coca-cola phân tích chiến lược kinh doanh quốc tế

8/10/2019 Coca-Cola Phn Tch Chin Lc Kinh Doanh Quc T

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Trng i Hc Kinh T TPHCM

Khoa Thng Mi - Du lch - Marketing

Mn: Qun tr kinh doanh quc t

ti 2:PHN TCH CHIN LC KINH

DOANH QUC T CA TP ONCOCA-COLA

GVHD: Th.s QuchTh Bu Chu

SVTH: L Huyn TrinhTrng ng Linh GiangHunh Tho Li Linh UynTrn Hong Quon Th Thu Nga


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Phn tch Chin lc kinh doanh quc tca Coca-Cola

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MC LC

LI MU ................................................................................................................................

A. GII THIU VCNG TY COCA-COLA: .......................................................................

I . L ch shnh thnh vpht tr in: ..............................................................................................

1.

Lch shnh thnh: ...........................................................................................................

2.

Qu trnh pht trin: .........................................................................................................

I I . Trit l ki nh doanh : ..................................................................................................................

1.Smnh: ...........................................................................................................................

2.Tm nhn: .........................................................................................................................

III. Cc lnh vc hot ng: ..........................................................................................................

1.

Lnh vc kinh doanh chnh: .............................................................................................

2.Lnh vc hot ng ph: ..................................................................................................

B. PHN TCH CHIN LC KINH DOANH QUC TCA COCA-COLA: ...............

I .

Nhng Chin lc cng ty sdng tr ong qu trnh thm nhp thtrng quc t: ......

1. Giai on trc nm 1980:..............................................................................................

2.Giai on tnm 1981 2000: ........................................................................................

3.

Giai on tnm 2000 2004: ........................................................................................

I I . Chin lc kinh doanh quc thin nay ca Coca-cola: .......................................................

1.Phn tch c sla chn Chin lc Kinh doanh quc t: ..............................................2.

Phn tch chin lc kinh doanh quc t: ........................................................................

C. THHIN CA CHIN LC KINH DOANH QUC T: ...........................................

I . Chin lc tchc quc t: .......................................................................................................


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I I . Chin lc Marketing quc t: .................................................................................................

1.Chin lc sn phm: .......................................................................................................

2.

Chin lc gi: .................................................................................................................

3.Chin lc phn phi: ......................................................................................................

4.

Chin lc chiu th: ........................................................................................................

D. BI HC KINH NGHIM .....................................................................................................

I . Thnh cng: ................................................................................................................................

1.

Doanh thu v thphn: .....................................................................................................

2.Cc gi trkhc: ................................................................................................................I I .Nhng tht bi : .........................................................................................................................

1.New Coke .........................................................................................................................

2.

Vn sdng nc n : ........................................................................................

I I I .

Bi hc kinh nghim: ..............................................................................................................

TI LIU THAM KHO: ...........................................................................................................


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LI MU

Khi nhc n thtrng nc gii kht ni chung v thtrng nc ngt c gas ni

ring, chc hn ci tn Coca-Cola sc hu ht mi ngi ngh ti u tin. Ngy nay,

Coca-Cola c bit n nh l thng hiu ni ting trn ton thgii, c mt ti hn 200

quc gia vi trn 3500 nhn hiu khc nhau. Vi mng li ph khp ton cu, tp on

nc gii kht ny ngy cng nh vc chng ca mnh trn ton thgii, Khng ch

c bit n v cc sn phm, Coca-Cola cn l nh ti tr cho nhng hot ng cngng, cam kt mang li nhng iu tt nht cho khch hng trn nhng thtrng m n c

mt. Vy iu g mang li thnh cng ngy hm nay ca Coca-Cola? cng chnh l l

do nhm chng ti thc hin ti ny. Hy vng rng qua nhng trnh by di y, chng

ta sc ci nhn r nt hn vCoca-Cola v sthnh cng qua chin lc kinh doanh quc

tca n, ng thi cng rt ra c nhng bi hc kinh nghim cho chnh cc mnh khi u

t vo thtrng quc t.

Nhm sinh vin thc hin


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6

A. GII THIU VCNG TY COCA-COLA:

I. Lch shnh thnh v pht trin:

1.

Lch shnh thnh:

Coca-Cola c pht minh bi dc s John Stith Pemberton, ch mt phng th

nghim v hiu thuc t nhn. Ban u, Pemberton chnh sng chra mt loi thuc bnh

dn gip chng au u v mt mi. ng my m v thnghim, pha chthnh cng mt

loi siro c mu en nh c ph. Loi siro ny trn vi nc lnh sc thc mt th

nc gim nhc u v tng sng khoi.

Pemberton gili cng thc sng chny, chbit rng thnh phn quan trng nhtca loi thc ung ny cha mt tlnht nh tinh du c chit sut tquv l ca cy

Kola. y l loi cy chc khu vc rng nhit iNam M,thnh phn cha mt lng

ng k cocain v caffeine.V th thuc c tc dng lm sng khoi, chng au u, mt

mi. Ci tn Coca-Cola cng bt ngun t. Pemberton thay ch"K" bng ch"C" c

vdnhn v quen thuc hn.

Sau khi sng chra Coca-Cola, Pemberton rt vui sng v i khp ni cho bn

loi nc ung ny, c bit ti cc qun "Soda-bar" ang thnh hnh thnh phAtlanta.

Tuy nhin, Pemberton rt tht vng v khng ai chu ung thCoca-Cola. N c mu nu

en v mi ngi u coi l thuc chkhng phi mt loi nc gii kht n thun.

Cng thc Coca-Cola chthc strthnh nc gii kht nhmt nhn vin trong qun bar

"Jacobs Phamarcy" khi nhn vin ny nhm ln pha siro Coca-Cola vi nc soda thay v

nc lc bnh thng theo cng thc ca Pemberton.

Loi Coca-Cola c pha nhm li ngon ming hn bnh thng, lm sng khoi

khc thng v lc Coca-Cola mi c thphc vsng ngi tiu dng. T qun

bar ny mi ngy pha v bn c t9 n 15 ly Coca-Cola. Tuy nhin, cnm u tin

Pemberton mi chbn c 95 lt siro Coca-Cola.
http://vi.wikipedia.org/wiki/Ph%C3%A1t_minhhttp://vi.wikipedia.org/wiki/Du?c_sihttp://vi.wikipedia.org/wiki/Du?c_sihttp://vi.wikipedia.org/wiki/John_Pembertonhttp://vi.wikipedia.org/w/index.php?title=Siro&action=edit&redlink=1http://vi.wikipedia.org/wiki/Nam_M?http://vi.wikipedia.org/wiki/Nam_M?http://vi.wikipedia.org/wiki/Nam_M?http://vi.wikipedia.org/wiki/Cocainhttp://vi.wikipedia.org/wiki/Caffeinhttp://vi.wikipedia.org/wiki/Atlantahttp://vi.wikipedia.org/wiki/Atlantahttp://vi.wikipedia.org/wiki/Caffeinhttp://vi.wikipedia.org/wiki/Cocainhttp://vi.wikipedia.org/wiki/Nam_M?http://vi.wikipedia.org/w/index.php?title=Siro&action=edit&redlink=1http://vi.wikipedia.org/wiki/John_Pembertonhttp://vi.wikipedia.org/wiki/Du?c_sihttp://vi.wikipedia.org/wiki/Ph%C3%A1t_minh


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Sau ny, khi mua li Coca Cola, Asa Griggs Candler - Nh lnh o ti ba bc nht

ca Coca Cola bin chuyn suy ngh ca ngi dn nc Mvhnh nh ca Coca Cola.

ng cho nhng ngi tiu dng ca mnh hiu th"thuc ung" Coke l mt loi thc ung

ngon lnh v ti mt. Cho n ngy nay, Coca Cola vn trung thnh vi tiu ch ny cahng. Hnh dng chai Coca-Cola c ng k bo hnm1960.

Ci tn Coca-Cola xut pht ttn lcoca vht cla,hai thnh phn ca nc ngt

Coca-Cola. Chnh iu ny lm Coca Cola c thi kkhuynh o v ngi ta quy kt

Asa Candler l ngi n nggy nghin ca thgii. Hin nay Coca-Cola trthnh hng

nc ngt ni ting thgii vi rt nhiu sn phm a dng nh Coca-Cola Light (hayDiet

Coke-Coca king), Coca-Cola Cherry...

Tkhi c thnh lp v t trschnh ti Atlanta, bang Georgia, tp on Coca-

cola hin ang hot ng trn 200 nc khp th gii. Thng hiu Coca-cola lun l

thng hiu nc ngt bn chy hng u v tt cmi ngi trn thgii u yu thch

Coca-cola hoc mt trong nhng loi nc ung hp dn khc ca tp on. Ngy nay, tp

on Coca-cola thnh cng trong cng cuc mrng thtrng vi nhiu loi nc ung

khc nhau ban u l nc c gas, v sau l nc tri cy, nc tng l c cho ththao,

nc sui, tr v mt sloi khc.

Coca-Cola chim 3.1% tng lng sn phm thc ung trn ton thgii. Trong 33

nhn hiu nc gii kht khng cn ni ting trn thgii, Coca-Cola shu ti 15 nhn

hiu. Mi ngy Coca-Cola bn c hn 1 t loi nc ung, mi giy li c hn 10.000

ngi dng sn phm ca Coca-Cola. Trung bnh mt ngi Mung sn phm ca cng ty

Coca-Cola 4 ngy 1 ln. Coca-Cola hin c mt ti tt ccc chu lc trn thgii v c

thc nhn ra bi phn ln dn sthgii.
http://vi.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://vi.wikipedia.org/wiki/1960http://vi.wikipedia.org/wiki/1960http://vi.wikipedia.org/wiki/C%C3%B4cahttp://vi.wikipedia.org/wiki/H?t_c%C3%B4lahttp://vi.wikipedia.org/wiki/H?t_c%C3%B4lahttp://vi.wikipedia.org/wiki/H?t_c%C3%B4lahttp://vi.wikipedia.org/wiki/Nam_gi?ihttp://vi.wikipedia.org/wiki/Nam_gi?ihttp://vi.wikipedia.org/wiki/Diet_Cokehttp://vi.wikipedia.org/wiki/Diet_Cokehttp://vi.wikipedia.org/wiki/Diet_Cokehttp://vi.wikipedia.org/wiki/Diet_Cokehttp://vi.wikipedia.org/wiki/Nam_gi?ihttp://vi.wikipedia.org/wiki/H?t_c%C3%B4lahttp://vi.wikipedia.org/wiki/C%C3%B4cahttp://vi.wikipedia.org/wiki/1960http://vi.wikipedia.org/wiki/Asa_Griggs_Candler


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2.

Qu trnh pht trin:

1891: ng Asa G.Candler mt dc s ng thi l thng gia Atlanta nhn thy

tim nng to ln ca Coca-Cola nn ng quyt nh mua li cng thc cng ton bquyn s

hu Coca-Cola vi gi 2300 USD.

1892: Asa G.Candler t tn cho cng ty sn xut syroo Coca-Cola l cng ty Coca-

Cola.

