可口可乐市场营销推广策略分析-SWOT分析-4P战略-波特五力模型Word格式.docx
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可口可乐市场营销推广策略分析-SWOT分析-4P战略-波特五力模型Word格式.docx
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Marketstrategy 6
Marketingresearchresult 6
Marketingmixsummary 7
Detailedstrategyforpromotion 9
Controls 11
Referencelist 13
Executivesummary
TheCoca-ColaCompany(“Coca-Cola”)wasfoundedin1886whichisrankednumberoneinthebeverageindustry.Thecompanymanagesmorethan500nonalcoholicbeveragebrands,andfourofthetopfivenonalcoholicsparklingbeveragebrandsareownedbyCoca-Cola.Accordingtoits2012annualreport,thewholegroup’snetoperatingrevenueamountedto48.02billionUSD(TheCoca-ColaCompanyAnnualReview,2012).Inaddition,Coca-Colaaccountsforapproximately37.1%ofallthesoftdrinkmarket,followedbyPepsiCoatabout30.2%,andDr.PepperSnappleGroupat21.4%(Faber,2012).
Inthelong-standingviewpoint,Coca-Colahasaninclinationtoexpanditsmarketshareto50%anditssalesrevenueto500billionUSDinthe2015(Hofstede,2012).Althoughitsprosperousstatusquo,thecompanyisalsofacingagainstanintensifiedcompetition.ThisreportisaimedatanalyzingtheoverallmarketingstrategyofCoca-Colatofindoutthepotentialvulnerabilities.Then,basedupontheanalysisandin-depthresearch,itwilloutlinethestrategicplanforthefutureinordertofurtherenhanceCoca-Cola’smarketingstatus.
Externalenvironmentanalysis
Awell-roundedanalysisofcompany’senvironmentwillbebeneficialforthecomprehensiveunderstandingofthesituation.First,itisbettertoresearchCoca-Cola’sexternalsituationwhichincludesthreeparts:
macro-environmentalfactors,micro-environmentalfactorsandcompetitivestrategy.
Forthemacroaspect,thisreportutilizesPESTmodelwhichexaminesthechangesinamarketplacecausedbyPolitics,Economy,SocialandTechnologicalfactors.
PoliticalAnalysis
Shiftsofgovernment’sattitudetowardstheforeign-investedenterprisemayposeathreattothecompany.Especiallyintheemergingcountries,thepoliticalstabilityisessentialtoasuccessfulbusiness.Inaddition,changesoflawsandregulations,includingnon-alcoholicdrinksregulationshouldbeconsidered.
EconomicAnalysis
AccordingtoIMF,whiletherehavebeensomeencouragingsignsofeconomicrecovery,theglobaleconomicgrowthseemstobelosingmomentum.Inotherwords,thecompanystillneedstobevigilanttotheoutsideworldandtheemergingeconomytoseizeopportunities.AccordingtotheStandardandPoor'
sIndustrysurveys,"
Formajorsoftdrinkcompanies,therehasbeeneconomicimprovementinmanymajorinternationalmarkets,suchasJapan,Brazil,andGermany."
Thesemarketswillcontinuetoplayamajorroleinthesuccessandstablegrowthforamajorityofthenon-alcoholicbeverageindustry.
SocialAnalysis
Livingahealthierlifestyleissoprevalentallaroundworldthathasaffectedthenon-alcoholicbeverageindustryassomeconsumersareswitchingtobottledwateranddietcolasinsteadofbeerandotheralcoholicbeverages.Thiscontinuedtendencywillimpactthenon-alcoholicbeverageindustrybyincreasingthedemandoverallandinthehealthierbeverages.
TechnologicalAnalysis
TherapidadvancementofscienceandtechnologymaydeeplyimpactCoca-Colaaswell.Forexample,noveldistributionchannel,diversifiedpromotioncampaignandnewproductionlineetc.
Intermsofmicro-environmentalfactors,itisadvisabletousePorter'
sFiveForcesmodeltoanalyzethemarketcondition.
Threatofnewentrants
Comparedwithotherindustry,softdrinksindustryhasarelativelyhighergrossprofitrateandlowerbarrierstoentry,accordingly,theredoexistmanypotentialentrants.
Threatofsubstituteproducts
Asismentionedabove,healthierdrinkinghasbeenanewtrendfortheconsumers.So,enoughattentionmustbepaidtothesubstituteproductssuchasteadrinks,bottledwaterandsportsdrinks.
Bargainingpowerofcustomer
Withthousandskindsofnon-alcoholicbeverageinthemarket,consumershaveawiderangeofoptions.Additionally,theyarealsobecomingsensitivetopricewhichrenderthemtohavemorebargainingpower.
Bargainingpowerofsuppliers
Astheleadingcompanyinthemarket,Coca-Colastaysstrongtothesupplierswhoarewillingtocollaboratewithsuchagiantenterprise.Inotherwords,bargainingpowerofsuppliersiscomparativelyweak.
Intensityofcompetitiverivalry
Relieduponitssalesanddistributionchannels,Coca-Colahasundoubtedlyestablishedamaturemarketingnetwork.Butwhatcan’tbeignoredisthethreatsposedbycompaniesoutofcarbonatedbeverage,theyallsparenoefforttogainmarketshareintherelevantindustry.
Aftertheanalysisoftheabovetwofactors,keepingalertandfurtherdevelopingthecorecompetencyareextr
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- 关 键 词:
- 可口可乐 市场营销 推广 策略 分析 SWOT 战略 波特 模型