可口可乐公司分析.ppt

Coca-Cola• is the world’s largest manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups. • It operates in over 200 countries and sells more than 3,000 different products, including the famous Coca-Cola and Sprite lines of soft drinks. MARKET SHARE20102011Coca-ColaPepsi2012SALES201020112010201120082009200620072012$billionsSTOCK PRICE201020112012CPMCritical Success FactorsWeightCoca-ColaPepsiRatingWeighted ScoreRatingWeighted ScoreFinancial position0.0840.3230.24Advertising0.1240.4840.48Market share0.1240.4830.36Brand image0.140.440.4Consumer Loyalty0.130.330.3Product quality0.1240.4840.48Product range0.0830.2440.32Sales distribution0.140.430.3Price competitive0.0830.2430.24Geographical expansion0.140.430.3TOTAL1.003.743.42EFE　　Key external factorsWeightRatingWeighted scoreThreatsLow growth rate in carbonated drinks market0.0530.15　　Intensive competitors0.1840.72　　Increasing demand for non-carbonated products0.1530.45　　Increasing price of raw materials0.1120.22TOTAL　　0.49　　1.54OpportunitiesImproving economic condition0.0830.24　　Partnership with food chains0.0520.2　　Potential growth in China0.140.4　　Increasing global demand0.130.3　　Health conscious consumers0.1330.39　　Increasing usage of smaller beverage products0.0530.15TOTAL　　0.51　　1.68　　TOTAL13.22IFE　　Key internal factorsWeightRatingWeighted scoreStrengthsWorld’s most valuable brand0.130.3　　Heavy advertising and promotion0.130.3　　High market share0.1840.72　　Enormous distribution0.0840.32　　Broad variety of products0.1840.72TOTAL　　0.64　　2.36WeaknessesDispute above wholesale prices0.1220.24　　Bigger long-term debt0.0530.15　　Discontinued many products0.0530.15　　Less aggressive market standing0.1420.28TOTAL　　0.36　　0.82　　TOTAL1　　3.18SWOTStrengths•The world’s most valuable brand •High market share•Strong customer loyalty•Wide variety of Coca-Cola products •Dominant market leader of the global soft-drink industry •Enormous distribution and production facilities •Strong financial position and profits•Great advertising and promoting activitiesWeaknesses•High burden of external debts •Product offering is restricted to beverages•Discontinued its many products, which results in bad image of the brand•Less aggressive market standing in today’s changing economic surroundingsOpportunities•Diversify into the non-carbonated drinks such as coffee, water, juices, etc. •Consumers prefer to drink new smaller beverage products that are not sold on a mass scale. •The company can offer the hygienic products due to increasing number of health conscious consumers. •European market and China show marvelous potential for growth. •Diversify into complementary food products which will ultimately increase the drink consumption. •Partnership with fast food chains.Threats•Strong competitors such as Pepsi •Consumers prefer to drink non-carbonated products•Rapidly increasing prices of raw material•Carbonated drink revenues have been decreasingThank you for your time!。