1893: Thng hiu Coca-Cola ln u tin c ng k quyn shu cng nghip.

1897: Coca-Cola bt u c gii thiu n mt s thnh ph Canada v

Honolulu.

31.1.1899: Mt nhm thng gia gm Thomas & Whitehead cng vi ng nghip

J.T.Lupton nhn c quyn xy dng nh my ng chai vi mc ch ng chai v

phn phi sn phm Coca-Cola n khp mi ni trn nc M.

1919: Nhng ngi tha hng gia ti ca Candler bn cng ty Coca-Cola cho Emest

Woodruff, mt chngn hng Atlanta.

1923: Emest Woodruff c bu lm chtch iu hnh cng ty, bt u su thp klnh o v a cng y Coca-Cola n mt tm cao mi m khng mt ngi no c thm

thy.

Nm 1929, Coca-Cola c bn trn thtrng 76 quc gia trn thgii.

1938: Coke thm nhp thtrng c, o, Na Uy v Nam Phi.

Trong Thchin II, Coke a ra mt tha thun cung cp Coca-Cola cho qun

i M. Trong thi k ny, cng ty xy dng 63 nh my ng chai trn ton thgii.

1945: Cng ty Coca-Cola ng k nhn hiu thng mi Coke

1946: Coca-Cola ln u tin tng gi sau 70 nm lin duy tr mc gi 5 cent.


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1950: Qung co truyn hnh u tin ca Coke di 30 pht c pht vo ngy LT

n trn i BCS.

1953: Coke Timera mt trn cradio v Ti-vi, ni ting n ni ngi ta in ca

cc bi ht qung co.

1956: McCann Erickson Inc thay thDArcy lm i l qung co ca Coke.

1959: Coke c phn phi bi mng li 1700 n vng chai, hot ng hn

100 nc.

1960: Coke mua li tp on chuyn sn xut nc cam The Minute Maid.

1961: Coke ln u xut hin trn phim, bphim mang tn One,two, three. Ngy

1/2 gii thiu sn phm mi Sprite.

1962: Coke cho bn cphiu ra cng chng, gi 101 USD/cphiu.

1963: Tabung u tin dnh cho ngi n king ra i, ci tm c la chn

tcuc kho st my tnh vi 300.000 kt qu. Chin dch qung co Things Go Better with

Coke bt u.

1965: Coke ti trcho bphim hot hnh ni ting A Charlie Brown Christmas trn

truyn hnh. Nc cam Fresca ra i.

1969: Coke ra mt logo mi vi 2 mu trng , khu hiu mi Its The Real

Thing.

1985: Coca-Cola quyt nh ra sn phm mi New Coke thay thcng thc b mt

thng hiu hng u ca mnh iu m cc nh ph bnh gi l sai lm ca th k. Vcng thc cin quay trli chsau 79 ngy ra mt New Coke.

n thi im ny, sau hn 100 nm thnh lp v pht trin, Coca-Cola c mt

hn 200 nc trn thgii.


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II. Trit l kinh doanh:

Coca-Cola t khi thnh lp n by gi mang mt trit l chung l: Cung cp

thc ung hng Cola tuyt ho - mang li ssng khoi - cho tt cmi ngi". V thng

hiu: "Truyn cm hng cho ssng to v am m".

1. Smnh:

Ltrnh ca chng ti bt u vi nhim vca chng ti, l lu di. N tuyn b

mc ch ca chng ti l mt cng ty v phc vnh mt tiu chun cho chng ti cn

nhc hnh ng v quyt nh ca chng ti.

- lm mi thgii.

- truyn cm hng cho nhng khonh khc ca slc quan v hnh phc.

- to ra gi trv to skhc bit.

2. Tm nhn:

Phc vnh l khun khcho cc l trnh ca chng ti v nh hng trong mi

kha cnh ca vic kinh doanh bng vic m tnhng g chng ti cn phi thc hin tip

tc t c spht trin bn vng v cht lng:

Con ngi: Trthnh mi trng lm vic tt nht ni m con ngi c cm

hng tt nht.

Hs: Mang n cho thgii mt hs vthng hiu nc gii kht c cht

lng m c th tin on v lm hi lng mong mun v nhu cu ca con

ngi.

Cc i tc: Xy dng mt mng li cung cp nc ung cho khch hng v

cc nh cung cp, cng nhau to dng gi trc li i bn mang tnh lu di.

Hnh tinh: L cng dn c trch nhim to nn s khc bit bng cch xy

dng v htrcng ng mang tnh bn vng.


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Li nhun: Ti a ha li nhun cho cc cng v t tinh thn trch nhim

ln hng u.

Nng sut: L mt tchc hot ng hiu qu, gn nhv pht trin nhanh.

III. Cc lnh vc hot ng:

1.

Lnh vc kinh doanh chnh:

Coca-cola l cng ty nc gii kht ln nht th gii vi hn 500 thng hiu ni

ting. Sn phm kinh doanh chnh ca Coca-cola l cc loi nc ung, nc gii kht nh:

nc ngt c gas, nc ngt t ng, nc khong, nc tr,

Gn y, Coca-Cola tham gia th trng c ph

vi sn phm Far Coast, pht trin nh chui cc ca hng

c ph nh Star Bucks, Coffee Bean,... v ang dn chimlnh mt thphn khng nh.


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Sp ti, Coca-Cola dnh s ln sn c

vo th trng bia. Coca-Cola ang hp tc vi

tp on Casella (c) cho ra i mt dng

bia chai mi. Thng v tr gi 46 triu USDca Coca-Cola Amatil, nh phn phi c quyn

ca Coca-Cola ti khu vc Thi Bnh Dng,

c k kt di hnh thc mt khon vay dnh

cho Australia Beer Company, lin doanh gia

Coca-Cola Amatil vi Casella. Mc tiu ca lin

doanh ny l sn xut v phn phi cc sn

phm bia chai cao cp thng qua cc knh sn cca Coca-Cola. Dkin sau khi chnh thc c thnh lp, hsc khnng chim c

15% thtrng bia chai ti c.

2. Lnh vc hot ng ph:

Coca-Cola tham gia thtrng download nhc hp php y tim nngbng vic

tung ra dch vm nhc trc tuyn c nhn hiu ca mnh vi hn 250.000 bi ht trc tuyn

c bn qua mng vi gi 80 cent/bi. Cc bn nhc trc tuyn c thnhiu nh dngkhc nhau, nh MP3, WMA, Real, c ngi sdng mua v download vmy tnh ca

mnh qua Internet. iu ny va gip Coca-Cola qung co thng hiu, va thu c li

nhun tthtrng m nhc.

B. PHN TCH CHIN LC KINH DOANH QUC T CA COCA-

COLA:

i vi cc cng ty trong iu kin ton cu ha ang din ra mnh m trn th

trng ton thgii hin nay, vic thc hin chin lc kinh doanh quc tkhng cn l mt

chn la m l mt iu tt yu. Thc hin chin lc kinh doanh quc tnhm khai thc v

pht trin li thcnh tranh ca cng ty. t c mc tiu, cng ty phi quan tm v cn


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nhc trn chai phng din: ct gim chi ph to ra gi trv thay i sn phm ph hp

vi yu cu ngi tiu dng, ngi tiu dng sn sng trcao hn cho nhng sn phm

hn mc chi ph to ra chng.

Coca-cola cng khng ngoi l. Tkhong nhng nm 1900, Coca-cola bc nhng

bc i u tin trn con ng thm nhp thtrng thgii. t c thnh cng nh

ngy hm nay, Coca-cola phn tch, nghin cu v la chn nhng chin lc kinh doanh

quc tph hp nhm cn bng hai nhm p lc: p lc gim chi ph v p lc i vi yu

cu ca a phng.

I.Nhng Chin lc cng ty sdng trong qu trnh thm nhp th

trng quc t:

1. Giai on trc nm 1980:

Coca-cola bt u thm nhp vo thtrng nc gii kht tnm 1886. Vi sthnh

cng trn thtrng nc M, Coca-cola bt u mrng hot ng ra cc nc bn ngoi.

Bt u t1897, Coca-cola bt u xut hin thtrng Canada v Honolulu. Sau , cng

ty mrng hot ng kinh doanh ra cc nc khu vc chu , u tin l Phillipines. n

1919, Coca- cola bt u xy dng nhng nh my ti Paris v Bordeaux, Chu u. Coca-cola cng khng ngng m rng th trng sang Chu c, o, Na uy v Nam Phi. Mng

li cng ty v nh my ca Coca-cola c m rng trn ton th gii. n nm 1960,

Coca-cola tng gp i snh my ng chai v thu tm trn 60% thtrng nc ngt

thgii.

Vo thi gian ny, Coca-cola l thng hiu dn u v ang thng lnh th trng

nc gii kht trn thgii.

a.

Phn tch p lc chi ph:

Vi s thnh cng ca cc chin lc Marketing, Coca-cola vt xa cc i th

trong ngnh. Ngoi ra, trong giai on ny, Pepsi-cola, c coi l i thcnh tranh trc

tip ca Coca-cola trong ngnh, ang gp rt nhiu kh khn.


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Mt iu quan trng hn ht, Coca-cola nh vthng hiu ca mnh trong lng

khch hng. Trong giai on ny, Coca-cola bm r su trong tm tr khch hng v

khng th no thay i.

Do , p lc gim chi ph ca Coca-cola vo giai on ny khng cao.b.

p lc i vi yu cu ca a phng:

Do lc ny Coca Cola mi bt u xp nhp vo thtrng ni a ca cc quc gia

khc. c nhng bc i chc chn, to s thun li khi t chn ln cc quc gia ny,

Coca Cola cn p ng tt nhu cu tng a phng to schp nhn i vi sn phm

ny. Coca Cola nghin cu v a ra cc dng sn phm c mc ph hp cao vi khu

vv thhiu ca ngi dn a phng.

c.

Kt lun:Qua phn tch hai nhm p lc trn, vo giai on ny, Coca-cola p dng Chin lc

a th trng ni a. Cc hot ng kinh doanh c cp cho mt mc c lp cao

qun l cc hot ng ca chnh hkhi hthy ph hp. Do , cc cng ty ni a p

ng tt yu cu a phng.

2. Giai on tnm 1981 2000:

Tt cmi iu vCoca-cola thay i vo nhng t1980, khi Roberto Goizueta lnnm quyn. ng lm nn iu thn k vi c li ngc dng cho tp on Coca-cola.

Vi ti nng ca mnh, vo giai on ny, ng nhn nh rng: i vi Coca-cola, th

trng quc tcn rt tim nng.

a. Phn tch p lc gim chi ph:

Vo thi gian ny, hnh tng smt ca nc gii kht Coke sn phm dn u

ca Coca-cola bt u btn thng. Cc i thca Coca-cola ln lt tn cng vo th

trng nc gii kht m Coca-cola ang thng tr. c bit l Pepsi-cola. Trong giai onny, thphn ca Coca-cola vn ng yn trong khi Pepsi li lin tc tng trng .

