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可口可乐的cis战略是什么？course.shufe.edu.cn/zhanlue/upfiles/edit/201002/... · Web...
Transcript of 可口可乐的cis战略是什么？course.shufe.edu.cn/zhanlue/upfiles/edit/201002/... · Web...
cis
200663429%
200510%2005 1053.8
191950048%,20016
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2-------------------------------------------------------------------------------------6
3-------------------------------------------------------------------------------------6
4---------------------------------------------------------------------------------6
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1----------------------------------------------------------------------------7
2----------------------------------------------------------------------------7
3---------------------------------------------------------------------------------7
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1---------------------------------------------------------------------------------8
2---------------------------------------------------------------------10
EFEIFE----------------------------------------------------------------------12
1EFE--------------------------------------------------------------------------------12
2IFE--------------------------------------------------------------------------------13
3SWOT-------------------------------------------------------------------------------15
-----------------------------------------------------------17
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1--------------------------------------------------------------------------------18
2--------------------------------------------------------------------------------19
3--------------------------------------------------------------------------------20
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1-------------------------------------------------------------------------------20
2---------------------------------------------------------------------------21
3--------------------------------------------------------------------22
4-----------------------------------------------------------------------------23
5-------------------------------26
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(//) ----------------------------------34
1
(Coca-Cola Company)189248%()200120,09211,351200160(Minute Maid)40%(Sprite)(Barq)root beer()(Fruitopia)(Surge)
1927 19791981 1988,42%200718%
2008 4
2008
2007
7,126.00
31,944.00
28,857.00
4,558.00
20,570.00
18,451.00
1,706.00
8,446.00
7,252.00
995
5,807.00
5,981.00
12,176.00
12,176.00
12,105.00
40,519.00
40,519.00
43,269.00
12,988.00
12,988.00
13,225.00
20,047.00
20,047.00
21,525.00
20,472.00
20,472.00
21,744.00
5,807.00
5,807.00
5,981.00
7,571.00
7,571.00
7,150.00
-2,363.00
-2,363.00
-6,719.00
-3,985.00
-3,985.00
973
608
608
2008 4
2008
2007
13.96%
18.18%
18.18%
23.94%
26.44%
26.44%
-
30.28%
30.28%
9.00%
13.86%
13.86%
18.05%
27.51%
27.51%
92,400
-
http://www.google.cn/finance?q=ko
()
1
500(),12,,,,,,,5448%
2
8088
3
,,,100,,,20016
4
1
2
1979,
3
7X
1
20095592009174
()
()
()
2007-05
16666834
6243065
1105
2007-08
28831683
11014158
1145
2007-11
38534099
13594164
1200
2008-02
8333050
2948153
1282
2008-05
22498329
7835702
1317
2008-08
36150986
13253556
1371
2008-11
46833568
16128486
1433
2009-02
9082241
3034291
1525
()
()
()
(%)
()
2007-05
428924067
