[管理学]商务沟通.ppt

小组成员 姚 王 沈 Catalog 1、Background 2、Product rage 3、Market analyses 4、Respects and questions Company growth 1892 Set up 1908 In Asia 1928 Support Olympic Games 1961 Sprite 1978 Coke back to China 2000 Mr. Daft served as the company’s CEO The Coca-Cola Company is an American multinational beverage corporation of manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The Coca Cola has 160 kind of drink brands in 200 countries, including soft drink, sports drinks, milk , fruit juice, tea and coffee The total sales in the third quarter of the Coke company was $12.248 billion, the growth raised 45% than last year, over the same period ; Pre-tax profit was $2.923 billion. More than 71000 staffs Coca-Cola China system : Approximately 20,000 people  Sensation pure drinking water水森活 Ice dew冰露 Major markets（主要市场） Young people around the world  Competitor Brand Idea（品牌理念） Pepsi brand concept is desire unlimited advocate for youth, proactive approach to life百事品牌的理念是“渴望无限”倡导年轻人积极进取的生活态度 marketing strategy (营销策略 ) Media strategies（媒体策略）——working with Yahoo（与雅虎携手） Low price policy（低价策略） Competitive orientation price strategy（竞争导向的价格策略） Retail（零售 ） Catering（餐饮 ） Automatic vending（自动售货机） Joint promotion（联合促销）  Market share(市场份额) Coca-Cola beverage in the world market share of above 40%（可口可乐在世界饮料市场的占有率在40%以上） 可口可乐优势 Product range more topics than Pepsi（产品种类主题比百事可乐多） Sales network covering the wider（销售网络覆盖范围更广） Advertising localization identification degree high（广告本地化认同度高） Coke enter to the market 50 years early than Pepsi , leaving a market leader in the minds of consumers （可口可乐比百事可乐早进入市场五十年，提前在消费者心中留下市场老大的印象） 可口可乐营销 产品营销策略Product Marketing Strategy 产品价格策略Product pricing strategy 产品广告Product advertising Coca-Colas packaging design可口可乐包装设计 Always(永远的) Delicious(可口的) Unique(独一无二的) Refreshing（提神） CRM GuideCRM指导 以客户为重Take the customer fi