Sau tht bi ca Coca-cola qua vic tung ra thtrng dng sn phm mi: New Coke

thay th hon ton cho loi nc ung truyn thng , Coca-cola ng trc nguy c rt ln


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trong vic nh mt thng hiu ca mnh trong tm tr khch hng cng nh nh mt th

phn vo tay i thcnh tranh, c bit l Pepsi-cola.

Do , iu quan trng nht i vi Coca-cola lc ny l ginh li thphn. i vi

mt hng nc gii kht, cnh tranh ch yu da trn chi ph thp. V hn ht, trong giai

on ny, vt qua nhng kh khn, Coca-cola phi i mt vi p lc gim chi ph cao

hgi thnh sn phm, tng tnh cnh tranh so vi i th.

b. Phn tch p lc p ng yu cu a phng:

Trong giai on ny, khi sn phm nc gii kht ca Coca Cola chim c th

trng rng khp thgii, Roberto Goizueta a ra chin lc kinh doanh ton cu cho

Coca Cola.Nim tin ca ng l vo lc ny, nhu cu vsn phm ca Coca Cola khng cskhc bit nhiu so vi quc gia chnh quc l Hoa K, v ng nhn ra rng mc tiu th

Coca Cola bnh qun u ngi cc th trng quc tcng chbng t10 n 15% th

trng M. giai on ny, ngi ta sdng Coca Cola nh mt thc ung ton cu, mt

cch thc ha nhp vo vi xu hng ca thgii.

c.

Kt lun:

Qua phn tch hai nhm p lc cnh tranh: p lc gim chi ph cao, v p lc p ngyu cu a phng thp, t, Coca-cola la chn Chin lc Ton cu ha. Vi chin

lc ny, ng Roberto Goizueta, vi khu hiu: Think global, act global, y Coca-cola

trthnh mt cng ty ton cu, tp trung rt nhiu cc hot ng qun l v tip thti cc

trscng ty Atlanta, tp trung vo cc thng hiu ct li ca cng ty, v mua cphn

shu ca cc cng ty ng chai nc ngoi cng ty c thc nh hng ln skim

sot chin lc nhiu hn i vi h.

Chin lc ton cu ha gip Coca-cola khai thc thtrng quc ty tim nng

bn ngoi. V hn ht, tiu chun ha gip Coca-cola tp trung vo sn phm ct li, kim

sot chin lc kinh doanh v gim chi ph. Hn na, p dng chin lc ton cu ha,

Coca-cola c thqun l c cht lng sn phm v to c thng hiu bn vng. T


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16

, tng li thcnh tranh, dn dn ginh thphn. Vi chin lc ny, ng Goizueta gip

Coca-Cola thu c 67% trong tng thu nhp v 77% li tcc quc gia ngoi lnh thBc

M.

3.

Giai on tnm 2000 2004:

Chin lc ca Roberto Goizeuta vn c ngi knhim, Ivester, tip nhn cho ti

khi n lnhng thiu st v ngi ta cho rng chin lc mt cva cho tt c khng

cn ph hp. nh im ca svic ny l khi Coca-cola ln u tin khng t c mc

tiu ti chnh ca mnh. Khi , ng Ivester tchc v Douglas Daft c a ln thay

th.

Xt n p lc i vi yu cu ca a phng khng cn ph hp vi chin lcton cu trong thi im ny na, Daft chuyn sang chin lc kinh doanh quc tmi.

Xt giai on tnm 2000 2002:

p lc i vi yu cu a phng:

Nhu cu a phng ngy cng tng cao. nm bt xu hng ny v p ng nhu

cu c tt hn, Coca Cola cn thay i chin lc. Cc i thcnh tranh nhhn a

phng chim c u th hn vo giai on 2000 - 2002 do nm bt tt yu cu a

phng ngn cn ng c tng trng ca Coca Cola. Do p lc i vi yu cu a

phng trong giai on ny cao.

Schuyn i ca Douglas l mt phn bnh hng thng qua tri nghim ca Coca

Cola Nht Bn, l thtrng sinh li thhai ca cng ty. Tuy nhin, sn phm Coca-cola

bn chy nht khng phi l mt sn phm ung c ga, m l sn phm thc ung caf

lon p lnh, Georgia Coffee, c bn cc my bn tng. Kinh nghim tNht Bn

dng nh bo hiu rng cc sn phm nn c ty chnh ph hp vi thhiu v s

thch a phng, v rng Coca Cola slm tt khi phn bquyn a ra quyt nh nhiu

hn cho cc qun l a phng.

Kt lun:


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Tnm 2000 2002, Daft to ra mt s thay i 180 trong chin lc. Lc

ny, Daft tin rng Chin lc a thtrng ni a l gii php tt nht i vi cng ty trong

thi im ny: pht trin sn phm v tip thc thit kring theo nhu cu a phng,

dng thc hin cc qung co ton cu. ng sa thi 6.000 nhn vin, nhiu ngi trong shAtlanta,v trao cho cc nh qun l tng quc gia stchnhiu hn.

Tuy nhin, hai nm thc hin Chin lc a thtrng ni a khng mang li kt

qunh mong i. Trn sbo ra ngy 7/3/2002, Nht bo PhWall - n bn chu

ni rng: Hai nm vi doanh sngy cng mnht cu thn ch Think local, act local

n lc ht thi. n lc phi vAtlanta

Khi xem xt ton bchin lc, c thrt ra nguyn nhn dn n tht bi l do chinlc tn qu nhiu chi ph trong khi p lc tpha cc i thcnh tranh trn thtrng cao,

cng vi vic phn bngun lc a phng gy ra vic kh kim sot. Do , i vi

Coca-cola lc ny, p lc gim chi ph cao.

Xt n giai on t2002 n 2004:

p lc gim chi ph:

Vo thi gian ny, cc i thcnh tranh ca Coca-cola ang khng nh c vtr

ca mnh trong thtrng nc gii kht. c bit, mt trong nhng i thng gm nht

ca Coca-cola, Pepsico vt mt vdoanh thu so vi Coca-cola, li nhun ca Pepsico

cng tng ln ng k. Ngoi ra, nhn li chin lc a thtrng ni a p dng, mc d

Coca-cola bra rt nhiu chi ph p ng nhu cu a phng, nhng chin lc ny vn

khng em li kt qunh mong mun.

Do , do p lc gim chi ph cao, ng Daft quyt nh quay trli vi Chin lc

Ton cu ha.


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18

II. Chin lc kinh doanh quc thin nay ca Coca-cola:

1. Phn tch c sla chn Chin lc Kinh doanh quc t:

a. p lc gim chi ph:

Nh ta bit, p lc gim chi ph c thtp trung trong ngnh cng nghip sn xut

sn phm tiu dng, ni m ngha ca skhc bit khng qu nhiu v gi c l yu t

cnh tranh duy nht. Thtrng nc gii kht l mt v d.

Nh thy, th trng nc gii kht hin nay c phn chia cho nhiu cng ty.Nu nh trc y, Coca-cola gn nh chim lnh th trng nc gii kht th ngy nay,

mt phn th phn ca Coca-cola ri vo tay i th cnh tranh. Trong bi cnh cnh

tranh gia cc thng hiu trong thtrng nc gii kht hin nay, c bit l spht trin

v ginh thphn ca i thng gm l Pepsico, Coca-cola hiu r, p lc gim chi ph l

rt cao givng doanh sv thphn.Nm 2012, Coca-cola chchim 37.1%, theo st l

Pepsico vi 30.2%, 21.4% l Dr.Pepper Snapple Group, cn li 11.3% l thphn ca cc

cng ty khc.Trong cc i thcnh tranh, Pepsico l mt i thcnh tranh gay gt viCoca-cola trn thtrng.

Thm vo , sn phm nc gii kht khng c s khc bit nhiu gia cc sn

phm ca cc thng hiu khc nhau. Trn thtrng nc gii kht, cc i thcnh tranh


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vi nhau ch yu v chi ph thp. Tuy nhin, chi ph cn s dng cho cc hot ng

marketing, sn xut v R&D ca Coca-Cola l rt cao bi v:

VR& D vsn xut:Ngun nguyn vt liu sn xut sn phm chnh Coca-Cola

l l coca v ht cola cng l ngun nguyn vt liu c s dng kh nhiu i vi cc

cng ty khc, hn thna gi thnh ca chng cng kh t, nn chi ph u vo kh cao.

Mt yu tna l p ng c yu cu ngy cng cao ca ngi tiu dng cng nh nhu

cu khc nhau mi quc gia th cng ty phi u t nhiu vo nghin cu pht trin sn

phm mi v dy chuyn sn xut ti u hn. ng nhin chi ph dnh cho hot ng R&D

l khng hnh.

VMarketing:Vhot ng phn phi: Cc sn phm thay thtrong ngnh nc giikht tng i nhiu nn vic ngi tiu dng c thchuyn sang sdng sn phm khc

nu h cm thy tin dng. Thm vo , cc i th cnh tranh mnh v h thng phn

phi. Do , mng li phn phi phi m bo a sn phm n tay khch hng mt cch

ddng nht. Vchiu th: Khch hng c xu hng la chn sn phm gy cho hnhiu n

tng nn vic u t cho cc hot ng chiu th s gip to hnh nh tt trong tm tr

khch hng. Do vy, chi ph dnh cho marketing ca cc sn phm tiu dng kh ln.

Kt lun:

Ttt ccc yu tnu trn, ta thy p lc gim chi ph ca cng ty Coca-cola kh

cao v cng l yu tquan trng m Coca-Cola phi p ng tn ti trn thtrng.

b. p lc i vi yu cu ca a phng:

Skhc bit vnhu cu:

Ngy nay, ngi tiu dng ngy cng c thc hn vvn sc khe, nn cc sn

phm c li cho sc khe hay cha t calorie ngy cng c a chung hn. l xu

hng chung, nhng khi xt vtng thtrng th yu tny sc nhng bin i nht nh

ph hp hn.S gia tng cc thng hiu a phng v hng v quen thuc cc quc

gia ang pht trin l mt xu hng m cc nh sn xut ton cu khng th xem thng.


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Bc M:

Ngi dn Bc M mong mun nhng sn phm nc gii kht cung cp nhiu

vitamin, khong cht c li cho sc khe. Cn cc sn phm nc ngt c gas cha nhiu

ng v calorie ang phi vt ln tn ti. Dn chng l ti Canada, c mt sst gimnhcho cc loi ung c gas trong nhng nm gn y v ngi tiu dng chuyn sang

cc thc ung tt cho sc khe hn v nhiu danh mc la chn hn nh nc tng lc.

MLatinh:

Vn ha tiu dng cc loi nc ct tri cy vn svng chc trong khu vc Chu

Mla tinh, t bit l Mexico, Braxin v Achentina.

Tuy nhin, nc gii kht c gas khng cha cola l mt hng duy nht c sgimnhvkhi lng tiu thtrong nm 2009 ti Chu MLa Tinh. Nc p rau qu, c bit

l cc loi nc p r tin hn, nh ung c hng vtri cy (khng cha hm lng

nc p hoa qu) v cc loi nc p (c cha 1% n 24% hm lng nc p), cho

thy l nhng mt hng c tiu thnhiu nht. Trong nhng nm ti, cc loi ung mi

nh tr ung lin, c ph ung lin v cc loi nc tng lc sc c hi tng trng.

