Coca Cola Strategy
Slide1: International strategy (tiêu đề của slide nhé c)
The enterprise has core competencies => the competitors in the host country does not have or difficult to develop, catch up or imitate
Being not under pressure to localize products and to reduce production costs
Company's head office played a central role
Slide 2: International strategy of Coca Cola (1900 to 1950)
1899-1909: added to 379 bottling plants across the United States for consumption of about 70 million liters / year.
1906: developing the first bottling plant in Havana, Cuba => marked the first step of Coca cola international market
1936: World War broke out => the bottling plant follow the army and when the war ended, coca has owned subsidiaries in 64 countries.
1950: Coca cola started advertising on TV => effects promote in worldwise
Slide 3: Global Strategy
A business strategy as global market or single market
Company produce and deliver the products which are standardized and identical.
Businesses build production facilities globally in locations with low cost as the basis for operational efficiency => save cost
The operation of the system will be connected and coordinated through a central management official
Make the business does not pay attention to the important differences between different markets => opportunity for competitors to jump in and meet the needs
Slide 4: Global Strategy of Coca cola (1950 to early 2000)
Coca-cola implementing global business strategy by: producting homogeneity, uniforming marketing strategy worldwide.
In the 1970s and 1980s:
+ very diversified distribution system in both horizontal and vertical,
+ the bottling plants of Coca-Cola were on around the world
+ linked the retail stores to serve consumers better.
In the 1990s: find new market with the advantages of the new front to the market => Africa and Asia
Slide 5: Transnatoinal strategy
Make a separate strategy for each country in which businesses consume their products.
Implemented localized
The enterprise has core competencies => the competitors in the host country does not have or difficult to develop, catch up or imitate
Being not under pressure to localize products and to reduce production costs
Company's head office played a central role
Slide 2: International strategy of Coca Cola (1900 to 1950)
1899-1909: added to 379 bottling plants across the United States for consumption of about 70 million liters / year.
1906: developing the first bottling plant in Havana, Cuba => marked the first step of Coca cola international market
1936: World War broke out => the bottling plant follow the army and when the war ended, coca has owned subsidiaries in 64 countries.
1950: Coca cola started advertising on TV => effects promote in worldwise
Slide 3: Global Strategy
A business strategy as global market or single market
Company produce and deliver the products which are standardized and identical.
Businesses build production facilities globally in locations with low cost as the basis for operational efficiency => save cost
The operation of the system will be connected and coordinated through a central management official
Make the business does not pay attention to the important differences between different markets => opportunity for competitors to jump in and meet the needs
Slide 4: Global Strategy of Coca cola (1950 to early 2000)
Coca-cola implementing global business strategy by: producting homogeneity, uniforming marketing strategy worldwide.
In the 1970s and 1980s:
+ very diversified distribution system in both horizontal and vertical,
+ the bottling plants of Coca-Cola were on around the world
+ linked the retail stores to serve consumers better.
In the 1990s: find new market with the advantages of the new front to the market => Africa and Asia
Slide 5: Transnatoinal strategy
Make a separate strategy for each country in which businesses consume their products.
Implemented localized