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Case Analysis of Coca-Cola Market Research Report
Coca-Cola has always been the world’s largest beverage company and remains the leader in the beverage industry. Now I will share with you the Coca-Cola market research report. Welcome to read it.
Coca-Cola Market Research Report 1
1: Survey Background
With the development of society, market competition is becoming more and more intense, and people are becoming more and more concerned about health. The more attention you get. Based on the principle of combining investigation and demonstration with a rigorous and serious attitude, I conducted a relatively in-depth market research on this. 2: Historical background of the Coca-Cola Company
In 1886, Coca-Cola was born in Atlanta, Georgia, USA. It is the world's largest soft drink company. It was two American lawyers who really allowed Coca-Cola to flex its muscles in the beverage industry. They went to the company of the boss of Coca-Cola at that time and proposed that Coca-Cola sell them syrup, and they would invest in the production company and sales points themselves, mix the syrup with water, bottle it for sale, and produce it according to the original company's requirements and create a new business cooperation model with quality assurance.
Three: Development in the Chinese market
In 1927, a brown sweet and bitter liquid appeared on the streets of Shanghai that was filled with gas after opening the lid. But people at that time did not accept this drink. The following year, the drinks company publicly advertised for a translation for £350. In the end, the Chinese in the UK won the championship, so Coca-Cola took the first step to enter the Chinese market. And 22 years later, with the withdrawal of the US Embassy, ??this drink also withdrew from the Chinese market. Three weeks after the establishment of diplomatic relations between China and the United States, the first batch of Coca-Cola products was transported to Beijing. Coca-Cola returns to the Chinese market again.
IV: And China’s Economic Development
As a representative of a multinational company, Coca-Cola has a significant impact on China’s economy, and its corporate management philosophy has always played a positive role in promoting China. . It not only solves people's employment problem but also directly drives the output value of China's economy. According to statistics, Coca-Cola brings an output value of approximately 30 billion to China every year.
Five: Business philosophy
1. Continuously improve product quality
2. Pay attention to improving work efficiency
3. Continuously improve sales Network
4. Pay attention to cultivating professional talents
Six: SWOT analysis
Advantages
1. Long-standing brand
2. Good quality
3. High difficulty in imitation
4. Innovative spirit
5. Powerful marketing strategy
Disadvantages
1. The transportation cost of raw materials is high
2. The nutritional value of Coca-Cola is not high
Opportunities
1. Participate in the world and Public welfare activities
2. High market share
Threats
1. Rise of health awareness
2. Competition between peers and substitutes Threats
3. Global economic downturn
4. Increased recycling costs
7: Competitor situation analysis
Current main competitors It was Pepsi, and the battle between Pepsi and Coca-Cola lasted for many years. But Pepsi-Cola has never been able to capture the certainty of Coca-Cola, and sometimes even loses both sides. Later, Pepsi went in the opposite direction. Compared with Coca-Cola, it was "old, outdated, and outdated." Pepsi-Cola pursued "young, lively, and a symbol of the times." As a challenger, Pepsi-Cola did not imitate Coca-Cola's advertising strategy but had the courage to innovate and established an image of coming from behind. In addition, they have seized on the characteristics of young people pursuing the new generation of idols and spent huge sums of money to hire world-renowned musicians as spokespersons. In terms of taste, Coca-Cola is sweeter than Pepsi, Pepsi is more exciting, and it is easier to quench thirst than Coca-Cola.
8; Conclusion
From the interviews and surveys these days and the references, it can be seen that Coca-Cola has a large consumer group in China, and people’s popularity and awareness of its brand There is no doubt about it. But now people are paying more and more attention to health. We hope that the Coca-Cola Company will keep pace with the times, be brave in innovation, and lead a better and healthier future. Coca-Cola Market Research Report 2
1. Foreword
Coca-Cola, this wonderful liquid that has been popular around the world for more than a hundred years, was created in 1886 by Dr. John S. Pemberton, a pharmacist in Atlanta, Georgia, USA, who mixed carbonated water, sugar and other raw materials in his backyard. Invented by mixing in a triangular jug. The English name "Coca-Cola" was named by Pemberton's assistant and partner at the time, accountant Robinson. Robinson was a classical calligrapher. He thought "two capital Cs would look good", so he wrote "Coca-Cola" in Spencerian cursive script. ?Coca? is a spice extracted from the leaves of the cocoa tree, and ?cola? is an ingredient extracted from the cocoa fruit. The "Coca-Cola" trademark has remained unchanged for more than 100 years.
In 1892, businessman Candler bought all the patent rights to Coca-Cola’s secret recipe for $2,300 and founded the Coca-Cola Company. Under his leadership, Coca-Cola was promoted to all parts of the United States in less than three years.