Braxin c nn vn ha nc gii kht c gas u tin v quan trng nht, mt hng

ny chim hn 2/3 lng tiu thnc gii kht khng cn.

Ti Mexico, ngi ta thch vngt ca ng ma hn so vi siro ng, mc d vca

n kh lkhi dng thln u tin.

Chu u:

Ngi dn Chu u ang c xu hng sdng cc cht lm ngt tnhin nh stevia

gim lng ng v calorie trong cc loi nc gii kht.

i vi ngi c v Anh, xu hng gi gn sc khe cng vi spht trin sn

phm mi tip tc dy ln nhu cu i vi ung lnh mnh nh nc tri cy/rau qu

nguyn cht cng nh cc thc ung khc.


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Ngi Php trnh tiu thnhng loi nc gii kht c cha cht lm ngt nhn to.

Ngoi ra, ngi Php thch sdng nhng loi nc gii kht c nhiu gas.

u - v Trung ng:

T lngi dn khng dng ung c cn ngy cng tng, Trung ng i din

cho mt c hi tng trng mnh mcho cc nh sn xut nc ngt trong nc v quc t.

Do xu hng gi gn sc khe, nc ng chai v ngnh nc p tri cy / rau c s l loi

tng trng quan trng trong vi nm ti. nhiu nc, nhu cu ngy cng tng v nc

ung ng chai l do cht lng km ca nc my.

Ti Rp Saudi, nc tinh khit v nc p c gas vn em li li nhun v ngi

tiu dng ch yu l nhng ngi nc ngoi.

Ti Israel, nhiu ngi tiu dng vn cha quen vi mi v ca nc p hoa qu.

Israel l nc duy nht c mc tiu th nc ung chc nng 4,4 lt cho mt u ngi.

Mt s ngi cho rng Coca Cola n th nng hn chu M Latinh v n c

nhiu ga hn

Chu Thi Bnh Dng:Nht Bn l mt quc gia c mc sng cao, do , vic sdng cc sn phm c li

cho sc khe l mt nhu cu tt yu. C ph rt c a chung ti t nc ny. Nht Bn

nhp khu ln n 85 % sn lng c ph hng nm ca Jamaica.

Nc c hin ti ang c mi quan tm hng u v sc khe cng ng, nhng

phng php n ung sch v c ngun gc tthin nhin ng u danh sch mua sm ca

quc gia ny. Khch hng ang tm kim mt phng thc lm ngt sn phm t thin

nhin m khng cha calo Thc s George Pugh, chuyn gia vstevia v Ginm c ni

vkhoa hc v quy nh ca Coca Cola pht biu. Food Standards Australia New Zealand

a ra ph duyt chp thun sdng stevia trong thc n v xem nh mt nguyn liu ch

bin vo nm 2008.


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Kh hu ca Malaysia gp phn rt nhiu vo nhu cu mnh mi vi nc ngt khi

thi tit nng lin tc dn n tiu thnhiu cc loi ung vi mc ch dp tt cn kht.

Nc ngt, chng hn nh nc gii kht v tr ung lin, cng c mua trong ma lhi

v c phc vcho khch.

Chu Phi:

Ni chung, ngi tiu dng chu Phi cha bao giquan tm n sn phm chm

sc sc khe hoc c hm lng calo thp v hthiu nhn thc vli ch ca cc sn phm

ny. Do thi tit Chu Phi nng hn, hcn nhiu nng lng hn lm vic di thi

tit nng, cc sn phm cng c nhiu calorie hn. Tuy nhin, cc chin dch qung co tch

cc thy nhiu ngi tiu dng chuyn i theo hng ung cacbonat t calo.

Xu hngquan tm sc khe tip tc nh hng mnh m ln s thch ca ngi tiu

dng v pht trin sn phm mi trn th trng nc gii kht Nam Phi, nhu cu i vi cc

loi sn phm lnh mnh nh nc ng chai, nc p nguyn tp (25-99% nc p), ch

ung lin, nc gii kht c cola v khng cola c hm lng calo thp.

Skhc bit vknh phn phi v c shtng:

Bc M:

Hthng bn lhin i rt pht trin, c shtng vdch vhin i v linh hot.

ML atinh:Mexico, cc cng ty phi lin tc ci tin phng php phn phi nhm phc v

nhng lng mc ho lnh trn ni hay trong rng. Siu th, i siu thv cc ca hng thc

phm c lp chim ttrng ln trong hthng bn lti khu vc MLatinh. Trong s

pht trin ca siu thv i siu thcao hn nhiu v ngy cng ln p cc ca hng thc

phm c lp (v dnh ti Chile).

Chu u:

Theo lut php EU, cc i l c bo vrt cht ch. Khi giao kt vi h, srt

kh qua mt hgiao dch trc tip vi cc khch hng m h thit lp c mi quan


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h. Cc siu thvi vic phn phi sn phm gi thp hn v tin li hn, km theo dch v

tt nn rt c a chung ti C. Ti Php, hthng my bn hng tng kh phbin.

u v Trung ng:

Nh nhp khu/ngi bn bun thng phn phi cho tt ccc nh bn l, tcc ca

hng nhcho n cc bch ha ln. Bn cnh hot ng mua bn, lm th tc xut nhp

khu, btr kho bi, hcn cung cp nhng thng tin v hng dn rt hu ch cho cc nh

sn xut. V vy, vic gy dng c mi quan hmt thit vi nh nhp khu/ ngi bn

bun s to rt nhiu thun li. Cc ca hng thc phm nh, c lp c u i hn v

chim ttrng ln hn so vi cc ca hng bn lhin i hay siu th. Tuy nhin, cc knh

bn hng hin i ny ang dn pht trin, thm vo l spht trin nhen nhm ca bn

hng trc tuyn.

Chu Thi Bnh Dng:

Hthng ca hng tin li, siu thv i siu thc tc pht trin ngy cng tng

cao. Cc knh phn phi truyn thng nh ch, ca hng tp ha vn ng vai tr quan trng

ti khu vc nng thn.

c bit, Nht Bn chng hn, cu trc knh phn phi l mt hthng ht sc phc

tp, gm nhiu cp bc khin cho vic phn phi hng ho kh tn km, dn n gi hng

ha tng. Hthng phn phi hng ho ca Nht Bn c nhiu ca hng bn lvi mt

rt dy c nhng quy m nh. Cc nh bn lkhng c ca hng, chuyn kinh doanh bn

hng qua catalogue, in thoi, internet, my bn hng v giao hng tn nh. Doanh sca

loi bn hng ny khng ln lm, nhng ang tng ln nhanh chng trong nhng nm gn

y.

Chu Phi :

Nh bn lnh siu th, ca hng thc phm nha thch hp tc vi cc nh bn

bun c thcung cp cho hnhiu sn phm a dng khc nhau, km theo gim gi hp dn.

Thm vo , siu thtip tc thng trhthng bn l.


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Sn phm ca a phng c khnng thay th:

Ti M, mt scng ty ln vi sn phm c khnng thay th. V d l Campbell

Soup vi danh mc nc tri cy p lnh cao cp, Hain Celestial vi sn phm nc rau p.

Ngoi ra, cng ty sn xut nc gii kht ln nht Trung Quc l Hangzhou Wahaha Group quyt nh cnh tranh trc tip vi Coca Cola ngay trn qu hng ca ththc ung ni

ting ny bng vic a 170 nghn chai Future Cola - thng hiu nc ung c gas ca

hng n Los Angeles v New York v thu c nhng thnh cng ng k.

Ti Trung Quc, cng ty nc gii kht ni a Wahaha chim lnh.

Ti Nht, cc nh cnh tranh ni a tranh ginh trong vic phc vtrong tng

phn khc thtrng nh.

Nga, Ochakovo MPBK ZAO nhanh chng chim thphn ca Coca Cola do stn

nhim ca ngi dn vi Kvas Ochakovo, mt loi nc gii kht kvassmt loi nc ph

bin vi nhiu ngi Nga.

Ti Trung ng, cc cng ty a quc gia phi i mt vi scnh tranh tcc cng

ty a phng v dnh cng ty nc gii kht Iran Zamzam.

Ti Thi Lan: S ra mt ca dng nc gii kht Est bi SERM Suk c mt tc

ng ton din cho ngnh nc gii kht ti Thi Lan. Mt khc, s cnh tranh trong mt

hng tr ung lin cng khc lit nh nc ung c gas.

Ti Vit Nam, tp on Tn Hip Pht l mt tp on chuyn sn xut v phn phi

nc gii kht lu nm Vit Nam. Vi hng vc bit, nh ng sthch ca gii tr,

nhiu loi nc gii kht ca tp on thnh cng nhanh chong, nc ung tng lc

Number 1 l mt v d. Nm 2006, Tn Hip Pht chuyn sang khai ph thtrng tr

xanh ng chai v bin thtrng ny thnh mt sn chi rt si ng. Vi mng nc gii

kht khng gas Tn Hip Pht nh thng vo cc th trng trng im, thch thc c

Coca-Cola ln Pepsi.


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Yu cu ca chnh quyn sti

Hin ti, nhiu chnh ph hnh ng chng li ung cacbonat v thc ung

nng lng do nhn thc vcc thuc tnh khng lnh mnh ca chng.

Mu bng vic nm 2012 chnh phPhp thng qua mt thu sut soda v nm

2013, Canada hn chlng caffeine cho php trong nc ung nng lng. ung nhiu

calories ni ring b ch trch. Trong khi loi ny vn l mt trong nhng loi pht trin

nhanh nht trn thgii. Tuy nhin nhng ci cht ca trem gn y lin quan n ung

nng lng khin nhiu quc gia nghin cu knc gii kht.

Mexico, vic bn cc ung nng lng kt hp vi ru vn bcm vo nm

2011.

Cc Qun L Thc Phm & Dc Phm Hoa K (FDA) kim tra nguy c tim

tng ca loi ung nng lng. Cc chnh phtVng quc Anh n n tt cang

c mt ci nhn gn hn vtc ng ca loi thc ung ny n sc khe.

Php nh thu thnh cng nh sn xut nc ngt c ng, mt nm sau khi

Hungary p thu tng t. V trong khi chnh phlin bang Mvn cha p dng php

lut tng t, cc thnh ph hnh ng, dn u l lnh cm ca vic bn ung c

ng ngt trong ly ln hn 16 ounce ti cc nh hng, rp ht, v cc u trng ththao

thnh phNew York.

Mt s loi nc ngt n c tm thy c mc c hi v khng an ton

ca cc ha cht chbin. iu ny dn n mt lnh cm hon ton vic bn Coke trong

mt sphn ca n trong mt thi gian ngn.

