美之源市场营销策略Word格式.docx
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美之源市场营销策略Word格式.docx
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Thisisastone'
sthrowthreebirds,"
MinuteMaidwillnotonlypromotesales,increaseitsbrandinfluence,butalsotoprovetotheoutsideworld,withouttheHuiyuan,MinuteMaidbrandinfluenceandmarketingapproachescouldalsosupporttheCoca-ColainChina'
sfruitjuice-atleastinlowconcentrationsjuicebusiness.MinuteMaidrecent"
quietly"
launchednewCtabletslemon,theproductalthoughnolarge-scalepromotions,thereisnoavalancheofpublicity,buthasgraduallystandonthemajorshoppingmalls,supermarkets,aconspicuouspositionthecounter.MinuteMaidsurfaceofthefatnew"
lowprofile"
butwellprepared.
May19,2009,MinuteMaidstartedthe"
Howdoyoulovetoenjoy[MinuteMaidOrangeJuice]"
themeactivities,alsoonthisday,theUnitedStatesforitsnewMinuteMaid,"
ShuangGrape"
Startingagrandreleaseoftheceremony.TheMaid-fatalthoughnotbeforethenew"
tight"
buttheindustrypointedoutthatthehairisalsotheexcuseisnewthemedevents.ItisunderstoodthattheactivitiesofthetopicstartingfromMayuntilOctober,butthetimingofstorepromotionsuntiltheendoftheyear.
2.CompanyDescription
MinuteMaidisaisaproductlineofbeverages,usuallyassociatedwithlemonadeororangejuice,butnowextendstosoftdrinksofmanykinds,includingHi-C.MinuteMaidwasthefirstcompanytomarketorangejuiceconcentrate,allowingittobedistributedthroughouttheUnitedStatesandservedyear-round.TheMinuteMaidcompanyisnowownedbyTheCoca-ColaCompany,andistheworld'
slargestmarketeroffruitjuicesanddrinks.Thefirmopeneditsheadquartersat2150TownSquarePlaceinSugarLandTownSquareinSugarLand,Texas,UnitedStatesonFebruary16,2009;
previouslyitwasheadquarteredat2000St.JamesPlace,locatednearTheGalleriainHouston.
TheCoca-ColaCompanyistheworld'
slargestbeveragecompany,largestmanufacturer,distributorandmarketerofnon-alcoholicbeverageconcentratesandsyrupsintheworldandisoneofthelargestcorporationsintheUnitedStates.ThecompanyisbestknownforitsflagshipproductCoca-Cola,inventedbypharmacistJohnStithPembertonin1886.TheCoca-ColaCompanyisheadquarteredinAtlanta,Georgia.ItsstockislistedontheNYSEandispartofDJIAandS&
P500.ItscurrentchairmanandCEOisMuhtarKent.
3.StrategicFocusandPlan
3.1Mission/vision
Mission:
Theywillreinvigorategrowthfortheircompany,andTheywillinspiretheirpeople.Likewise,Theirstrategyissimple:
Wewillaccomplishtheirgoalsbybuildingaportfolioofbrandedbeverages,anchoredintheicon,Coca-Cola®
andbyenablingsuperiormarketexecutiongloballyandlocally--aligningandleveragingthepowerofourglobalnetwork.
Theirmissiondeclaresourpurposeasacompany.Itservesasthestandardagainstwhichtheyweightheiractionanddecisions.Itisthefoundationofourmanifesto.
●Torefreshtheworldinbody,mindandspirit.
●Toimspiremomentsofpotimismthroughourbrandsandouractions.
●Tocreatevalueandmakeadifferenceeverywheretheyengage.
Vision:
Theirvisionguideseveryaspectofbusinessbydescribingwhattheyneedtoaccomplishinordertocontinueachievingsustainablegrowth.
●People:
Beingagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe.
●Portfolio:
Bringtotheworldaportfolioofqualitybeveragebrandsthatanticapateandsatisfypeople'
sdrsiresandneeds.
●Partners:
Nurturingawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,enduringvalue.
●Planet:
Beingarespomsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustainablecommunities.
●Profit:
Maximizinglong-termreturntoshareownerswhilebeingmindfulofouroverallresponsibilties.
3.2Goal
Useoftheexistingbrandtodevelopnewproducts.
3.3CoreCompetenceandSustainableCompetitiveAdvantage
Corecompetenceistogiveenterprisescompetitiveadvantagesofdifferenttechnicalsystems,organizationalmanagementsystemoforganicintegration.Brandisthecorecompetitivenessofthesynthesizeristhedifferencebetweenthemarketenterprisesonthemostimportantsign,butalsoconsumersmoneytovoteweathervane.Brandisakindofintangibleassetsofenterprises,theenterprisehasanimportantmeaning:
helpenterprisesandtheirproductstodistinguishcompetingproducts,helpingtheproductsalesandoccupationofthemarket,willhelpdevelopthebrandconsumersloyalty,willhelpdevelopnewproducts,savingthecostofnewproductsintothemarket.Brandstrategyistheenterprisestoenhancetheirbrandinfluencetacticsandstrategies.Brandinfluenceistodevelopthebrandinthemarketplace,andtheabilitytoprofit.Evaluationoftheinfluenceofthebasicindicatorsofthe
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