可口可樂營銷報(bào)告(ppt53)-銷售管理-預(yù)覽頁
【正文】 在可樂公司收購了部分裝瓶商以后，出現(xiàn)了一些非常棘手的問題，主要是：擴(kuò)大了可樂公司的資產(chǎn)規(guī)模，影響股東收益。5萬員工，外籍員工只有 20人。 Obligation：在每一個(gè)地方，都要拿出贏利的一部分做社會(huì)公益事業(yè)。 庫下載 Remarks ?The elements of Coke’s story, while dramatic, aren39。這是一個(gè)應(yīng)用 80/20規(guī)則最完美的例子 . ? 80/20規(guī)則見下頁。 80%consequences flow from 20% of causes。 and most important, 4. an emphasis on strategic dimensions that drives shareholder value growth. 庫下載 Strategic dimensions that drives shareholder value growth ? (1) Customer Selection ? (2) Value capture ? (3) Strategic control ? (4) Scope ? (5) Organizational system 庫下載 (1) Customer Selection It involves choosing which sets of customers hold the greatest potential for longterm profit growth. The choice should change as value migrates to a new customer set or new segments. 庫下載 (2) Value capture Value capture describes how the pany gets rewarded for the value creates for its customers. Rather than relying on value captured largely through product sales and service fees, progressive, valuebuilding firms employ an extensive repertoire that includes financing, ancillary products, solutions, and licensing. 庫下載 (3) Strategic control Strategic control refers to a pany’s ability to protect its profit stream. It answers the question, “why should (must) a customer buy from me?” There are many types of strategic control points, including brand, a twoyear product development lead, control of the valuechain, and ownership of a de facto industry standard. 庫下載 (4) Scope Scope involves choosing critical activities and product and service offerings. The key question here is “what activities do I need to perform to remain customerrelevant, to generate high profits, and to maintain strategic control?” 庫下載 (5) Organizational system Organizational system are internal capabilities required for translating the four elements above into marketplace success. 庫下載 Conclusion Learn by heart, decision made in each of the five dimensions affect choices in the other dimensions. So crafting a successful business design requires that all the parts work in harmony and are mutually reinforcing. 庫下載 The End
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