Kt lun:

Tnhng phn tch trn chng ta c thnhn ra rng nhu cu vnc gii kht

mi khu vc l rt a dng. Mc d theo xu hng chung hin nay, ngi tiu dng a thch

sdng cc loi nc tt cho sc khe. Tuy nhin, mt skhu vc thch sdng nc ung


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chc nng trong khi khu vc kia th khng, mt sni thch sdng nc p tri cy hay

nc ct nguyn cht, cn mt svng khc li a chung tr ha tan ung lin. Thm ch

khu vca ngi tiu dng tng quc gia cng mt khu vc cng khc nhau vmc

ngt a chung cng nh nng gas ca nc ngt. Ngoi ra, cc yu t v knh phnphi, sn phm thay thv cc yu cu ca chnh pha phng cng buc Coca Cola

phi thay i sn phm sao cho ph hp nht vi thtrng m n hng ti. Do c th

kt lun rng, p lc yu cu a phng i vi Coca Cola mc cao.

2. Phn tch chin lc kinh doanh quc t:

Qua phn tch hai nhm p lc: p lc gim chi ph cao v p lc p ng yu cu

a phng cao, t, Coca-cola, di slnh o ca ngNeville Isdell, chuyn sang

thc hin Chin lc xuyn quc gia.

Chin lc ny l skt hp gia chai chin lc ton cu ca Goizueta v chin

lc a ni a ca Daft trc y.p ng nhm p lc p ng yu cu a phng,

Coca-cola xem xt v hng dn vic pht trin v tip thsn phm a phng, nhng tip

nhn nim tin rng chin lc, bao gm gi c, dch vsn phm, v thng ip tip th, cn

c thay i t th trng ny n th trng khc ph hp vi cc iu kin a

phng. Bng cch kt hp chai tnh cht ca tng chin lc, Coca-cola xy dng mt

hnh nh ca mt thng hiu c xc nh cng nh hiu r thc tin a phng m cho

php h to ra v nm ly s khc bit vn ha. Coca-cola t ho khng ch v to nn

thng hiu ring bit ca n m cn i vi sch tm ca mnh cho nhu cu thtrng a

phng.

C. THHIN CA CHIN LC KINH DOANH QUC T:

I. Chin lc tchc quc t:

p ng p lc vyu cu a phng, Coca-cola nhn ra rng cng ty cn phi

p ng nhu cu khc nhau ca khch hng tng khu vc cng nh nhu cu lun thay i

ca khch hng. l l do m tnhng nm 1990, cng ty p dng cu trc tchc


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phn quyn, v ngy nay, cu trc phn quyn y c thhin r rng hn. Tchc gm

hai nhm hot ng l hot ng ng chai v hot ng kinh doanh. Hot ng kinh doanh

c phn chia thnh 5 khu vc: Khu vc Bc M, Khu vc MLatinh, Khu vc Chu u,

Khu vc u- v Chu Phi, Khu vc Chu Thi Bnh Dng.

Cu trc phn chia khu vc quc tny cung cp cho cc nh qun tra phng

quyn tchra quyt nh nhanh chng da trn thhiu v cc quy tc a phng. T

, cng ty c thgii quyt p lc i vi yu cu a phng, p ng yu cu ca khch

hng linh hot theo tng khu vc. Ngoi ra, cng ty thu c kinh nghim qu gi theo

tha mn thhiu a phng, v thng xy dng c mt li thcnh tranh mnh m.

HEAD OFFICE

COCA-COLA

INTERNATIONAL

EUROPEEURASIA &

AFRICAPACIFIC LATIN AMERICA

BOTTLING

INVESTMENTS

GROUP

COCA-COLA

NORTH AMERICA


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Trschnh:

Trschnh ca cng ty nm Atlanta, bang Georgia. y l ni a ra nhng quyt

nh quan trng lin quan n hot ng ca cng ty trn phm vi ton cu.

Hi ng qun tr:

Hi ng qun tr hin nay ca cng ty gm c 17 thnh vin vi Ch tch l ng

Muhtar Kent, kim Gim c iu hnh ca cng ty. y l ni t ra cc mc tiu, phng

GIM CIU HNH

Coca-cola khuvcBcM

Coca-cola khuvcquct

Chu u u- vChu PhiChu ThiBnh Dng

Chu NhtBn

Coca-ColaNhtBn

itc ngchai

Nam Thi

Bnh Dng

MLatinh

Hthngngchai

Hnh chnh Khch hngton cu

Marketing Nhn s

. Ti chnh

Coca-Cola to n cu

Coca-Cola khu vc


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hng hot ng ca Coca-cola trn ton cu. Nhng chin lc, khoch ca cng ty c

quyt nh bi Hi ng qun tr. Hi ng qun tr chu trch nhim hng cng ty n

mc tiu chung v htrcho hot ng ca cc khu vc.

Bn cnh , tng cng ty cn c cc gim c bphn chu trch nhim trong tng

bphn chc nng.

Bottli ng I nvestments Group:

ng Irial Finan hin ang l ch tch ca h thng ny. H thng ng chai c

phn bcho tng khu vc:

Trung Quc, Malaysia v Singapore

c

n v Bangladesh

MLatinh v Nht Bn

Bc M

Nga, Trung ng v Chu Phi

Philippines

Gim ciuhnh

Gim chnhchnh

Gim ckhchhng

ton cu

Gim cnhn s .

Gim cti chnh

Gim cMarketing


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Cu trc tchc a phng:

p dng chin lc xuyn quc gia, Coca-cola gt hi c nhng thnh cng datrn vic p ng tt nhu cu ca khch hng a phng. lm c iu , Coca-cola tchc cu trc theo khu vc, trong kt hp gia tp trung ha v a phngha. Coca-cola hot ng trn nm khu vc a l, mi n va l l mt n vkinhdoanh (SBU), trong phnchia thnh 2 nhm:

Coca-cola khu vc quc t:

Khu vc quc tbao gm: Khu vc Chu u

Khu vc u- v Chu Phi

Khu vc Chu Thi Bnh Dng

Khu vc MLatinh

ng u qun l khu vc ny hin ti l Chtch Ahmet Bozer. ng l ngi c

Muhtar Kent, Gim c iu hnh hin ti ca Coca-cola, tin tng giao ph qun l cc

hot ng ca Coca-cola bn ngoi Bc M.

Coca-cola khu vc Bc M: ng Steven Cahillane hin l Chtch.

Tuy nhin, trong mi khu vc, thtrng mi quc gia li c skhc bit:

-

Thtrng a l tch bit.

-

Thhiu v li sng khc nhau trong tng khu vc.

- Thtrng mi khu vc nhcc giai on pht trin kinh tkhc nhau.

Do , cc SBU khu vc li c phn chia thnh nhiu khu vc nh.

Ly v dl khu vc Chu Thi Bnh Dng.


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Cui cng l cu trc tchc ca Coca-cola mi tng quc gia.

mi quc gia, ty thuc vo quy m m mi cng ty c tchc vi nhng b

phn chc nng chuyn bit chu trch nhim vtng hot ng ca cng ty.

Di y l v dvHthng Coca-Cola Nht Bn:

Hthng Coca-Cola Nht Bn tm kim stng trng cao hn bng cch ti u ha

cc hot ng ca cng ty, bao gm vic sn xut hiu quhn, p ng nhu cu lun thay

i ca khch hng mt cch ton din, p ng nhanh nhu cu ca thtrng v kim sot

cht lng mt cch nghim ngt. lm c iu , Hthng Coca-Cola Nht Bn bao

gm Cng ty Coca-Cola Nht Bn v cc i tc ng chai.

Khu vc

Chu Thi Bnh Dng

Chu NhtBn Nam Thi BnhDng

Hthng

Coca-cola NhtBn

Cng ty

Coca-Cola NhtBn

Cc itc ng

chai


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Cng ty Coca-Cola Nht Bn:

Cng ty ny lm nhim vcung ng, hoch nh v pht trin sn phm mi, thc hin

cc hot ng qung co v chiu th. Do , cu trc tchc cng ty bao gm cc b

phn chc nng chuyn bit nh Marketing, Ti chnh, Nhn s Ring v b phn

nghin cu v pht trin sn phm c Coca-Cola ch trng u t. Coca-Cola thnh

lp cng ty Coca-Cola Tokyo R&D vi mc chnghin cu v pht trin sn phm, h

trv pht trin cng ngh, t p ng nhu cu khng chNht Bn m cn ton

khu vc Chu .

Cng ty Coca-Cola Business Services:

Cng ty ny c thnh lp di s hp tc ca Coca-Cola v tt c cc i tc ng

chai ti Nht Bn. Coca-Cola Business Services c hnh thnh vi mc ch t vn

kinh doanh cho Hthng Coca-Cola Nht Bn, pht trin hthng thng tin htrt

vn cng nh nhng cng vic hnh chnh. Ngoi ra, cng ty cng qun l qu trnh cung

ng nguyn vt liu cho cc i tc ng chai.

Cc i tc ng chai:

Cc i tc thc hin vic sn xut v phn phi sn phm ra ton nc Nht. Trn ton

lnh thNht Bn c 12 nh my ng chai, mi nh my sn xut v bn hng trn khu

vc ca mnh. c bit, phn phi sn phm rng khp, cng ty Coca-Cola Nht Bn

phi hp vi cc i tc ng chai mhai cng ty chuyn phn phi:


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- Cng ty Coca-Cola Customer Marketing chu trch nhim phn phi sn phm n

cc hthng tiu thtrn ton lnh thNht Bn nh i l, siu th, ca hng

- FV Corporation chu trch nhim qun l vic kinh doanh qua my bn hng tng

trn phm vi ton lnh thNht Bn.Ni tm li, p dng chin lc xuyn quc gia, cp tchc tng quc gia, cc nh

qun tra phng c quyn tchra quyt nh nhanh chng da trn thhiu v

cc quy tc a phng. T, yu cu ca khch hng trong tng quc gia c p

ng.

II. Chin lc Marketing quc t:

Quan nim: Nu lc trc quan nim ca Coke l n lc thng mi, th gi y

Coke quan nim hng n o c x hi.

Chin lc Marketing-Mix:

Chin lc chc chn trn th trng: Ngay tkhi thnh lp, mc tiu ca Coke l

chim lnh nhng thtrng ln nht, chkhng dn tri thtrng ca mnh trn ton th

gii. Bc u tin l c chng vng chc trn thtrng truyn thng rng ln, sau

mi mrng sang cc thtrng nhhn. Nhvy m ti cc thtrng ln nh M, Chuu hay Trung Quc, biu tng ca Coca Cola vng nh bn thch. Sc p thtrng ngy

cng ln, cc i thcnh tranh ngy cng gia tng vslng ln tim lc, nu khng chc

chn trn thtrng th rt dbmt thphn.

Hng nm, Coke u t vo cc thtrng truyn thng t70-80% tng chi ph u

t ca hng u t vo chiu th, nng cao cht lng sn phm,

1.

Chin lc sn phm:Danh mc sn phm ca Coke thc srt a dng vi hn 3500 sn phm trn ton

thgii. iu ny tng ng vi vic, nu mi ngy bn thung mt loi sn phm ca

Coke, th phi mt hn 9 nm bn mi dng ht c chng.


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Sa dng bao gm tcc nhn hiu khc nhau nh Coca Cola truyn thng, Sprite,

Lift, Fanta, Diet Coke, Qoo n sa dng vkch cv hng v gip ti a ha

doanh thu cho Coke.

