MBA作业范文-可口可乐：PEST分析和战略计划。本文是一篇留学生MBA作业写作参考，主要内容是讲述这家主要软饮料制造商的竞争一直很激烈，总部位于佐治亚州亚特兰大的可口可乐公司在全球拥有最大的市场份额。该公司经受住了其最大竞争对手百事公司在全球的统治考验。可口可乐在市场资本中占有很大的份额，但在其他金融时期，它的竞争对手有时在市场份额上击败了它。然而，它的品牌在世界各地仍然享有盛名，为了继续占据主导地位，它们必须专注于客户的需求和偏好，这也是它们开展业务的原因。下面就一起来看一下这篇留学生MBA作业的具体内容。
Introduction 引言
The battle of the chief soft drink manufacturer has been intense and the coca cola company with its headquarters in Atlanta, Georgia has had the largest market share globally. The company has withstood the test of domination globally from its greatest competitor Pepsi Company. Coca Cola has had a large share of the market capitalization but at times the rival company has emerged strong beating it in market share in other financial periods. Its brands have however remained renowned throughout the world and for them to continue dominating they must focus on the customer needs and preference that is the reason they are in business (Milliken, 2007).
The company boasts of key success factors in its operations which include; capacity to introduce competitive prices, global extensive distribution, effective customer awareness, a wide range of product choices for customers, effective and timely distribution channels and bottlers, and a global system of operation. The Coca Cola Company has been forced to operate under tight competition in the US domestic markets from Pepsi, Cadbury Schweppes, Cott, and AmBev, but in other markets especially in the developing countries it has established zones of duopoly where it remains the dominant company. Its efforts to penetrate the Middle East and China have been risky since the Pepsi Company continues to dominate the markets there (Milliken, 2007).
该公司声称其运营中的关键成功因素，包括：；引入具有竞争力的价格的能力、全球广泛的分销、有效的客户意识、为客户提供广泛的产品选择、有效和及时的分销渠道和装瓶商，以及全球运营体系。可口可乐公司被迫在百事可乐、吉百利施韦普斯、科特和安贝等美国国内市场的激烈竞争下运营，但在其他市场，特别是在发展中国家，可口可乐公司建立了双寡头垄断区，在那里它仍然是主导公司。由于百事公司继续在中东和中国市场占据主导地位，其进军中东和中国的努力一直存在风险。
PEST Analysis of Coca Cola 可口可乐的PEST分析
Politics and legal environment 政治和法律环境
In many developing countries there has been ease of entry but the countries face a lot of political unrests e.g. coups and violence which may affect the penetration of market or losses for the already established companies.
在许多发展中国家，进入市场很容易，但这些国家面临许多政治不稳定因素，例如政变和暴力，这些因素可能会影响市场的渗透或已经成立的公司的损失。
Other companies have legal barriers that must be addressed before the company establishes itself. The legal showdown of Pepsi and coca cola in India gives a clear view of this fact and especially in the Middle East and Asian markets where Coca Cola seeks new markets.
其他公司有法律障碍，必须在公司成立之前解决。百事可乐和可口可乐在印度的合法摊牌清楚地表明了这一事实，尤其是在可口可乐寻求新市场的中东和亚洲市场。
Economic 经济
The Company sells consumer products which are sensitive to buyer disposable revenue. The consumers have viewed the drinks as inexpensive and hence it’s unlikely to forego. Also the disposable income continues to raise hence more purchase to such things as soft drinks. The world currently is going through many financial crises such as the global financial crunch and increasing inflation and companies especially Coca Cola has continued to put in measures such as price adjustments to be able to impact the markets. The strategy of adjusting prices helps Coca Cola to counter the effects of raising costs and hence thus generate enough cash flow that ensures the company productive capability is maintained (Fredrix & Skidmore, 2009).
