可口可乐的4Ps和SWOT分析(商务英语).docVIP

案例分析对象：Coca-cola Analyze its 4Ps Product: Coca-cola came into birth in 1886, which rank first in the global beverage now. It is popular for its refreshing effect . The consumers are widely ranged ,from the children to the old . Price: Coca-cola company have adopted the penetration pricing since it came into the Chinese market,which makes them increase sales and market share.It is also prevalent for its reasonable price among the mass. Place: Its market concept is worth noting. From 3A(available,affordable,acceptable) to 3P(pervasiveness,preference,price to value) ,we can find that it’s focus on the brand and the faithfulness for the customers rather than the price. Promotion: No wonder commercials play an important role in the marketing strategy of Coca-cola. Famous stars form celebrity effect as spokemen .In terms of public relations , Coca-cola develops a good brand image through becoming the traditional torch-passing sponsor. At length ,it builds an extensive collaboration with Tencent, which is believed a win-win solution. Have a SWOT analysis S = 1 \* GB3 ①Long history = 2 \* GB3 ②Good quality = 3 \* GB3 ③Special recipe = 4 \* GB3 ④Innovative spirit W = 1 \* GB3 ①As Coca-cola company is a multinational corporation , it’s difficult to manage. = 2 \* GB3 ②Coca-cola is a kind of high glucose carbonated drink ,therefore it is low in nutritional value. = 3 \* GB3 ③The transport costs of raw material is high. O = 1 \* GB3 ①It can satisfy the young people’s need,and has a world-wide reputation. = 2 \* GB3 ②It has a large market share. = 3 \* GB3 ③The company takes an active part in the public service activities, such as being the sponsor of the Olympic Games. T = 1 \* GB3 ①As the awareness of health is prevalent, people may drink less of Coca-cola . = 2 \* GB3 ②It encounters fierce competition.Many drink wants to substitute it, and we can’t neglect its biggest rival—Pepsi-cola. = 3 \* GB3 ③It is affected by the ailing economy of the wo