Hng v:p ng yu cu a phng cao, cc sn phm ca Coke c sthay

i theo tng khu vc, tng quc gia.

i vi cc sn phm truyn thng (nh Coca Cola, Sprite, Fanta,) sc s thay

i vthnh phn theo tng khu va phng, nhng thay i ny khng qu nhiu.

- Chng hn nh ti cc nc MLatinh, i din l Mexico: cht lm ngt sl ng

ma thay v sdng siro ng nh ti qu hng Bc M. Sthay i ny cng c

a chung ti a scc thtrng khc.

- Trong th trng Chu , c th l n hay Trung Quc, sn phm Coca truyn

thng, Sprite,c vngt hn i cht so vi ti Singapore: n l 11g/100ml cn

ti Singapore l 10.6g/100ml

-

Ti Php v New Zealand, lng ng trong 100ml Coca Cola l 10.6g v c b

sung thm khong Na.

Cc sn phm khc nh: Diet Coke, cc loi nc p tri cy , tr, c ph,ty khuvv thhiu ca ngi a phng m sc sn xut v thay i hng v.

- V dnh Kuat, khi m ngi Brazil ang pht cung v mt loi qumng tn l

Guarana vi thnh phn caffeine tnhin c sdng trong nhiu loi nc ung

tng lc, th Coke cng ng thi tung ra Kuat (tn ca mt vthn mt tri) v kim

li tn.

-

Del Valle: chit xut t100% nc p tri cy nguyn cht, chc MLatinh

- Ti u : nh ti n , sn phm c gas nhiu hn v to cm gic nng hn so vi

M Latinh

- Limca: nc gii kht hng chanh, ch c bn ti n , Nigeria, Rp


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- C mt ssn phm chc thtm thy mt squc gia Chu nh Qoo: vi hnh

tng ca mt nhn vt hot hnh mu xanh ging nh con mo, Qoo l loi nc

ung phbin i vi trem Chu (Trung Quc, Hng Koong, Ma Cao, Nht, Hn

Quc, Singapo), cung cp vitamin C, canxi. Ngoi cc hng vtruyn thng nh tohay cam, cn c cc vnh s ri chanh, nho, mt ong, sa xoi.

Vng i cc sn phm:vng i sn phm ca Coke nhng th trng khc nhau

l khc nhau. V d nh M hay Chu u, a s cc sn phm ch lc nh Coca Cola,

Fanta hay Sprite, gn nh t n giai on trng thnh v khng th m rng thm th

trng c na th Chu , n vn trong giai on pht trin. V l , i vi th trng

Bc M, Coke tp trung phn bit ha sn phm, to s khc bit v a dng ha thng hiu

cng nh kiu dng. Cn ti cc th trng khc, Coke tp trung a dng ha sn phm, tng

cng ci tin k thut, tiu chun ha sn phm.

Vi mt th trng kh tnh nh Nht Bn, ngi tiu dng rt coi trng sc khe v

i hi nhu cu v cht lng cao. Cc sn phm ny a s l nc p, tr hoc sn phm

cung cp cc cht khong tt cho sc khe, c nhng sn phm dnh ring cho phi nnh

Love Body chng hn.

Bao b, ng gi:Cch thc ng gi v hnh dng ca cc sn phm ca Coca-Cola

a dng v thch nghi theo tng th trng. Ti mt quc gia c dn sgi nh Nht, sc

khe rt c coi trng. Coke cung cp thng tin vhm lng calorie trn cc bao b sn

phm.

Nhn mc ca nhng nhn hiu ct li c nhiu bin th khc nhau nhng vngi

c nt c trng ring. Sn phm truyn thng Coca Cola: u c chung tng mu l

ch o, ch c bin i v kiu ch, n v o lng, cc hnh nh trang tr ph thm.V d

nh Trung Quc: logo ca Coke chuyn sang kiu chTrung Quc, ginguyn tng mu

l mu cho, y va l mu nhn bit ca Coke, va l mu hp vi truyn thng ca

ngi Trung: mu ca smay mn, nim vui, ca ci, tt p


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Kch thc hay vt liu chai cng thay i thch nghi vi yu cu a phng

nhng nhng thay i ny khng ng k

- Ti n : Sn phm Coca Cola truyn thng c cc kch c nh: lon 300ml, 330ml;

chai PET 350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml. Chai

Sprite c cc kch thc tng t.

-

Ti Sigapore: sn phm Coca Cola truyn thng c lon 330ml, chai PET 250ml,

330ml, 500ml, 1500ml.

-

Ti Anh Quc, Coke va mi tung ra sn phm lon vi kch thc ch c 250ml cho

cc nhn hiu Coca Cola (truyn thng, Diet Coke, Coca-Cola Zero) vo

- Ti Pakistan: Kch c chai theo tui v ngh nghip ca khch hng: SSRB nhm ti

tr em, hc sinh, hoc tng lp c thu nhp thp . LRB & PET loi 1.5lit dnh cho h

gia nh v l mt trong nhng kiu ng gi kinh t nht.Chai dng mt ln, PET


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- n : chi ph lao ng thp nn gim c chi ph cho nh my ng chai. Thit k

chai nc thy tinh, chai nha c th ti sdng gim ng k chi ph cho sn

phm. Thm vo Coca-Cola gim kch thc chai v ng gi trong thng nh

hn p ng c nhu cu ngi tiu dng. Ngoi ra cng ty cn chun ha cngkhai mc gi, chbng mt na gi so vi chai tin li. Vic ny cng nhm ngn

chn vic i gi ca cc nh bn l.

-

Gi trung bnh ton cu ca sn phm Coca Cola loi chai 500ml l 1.55 USD; cao

nht l ti Thy S v Vaud (Php) vi gi 5.39 USD v thp nht ti Estonia (Bc

u) vi gi 0.1 USD; Nhn chung gi ca sn phm ny ti cc thtrng Chu Phi,

Chu v u u di 1 USD, trong khi ti M v Anh Quc t1 n 2 USD

v ti hu ht cc nc Chu u trn 2 USD.

Sd c schnh lch vgi ckh ln ny l do chi ph sn xut v da vo nhu cu

thtrng cng nh gi ca i thcnh tranh, gi trthng hiu. Nhng nu xt ring trn

tng thtrng th gi ca cc sn phm ca Coke khng qu t v c thchp nhn c.

3. Chin lc phn phi:

Mc d Coca-Cola l mt cng ty ton cu, cc sn phm ca n khng bao giphi

i qu xa tip cn vi ngi tiu dng cui cng, Coca Cola bin mnh thnh mt cng ty

a phng mi thtrng m n hot ng. "Cng ty ca chng ti l mt doanh nghip

a phng," Buffington, Ph Chtch Pht trin Chui cung ng v Gim c Chui cung

ng, Tp on u t ng chai Cng ty Coca-Cola, cp "Chng ti thng khng giao

Coca-Cola trong phm vi hn mt vi trm dm, tt c l p ng nhu cu ca khch

hng v thhiu ca ngi tiu dng a phng mi thtrng."

La chn nh phn phi v cc knh truyn hnh l bc u tin ca vic phn phinc ngoi. Khi mt cng ty i vo mt t nc mi, stit kim hn cho mt cng ty

nu da vo cc nh phn phi bn ngoi. V d, v Belarus hin khng phi l mt th

trng rng ln, shp l hn khi da vo nh phn phi a phng vn chuyn. Cui


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cng, nu thtrng pht trin, Coca-Cola c quan tm n vic phn phi ti a phng

ginh quyn kim sot hn.

Bc M:

M, cng ty thit lp mt m hnh kinh doanh trng thnh trong bao gm h

thng phn phi. y, nh tip thphn phi si-r tcc nh my Coca-Cola cho cc nh

my ng chai. T, n phn phi nc gii kht ng chai v ng lon tnh my ng

chai cho cc trung tm phn phi v cc trung tm phn phi cho cc ca hng bn lcui

cng.

MLa Tinh:

chu MLa tinh c hng triu ca hng mom-and-pop (ca hng tp ha quy m gianh) nm ri rc, do ddng kim sot v qun l, Lindley-mt i tc ng chai ca

Coca-Cola Peru pht trin mt chin lc ba phn:

+ Bin nh phn phi thnh nh bn bun.

+ Sdng cng nghthng tin lin kt v kim sot cc nh phn phi

+ Sdng cng nghn gin

Coca-Cola, vphn mnh, thng qua cu trc ba phn Lindley nh knh phn phi

v m hnh cng nghthng tin ca mnh cho cc thtrng mi ni, bao gm cnhng th

trng ln chu .

Chu u:

Cc sn phm dnh cho tiu dng ti nh thng c mua thng qua cc siu thvi

slng ln hn v mt mc gi thp hn so vi cc knh phn phi khc.

u v Trung ng:

Ct li ca kinh doanh ca Coca Cola n , c xem nh phn cn li ca th

gii, l sn xut v mng li phn phi, m Coca Cola gi l "hthng Coca-Cola". Nhng


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ung thnh phm c ng gi trong cc thng cha c y quyn mang thng hiu

ca Coca Cola - nh cc lon, chai thy, chai PET v cc hp giy- v sau c bn cho

ngi bn bun hoc bn l. ung ca Coca Cola tip cn ngi tiu dng cui cng

thng qua cc khch hng ca Coca Cola: cc ca hng thc phm, cc nh bn lnh, isiu th, nh hng, ca hng tin li v hng triu doanh nghip khc, y l nhng im

cui cng ca phn phi trong hthng Coca-Cola. Coca Cola India (CCI) xy dng mt

mng li phn phi kt hp vi cc i tc ng chai ca mnh v cc nh sn xut theo

hp ng. thnh th, n phn phi cc sn phm trc tip tcc nh my ng chai n

nh bn l. Tuy nhin, do cshtng thiu ph hp v kh tip cn cc ngi lng xa xi,

n bin i h thng phn phi ca mnh v thng qua ba tng: m hnh phn phi trc

bnh xe v nan hoa (hub and spoke), thm nhp vo cc khu vc nng thn v tng doanhthu ca n. Bn cnh mng li phn phi, CCI thng qua chin lc 'Thc hin ng

hng ngy" (Right Execution Daily - RED) c ththc hin phn phi hiu quchyu

khu vc th, iu ny s thc y doanh sbn hng ca cng ty. Vi thnh cng ca

RED trong thtrng th, cng ty c khoch thc hin n trong khu vc nng thn.

Chu :

Coca-Cola xut khu cc kthut phn phi n hc c MLatinh, chng hn sdng nh bn bun a phng nh cc nh phn phi, tm mi cch mrng thtrng

chu .

Trung Quc, hot ng phn phi trc tip n nh bn lca ring ca Coca-Cola

ang pht trin chm v chchim mt st n vbn hng ca cng ty. Cng ty mt nht

mt trung tm bn hng hu ht cc thnh phTrung Quc m c dn strn 1 triu. Hu

ht cc trung tm bn hng, phc vnh nh kho, c shu ton bv c iu hnh

bi Swire, Kerry, hoc cc cng ty ng chai c lin quan. Hm i xe ti giao hng ln n

con s20 ti cc thnh phln.

