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The Coca Cola Company

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The Coca Cola Company TheThe CocaCoca ColaCola CompanyCompany Christian Diesch Fabian Schilling Jochen Vajda HistoryHistory 1886 Erfunden als Kopfschmerzmittel vom Apotheker John S. Pemberton 1892 Gründung der Coca-Cola-Company in Atlanta 1929 Coca-Cola kommt nach Deutschland 1940 Fanta wird auf den Markt gebracht MarktanteileMarktanteile Marktanteil Deutschland 13% 2003 in Deutschland 38,5 Mio Hekto Liter 87% Marktanteil der alkoholfreien Erfrischungsgetränke Coca-Cola Andere -In der BRD: 13 % -In Europa: 16 % ProduktportfolioProduktportfolio Erfrischungsgetränke und Wässer Sportgetränke -Coca-Cola -BONAQA sportswater -Coca-Cola light -Powerrade -Fanta -Sprite -mezzo mix -BONAQA -burn -Kinley Säfte und Nektare Kaffee- und Teegetränke -Lift -NESTEA -Minute Maid Selection -ípsei -Qoo MissionMission UNSER VERSPRECHEN: Die The Coca-Cola Company existiert zum Nutzen und zur Erfrischung all derer, mit WertebasisWertebasis denen sie in Berührung kommt. ● Integrität ● Qualität ● Pflichtbewustsein ● Respekt ● Vielseitigkeit ● Verantwortlichkeit ● Redlichkeit UnternehmensstrategieUnternehmensstrategie Strategie der Qualitätsführerschaft: -Hoher Preis -Gutes Image -Hohe Qualität -Geschmack Unternehmensgrundsätze: -Handeln nach Bedürfnissen der Verbraucher -Die Marke Coca-Cola als Herzstück des Geschäfts -Breite Auswahl an alkoholfreien Getränken -Beste Marketingorganisation der Welt -Denken und Handeln lokal ausgerichtet -Man sieht sich als Partner der Gesellschaft Quelle: Coca-Cola SWOTSWOT AnalyseAnalyse Opportunities Threats Strengths Markenname als Zugpferd Marktführer Lokale Anpassung Weaknesses lokale Wachstumsschranken lokale günstigere Konkurrenten klassisches amerikanisches Abspringen von Unternehmen Grossabnehmern MarktstrategieMarktstrategie Strategieebenen Strategiealternativen 1. Marktfeldstrategie Marktdurchdringung Marktentwicklung Produktentwicklung Diversifikation 2. Marktstimulierungs- Präferenzstrategie Preis-Mengen-Strategie strategie 3. Marktparzellierungs- Massenmarktstrategie Segmentierungsstrategie strategie totale partiale totale partiale 4. Marktarealstrategien lokal regional überregional national international Weltmarktstrategie DieDie 44 PsPs ffüürr CocaCoca--ColaCola Product Price Promotion Place -Hohe Qualität -Ortsabhänig -TV-/ Kinowerbung -Einzelhandel -Designerflasche -Teurer als Pepsi -Engagement (Umwelt / -Gastronomie Sport / Schule) -Coca-Cola rot -Rabatte nur an -Automaten Grossabnehmer -Events -Freizeitaktivitäten -Verschiedene -Probierstände Verpackungsgrössen (0.15l bis 1.5l in D) WerbungWerbung CocaCoca--ColaCola Die beliebtesten Fernsehwerbungen der 6-19 Jährigen McDonalds Coca-Cola Fanta Kinder Haribo Axe Levis Peugeot Ikea VW Sonstige 0 5 10 15 20 25 Quelle: w&v CocaCoca--ColaCola undund McDonaldsMcDonalds Coca-Cola Produkte bei McDonalds 6% 4% 7% 11% 56% 16% Coca-Cola Fanta Sprite Cola Light Lift Apfelschorle BONAQA Quelle: McDonalds Vielen Dank für Ihre Aufmerksamkeit!.
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