公司销售的消费品对买方可支配收入很敏感。消费者认为这种饮料很便宜，因此不太可能放弃。此外，可支配收入继续增加，因此购买软饮料等产品的人数也增加。目前，世界正经历许多金融危机，如全球金融危机和通货膨胀加剧，公司尤其是可口可乐公司继续采取价格调整等措施，以影响市场。调整价格的策略有助于可口可乐抵消成本上涨的影响，从而产生足够的现金流，确保公司的生产能力得以维持。
Social/demographic 社会/人口统计
Soft drink consumption is inversely related to the age of the consumer i.e. most people take more drinks when they are young as opposed to when they mature. In the current generation average age increases and most of the population is made up of the young this gives an advantage of the increase in the market base of the company. This means that the company has a more potential market to sell the products to and thus a strategic plan should be worked to own the markets.
软饮料的消费与消费者的年龄成反比，即大多数人在年轻时喝更多的饮料，而不是在成熟时。在当前这一代人中，平均年龄增加，大多数人口由年轻人组成，这为公司市场基础的增加提供了优势。这意味着公司有一个更具潜力的市场来销售产品，因此应该制定一个战略计划来拥有这些市场。
Technological 技术
The world is turning to a global village and the age of effective communication gives the perfect atmosphere for business. The world today is easy and convenient to travel, secure and different tastes and preference have emerged (Hannagan, 2002). The powerful brand name of the company becomes a selling point in the franchise of other companies that need to be affiliated to the prestigious brand. Effective communication has also ensured that advertisements and promotions by the company are known world over hence better growth.
世界正在变成一个地球村，有效沟通的时代为商业提供了完美的氛围。当今世界旅行方便、安全，出现了不同的口味和偏好。该公司强大的品牌名称成为其他需要隶属于该著名品牌的公司特许经营的一个卖点。有效的沟通也确保了公司的广告和促销活动在全球范围内广为人知，从而实现了更好的增长。
Rivalry 竞争
The major rival domestically is Pepsi in the United States. The soft drinks industry has continued to be very competitive and major competitors turn to rivals. The promotion of the brands such as Sprite, Coke, and Fanta in many countries has grown at the expense of the many beverages in the markets (Mark, 2000). The company must implement an effective strategy that ensures advertising, sales, innovations, increased efficiency, brands development, promotional program trade mark development are done efficiently to outsmart the rivals.
国内的主要竞争对手是美国的百事可乐。软饮料行业的竞争依然激烈，主要竞争对手转向了对手。雪碧、可口可乐和芬达等品牌在许多国家的推广以牺牲市场上的许多饮料为代价。公司必须实施一项有效的战略，确保广告、销售、创新、提高效率、品牌开发、促销计划和商标开发能够有效地完成，从而击败竞争对手。
Suppliers 供应商
The Company will always need supplies of raw materials such as fructose corn syrup, and sucrose. The availability of this major raw material at numerous sources has made the company dominate the suppliers, however aspartame has not been available in numerous sites and this can lead to problems if production ceases (May, 1998).
公司将始终需要果糖玉米糖浆和蔗糖等原材料的供应。这一主要原材料在众多来源的可用性使该公司在供应商中占据主导地位，但阿斯巴甜在许多地方都不可用，如果停止生产，这可能会产生问题。
Buyers 买家
The main buyers are individuals who consume the product. The company however deals with local franchised bottlers who deal with the local markets. After effective bottling of the products the consumer/buyer must get the products through chain supermarkets, vending, and fountain sales. The buyers must have the knowledge of the product and be enticed to consume so that he/she can make the purchase (Mark, 2000).
主要买家是消费产品的个人。然而，该公司与当地特许装瓶商打交道，后者与当地市场打交道。产品有效装瓶后，消费者/买方必须通过连锁超市、自动售货机和喷泉销售获得产品。买家必须了解产品，并被引诱消费，以便他/她能够购买。
Threats of substitutes 替代品的威胁
Many products have emerge to substitute soft drinks e.g. fruit juices and beverages. The company must have attractive offers to ensure that the substitutes introduced in the market don’t interfere with the market share of the company.