Ti Vit Nam, cc sn phm ca Coca Cola c sn xut ti ba nh my ng chai t

ti Thnh phHCh Minh, H Ni v Nng. i vi cc sn phm nc gii kht, Coca


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Cola mrng mng li phn phi thng qua cc i l, cc qun c ph, nh hng, thu

ht cc i l bng vic tng cc hot ng htrcho i l nh htrtrang tr ca hng.

Chu Phi :

Loi chai nha 2 lt sc phn phi nhiu hn ti cc hiu tp ha nh, ni ngi

Phi vn quen ung Coca-Cola ti chhoc t cc trc ckt v thanh ton sau khi trli

v.

H thng phn phi ca Coca Cola thm ch tip cn c khu vc trung tm

nhng vng su vng xa. iu ny c ngha l Coca Cola cung cp c h i cho v s cc

doanh nghip nhv doanh nghip siu nhbn sn phm ca hhoc cung ng cho h.

Nh nhng ni khc trn thgii, Coca-Cola i theo m hnh nhng quyn thng mi chu Phi. Cng ty chsn xut mt loi nc ct xi-r, sau bn cho nhng nh ng chai

Coca-Cola c nhng quyn thng mi mt hoc nhiu khu vc a l. Ti nhiu khu

vc chu Phi, Coca-Cola c phn phi thng qua trung tm phn phi thcng.. Cc

chshu thng hiu c nhng quyn vo thi im a ra tng thnh lp

doanh nghip nhc thbao phkhu thny. Trong phm vi 2-3 km, hssdng bt

cphng tin c thc c cc ca hng bn l: xe y, xe la, xe p - hay thm ch

thc hin bng tay.

Hthng ca Coca Cola gip ngi dn a phng thnh lp trung tm phn phi

quy m nh p ng nhu cu ca cc khch hng Ethiopia, Kenya, Tanzania v

Uganda.

4. Chin lc chiu th:

a. Quan hcng chng

Ti cc quc gia Chu M l Chu u, Coca-Cola y mnh ti tr cho cc hot ng

gii tr ln nh American Idol, Apple iTunes, BET Network, NASCAR,NBA, NCAA,

v Thvn hi Olympic.


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Coca-Cola l mt trong nhng nh ti trln nht ca 2014 FIFA World Cup v Thvn

hi ma h nm 2016 sc tchc ti Brazil. Nhng skin ton cu ny sthu ht

m ng ln x tkhp ni trn thgii c th lm tng nhu cu i vi ung

lnh trong cnc.

Ti cc quc gia Chu , Trung ng, Chu Phi, Coca-Cola ch trng ti trcho cc

hot ng htrcho cuc sng ngi ngho, ni gp nhiu thin taiV d: Ti Vit

Nam, mi y nht Coca-Cola phi hp cng Hi Chthp htrng ph v cu tr

thin tai, c bit l khu vc min Trung n nh cuc sng ngi dn sau bo l.

Ti Chu Phi:

- Da trn chyu l cc hot ng phng chng bnh tt hay gip ngi ngho, tr

em. Coca-Cola tung ra chin dch "Mua Mt Gip Mt (Buy One Help One) nhn

Ngy Th gii phng chng AIDS. i vi mi chai (lon) nc gii kht bn ra,

Coca-Cola sng gp cho mt tchc tthin trong cng ng a phng htr

trem mci bAIDS.

- Tanzania, ni 40% tng sca tvong l do bnh st rt, Coca-Cola sdng tin

thu c t chin dch Mua Mt Gip Mt mua mn chng mui cho nhng

ngi khng tin mua chng. Chin dch ny cho thy s tng trng nhanhchng cng nh htrlinh hot cho cc cng ng ni m Coca-Cola c sn xut.

Ti Trung ng: Coca-Cola tip tc thu thanh nin tht nghip H Ai Cp v

Alexandria nh mt phn ca dn lao ng trem. Hcung cp cho nhng thanh nin

cc ki-t di ng mang thng hiu mnh, ng phc v m lm cho h cm thy

mnh l mt i. Cng ty to c hi cho hmua cc sn phm Coca-Cola vi mc gi

chit khu v bn chng trn ki-t di ng trong khu vc nng thn.

b.

Qung co:

Chin lc qung co bin i qua tng a phng. cc nc Chu , chin lc

ca Coca-Cola ch trng n vn gii tr v tui tr. Nhng cc nc phng Ty, cng

ty thng ch trng hn v vic ung c li cho sc khe v an ton. V ngi

phng Ty quan tm vsc khe nhiu hn so vi ngi phng ng nn qung co ca


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Coca-Cola chra rng sn phm c tc dng xy dng nn mt li sng khe mnh cho

ngi dng. Mt yu tquan trng na l qung co cc nc phng Ty thng sdng

phnv cc yu tvgii tnh. Hu ht cc qung co ca Coca-Cola y dng hnh nh

nhng phngi cm, hc thl ngi mu, din vin. Cn cc nc Chu th qungco theo cch ny kh khn hn v yu tvn ha. Coca-Cola thng nhn mnh yu ttui

trv kt ni gii tr. H thng mun m chrng chsau khi ung sn phm ca h th

bn sc ngun nng lng mi, trnn trn y nng lng v lm mi vic hiu quhn.

V dvcc qung co ca sn phm Coca-Cola:

Ti Anh, ni m bng l mt nim am m quc gia, "n bng , ngbng .

Coca-Cola thc hin cc chng trnh qung co lin quan n bng trong sut mtthi gian di tip tc nhn c sng hca ngi hm m.

Cc chin dch qung co tng thnh cng nhiu quc gia khc nhau gm Small

World Machines ti n - Pakistan, Million Reasons to Believe in Thailand,

Coca-Cola FM Amplifier v Crazy for Good ti Brazil, Share a Coke t i c,

Coca-Cola Sharing Can ti Singapore v Sprite Truth Book ti an Mch.

- Ti c, Chin dch Share a coke bt ngun t tng cho: Kt ni, on vin

v chia snhng giy pht thoi mi bn nhau cng vi Coke. Coca Cola bt u in

150 ci tn phbin nht Australia ln nhng chai Coke nhc nhmi ngi

y vmt ngi bn m lu hkhng lin lc, hay thm ch chl mt ngi bn

mi quen vi thng ip : Nu bn yu/ mun gp g/ nh/ thch/ lu ri cha gp

Liam/, chia s 1 chai Coke (vi ci tn Liam c in trn v chai ) vi anh

y. Nhng chai coke c in tn ring trn v chai ln lt xut hin trong cc t

lnh bn hng di ng khp nc c. Cc TVC vi hnh nh cc tnh nguyn vin

share a coke vi bn b mnh c ln sng vo skin ththao cui tun ln nht

nc c. Sau khi lng nghe kin ca 65.000 ngi tiu dng, 50 ci tn mi na

c thm vo v in ra trn cc vchai Coke. Chin dch lm thay i thi ca

ngi tiu dng tr c v thng hiu, to nn mt n tng tch cc vi Coca


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Cola. Coca Cola c nhc n nh mt thng hiu lun to nn iu mi m,

thng hiu m ti yu thch, Cho ngi m ti qu

- Chin dch Small World Machines to ra mt hiu ng mnh m l kt ni

nhng con ngi ang sng ti Pakistan v n vi nhau, to ra nhng khonhkhc vui vhim hoi m hkhng c c trong hn 60 nm qua v s xung t dn

tc. Bng vic sdng my quay, cng thng tin truyn hnh trc tip v mn hnh

cm ng c thit kc bit, cc cmy ny cho php ngi 2 quc gia c th

nhn thy nhau, tng tc vi nhau bng nhng iu nhy, nhng ci chm tay rt

bnh d, gn gi, cng nh gi cho nhau nhng thng ip kt bn bng ngn ng

ring ca c2 nc.

o

Chin dch Million reasons to believe in Thailand (Triu l do tin tngvo Thi Lan), Coca-Cola gp phn em li nhiu nci cho ngi dn

Thi Lan sau trn l lt ln nht trong lch svo thng 11/2011.Bng vic

chia scu chuyn ca nhng ngi tch cc vt qua kh khn, nhng tin tc

lc quan. Chin dch ny mang li hiu qungoi mong i khi hng triu

ngi Thi dn ly li nim tin v cng chia scc thng tin tch cc qua

cc phng tin in thoi di ng, facebook, twitter, truyn ming, pht

thanh, truyn hnh, cng quyn gp c hn 2,8 triu la Mv thnh lp

nn mt i qun 15,000 tnh nguyn vin cng chung tay xy dng li hng

trm cng trnh cng ng, xy dng li t nc Thi Lan v hnh nh ngi

dn Thi lun lun lc quan.

-

Chin dch Open Happiness c trin khai ti Vit Nam tnm 2011 mt ln na c

v tinh thn yu i, sng tch cc, lc quan ca mi ngi bng bi ht Mngy

hng khi hay nh vic thc hin nhng chuyn xe Happiness Truck vo dp Tt

2013, em nim vui n vi hng ngn ngi ti H Ni v Thnh phHCh Minh

qua vic trao tng nhng mn qu tng trng cho smay mn, phc lc trong nm

mi.

Ti Vit Nam, trong 3 nm lin tip, Coca Cola c ngi tiu dng bnh chn l

thng hiu gn kt vi Tt nht v c nh gi l c qung co tt c yu thch


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nht. Hnh nh nhng con ngi lo toan vi cuc sng thng nht nhng khi nhn

thy cnh n bo hiu ma xun, htrnn nhnhng v yu i hn. Ngoi ra, Coca

Cola truyn t c thng ip sng to v cm hng cho mi la tui.

D. BI HC KINH NGHIM

I. Thnh cng:

p dng chin lc xuyn quc gia, cng ty lin tc ci tin cc chin lc qung

co, sn xut, ti chnh c th thch nghi tn ti cng vi s chuyn bin ca x hi

cng nh cc yu cu khc nhau ca tng a phng.Bng cc chin lc chiu thnhm

ti tng i tng khch hng, danh ting ca CocaCola c bit n tng ng ngch.Nhng bin qung co ni bt mu ti cng vi dng chCoca-Cola xut hin khp ni,

tsn bng n siu th, tim tp ha Cng v l m ci tn CocaCola trnn quen

thuc vi mi ngi.

1. Doanh thu v thphn:

Tkhi c thnh lp v t trschnh ti Atlanta, bang Georgia, tp on Coca-

cola hin ang hot ng trn 200 nc khp th gii. Thng hiu Coca-cola lun lthng hiu nc ngt bn chy hng u v tt cmi ngi trn thgii u yu thch

Coca-cola hoc mt trong nhng loi nc ung hp dn khc ca tp on. Ngy nay, tp

on Coca-cola thnh cngtrong cng cuc mrng thtrng vi hng lot sn phm

ung khng cn khc nhau ban u l nc c gas, v sau l nc tri cy, nc tng

lc cho ththao, nc sui, tr v mt sloi khc.

