld.Finishedbeverageproductsbearingourtrademarks,soldintheUnitedStatessince1886,arenowsoldinmorethan200countries.AlongwithCoca-Cola,whichisrecognizedastheworld’smostvaluablebrand,wemarketfouroftheworld’stopfivenonalcoholicsparklingbrands,includingDietCoke,FantaandSprite.Inthisreport,theterms“Company,”“we,”“us”or“our”meanTheCoca-ColaCompanyandallentitiesincludedinourconsolidatedfinancialstatements.
Ourbusinessisnonalcoholicbeverages—principallysparklingbeverages,butalsoavarietyofstillbeverages.Wemanufacture
TheCoca-ColaCompanyoperatesinmorethan200countriesandmarketaportfolioofmorethan3000beverageproductsincludingsparkingdrinksandstillbeveragesuchaswaters,juicesandjuicedrinks,teas,coffees,sportsdrinksandenergydrinks.
TheCompanymanufacturestheconcentrates,beveragebasesandsyrupsthatmakeourbrandsuniqueandsellsthemtobottlingoperations.Itownorlicensethebrandsand,toconnectourbrandstotheconsumers,wefocusonmarketingactivities,onlineprograms,retailstoredisplays,sponsorships,contestsandpackagedesign.
TheCoca-ColaCompany’sproductsincludeCoca-Cola,Coca-ColaClassic,caffeinefreeCoca-Cola,caffeinefreeCoca-ColaClassic,CherryCoke,DietCoke(soldunderthetrademarkCoca-ColaLightinmanycountriesotherthantheUnitedStates),caffeinefreeDietCoke,DietCokeSweetenedwithSplenda,DietCokewithLime,DietCherryCoke,DietCokePlus,Coca-ColaZero(soldunderthetrademarkCokeZeroinsomecountries),Fantabrandsparklingbeverages,Sprite,DietSprite/SpriteZero(soldunderthetrademarkSpriteLightinmanycountriesotherthantheUnitedStates),PibbXtra,MelloYello,Tab,Frescabrandsparklingbeverages,Barq’s,Powerade,Aquarius,Sokenbicha,Ciel,Bonaqa/Bonaqua,Dasani,Dasanibrandflavoredwaters,Georgiabrandready-to-drinkcoffees(soldinJapan),Lift,ThumsUp,Kinley,EightO’Clock,Qoo,Vault,FullThrottleandotherproductsdevelopedforspecificcountries.
2.Mission,Vision&
ValuesoftheCoca-ColaCompany
2.1.MissionoftheCoca-ColaCompany
Thecompany’sRoadmapstartswithourmission,whichisenduring.Itdeclaresourpurposeasacompanyandservesasthestandardagainstwhichweweighouractionsanddecisions.
Torefreshtheworld...
Toinspiremomentsofoptimismandhappiness...
Tocreatevalueandmakeadifference.
2.2.VisionoftheCoca-ColaCompany
Thecompany’svisionservesastheframeworkforourRoadmapandguideseveryaspectofourbusinessbydescribingwhatweneedtoaccomplishinordertocontinueachievingsustainable,qualitygrowth.
People:
Beagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe.
Portfolio:
Bringtotheworldaportfolioofqualitybeveragebrandsthatanticipateandsatisfypeople'
sdesiresandneeds.
Partners:
Nurtureawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,enduringvalue.
Planet:
Bearesponsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustainablecommunities.
Profit:
Maximizelong-termreturntoshareownerswhilebeingmindfulofouroverallresponsibilities.
Productivity:
Beahighlyeffective,leanandfast-movingorganization.
2.3LivetheCoca-ColaCompany’sValues
Thecompanyvaluesserveasacompassforouractionsanddescribehowwebehaveintheworld.
Leadership:
Thecouragetoshapeabetterfuture
Collaboration:
Leveragecollectivegenius
Integrity:
Bereal
Accountability:
Ifitistobe,it'
suptome
Passion:
Committedinheartandmind
Diversity:
Asinclusiveasourbrands
Quality:
Whatwedo,wedowell
3.TheCoca-ColaCompanyinChina
3.1.BriefdiscussionofthemarketinChina
China,thefourthlargestcountryinareaafterRussia,CanadaandUSAhasexperiencedmanifoldchangesinitseconomicsystemwhichhasseenitbecomethesecondlargesteconomyintheworldafterUSAifmeasuredonthePurchasingPowerParity(PPP)scale.Butstillconsideredasanemergingeconomyaspercapitaincomesfallinthelower-middlelevel,Chinaismakingitspresencefeltintheglobalstagebytakingbigstridesinopeningupitseconomytointernationaltrade.
EssentiallybeingaclosedeconomysincethedaysofMaoZedong,the
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- 英文 可口可乐 中国 营销 策略
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