已经出现了许多替代软饮料的产品，例如果汁和饮料。公司必须提供有吸引力的报价，以确保引入市场的替代品不会干扰公司的市场份额。
Threats of entrants 进入者的威胁
New companies keep on coming up to compete for a share of the market. The soft drink markets have been mainly dominated by Coca Cola and Pepsi and new entrants find it very hard to penetrate the markets.
新公司不断涌现，争夺市场份额。软饮料市场主要由可口可乐和百事可乐主导，新进入者发现很难进入市场。
Internal Environment 内部环境
Operations 企业
Coca cola has continued to globally dominate the market and the regional operational strategy that is centralized production system ensure reduced costs.
可口可乐继续在全球市场占据主导地位，集中生产系统的区域运营战略确保了成本的降低。
Sales and marketing 销售和营销
The area of supermarkets and brand loyalty has played an essential part in the growth of Coca Cola this has ensured profitability and large market share.
超市领域和品牌忠诚度在可口可乐的增长中发挥了重要作用，这确保了盈利能力和巨大的市场份额。
Distribution 分销
The efficient distribution channels i.e. bottling companies has ensured that customers get the product at the right time and conveniently. Automated channel of distribution like the Coca Cola Enterprise that has sales agents and merchandisers in major outlets complement other distribution strategies.
高效的分销渠道（即装瓶公司）确保了客户在正确的时间和方便地获得产品。像可口可乐企业这样的自动化分销渠道在主要门店设有销售代理和跟单员，可以补充其他分销策略。
Procurement 采购
For efficient operations the company has a strategy to own the bottlers operations so that they do it more efficiently to be able to distribute the product properly. The procurement of acquiring a franchise chain is done procedurally to ensure qualified people own the process.
为了实现高效运营，该公司制定了一项战略，即拥有装瓶商的运营，以便他们更高效地运营，从而能够正确分配产品。收购特许经营链的采购是按程序进行的，以确保合格人员拥有该流程。
Human resources 人力资源
Many people have been employed by the company and they have remained loyal. The company has given attractive remunerations and compensations in order to make them perform effectively and efficiently.
公司雇用了许多人，他们一直保持忠诚。公司给予了诱人的报酬和补偿，以使他们高效高效地工作。
Core Resources and competence 核心资源和能力
The factors that favor the company’s growth and development plans include; markets, costs, governments, and competition. In the markets they are characterized by homogenous customer needs, global channels and global customer needs, transferable and easy to manipulate market approaches. Cost are favored by learning and experience, large scale and scope economies, high resource and development costs, conducive logistics, and efficiencies in sourcing (Mark, 2000). On the side of the government they are responsible for putting in place inductive trade policies, technology standards that are common and manufacture and marketing regulations that are common and do not favor any party but put a level competing ground for all players.
有利于公司成长和发展计划的因素包括：；市场、成本、政府和竞争。在市场中，他们的特点是同质的客户需求、全球渠道和全球客户需求、可转移和易于操纵的市场方法。成本受到学习和经验、大规模和范围经济、高资源和开发成本、有利的物流和采购效率的青睐。在政府方面，他们负责制定诱导性贸易政策、共同的技术标准以及共同的制造和营销法规，这些法规不偏袒任何一方，但为所有参与者提供了公平的竞争环境。
In terms of competition globalization has been favored through presence of interdependent countries that allow competition, and the liberalization of trade in many countries. With the markets giving many incentives to the company to grow then good management policies is all needed to grow and became successful and coca cola has done just that (Kottler, & Amstrong, 2006). It has endeavored in its mission to refresh a thirsty world and creating value to shareholders.