Coca-Cola chim 34 % trong tng thphn nc gii kht trn ton thgii. Trong

33 nhn hiu nc gii kht khng cn ni ting trn thgii, Coca-Cola shu ti 15 nhn

hiu. Mi ngy Coca-Cola bn c hn 1,7 tloi nc ung, mi giy li c hn 10.000

ngi dng sn phm ca Coca-Cola. Trung bnh mt ngi Mung sn phm ca cng ty

Coca-Cola 4 ngy 1 ln. Coca-Cola hin c mt ti tt ccc chu lc trn thgii v c

thc nhn ra bi phn ln dn sthgii.


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Nm 2012, Coca Cola l thng hiu l ng gi nht trn thgii, vi gi tr50 t

USD. Doanh thu nm 2012 l 48 tUSD. Gi tr vn ha th trng nm 2012 l 176 t

USD.Tc tng trng hng nm CAGR l 16%. Bc Ml phn khc ln nht ca cng

ty vdoanh thu, trong khi MLatinh l phn khc ln nht vdoanh sbn hng. Mexico lthtrng tiu thCoca Cola hng u trn thgii. Cc sn phm ca Coca Cola c bn

mi ni trn thgii ngai trCuba v Triu Tin.
http://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollar


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2.

Cc gi trkhc:

i vi khch hng:

Thc hin chin lc xuyn quc gia, Coca-cola to ra gi trcho khch hng bng

cch p ng tt yu cu ca khch hng trong tng a phng.


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47

Coca t mc tiu l cung cp cho khch hng v ngi tiu th nhng thc ung

cht lng cao m . Ti mi giai on ca chu ksn phm, dy chuyn sn xut gim

st st sao cht lng ca cc loi nc ung. im ni bt trong mi trng kinh doanh: b

sung ca glaceau, FUZE, and Campells vo danh mc sn phm, nhng sn phm vi hmlng calorie thp hoc khng c tng ln 47% khi lng bn hng, gim thiu tlphn

nn ca khch hng khong 5%.

i vi ngnh cng nghip sn xut thc phm v ung:

Pha trc ca nhn bao b chu u c ghi hm lng calorie v dinh dng. Nhn

bao b biu hin thnh phn dinh dng mi nht mt trc ca nhng sn phm chu

u l phn ca sng kin ln ca ngnh cng nghip thc phm v nc ung.

i vi cng ng:

Nhng im ni bt trong hot ng cng ng nm 2007 : ng gp 31.5 triu USD

cho chng trnh u t v cng ng, quan hcng ng a phng pht trin cao hn ln

khoch trong bao gm 5 khu vc chin lc; thc hin vic u t cng ng mang tnh

chin lc hn bng cch bsung cc tchc mi trng phi li nhun vo chng trnh

Matching Gifts Hoa K.

Vvn mi trng: t c mc tiu gim 3% trong t lsdng nc so vi

nm trc ; a ra vic ti chCocaCola vi nhim v thu hi v ti ch tng ng

100% vt liu ng gi c sdng bi hthng sn xut Coca- Cola Bc M; a vo

hn 20.000 thit b tit kim nng lng trong bn hng v thit bmarketing, gim thiu

CO2 khong 28 triu tn.


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II. Nhng tht bi:

1.

New Coke

Nm 1985, cng ty Coca-Cola quyt nh ngng sn xut loi nc ngt danh ting

ny ca hv thay thn bng mt sn phm c cng thc mi va c tung ra thtrng

vi tn l New Coke.

Vo ngy 23/4/1985, New Coke c tung ra thtrng v chvi ngy sau vic sn

xut Coke nguyn thy ngng hn. Quyt nh kt hp ny kt c xem nh mt

sai lm marketing ln nht ca mi thi i. Mi lc dnh cho New Coke trnn ti tv

cng chng trnn gin dv thc tl CocaCola khng cn tn ti bao lu na.

Thphn ca Coke vn ng yn trong khi Pepsi li lin tc tng trng. iu ng lo

na l mt khi ngi tiu dng c thla chn, hu nh hu nghing vPepsi hn..

c c cng thc sn xut mi, cng ty Atlanta bt u thc hin 200.000 cuc th

nghim mi vxem cng thc thnh cng ra sao. V kt qutht mmn. Hng v

ca nc gii kht theo cng thc mi khng nhng n t hng vca loi Coke nguyn

thy m ngi ta cn thch n hn cPepsi-Cola. Tuy nhin, nu Coca Cola vn ng trc

Pepsi, hkhng thc cng lc hai sn phm cnh tranh trc tip nhau trn cc khng. Vvy, hquyt nh loi bCoca Cola v gii thiu New Coke thvo .Ngay sau khi quyt

nh c thng bo, mt phn ln dn Mquyt nh cm vn i vi sn phm mi ny.

Vi vic tung ra New Coke, CocaCola mu thun vi nhng n lc marketing

trc ca h. Sn phm chnh ca hkhng thc gi l mi khi m nhng qung co

thc su tin xut hin trn Atlanta Journal vo nm 1886 ghi nhn Coca Cola nh

mt loi nc si bt mi, cha nhng thnh phn ca cy coca v ht cola tuyt vi.

Nhng d sao th khi Coca Cola cng sn xut v bn trli loi coke truyn thng

ca h, loi coke thng thng cho thtrng M, squan tm truyn thng bt u quay li

vi sa chung thng hiu. Chtrong vi thng Coke trli vi vtr hng u v New

Coke dn tn li.


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Nh cc nh phn tch trn cp, CocaCola mo him vi thng hiu ca

mnh nhm mc ch mrng thtrng, nhng chin lc nghin cu thtrng khng

hiu qudn n iu m cng ty khng mong mun: mt bt thphn vo tay i th. Qua

bi hc trn, cng ty cn trng hn trong vic pht trin cc sn phm mi trong thi giansau ny.

2. Vn sdng nc n :

Mt nhm nghin cu mi trng hng u New Delhi yu cu Coca-Cola ngh

ti vic ng ca nh my ng chai trong bang Rajasthan (n ) ang bhn hn trm

trng, v nh my ang dng ht sch ngun nc him hoi.

Shin din ca nh my trong khu vc ny stip tc l mt trong nhng ng gplm thi tnh trng nc ni v l nguyn do gy cng thng i vi cc cng ng xung

quanh. Bn bo co kt lun: cng ty nn tm cc ngun nc khc, di hoc ng ca nh

my.Cng ty khng d tnh ng ca nh my. Coca-Cola ti trcuc nghin cu sau khi

sinh vin trn khp th gii phn i v cc bo co v mc thuc trsu cao trong thc

ung ca Coca-Cola n . Cc co buc ny bt ngun tmt nhm nghin cu mi

trng khc Delhi, Trung tm Khoa hc v Mi trng, tit lhi thng Tm 2006 rng

cc thnghim ca htrn 11 sn phm ca Coke v Pepsi cho thy mc thuc trsu

nhiu gp 24 ln gii hn cho php. Ngay sau khi kt qu loan ra, sinh vin i hc

Michigan ku gi cm bn tt csn phm ca Coke trong trng.

ng vo thi im tp on a quc gia vgii kht ny thng bo su t cho

vic bo vcc dng sng ti 4 chu lc th ti n chnh hli bkhiu ni vvic chim

dng t ca nhng ngi dn a phng v xchung nc thi cng vi rc cng nghip

ra khu vc gn ni dn c sinh sng. Ngoi nhng khiu ni trn, Coca Cola cn bph phnv xnc thi cha qua xl ra nhng cnh ng v knh rch vo sng Hng vng

pha bc bang Uttar Pradesh.

c bit, y khng phi l ln u tin Coca Cola bbuc ti. Nm 2003, p li

chin dch phn i Coca-Cola mnh mca d lun, Cc kim sot nhim quc gia n


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tin hnh iu tra hthng xl nc thi ti 8 nh my ng chai ca cng ty ny,

pht hin trong nc thi c hm lng ch, ctmi, crm cao v yu cu cng ty tin hnh

xl nh i vi cht thi cng nghip c hi.

Chtrong 6 thng, sinh vin thuc 25 trng i hc ca M, Canada v Anh ty

chay Coca-Cola. Hng ny cng b loi ra khi danh sch nh thu cung cp nc gii

kht ti cc trng hc.

Nhng v b bi ti n nu trn c l i ngc li vi chnh sch bo vmi

trng m cng ty ra ttrc. iu ny khng nhng gy kh khn cho vic sn xut

v pht trin ti nc sti m cn lm cho thng hiu ca CocaCola gim i phn no gi

trca chnh n. Qua iu ny, tp on sn xut nc gii kht ln nht thgii ny cnphi cn thn hn v c nhng bin php hiu quhn trong vic sdng ngun ti nguyn

mi trng nc sti, mt vn m hu ht cc tp on a quc gia ang hng n.

Nu i ngc li vi li ch ca ngi tiu dng v t nc ca hngha l cng ty ang

tkhai tchnh mnh.

III.Bi hc kinh nghim:

Cng thc thnh cng ca Coca Cola l g? C rt nhiu iu mi ngi cn phn tchv hc tp th.

Bi hc 1:Qun trdliu

Qun trv xl dliu lin tc v tc th v chnh nhvy hkp thi iu chnh

sn xut v phn phi sn phm. Tt ccc thnh vin trong cng ty u c chia s, phn

tch v thu hiu ton b bc tranh chung ca cng ty. Ton bmi ngi u c th c

thng tin n tng lon, tng chai nc ca tng i l, ca hng bn l. V vy mt khilng bn gim xung hay c vn g hsc gii php ngay lp tc.

Bi hc 2: Lm vic vi i tc (nhphn phi) vi tinh thn khi nghip


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V sao sn phm ca Coca Cola n c mi ngc ngch ca thtrng? Nhn vin

ca Coca cola, nhn vin ca mt tp on hng u thgii i n tng i l, dng mi

phng tin chuyn chv vn chuyn sn phm n ngi tiu dng. Khng nhng vy,

Coca Cola cn cho cc i l vay tin mua thm phng tin v cng i l xy dngcch bn hng hiu qu.

Bi hc 3: B quyt marketing

Coca Cola thc hin vic ny rt tuyt vi, b quyt ca Coca Cola l g, l a

n cho mi ngi iu hmun, l skht khao. Coca Cola a yu tkht khao vo

trong tng sn phm thng qua nhiu thng ip khc nhau. Yu tng hc hi nht l tp

on a quc gia duy nht a phng ho skht khao theo tng thtrng.

Bi hc 4:

Marketing th quan trng hn t thn sn phm nhiu v thng hiu l khng th

thay i v n n su vo tm tr khch hng, chc thda trn thng hiu cho ra

i nhiu sn phm mi (bi hc tNew Coke)

Bi hc 5:

Khng chquan tm n nhu cu ca khch hng trong tng a phng, cng ty cn

phi quan tm n yu tx hi khc khi tin hnh hot ng kinh doanh quc t. T,

cng ty khng chto ra gi trcho khch hng m cn gp phn pht trin cng ng.
http://www.marketingchienluoc.com/k%E1%BB%B9-n%C4%83ng-marketing/1352-t%E1%BA%A1i-sao-marketinghttp://www.marketingchienluoc.com/k%E1%BB%B9-n%C4%83ng-marketing/1352-t%E1%BA%A1i-sao-marketing


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