Coca-Cola Market Research Report 1 Part I: Investigation Background
With the development of society, the market competition is becoming more and more fierce, and people pay more and more attention to health. Based on the principle of combining investigation and demonstration, I conducted a more in-depth market research with a rigorous and serious attitude. Second, the historical background of Coca-Cola Company
From 65438 to 0886, Coca Cola was born in Atlanta, Georgia, USA. It is the largest soft drink company in the world. It's two American lawyers who really make Coca-Cola make great efforts in the beverage industry. They went to the company of the boss of Coca-Cola at that time and put forward a new business cooperation model that Coca-Cola sold them syrup. They invested in production companies and sales points, bottled the syrup and sold it according to the requirements of the original company to ensure quality.
Three. The Development of China Market
1927, a gas-filled brown sweet and bitter liquid appeared on the streets of Shanghai. But people couldn't accept this drink at that time. The following year, the beverage company advertised for an interpreter at a price of 350. It was finally won by Chinese in Britain, so Coca-Cola took the first step to enter the China market. Twenty-two years later, with the evacuation of the American Embassy, this beverage also withdrew from the China market. In the third week of the establishment of diplomatic relations between China and the United States, food comes first.
The products were shipped to Beijing. Coca-Cola returns to China market again.
Fourth: with the economic development of China.
Coca-Cola, as a representative of multinational companies, has a great influence on China's economy, and his business management concept has always played a positive role in promoting China. It not only solves people's employment problem, but also directly promotes the output value of China's economy. According to statistics, Coca-Cola brings about 30 billion output value to China every year.
Five: business philosophy
1, and constantly improve product quality.
2. Pay attention to improving work efficiency.
3. Continuously improve the sales network.
4. Pay attention to training professionals.
Six: SWOT analysis
superiority
1. The brand has a long history.
2. Good quality
3. Imitation is difficult
4. Innovation
5. Strong marketing strategy
Disadvantaged
1. The transportation cost of raw materials is high.
2. The nutritional value of Coca Cola is not high.
chance
1. Participate in world and public welfare activities
2. High market share
threaten
1. Improvement of health awareness
2. The threat of peers and substitutes
3. Global economic recession
4. Increase the recovery cost
Seven: Analysis of competitors' situation
At present, the main competitor is Pepsi, and the struggle between Pepsi and Coca-Cola has been going on for many years. However, Pepsi has never grasped the certainty of Coca-Cola, and sometimes even lost both sides. After that, Pepsi did the opposite, comparing Coca-Cola? Old, outdated, outdated? Will Pepsi pursue it? Young, lively, a symbol of the times? . As a challenger, Pepsi has not imitated Coca-Cola's advertising strategy, but has the courage to innovate and set up an image of coming from behind. And seize the characteristics of young people's pursuit of new generation idols, and spend huge sums of money to hire world-renowned musicians to speak for them. In terms of taste, Coca-Cola is sweeter than Pepsi, and Pepsi is more exciting and easier to quench your thirst than Coca-Cola.
Eight; label
In the interviews and references in the past few days, we can see that Coca-Cola has a huge consumer group in China, and people's popularity and awareness of his brand is beyond doubt. But now people pay more and more attention to health, and hope that Coca-Cola Company will keep pace with the times, be brave in innovation and embark on a better and healthier future.
Coca-Cola Market Research Report 2 i. Preface
Coca-Cola, a wonderful liquid that has swept the world for more than one hundred years, was invented by John, a pharmacist in Atlanta, Georgia, USA, on 1886. Dr John s pemberton invented it in his backyard. He mixed carbonated water with sugar and other raw materials in a triangular jar. The English name of Coca-Cola was given by Robinson, then pemberton's assistant and partner accountant. Robinson is a classical calligrapher. What does he think? Two capital c's will do.
Do you see it? So he wrote in Spencer's grass? Coca cola? . ? Coca? This is a spice extracted from cocoa leaves. Coke? It is an ingredient extracted from cocoa fruit. The trademark of Coca-Cola has not changed for more than one hundred years.
1892, businessman Candler bought all the patents of Coca-Cola's secret recipe for $2,300 and founded Coca-Cola Company. Under his leadership, Coca-Cola spread all over the United States in less than three years.
1899, Benjamin? Franklin? Thomas and James? Whitehead signed a contract with Candler to develop bottling business in most parts of the United States. Since then, its development momentum has been unstoppable, from 1904 to 120 bottle decoration factory, from 19 19 to 1200 bottle decoration factory.