在竞争方面，全球化通过允许竞争的相互依存国家的存在以及许多国家的贸易自由化而受到青睐。随着市场对公司的成长给予了许多激励，那么，良好的管理政策是公司成长和成功的必要条件，可口可乐正是做到了这一点。它致力于重塑一个饥渴的世界，为股东创造价值。
The company brands have continued to be advertised and image enhanced, where the company has also acquired more franchise networks globally. The systems of the company that are based on organizational structure and timely decisions have continued to make the company succeed. The objectives of the company include; customer satisfaction and creation of a loyal system of customers, community development, effective partnership, and valuable shareholding in the company.
该公司的品牌继续进行广告宣传和形象提升，该公司还收购了更多的全球特许经营网络。基于组织结构和及时决策的公司体系继续使公司取得成功。公司的目标包括：；客户满意度和建立忠诚的客户体系、社区发展、有效的合作伙伴关系以及在公司中的宝贵持股。
The long term goals include increasing cash flow through increased sales, optimizing of profit margins, and global investments expansion in hot spots (Kottler, & Amstrong, 2006). The guiding principle is to have an established production, distribution, and marketing system that can support long term growth of cash flow and shareowner value of Coca Cola.
长期目标包括通过增加销售增加现金流、优化利润率以及在热点地区扩大全球投资。指导原则是建立一个成熟的生产、分销和营销系统，以支持可口可乐现金流和股东价值的长期增长。
The Strategic Choices Available for Coca Cola 可口可乐的战略选择
Product Filling Strategy 产品填充策略
Ohmae (1990) states that the product line of a firm is lengthened by the addition of more products within the current range; The implications behind this line filling includes; the reach for profit incremental, satisfying the complaining dealers on sales due to the absence of some items in the line, utilizing the capacity that is excess, to try to be the full time company that is leading the market and lastly, to try to plug the holes hence keeping out the competitors.
Ohmae指出，在当前范围内增加更多产品会延长公司的产品线；这一行填写背后的含义包括：；利润增长的范围，满足因生产线中缺少某些产品而导致的销售投诉经销商，利用过剩的产能，努力成为领导市场的全职公司，最后，努力填补漏洞，从而将竞争对手拒之门外。
Kogut (1985) starts by explaining that, Coca Cola uses this form of strategy of filling the line of production from time to time; during different seasons as it launches its new products. For example to Zerocoke was launched by Coca Cola at the time James Bond released the movie Quantum of Solace forms part of product filling marketing. The product is presented as if it new.
Kogut首先解释说，可口可乐公司不时采用这种形式的战略来填补生产线；在不同的季节推出新产品。例如，在詹姆斯·邦德发布电影《大破量子危机》时，可口可乐推出了Zerocoke，这是产品填充营销的一部分。该产品呈现为新产品。
Distribution strategy 分销策略
Coca Cola is globally famous for its distribution channels. In India the Coca Cola distribution channel is a bout 6.5lakh outlets by the year 2000 as compared to its competitor Peps Co’s which was 6lakh. The firm has a development of different strategies of distribution strategies for the rural and the urban sectors. The channel of distribution in the Urban adopts the model similar to the direct store distribution, warehouse distribution brokers and vending & food services programs according to Ohmae (1990). This methods ensures savings of margins and encourages quick availability of the item to the retailer
可口可乐以其分销渠道闻名全球。在印度，到2000年，可口可乐的分销渠道约为650万家，而其竞争对手百事可乐的销售渠道为60万家。该公司为农村和城市部门制定了不同的分销战略。根据Ohmae的说法，城市配送渠道采用了类似于直接门店配送、仓库配送经纪人以及自动售货和食品服务计划的模式。这种方法确保了利润的节省，并鼓励零售商快速获得商品
While in the rural, the Hub and Spoke model distribution channel is applied. Where there is a division of different distributor’s categories depending on the area they are covering. This model is utilized by to reach the rural market as the program allows the bigger loads to travel long distances while the smaller ones shorter distances as a result the costs are cut down, as stated by Bate and Johnston (2003).