In 1899, Benjamin Franklin Thomas and James Whitehead signed a contract with Candler to develop a bottling business throughout much of the United States. Since then, its development momentum has been unstoppable. In 1904, it developed to 120 bottling plants, and by 1919, it developed to 1,200 bottling plants.
In 1916, the Candler bottle had to have a unique shape that could be identified as Coca-Cola even in the dark. Even if it was broken, people could recognize it as Coca-Cola at a glance. Under the instructions, the curved glass bottle that is well-known around the world was created.
In 1919, Candler sold the Coca-Cola Company to an Atlanta consortium for $25 million.
Today, The Coca-Cola Company, headquartered in Atlanta, Georgia, is currently the world's largest beverage company and a leader and pioneer in the global soft drink sales market. It alone owns one of the five most famous soft drink brands in the world. Four: Coca-Cola, Diet Coke, Fanta and Sprite. Consumers in more than 200 countries and regions around the world can enjoy various beverages provided by this company locally. More than 1 billion cups of Coca-Cola Company products are consumed daily.
2. Text
In summary, the development of Coca-Cola in the Chinese market should also be divided into two stages:
The first stage, before liberation, is Coca-Cola’s development stages in the old Chinese market. The development history of Coca-Cola in China dates back to 1927. At that time, Coca-Cola came to China and set up China's first bottling plant in Shanghai. By 1930, Coca-Cola had established a third bottling plant in Qingdao, China. In 1948, Shanghai had become the first important market outside the United States with an annual sales volume of more than 1 million boxes. In 1949, with the founding of New China, Coca-Cola Company ceased its business in China.
The second stage, from 1978 to the present, is the stage of Coca-Cola’s return to the Chinese market. In 1978, on the day China and the United States announced the establishment of diplomatic relations, The Coca-Cola Company announced that it would be the first international consumer goods company to return to China and established its first bottling plant in Beijing in 1981. In April 1981, the first workshop dedicated to producing bottled Coca-Cola beverages was established in Beijing. In 2000, Coca-Cola moved its China headquarters from Hong Kong to Shanghai, returning to its place of origin in China after an absence of 54 years. By 2003, Coca-Cola's cumulative investment in the Chinese market had exceeded US$1.1 billion, its annual sales had exceeded 600 million TEUs, and the Coca-Cola system employed a total of more than 20,000 employees in the Chinese market. Coca-Cola has established 23 bottling companies and 28 production plants in China in 2003, most of which are controlled by Chinese capital or Chinese companies.
Coca-Cola has continuously become one of the most famous trademarks in China. According to a Gallup survey conducted in China in 1999, 81% of Chinese consumers know the Coca-Cola brand, and it has been selected by authoritative organizations for nine consecutive years? Most popular drink?.
Coca-Cola is currently the best-selling beverage in the Chinese market. The company has a 9% market share in China’s soft drink market and a 33% share in China’s carbonated beverage market. Coca-Cola has long owned three of the four most well-known carbonated beverage brands in China. Coca-Cola's current localization rate is as high as 98%. The concentrate is produced in Shanghai and sold in RMB. The Coca-Cola Company also purchases raw materials worth more than 6 billion yuan domestically every year, and pays 1.6 billion yuan in taxes to the state every year.
Specifically speaking, Coca-Cola’s modern channels have the following three main operational strategies: First, Coca-Cola strives to establish long-term cooperative relationships with modern channel customers by providing comprehensive consulting services. For example, Coca-Cola formulates a set of targeted annual cooperation plans for different important customers every year based on its own development plan, and regularly proactively reviews the cooperation status of both parties with customers, solves existing problems, and exchanges relevant information.
Second, Coca-Cola actively explores and makes full use of all conditions provided by customers to create and meet consumer needs. For example, Coca-Cola has always attached great importance to the vivid display of products in modern channel stores. It not only formulates professional and detailed vivid display standards, but also stipulates in detail the brand matching and design of shelves, stackers, end racks, freezers, etc. Product requirements, and also attaches great importance to the research on product category matching and display location in customer stores.
Third, Coca-Cola attaches great importance to establishing a smooth peer-to-peer communication mechanism with modern channel customers and strives to improve the efficiency of communication with customers.
For Coca-Cola Company, modern channels are an important channel with dual values. The first value is that it can directly realize the sales of its products, and this value will continue to increase with the market share of modern channels. And increasingly significant; another value is that it can also cultivate consumers' consumption habits and enhance consumers' preference for Coca-Cola products and brands. Therefore, striving to achieve a "win-win" with customers is Coca-Cola's overall strategy for cooperation with modern channel customers. .
Specifically speaking, Coca-Cola’s modern channels have the following three main operational strategies: First, Coca-Cola strives to establish long-term cooperative relationships with modern channel customers by providing comprehensive consulting services. For example, Coca-Cola formulates a set of targeted annual cooperation plans for different important customers every year based on its own development plan, and regularly proactively reviews the cooperation status of both parties with customers, solves existing problems, and exchanges relevant information.