Candler 19 16? The shape of the bottle needs to be unique, and it can be recognized as Coca-Cola even in the dark. Even if it is broken, people can recognize Coca-Cola at a glance? Under our guidance, we have created a world-famous curved glass bottle.
Candler sold the Coca-Cola Company to a consortium in Atlanta for $25 million.
Today, the Coca-Cola Company, headquartered in Atlanta, Georgia, USA, is the largest beverage company in the world, and also the leader and pioneer in the global soft drink sales market, with four of the five most famous soft drink brands in the world: Coca-Cola, Diet Coca-Cola, Fanta and Sprite. Consumers in more than 200 countries and regions around the world can enjoy all kinds of drinks provided by this company locally. The daily consumption of Coca-Cola products has exceeded 654.38 billion cups.
Second, the text
Generally speaking, the development of Coca-Cola in China market should also be divided into two stages:
The first stage, before liberation, was the development stage of Coca-Cola in the old China market. The history of Coca-Cola in China originated from 1927. At that time, Coca-Cola came to China and established the first bottle factory in China. By 1930, Coca-Cola had established the third bottle decoration factory in Qingdao, China. From 65438 to 0948, Shanghai became outside the United States.
The annual sales volume exceeded the first important market of 6,543,800 cases. 1949, New China was founded, and Coca-Cola Company stopped its business in China.
The second stage, from 65438 to 0978, is the stage when Coca-Cola returns to the China market. 1978, the day China and the United States announced the establishment of diplomatic relations, Coca-Cola Company announced that it was the first international consumer goods company to return to China, and established its first bottle decoration factory in Beijing on 198 1. 198 1 April, the first bottle decoration factory was established in Beijing. Coca cola? Beverage workshop. In 2000, Coca-Cola moved its headquarters in China from Hongkong to Shanghai and returned to its hometown of China after a 54-year absence. By 2003, the cumulative investment of Coca-Cola in China market has exceeded 65,438+0,654,380 billion US dollars, the annual sales have exceeded 600 million TEU, and the Coca-Cola system has more than 20,000 employees in China market. Coca-Cola established 23 bottle decoration companies and 28 production plants in China in 2003, most of which were controlled by Chinese or China enterprises.
Coca-Cola has become one of the most famous trademarks in China. According to the Gallup survey conducted by 1999 in China, 8 1% consumers in China know the brand of Coca-Cola, and have been selected as "Coca-Cola" by authoritative organizations for 9 consecutive years. The most popular drink? .
Coca-Cola is the best-selling beverage in China at present. The market share of soft drinks in China is 9%, and that of carbonated drinks in China is 33%. Coca-Cola has long owned three of the four most famous carbonated beverage brands in China. At present, the localization rate of Coca-Cola Company is as high as 98%, and the concentrated solution is produced in Shanghai and sold in RMB. Coca-Cola Company will also purchase raw materials worth more than 6 billion yuan in China every year, and pay the national tax of 654.38+06 billion yuan every year.
Specifically, Coca-Cola's modern channel mainly has the following three operating strategies: First, Coca-Cola strives to establish long-term cooperative relations with modern channel customers by providing comprehensive consulting services. For example, Coca-Cola makes targeted annual cooperation plans for different important customers every year according to its own development plan, and will take the initiative to review the cooperation between the two parties with customers regularly, solve existing problems and exchange relevant information.
Second, Coca-Cola actively explores and makes full use of all the conditions that customers can provide to create and meet the needs of consumers. For example, Coca-Cola has always attached importance to the vivid display of products in modern channel stores, not only setting vivid display standards with professional details, but also specifying goods in detail.
Brand collocation and product requirements of shelves, palletizing heads, end racks and freezers. And we also attach great importance to the research on the product category collocation and display position of customer stores.
Third, Coca-Cola attaches great importance to establishing a smooth point-to-point communication mechanism with modern channel customers, and strives to improve the communication efficiency with customers.
For Coca-Cola Company, modern channel is an important channel with dual value. One value is that it can directly realize the sales of its products, and this value will become increasingly significant with the increase of market share of modern channels. Another value is that it can also cultivate consumers' consumption habits and enhance consumers' preference for Coca-Cola products and brands. So try to achieve it with customers? Win-win? Cooperation with modern channel customers is the general strategy of Coca-Cola Company.
Specifically, Coca-Cola's modern channel mainly has the following three operating strategies: First, Coca-Cola strives to establish long-term cooperative relations with modern channel customers by providing comprehensive consulting services. For example, Coca-Cola makes targeted annual cooperation plans for different important customers every year according to its own development plan, and will take the initiative to review the cooperation between the two parties with customers regularly, solve existing problems and exchange relevant information.