125718240
185315418
27.01
71425347
2007-08
450909040
136326012
318561301
26.16
125105230
2007-11
474221391
144162266
447281998
26.48
170942908
2008-02
497624191
152556766
88078782
25.23
32918630
2008-05
513399167
160323130
233181365
25.77
89124674
2008-08
542512887
173312531
402024493
26.03
156724032
2008-11
567144402
181274682
554197723
24.12
211505744
2009-02
558688664
173852060
99678726
14.83
36791286
()
()
(%)
2007-05
313929.97
198417.1
8.74
2007-08
518932.27
333568.9
8.8
2007-11
681903.22
458054.52
7.95
2008-02
111251.05
87019.75
8.96
2008-05
294724.45
222943.15
8.79
2008-08
538191.42
383670.1
8.46
2008-11
687059.41
515962.33
7.63
2009-02
124473.18
96680
8.25
0
100000000
200000000
300000000
400000000
500000000
600000000
2007-
05
2007-
08
2007-
11
2008-
02
2008-
05
2008-
08
2008-
11
2009-
02
() ()
()
1000
1100
1200
1300
1400
1500
1600
2007-
05
2007-
08
2007-
11
2008-
02
2008-
05
2008-
08
2008-
11
2009-
02
()
(%)
7
7.5
8
8.5
9
9.5
2007-052007-082007-112008-022008-052008-082008-112009-02
2
1
2
3
4
PET
5
PETPETPP()()
EFEIFE
EFEIFE
1 EFE
10
(1) 10%
(2) 10%
(3) 15%
(4) 15%
(5) 10%
(6) 10%
(7) 5%
(8) 5%
(9) 15%
(10) 5%
EFE
0.1
0.1
0.15
0.15
0.1
0.1
0.05
0.05
0.15
0.05
4
5
4.5
5
4.5
5
5
5
5
4
4
5
4
5
4
5
5
5
5
4
3.5
4.5
4
4
3.5
4.5
4
4.5
4
4.5
3.5
4.5
4
4
3.5
4
4
4.5
4
4.5
3.2
4
3
3.5
3.5
3
3.5
4
3
3
3
4
3
3.5
4
3
3.5
4
3
3
4.7
4.6
4.1
4.05
3.37
3.4
2IFE
1
2
3
4
5
6
7
8
9
IFE
0.11
4.8
4.7
4
4.1
2.5
2.5
0.07
4.6
4.3
3.7
3.4
3.2
3.2
0.11
5
4.9
4.3
4.1
4.3
4.2
0.12
4.7
4.7
4
4
4.2
4.1
0.11
4.8
4.8
4.3
4.2
4
4
0.09
5
4.9
4.3
4.3
3.8
3.6
0.11
5
5
4.5
4.3
3.5
3.3
0.08
4.4
4.3
4
4
3.5
3.5
0.07
4.8
4.7
4.2
4.2
4.1
4.2
0.13
4.5
4.5
4
4
3.7
3.6
1
4.76
4.68
4.13
4.06
3.68
3.62
22
3SWOT
SWOT
Strength
(1),
(2),
(3),
(4),100
(5)(),()
(6)
(7),,
(8),
(9)(),()
(10),
Weakness
(1),
(2),,
(3)(),
(4),()
Opportunity
(1),
(2),,,
(3)
(4)
Threat
(1)
(2),
(3),()-,,
(4),
SCA
(1)
(2)
(3),
(4)
(5)
1stars
2 cash cow
3question marks
4dogs
1
100197813540 00080 00019781886135
20801986
20802010Roberto Goizueta2090Goizueta 200090
2
90,
3
10320002000
1
2
TCCQSThe Coca-Cola Quality System1-1-2
2008(ZERO)25
3
1 ,
2
4
(Pervasiveness)
1200 2L 3OLong termLocalOptimismOpportunityObligation(Think Local, Act Local)
1 1-2-4
2
3
4 19282008806944070,20082010
5
1
3Price to Value(Pervasiveness)(Preference)
2
3030(ThinkLocalActLocal)2003
3
,, 243620093, , ,,
4
19935263000
200893179.2
1
1/101910
2
2007
3
541Glaceau10Highland Spring
78000
9
3
5030
4
100%
1,,(),(),
2,,
3,()
4,(),
5,
6
---
http://baike.baidu.com/view/89362.htm
http://www.google.cn/finance?q=ko Google
http://www.coca-cola.com.cn/
http://www.aliqq.com.cn/online/invest/
http://opinion.hexun.com
http://imgsrc.baidu.com/baike/pic/item
http://202.121.135.11:90/scorpio/aspx
22
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219992001
3199782000
4 ""
5"Coke Light"1995"Coke Light"
61961 "Sprite" "Sprite " "Sprite"
7 1960
1886 1904 1905 1906 1907 1908 1909 1911 1917 1920 --- 1922 1923 1925 1925 1926 -- 1927 1928 -- 1929 1932 1933 1935 -- 1937 1938 1939 1940 1941 ---- 1942 1943 ---- 1945 1946 ---5 1946 yes 1947 1948 1949 ---- 1850 1951 1952 1953 --- 1955 1956 --- 1957 1958 1959 1961 1963 1964 1965 1966 1968 1970 1971 1972 --- 1975 1976 1980 1982 1985 1989 1993 1994 1995 1996
2000 Coca-cola. Enjoy
2001 Life tastes good
2006125810
06
200964
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