可口可乐公司英文分析.doc

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1、Table of ContentsCompany profileHistory of Coca Cola Brands of Coca ColaSoliciting InvestorsDomestic StrategyMarketing StrategyInternational StrategyCompetitorsSWOT AnalysisSuggestionConclusionCompany profileThat Coca-Cola Company is set up in 1892 , general headquarter is set up in USA Qiao Ya Zhou

2、 Atlanta at present, is maximal the whole world drink company , the binomial (Coca-Cola row owning the whole world 48% marketplace occupation ratio and the whole world first three big drink is first, Pepsi second, low quantity of heat Coca-Cola third), whose camp in 2001 is collected amounting to 20

3、 , 92 million U. S. dollar, the common stock stockholders equity is 11 , 351 million U. S. dollar then. But Coca-Cola owns 160 kinds drink brands in 200 countries , also is a maximal the whole world juice drink dealer (include the Minute Maid brand) including that soft drink , motion drink , milk ki

4、nd drink the product , juice , tea and coffee,before first Coca-Cola of USA row be that the person gets the market share exceeding 40%, Sprite is that the quickest drink , other brand include Berk then grow up, the fruit country and billow. History of Coca Cola Coca-Cola originated as a soda fountai

5、n beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today.1894 A modest start for a Bold IdeaIn a candy store in Vicksburg, Mississippi, brisk sales of the new fount

6、ain beverage called Coca-Cola impressed the stores owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews alread

7、y had urged that Coca-Cola be bottled, but Candler focused on fountain sales.1899 The first bottling agreementTwo young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained

8、 exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) - for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.1900-1909 Rapid growthThe three pioneer bottlers divided the country into territories and sold

9、bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather month

10、s when demand was high.1916 Birth of the contour bottleBottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Compa

11、ny of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, its one of the most recognized icons in the world - even in the dark!1920s Bottling overtakes fou

12、ntain salesAs the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top metal coolers became the forerunners of automated vending machines. B

13、y the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.1920s and 30s International expansionLed by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants

14、 were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.1940s Post-war growthDuring the war, 64 bottling plants were set up around the world to supply the troops. This fo

15、llowed an urgent request for bottling equipment and materials from General Eisenhowers base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Companys worldwide business.1950s Packaging in

16、novationsFor the first time, consumers had choices of Coca-Cola package size and type - the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s New brands introducedFollowing Fanta i

17、n the 1950s, Sprite, Minute Maid, Fresca and TaB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed by POWERADE and DASANI in the 1990s. Today hundreds of other brands are offered to meet consumer preferences i

18、n local markets around the world.1970s and 80s Consolidation to serve customersAs technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolida

19、ted to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.1990s New and growing marketsPolitical and economic change

20、s opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.21st CenturyThe Coca-Cola bott

21、ling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customer

22、s and communities are the foundation on which the entire business grows.Brands of Coca Cola1.Energy Drinks 2.Juice Drinks 3.Soft Drinks 4.Sports Drinks 5.Tea and Coffee 6.Water 7.Others Soliciting Investors1. Introductory emailDear Sir or Madam,Drinking Coca-cola is a real treat for all of you !We a

23、re pleased to introduce the Coca-Cola Company .The company was founded in 1892. Its based in the United States QiaoYa in Atlanta, is the worlds largest beverage Company，and has 48% of the global market share. The Coca-Cola Company is an American multinational beverage company and manufacturer, retai

24、ler and marketer of non-alcoholic beverage concentrates and syrups. And the company is best known for its flagship product Coca-Cola, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.Besides the Coca-Cola, the Company

25、has a portfolio of more than 3,300 beverages,made consumers in various situation all has the rich choice to assuage thirst.Should you require any further details about our company,please do not hesitate to contact with us.We look forward to hearing from you in the near future. Lets live on the coke

26、side of life.Sincerely,Coca-Cola Company2.Telephone call D:Hello,Ihavereceivedyoue-mailthismorning.Idliketogettheballrolling bytalkingaboutprices.R:Shoot. Idbehappytoansweranyquestionsyoumayhave.D:Yourproductsareverygood.ButImalittleworriedaboutthepricesyoureasking.R:Youthinkweaboutbeaskingformore?D

27、:ThatsnotexactlywhatIhadinmind.Iknowyourresearchcostsarehigh,butwhatIdlikeisa25%discount.R:Thatseemstobealittlehigh,Mr.Smith.Idontknowhowwecanmakeaprofitwiththosenumbers.D:Please,Robert,callmeDan.(pause)Well,ifwepromisefuturebusi-ness-volumesales-thatwillslashyourcosts formakingtheExec-U-ciser,right

28、?R:Yes,butitshardtoseehowyoucanplacesuchlargeorders.Howcouldyouturnover somany?Wedneedaguaranteeoffuturebusiness,notjustapromise.D:Wesaidwewanted1000piecesoverasix-monthperiod.Whatifweplaceordersfortwelvemonths,withaguarantee?R:Ifyoucanguaranteethatonpaper,Ithinkwecandiscussthisfurther.D:Mr.Robot,we