Second, Coca-Cola actively explores and makes full use of all the conditions that customers can provide to create and meet the needs of consumers. For example, Coca-Cola has always attached great importance to the vivid display of products in modern channel stores. It not only sets vivid display standards with professional details, but also specifies the brand collocation and product requirements of shelves, stacks, end shelves and freezers in detail, and also attaches great importance to the products in customers' stores.
Third, Coca-Cola attaches great importance to establishing a smooth point-to-point communication mechanism with modern channel customers, and strives to improve the communication efficiency with customers.
Three. Summary of report
(1) The main problems and countermeasures of Coca-Cola's marketing channels in China.
On the whole, Coca-Cola Company, as the world's top multinational company, should be said to be extremely successful in the localization marketing channel strategy in China market, and has achieved remarkable results in practice, providing solid channel support for Coca-Cola products to lead the beverage market in China.
However, perfect things never exist in the real world, but Coca-Cola does exist.
Of course, there will be some defects in China's marketing channels that need to be improved and perfected. To sum up, there are three most urgent problems to be solved: first, in the channel operation, especially in the current modern channel operation, there are problems of unified coordination and benefit distribution between bottling systems and even bottling plants; Second, the enthusiasm and inefficiency of partners in the operation of wholesale and retail channels; Thirdly, the personnel management and work efficiency of the channel service teams of each bottling system are improved.
(2) Countermeasures and suggestions:
1. On the basis of maintaining the current modern channel organizational structure adjustment strategy, further improve and strengthen the specific functions of each part, especially strengthen the division of labor and cooperation between China Customer Management Group (CCMG) and various bottling systems and bottling plants.
Objectively speaking, the China Customer Management Group (CCMG) model currently implemented by Coca-Cola is indeed the correct way to solve the problem, and its main goal is to solve the obstacles of cross-regional and cross-system cooperation and communication. However, until now, the division of labor between China Customer Management Group (CCMG) and bottling plants is not clear, and there is no direct and effective communication mechanism and process. Therefore, the service speed and efficiency for modern channel customers have not been greatly improved.
2. Coca-Cola must formulate a unified service standard for modern channel customers in advance, and effectively promote it to all bottling systems and bottling plants through training and communication, so as to ensure communication with one voice and serve every customer store and area with a unified standard.
3. For some important cross-regional customers, it is suggested that Coca-Cola Company can coordinate and formulate unified profit standards across systems as soon as possible. At the same time, we should start to reform the service process, adopt the way of separating customer service from payment settlement, change the current process of separate supply by each bottling factory and independent accounting with the customer headquarters, and provide store services for each bottling factory, which will be settled by CCMG (or CCMG on behalf of Coca-Cola Company) and the customer headquarters, and then by CCMG (or Coca-Cola Company).
This way can solve the problem of unbalanced supply prices in different regions. At the same time, improve the customer service level by ensuring the profits of various systems and manufacturers, focus the attention of personnel at all levels on making better use of customer resources, guide consumers to consume more products of the company, and enhance consumers' preference for products and brands.
4. Strengthening the research on the middleman channel customers in China market can help Coca-Cola better understand the operation characteristics and methods of middleman customers, and at the same time, it can effectively improve the actual operation quality of Coca-Cola/KOOC-0/KOOC-0/project; On the other hand, it can help Coca-Cola communicate with customers more professionally, educate and influence customers, make customers better accept Coca-Cola culture and improve Coca-Cola's actual execution ability.
The background of Coca-Cola's development really makes Coca-Cola show its strength, or two American lawyers. They went to the office of Asa Griggs Candler, the boss of the Coca-Cola Company at that time, and put forward an innovative way of business cooperation, that is, the Coca-Cola Company sold them syrup, and their own investment companies and sales outlets mixed the syrup with water and bottled it for sale. Production and quality assurance according to the requirements of Coca-Cola Company.
The Coca-Cola Company allows them to use Coca-Cola's trademark for advertising. This special bottling system has blossomed everywhere since then.
1888, Asa Griggs Candler saw the market prospect of Coca-Cola, bought its shares and mastered all its production and sales rights. Candler began to sell the stock solution for making drinks to other pharmacies, and also began to advertise on billboards in railway stations and town squares.
190 1 year, and the advertising budget has reached 100000 USD. Candler sold this beverage at the price of 1 USD in 1899, and assembled the franchise for the first time.
& gt& gt& gt More exciting next page? Coca-Cola's development business?