Analyse af virksomheden Coca Cola

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Virksomhedsanalyse: Analyse af virksomheden Coca Cola

Tværfaglig opgave om virksomheden Coca Cola, der indeholder følgende:

The purpose of this analysis of the Coca-Cola Company is to explain how the company has become a global market leader at the soft drink market, through detailed analyses of their chain of value, their choose of segmentation, a BCG-matrix and an analysis of their marketing strategies. To explain how they can retain their position as global market leader and how the Coca-Cola Company's future might look like, we made an analysis of their micro and macro environmental forces, a competitor analysis and a SWOT-analysis.

Opgaven er skrevet i 2009

Studienets kommentar

Bemærk: Opgaven er skrevet på engelsk.

Indhold

1. Introduction 2
2. The micro environmental forces of The Coca-Cola Company 3
Macro- and Microenvironment model: Appendix 1 3
3. Chain of value 6
Chain of value: Appendix 2 6
4. SWOT-analysis 9
SWOT: Appendix 4 9
5. Segmentation 13
Target group model: Appendix 4 13
Segment-criterions for the consumer-market for Coca-Cola. 14
Segment-Criterions for the consumer market: Appendix 5 14
Minerva model: Appendix 6 15
Segmentations-criterions for the BtB-market for Coca-Cola 15
Segmentations-criterions for the BtB-market model: Appendix 7 15
Segment-valuation 16
SMUK-model/SOEC (English)-model: Appendix 8 16
Target-group strategy 17
Segment-criterions for the consumer-market for Coca-Cola Zero: Appendix 9 17
6. Difference in buying-behaviour 18
BtC and BtC market models: Appendix 10 18
7. Competitor analysis 19
Competition-identification by the target model 19
Target model: Appendix 11 19
The competition form by the competition-art model 20
Competition-art model: Appendix 12 20
Pepsi annual report: Appendix 13 20
8. BCG 21
Brand Shares (by Global Brand Name) - Off-trade Value RSP - DKr mn: Appendix X2 21
BCG model: Appendix 14 21
9. Analysis of two Coca-Cola commercials 22
Coke commercial 1971: Appendix 15 22
Santa Claus Commercial 1953: Appendix 16 23
10. Conclusion 25

Uddrag

1. Introduction

The original Coca-Cola was invented in 1885 by John Stifth Pemberton. The product was called “Pembertons's French Wine Coca” and contained alcohol. But the year after the launch, the state of Georgia implemented a law which prohibited sale of alcoholic drinks. Pembertons solution was to make the product non-alcoholic under the name “Coca-Cola” . It was originally sold as a cure for hangovers at pharmacists. The formula has been kept as a secret since then.
In 1892 was the Coca-Cola Company as we know it today established by Asa Candler, who bought the recipe and the rights to sell Coca-Cola. Asa Candler starts to advertise Coca-Cola as a refreshment beverage instead of medicine, and the strategy quickly became efficient. In the beginning of the 1900's the Coca-Cola Company sold 36 million bottles a year. But Asa Candler became old and decided to give he's children the stocks of the company he lived for. That was a bad decision. They sold their stocks to Ernest Woodruff. Four years later were Robert Woodruff elected president of the Coca-Cola Company and the company entered a whole new era regarding marketing, expansions of the company and exporting their product.
Today are there consumed more than one billion Coca-Cola Company products each day, around 600.000 persons are somewhat employed by the Coca-Cola Company and Coca-Cola are the worlds most recognizable brand, which includes the company, logo and their unique bottle.

The purpose of this analysis of the Coca-Cola Company is to explain how the company has become a global market leader at the soft drink market, through detailed analyses of their chain of value, their choose of segmentation, a BCG-matrix and an analysis of their marketing strategies. To explain how they can retain their position as global market leader and how the Coca-Cola Company's future might look like, we made an analysis of their micro and macro environmental forces, a competitor analysis and a SWOT-analysis... Køb adgang for at læse mere

Analyse af virksomheden Coca Cola

[17]
Bedømmelser
  • 15-12-2009
    Super god opgave, rigtigt godt formuleret.
  • 22-02-2011
    ...........................................................
  • 03-02-2015
    Givet af HHX-elev på 1. år
    ...........................
  • 10-12-2013
    God opgave, bare træls den er på engelsk :-)