29、willneedtotalktoheadofficeaboutthat,Imafraid.Wecantmakethatdecisionourselves.R:OK.Lookforwardtoyourreply.D:Hopewecancooperatehappily.Domestic basic Strategy1. Coca-Cola led to accelerate the growth of carbonated drinks; Coca-Cola is the eternal theme, but also the basis for their business survival,

30、therefore, maintain the carbonated beverage market, Coca-Cola and categories based on expanding the primary strategy for their companies. 2. Selectively expand our beverage brand portfolio, in order to promote the interests of growth; Now, Coca-Cola Company is working to a comprehensive beverage com

31、panys direction, but not willing to just a provider of carbonated beverages, so it remains valid under the premise of profit in the world within the framework of expanding its beverage series, continued to the development of new beverage products. Only in 2000, Coca-Cola in 45 Asian countries introd

32、uced 15 new varieties of drinks. 3. With bottling partners to improve product profitability and productivity of the system; Business system is a special bottling Coca-Cola Company to achieve its goal of globalization, one of the principal means, therefore, attention and maintain its bottling partner

33、s in the operation of the state, but also ensure that Coca-Cola Company an important part of self-interest. 4. To innovation and the spirit of hospitality has always been a view in all areas of mutual growth; Common prosperity idea is that Coca-Cola Companys basic philosophy, but also its ability to

34、 grow into global companies one of the factors inherent in commercial circles, while innovation is the Coca-Cola Company to achieve win-win the principal means. 5. Put the money in all markets with the most potential areas; 6. In all aspects to enhance the effectiveness and economic benefits. Domest

35、ic Marketing StrategyOver the years, Coca-Cola Company to pursue marketing, ring, ring interlocking strategy (see Figure 1-1-1): Until 1984, three-ring represents the 3A, affordable and accessible and happy to buy, including: affordable (AFFORDABILITY): is to ask the retail price of Coca-Cola produc

36、ts properly to ensure that consumers can afford; I buy (AVAILABILITY): is to ask the Coca-Cola products in the market Distribution rate, to ensure that consumers can buy, the total can buy; happy to buy (ACCEPTABILITY): it is striving to enable consumers to accept and like the Coca-Cola Companys pro

37、ducts, willing to buy and drink it. As the market and consumers in the development and changes in consumption patterns, in 1984, Coca-Cola Company in conjunction with the company based on the actual conditions of sale will be from the 3A development of marketing strategy 3P, value for money, everywh

38、ere, the hearts of first choice, of which: Value for money (Price to Value): Coca-Cola Companys products is to require not only the consumers the ability to purchase, and must strive to make the return of consumers to meet or exceed his pay. Everywhere (Pervasiveness): is to ask the Coca-Cola Compan

39、ys products must penetrate into every corner of the market, allowing consumers to at any time, anywhere, can easily buy. The hearts of the preferred (Preference): Coca-Cola Companys products requires not only to be liked and accepted by consumers, but also to strive to occupy the consumer has allowe

40、d Liu, become a preferred product or brand. 5. Coca-Cola companys operating philosophy General speaking, Coca-Cola companys operating philosophy includes the following four aspects: 1. Continuing to improve product quality Coca-Cola Company believes that the image of the product advertising is very

41、important, but the product itself is the most important factor. If the product itself is flawed, will eventually be discarded by consumers, so Coca-Cola Company has always attached great importance to product quality management and quality assurance. Such as the current Coca-Cola bottling plant in t

42、he global promotion of TCCQS (The Coca-Cola Quality System) system is fully embodies this concept of the Coca-Cola. (See Figure 1-1-2) International StrategyCoca-Cola Company can quickly successful business around the world, mainly thanks to its effective global development initiatives. General spea

43、king, Coca-Colas global development initiatives include the following aspects: 1. Coca-Cola companys successful business model special brand expansion and business expansion skillfully combining ingenuity to create a world-class Coca-Cola Red World. Coca-Colas special business model (see Figure 1-2-

44、4), began in the early twentieth century, that is, with local partners within the region signed a certain number of years of production and operation of concession contracts, by their production and sales in a given area Coca-Cola products and to assist in the maintenance and development of the bran

45、d. In this way, Coca-Cola has not only solved the market expansion in the resource constraints, but also extremely clever realization of the brand internationalization and localization of the operation of the harmony. 2. Coca-Cola Company is extremely good at capturing business opportunities, promot

46、ing the development of global business enterprises, and to help Coca-Cola brand stands a century, and become the boast of the Kingdom of the worlds number one beverage supremacy. 1989 fall of the Berlin Wall, German unification for Coca-Cola provides a good opportunity to display their attractivenes

47、s. In 1994, the U.S. government officially announced the lifting of the Vietnamese trade embargo for 30 years, within 24 hours after the Coca-Cola Companys products is sent to Vietnam! June 21, 2000 at noon, that is, the United States announced a partial lifting of sanctions against North Korea continued for 50 years the third day of the first batch of 9600 Coca-Cola soft drinks on by truck from China into North Korea in Dandong. These m