而在农村，则采用Hub and Spoke模式分销渠道。根据所覆盖的区域，不同分销商的类别有不同的划分。如Bate和Johnston所述，该计划允许较大的负载进行长距离运输，而较小的负载进行短距离运输，从而降低了成本，因此利用该模式进入农村市场。
Khan (2005) explain the point that through there use of modern technology in the present times Coca Cola is able to improve its distribution and management operations logistics reasonably. There are the options of Chilled DSD System that deals relatively with the methods of distributions that are small. Particularly, it deals with juicy fruits products that can easily go bad. The second option is the Hybrid System, where there is collaboration between the firm and the firm of complimentary good so that its channels of distribution can be used for the selling of the product. In this, the example is collaboration Coca Cola and McDonald. This system is actually benefited by the creation of the synergy by the two collaborating firms.
Khan解释了一点，即通过在当前时代使用现代技术，可口可乐能够合理地改善其配送和管理运营物流。冷却DSD系统有一些选项，这些选项相对处理较小的分配方法。特别是，它涉及容易变质的多汁水果产品。第二种选择是混合系统，在该系统中，公司和赠品公司之间进行合作，以便其分销渠道可用于产品的销售。在这方面，可口可乐和麦当劳的合作就是一个例子。这一系统实际上得益于两家合作公司的协同效应。
The Social corporate strategy 社会企业战略
This is where the firm provides the volunteer services in the community. This strategy with the social work assists in position the firm’s brand name in the minds of the users for the longer time as the brand that is both ethical and social, hence providing the opportunity for the period of growth that is long term. The recent example is the case of Coca Cola social work in India where it has been awarded a golden peacock a ward. Coca Cola has concentrated on water conservation, clean drinking water access and water conservation awareness and other related issues as the firm’s strategy on the stewardship of water.
这是该公司在社区提供志愿服务的地方。这种与社会工作相结合的策略有助于在用户心目中长期定位公司的品牌，使其成为道德和社会的品牌，从而为长期增长提供机会。最近的一个例子是可口可乐在印度的社会工作，它被授予了一个金孔雀病房。可口可乐公司专注于水资源保护、清洁饮用水获取、水资源保护意识和其他相关问题，作为公司的水资源管理战略。
The Coca Cola Corporate strategy 可口可乐公司战略
The achievements made by Coca Cola in China are a very strong indicator that patience pays. The firm’s strategy and management planned vigorously for the success. The market leadership that it enjoys is rooted on strong capability of reacting in time and accurately to the changing market dynamics. Heller & Bono, (2006) argued that the firm dominates the market not because it came early in the market but because of brilliant short time moves like the concentration on fanta and sprite. Also success comes because of joint ventures. Early on when the investment in beverage industry was restricted it formed partnership with government bodies but no equal share. Latter, it joined with other ventures with equal control hence gained majority equity. The strategic partnership that the Coca Cola firm was being involved was the strategy of positioning itself for the future. The Coca Cola partner serves the number of firm critical goal.
可口可乐在中国取得的成就是耐心付出的有力标志。该公司的战略和管理层为成功进行了积极的规划。它所享有的市场领导地位是建立在对不断变化的市场动态作出及时准确反应的强大能力之上的。Heller&Bono认为，该公司在市场上占据主导地位，并不是因为它在市场上来得早，而是因为它在短时间内做出了出色的动作，比如专注于芬达和雪碧。成功也来自合资企业。在饮料行业投资受到限制的早期，它与政府机构建立了伙伴关系，但没有平等的份额。后来，它加入了其他拥有同等控制权的企业，因此获得了多数股权。可口可乐公司参与的战略伙伴关系是为未来定位的战略。可口可乐的合作伙伴服务于许多公司的关键目标。
They do share the investment risks in the plant of bottling and it can leverage the political effects its partners to acquire government approvals for the new plants of bottling. The most significant of these new partners allows the Coca Cola management control via the major equal ownership of joint ventures.