Second, Coca-Cola actively explores and makes full use of all conditions provided by customers to create and meet consumer needs. For example, Coca-Cola has always attached great importance to the vivid display of products in modern channel stores. It not only formulates professional and detailed vivid display standards, stipulating in detail the brand matching and product requirements for shelves, stackers, end racks, freezers, etc., but also attaches great importance to the Customer store products.
Third, Coca-Cola attaches great importance to establishing a smooth peer-to-peer communication mechanism with modern channel customers and strives to improve the efficiency of communication with customers.
III. Summary of the report
(1) Main issues and countermeasures of Coca-Cola’s marketing channels in China
Overall, as the world’s top multinational enterprise, Coca-Cola Company's localized marketing channel strategy in the Chinese market should be said to be extremely successful and has achieved very significant results in practice, providing solid channel support for Coca-Cola products to lead the Chinese beverage market.
However, perfect things do not always exist in the real world. Of course, Coca-Cola’s marketing channels in China also have some flaws that need to be improved and improved. .
To sum up, the following three aspects of the issues to be addressed are the most urgent: 1. In channel operations, especially in the current modern channel operations, the existing bottling systems and even the unified coordination and interests between bottling plants Distribution problems; 2. Problems with partner enthusiasm and low efficiency in the operation of wholesale and retail channels; 3. Problems with personnel management and work efficiency improvement of the channel service teams of each bottling system.
(2) Countermeasures and suggestions:
1. On the basis of maintaining the current modern channel organizational structure adjustment strategy, further improve and strengthen the specific functions of each part, especially strengthen China The division of labor and collaboration between the Customer Management Group (CCMG) and each bottling system and bottling plant.
Objectively speaking, the China Customer Management Group (CCMG) model currently implemented by Coca-Cola is indeed the correct way to solve the problem. Its main goal is to solve the obstacles to cooperation and communication across regions and systems. However, until now, the division of labor between the China Customer Management Group (CCMG) and each bottling plant has not been clear, and a direct and effective communication mechanism and process has not been established. Therefore, the service speed and efficiency of modern channel customers have been hampered. Not much improvement yet.
2. Coca-Cola must formulate unified service standards for modern channel customers in advance, and can effectively promote them to all bottling systems and bottling plants through training and communication to ensure that they can speak with one voice. Communicate and serve each customer store and region with unified standards.
3. For some important cross-regional customers, it is recommended that Coca-Cola Company coordinate and formulate unified profit standards across systems as soon as possible. At the same time, it begins to transform the service process and adopt a method of separating customer service and settlement. , changing the current process in which each bottling plant supplies its own goods and independently reconciles and settles with the customer headquarters, to each bottling plant providing store services, CCMG (or CCMG on behalf of the Coca-Cola Company) and the customer headquarters unified reconciliation and settlement, and then CCMG (or The Coca-Cola Company) allocates profits based on the sales volume and service quality of each bottling plant.
This method can well solve the problem of inconsistent supply prices in various regions. At the same time, it will also improve the level of customer service by ensuring the profits of each system and manufacturer, and integrate the personnel at all levels. The attention center agrees to focus on making better use of customer resources, guiding consumers to consume more of the company's products, and increasing consumer preference for products and brands.
4. Strengthen the research on intermediary channel customers in the Chinese market. On the one hand, it can help Coca-Cola better understand the operating characteristics and operating methods of intermediary customers. At the same time, it can also more effectively improve Coca-Cola’s sales. The actual operation quality of the 101 project; on the other hand, it can help Coca-Cola communicate with customers more professionally, educate and influence customers, so that customers can better accept Coca-Cola culture and improve Coca-Cola's actual execution capabilities. The development background of Coca-Cola
It was two American lawyers who really made Coca-Cola flex its muscles. They went to the office of Asa Griggs Candler, the boss of Coca-Cola Company at the time, and proposed an innovative business cooperation method, that is, Coca-Cola Company would sell them syrup, and they would invest in the production company and sales point themselves to mix the syrup with water, bottle it, and sell it. Produced and quality assured according to Coca-Cola Company's requirements.
The Coca-Cola Company allowed them to use the Coca-Cola trademark for advertising. This special bottling system has since then led to factories producing Coca-Cola popping up all over the place.
In 1888, Asa Griggs Candler saw the market prospects of Coca-Cola, purchased its shares, and took control of all its production and sales rights. Candler began selling the raw liquid to make drinks to other pharmacies, and also began advertising on billboards in train stations and town squares.
In 1901, the advertising budget reached $100,000. Candler sold the first assembly franchise of the drink in 1899 for $1. >>>More exciting next page? Coca-Cola’s development business?
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