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Contenu:
- L'entreprise Coca Cola.
- Analyse SWOT.
- Stratégie de marque.
- Le système de mise en bouteille locale.
- Stratégies pour l'Amérique, l'Asie et l'Afrique.
Vous pouvez l'étudiez en:
Résumé
Fondée en 1886, Coca Cola est le leader mondial de la fabrication, de
commercialisation et de distribution de boissons non alcooliques et de sirops
concentrés, qui sert à produire plus de 300 boissons marques. Le siège social
est à Atlanta, avec des opérations dans plus de 200 pays à travers le monde.
Plus de 70 pour cent de leur revenu provient de l'extérieur des
États-Unis, mais la vraie raison, ils sont une société véritablement
mondiale, c'est que les produits répondent à la diversité des goûts des
préférences des consommateurs partout dans le monde.
Coca-Cola has been an intricate part of American culture for over a century. The product's image is laden with sentimentality, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia.
This extremely recognizable branding is one of Coca-Cola's greatest strengths. "Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment" (Allen, 1995).
Additionally, according to Bettman, et. al, (1998) Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach.
The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers (Bettman, et. al, 1998).
Think local, act local. From the world's largest cities to its most remote villages, the bottling system is made up of locally rooted enterprises committed to quality. The Coca-Cola Company bottling partners are always local
businesses, exerting a strong influence on economic development and actively participating in community life through local events and philanthropic activities.
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