他们确实分担了装瓶厂的投资风险，它可以利用其合作伙伴的政治效应，为新的装瓶厂获得政府批准。这些新合作伙伴中最重要的一个允许可口可乐管理层通过合资企业的主要平等所有权进行控制。
Pricing Strategy 定价策略
This drastically affects sales in a number of ways. The case from Kogut (1985) of Pepsi provides an example of how pricing strategy can affect the market and sales. The firm gained popularity in 1936 by introducing 12-ounce bottle. The earlier price of 10 cents resulted to slow sales. After slashing the price to 5 cents there was a substantial increase in sales. This was due to the Pepsi ability to encourage the price-watching users to switch the Coca Cola 6-ounces standard bottle for the price of 5cents instead of 12-ounces. Pepsi sold at a similar price. The sales in 1939 a lone was 5 million bottles as the profit doubled as the consumption went higher.
这在许多方面严重影响了销售。百事可乐Kogut（1985）的案例提供了定价策略如何影响市场和销售的一个例子。1936年，该公司推出了12盎司的瓶子，从而获得了广泛的欢迎。早些时候10美分的价格导致销售缓慢。把价格降到5美分后，销售额大幅增加。这是因为百事可乐能够鼓励关注价格的用户将可口可乐6盎司标准瓶的价格改为5美分，而不是12盎司。百事可乐以类似的价格出售。1939年一年的销售额为500万瓶，随着消费量的增加，利润翻了一番。
The Communication Strategy 沟通策略
Dana and Oldfield (1999) say that after looking at the environment that is changing, Coca Cola calibrated its communication strategy in a way that is very innovative. The works of “imagery” for the carbonated soft drinks, while the work of “functionality” for the rest of the categories. The example that entrenches imagery is the brand for refreshing; the firm introduces the issue of comfort ability.
Dana和Oldfield表示，在审视了正在变化的环境之后，可口可乐以一种非常创新的方式调整了其传播策略。碳酸软饮料的“形象化”工作，而其他类别的“功能性”工作。巩固形象的例子是清爽的品牌；该公司引入了舒适性问题。
Brand Development Strategy 品牌发展战略
The strategy that I believe Coca Cola Company should peruse is the brand development strategy. According to Dana and Oldfield (1999) this strategy has far reached and managed to remain in the limelight ever since it started to be good with these that do not take alcohol. The loyalty of the brand is a significant factor to maintain the number one position. Collins (1991) states that Coca Cola Company enjoys the status of being of the biggest non alcoholic beverage firm worldwide its distribution system is unique from other non alcoholic companies. Over years the company has passed many brand enhancement tests and a point is made for the products under the banner of Coca Cola as it invades the minds of the users continually.
我认为可口可乐公司应该研究的战略是品牌发展战略。根据Dana和Oldfield的说法，自从这种策略开始对那些不喝酒的人有好处以来，它就已经达到并成功地成为了人们关注的焦点。品牌的忠诚度是保持第一地位的重要因素。Collins指出，可口可乐公司是全球最大的非酒精饮料公司，其分销系统与其他非酒精公司不同。多年来，该公司通过了许多品牌提升测试，在可口可乐不断侵入用户心智的过程中，打着可口可乐旗号的产品受到了重视。
Hamel and Prhalad (1985)explains that the brand development strategy of Coca Cola should involve the redesigning of its brand development policies and the techniques of keeping up with the set minds of its users that is ever changing. In the beginning this brand believed in affordability, being available and being acceptable. However this Coca Cola’s brand development should be changed to include the value of price, preference and pervasive penetration.
