可口可乐战略管理分析

Coca cola bottlers
• They are responsible for producing，packaging， distributing and merchandising our products worldwide. 装瓶厂负责生产，包装，配送和销售产品。
• They work closely to our customers to carry out localized marketing plans developed in partnership with the company. 装瓶厂与客户更加贴近，实施与公司共同制定的 地方的营销计划。
Financial resources
• Trademark Coca-Cola volume increased 9 percent（9%） and Sprite volume in百度文库reased 14 percent （14%）we added more than 1 billion (10亿)incremental unit cases of volume to our business in 2010. 2010年增加了十亿的销售量
• Trademark Coca-Cola, accounted for nearly 400 million(4亿) unit cases of incremental volume, the largest incremental growth we have seen since 2007. 其中可口可乐带来了4亿增长
Coca –Cola Company
可口可乐公司
The internal environment analysis
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Tangible resources
Intangible resources Capabilities Core competencies
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4.
Tangible resources
• Financial resources 财务资源 • Physical resources 物质资源 • Organizational resources 组织资源
Financial resources
• In 2010, the Company generated $9.5 billion in cash from operations, up 16 percent over 2009. 2010年现金收入95亿 • It returned $7.2 billion to shareowners by repurchasing（回购）$3.1 billion in Company stock and paying $4.1 billion to shareowners through dividends. 通过回购股票和发放股利返回给股东共72亿 • In fact, they have increased their annual dividend payments for 49 consecutive years. 连续49年股利增长
Intangible resources
• Innovations 创新 • Reputation 商誉 • Human resources 人力资源
Innovation in Packaging
Innovation in Packaging
• PlantBottles
By the end of 2010, we had 2.5 billion PlantBottle packages in the market, and we expect to double this number in 2011. In 2010, the presence of renewable material in these packages eliminated almost 30,000 metric tons of carbon dioxide (CO2),or the equivalent of approximately 60,000 barrels of oil use for our system.
Organizational resources
The Coca-Cola System
• Coca cola company 可口可乐公司 • Coca cola bottlers 可口可乐装瓶厂（可口可乐企业） • customers 客户
Coca cola company
• Our company manufactures the concentrates, beverage bases and syrups that makes our brand unique, and sells them to bottlering operations. 公司生产饮料基础品和糖浆，并且把糖浆卖给装 瓶合作企业。
Innovation in Products
• NutriJuice
For instance, we developed NutriJuice, an orange flavored drink fortified with iron, zinc, lysine and vitamins A and C, to help address iron-deficiency anemia and malnutrition in children in the Philippines. Approximately 36,000 children have benefited from consuming this free product, which is provided to elementary school children during the school year.
Coca-Cola’s products
Coca-Cola’s products
Coca-Cola’s products
Coca-Cola’s products
Coca-Cola’s products
Coca-Cola’s products
Physical resources
——Plants
Financial resources
净营业收入
营业利润 股东净收益
每股数据 基础净利润
稀释后净利润 现金股利
总资产
Financial resources
单位为百万
Financial resources
In china • Market share：15.5% in sparkling beverage market 9.7% in juice drink market
• Working with our nearly 300 bottling partners, Our bottling partners and some Company operations manufacture, package, merchandise and distribute the finished branded beverages to our customers and vending partners(自动售货机), who then sell our products to consumers. 拥有300家装瓶厂
Innovation in Products
• We continue to expand our beverage portfolio in order to meet consumers‘ evolving needs and preferences. We currently offer more than 3,300 beverages around the world, including nutritionally fortified products. （营养加强型产品）
• These products include sparkling and still beverages, such as waters,juices and juice drinks, teas, coffees, sports drinks and energy drinks.We have four of the world’s top four nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Fanta and Sprite. 世界四大非酒精饮料：可口可乐，健怡可乐，芬 达和雪碧
customers
• The customers sell our products to consumers. 客户将商品卖给消费者。
Organizational resources
We are a global business that operates on a local scale in every community where we do business. We are able to create global reach with local resources because of the strength of the Coca-Cola system, which comprises our Company and our bottling partners—nearly 300 worldwide.
Physical resources
• In china
three major bottlers 三大主要装瓶厂 Swire Coca-Cola（太古可口可乐) Cofco Coca-Cola（中粮可口可乐） CCCI（可口可乐中国实业） invested 1.3 billion to establish 30 bottlers and 37plants.
Innovation in Equipment
• Coca-Cola Freestyle
Coca-Cola Freestyle™ is a new fountain dispenser（喷 泉饮水机） from The CocaCola Company that uses microdosing technology to dispense 106 sparkling and still beverage brands from a single freestanding unit, delivering unprecedented beverage variety with choices to suit any consumer taste.
2010年平均每人消耗89瓶可乐
Physical resources
——product
• The Coca-Cola Company operates in more than 200 countries and markets more than 500 brands and 3,500 beverage products. 可口可乐公司拥有500个品牌和3500种产品
• We own or license brand and, to connect our brands to our consumers. We focus on marketing activities, including print and television advertising, online programs, retail store displays, sponsorships, contests and packaging design. 公司负责市场营销活动，包括出版和电视广告， 网络活动，零售商陈列，赞助，竞争和包装设计。
• Minute Maid Pulpy（美之源）, a juice drink that was developed just five years ago in China, grew into our 14th brand to achieve annual retail sales of more than $1 billion. （第十四个十亿品牌）