COCACOLA可口可乐.pptx

COCACOLA可口可乐.pptx

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Coca-ColasHistory,InventedinMayof1886byDr.JohnStythPembertonFirstglasssoldfor5centsatJacobsPharmacyinAtlantaMay29,1886-firstnewspaperadvertisementpronouncedit“DeliciousandRefreshing”,Coca-ColasDevelopment,April1888,Dr.PembertonsoldoffhisinterestinCoca-Colaandpassedawaytwodaysafter.April1888,AsaCandlerbeganbuyingupCoca-ColasharesBy1892,AsaCandlerwassoleproprietorofCoca-Colaforatotalinvestmentof$2,300.,Coca-ColasGrowth,CandlersexpertiseinmarketingledtomassivegrowthinCoca-Cola.1894-Coca-ColaopeneditsfirstsyrupmanufacturingplantoutsideAtlantainDallasTexas.JosephBiedenharnbecamefistbottlerofCoca-Colain1894,Coca-ColasGrowthcont.,1899-BenjaminJ.ThomasandJosephB.WhiteheadsecuredtheexclusiverightstobottleandsellCoca-Colafor$1.ThomasandWhitehead,withfinancialassistancefromothers,developedcommunitybottlingoperations.,Coca-ColasGrowthcont.,Sept12,1919Coca-Colachangedownershiponcemore.CandlersoldCoca-ColaashepursuedapositionasmayorofAtlanta.ErnestWoodruffpurchasedCoca-Colawithaninvestorgroup.1923-RobertWoodruffelectednewPresident.,Coca-ColasGrowthcont.,Duringthe1960sand1970s,Coca-Colabegandiversifyingitsbusiness.Coca-Colaacquiredmorethan15differentbusinessesrangingfromfood,wineandsoftdrinkstofilmandwatertreatment.1982,Coca-ColapurchasedColumbiaPicturessellingoffotherbusinessesalongtheway.,Coca-ColasGrowthcont.,1985,Coca-ColachangeditsformulaintroducingNewCoke.NewCokewasroundlyrejectedbyconsumersCoca-ColaquicklybroughtbackCoca-ColaClassictomeetcustomerdemands.,Coca-ColasGrowthcont.,Mid1980s,Coca-Colacamebacktoitsrootstoconcentrateonthesoftdrinkindustry.Coca-Colaadoptedaproductdevelopmenteffortwithdiet,caffeine-free,andcitrussoftdrinksintroducedPOWERADEandFruitopiainearly1990s.,Coca-ColasMission,Mission+Commitment=FocusFocus+Action=ResultsMissionstatement:

“Weexisttocreatevalueforourshareownersonalong-termbasisbybuildingabusinessthatenhancesTheCoca-ColaCompanystrademarks.Thisisalsoourultimatecommitment.Astheworldslargestbeveragecompany,werefreshthatworld.Wedothisbydevelopingsuperiorsoftdrinks,bothcarbonatedandnon-carbonated,andprofitablenon-alcoholicbeveragesystemsthatcreatevalueforourCompany,ourbottlingpartnersandourcustomers.”,Coca-ColasObjectives,Coca-Colasfirstobjectiveistomaximizeshareownervalueovertime.Maximizelong-termcashflowToensurethestrongestandmostefficientproduction,distribution,andmarketingsystemspossible,Coca-ColasInternalEnvironment,Coca-Colaproducesfranchiseproducts.ProductsdonothavesubstitutesCoca-ColaisalowcostleaderCoca-Colahasthelargestplantcapacityintheworldandthereforeenjoyssignificanteconomiesofscale.LowregulatoryrestrictionsplacedontheCompany.,Coca-ColasMarketing,In1997,Coca-Colagavetheirproductsa“globalfacelift”Creatednewgraphicsforpackaging,POSmaterials,streetsigns,trucksandvendingmachines.Newglobaladvertisement“WelcometotheWorld”PutCoca-Cola“withinanarmsreachofdesire”,Coca-ColasOperations,Coca-Colasstrategyofstrengtheningtheirdistributionsystem,particularlyinChinaandIndia.Coca-Colapurchasesunder-performingbottlingsystems,improvesthemandsellsthembacktostrong,existingbottlers.ThisstrategyincreasestheoperationalefficiencyofCoca-Colasdistribution.,Coca-ColasFinance,Coca-Colasconcentratebusinessisacashcow.In1997,Coca-Colagenerated$4billioninoperatingcashflowCoca-Colainveststhisin3waysinvestinbottling&concentrateplantspaydividendstoshareownersrepurchasestheirshares,Coca-ColasI.S.,Coca-ColafacesthethreatoftheY2Kproblemwithitscomputerprogramsandthoseofitssuppliers/customers.Coca-Colahasbeenproactiveinthesituation.Coca-Colawillsurveythecompanyscriticalsuppliers/customerstodeterminetheirstatusonY2Kcompliance.,Coca-ColasExternalEnvironment,Externalenvironmentconsistsof:

EconomicSocial/DemographicEcologicalPolitical,Coca-ColasEconomic,Coca-ColasproductsaresomewhatsensitivetoeconomicslumpsLoyalpatrons,however,viewCoca-ColaasaninexpensivepleasureDisposableincomeisgenerallyrisingaroundtheworldCokeisexactlythekindofcompanyIlike.IlikeproductsIcanunderstand.Idontknowwhatatransistoris,butIappreciatethecontentsofaCokecan.BerkshireHathawayspurchaseofstockintheCoca-Colacompanywastheultimatecaseofmeputtingmymoneywheremymouthwas.-WarrenBuffett,Coca-ColasEconomic,Coca-Colasbusinessinforeigncurrenciesresultincurrencyexposureofthecompany.StrongU.S.dollarmeansweakercurrencieselsewhere.Coca-Colautilizeshedgingtoolstominimizethisrisk.,Coca-ColasSocial,Consumptionhasbeenproventobeinverselycorrelatedwithage.Health-ConsciousBaby-Boomersareturningtowardshealthieralternatives.Coca-ColasNesteaproductsaregearedtowardsthismarketsegment.,Coca-ColasTechnological,Theworldisgettingsmallerduetoincreasedtechnologicalcapacities.a“GlobalTeenager”hasemergedCoca-Colaisequippedtomarketthisgroup.,Coca-ColasPolitical,Coca-ColahasbeenfacedwithanAnti-TrustsuitfromPepsiPepsiclaimsCoca-Colahasmonopolizedthefountain-dispensingmarket.SuitseeksunspecifieddamagesandasksthecourttostopCoca-ColafromprohibitingPepsiproducts.,Coca-ColasEcological,Coca-Colasaluminumcansarerecyclable.Coca-Colasplasticcontainersarealsorecyclable.Coca-Colascardboardcontainersaremadeoutofrecycledmaterials.,Rivalry,PepsiisCoca-ColasmainrivalCoca-Colaprevailedfromthe“ColaWars”Coca-Colahastwoofthetopthreesoftdrinks:

Coca-ColaClassic（#1）Pepsi（#2）DietCoke（#3）,SupplierPower,Coca-ColafacesnosignificantthreatsinthisareaWithinU.S.,Coca-Colauseshighfructosecornsyrupasarawmaterial.OutsideU.S.,Coca-ColausessucroseBotharereadilyavailablethereforerestrictingsupplierpower.,BuyerPower,Coca-Colawasrestrictedfromverticallyintegratinguntil1980.Withthisrestrictionlifted,Coca-Colahasbeeninvestinginitsdistributionsystemstoimprovethem.ThesedistributionsystemsthereforehavenopoweroverCoca-Cola.,ThreatofSubstitutes,Coca-Colahassuccessfullydifferentiatedtheirproduct.LoyalCoca-ColapatronsdonotseePepsiasaconceivablesubstitute.Tremendousbrandloyaltyminimizesthreatofsubstitutes.,ThreatofNewEntrants,Coca-Colaenjoyssignificanteconomiesofscale.Coca-Colahashugemarketshare.Coca-Colahastremendousbrandloyalty.Thesefactorsminimizethethreatofnewentrantsintothesodaindustry.,CorporateLevelStrategy,Coca-Colahaslongbeencommittedtoaproductdevelopmentstrategy.ThisallowCoca-Colatopenetrateexistingmarketswithnewproductsduetotheirhighbrandawareness.ThisstrategycapitalizesonCoca-Colasfavorabletrademarkreputation.,Asummaryoftheanalysispresentedhere,indicatesthatCokeatthistimeisnota“goodbuy”andthereforemustbea“goodbye.”,Recommendation,IrecommendCoca-ColaasavaluableinvestmentopportunityCoca-Colautilizescorporatestrategiesthatcapitalizeofftheirstrengthsandworktominimizetheirweaknesses.Coca-Colahasthusfartranscendedtheboundsofcommonexpectationsandeagerlylookstothefutureachievenewfeats.,ThankYou!

PleaseenjoyadeliciousandrefreshingCoca-ColaClassic!