Hamel和Prhalad解释说，可口可乐的品牌发展战略应该包括重新设计其品牌发展政策，以及跟上不断变化的用户的既定想法的技术。一开始，这个品牌相信价格合理、可用且可接受。然而，可口可乐的品牌发展应该改变，包括价格、偏好和普遍渗透的价值。
Boutzikas (2000) explains that the issue of building brand of the firm is based on the fact that it wants its user’s accessibility, which is to be within the reach of desire of the arm. In the efforts of building the brand identity of the firm, many brand attributes for example 20 are to be tested in every month which may involve as much as 4000 users. The strategy of brand development of Coca Cola is very effective as it has been having the capability of constructing, managing as well as maintaining its brand image since many years ago.
Boutzikas解释说，建立公司品牌的问题是基于这样一个事实，即它希望用户的可访问性，这是在手臂的欲望范围内。在建立公司品牌形象的过程中，每个月都要测试许多品牌属性，例如20个品牌属性，可能涉及4000名用户。可口可乐的品牌发展战略是非常有效的，因为它多年来一直具有构建、管理和维护其品牌形象的能力。
Another reason as to why this strategy should be used is that the brand has unanimously gained the acceptance all round the world because of the fact that it has shown the capability of relating very well with its users. This signifies the brand loyalty. The loyalty of the brand has been very vital in maintaining the brand picture of Coca Cola. It has believed in shelling out the best as a result the users by default are retained as explained by Boutzikas (2000). The enhancement of the frequency of purchase is one of the techniques of building brand. The firm has also made investments in many campaigns of advertisements always involving the services of theses who are the celebrities around the world. On top of the users, there is another category of users, who usually increases the user foundation and they comprises of the brand collectors. They most of the time indulges in the collection of the old and the logos that are upcoming of the Coca Cola bottles and they literary matter.
使用这一策略的另一个原因是，该品牌已经在全球范围内获得了一致的认可，因为它显示出了与用户建立良好关系的能力。这意味着品牌忠诚度。品牌的忠诚度对于维持可口可乐的品牌形象至关重要。正如Boutzikas所解释的那样，它一直认为最好的用户会被淘汰，因此默认情况下用户会被保留。提高购买频率是建立品牌的技术之一。该公司还投资了许多广告活动，这些活动总是涉及世界各地名人的论文服务。除了用户之外，还有另一类用户，他们通常会增加用户基础，他们包括品牌收藏家。他们大多数时间都沉迷于收集可口可乐瓶的旧的和即将推出的标志，它们具有文学意义。
Collins (1991) says regarding to the development of the brand of Coca Cola zero the firm came out with an advertisement that was some what different from the most common ones. In the concern of this the “no calorie beverage”, it has given raise to three forms of products that include; the Coca Cola Classic, the Diet Coke, and the Coca Cola Zero.
Collins表示，关于可口可乐零品牌的发展，该公司发布了一则与最常见的广告有些不同的广告。出于对“无热量饮料”的担忧，它提出了三种形式的产品，包括：；可口可乐经典、健怡可乐和零度可乐。
Boutzikas (2000) continues that there are a number of experts who have a believe that these times when Coca Cola the tag of line that states, “the real thing”, it was really meaning that, however, with the invention of different kinds of categories of coke, the statement “the real thing” got changed to the statement that reads “many things”, and the flavor that was there originally is at most times lost. As the result, the building of the brand strategy has to be in such a manner that it will not lead to the people’s confusion and have the capability of retaining users despite the fact that many new manufactures of non alcoholic beverage being on the anvil.
Boutzikas继续说，有许多专家认为，当可口可乐的标签上写着“真正的东西”时，这确实意味着，然而，随着不同种类的可乐的发明，“真正的事情”这一说法变为“很多事情”，最初的味道在大多数时候都会消失。因此，品牌战略的建立必须以这样一种方式进行，即它不会导致人们的困惑，并具有留住用户的能力，尽管许多新的非酒精饮料生产商正处于困境之中。本站提供各国留学生MBA作业代写或指导服务，如有需要可咨询本平台。