可口可樂(lè)經(jīng)營(yíng)戰(zhàn)略-預(yù)覽頁(yè)
【正文】 的直接沖擊續(xù)前：生活方式變化的直接沖擊由于商業(yè)發(fā)展和旅游事業(yè)的推動(dòng)，飯店、機(jī)場(chǎng)、娛樂(lè)場(chǎng)所等日益成為擴(kuò)大銷售和賺取高利潤(rùn)的特定場(chǎng)所，在這些場(chǎng)所尤其受到推崇的是自助消費(fèi)，而且與擺在貨架上的產(chǎn)品相比，人們往往忽視了價(jià)格，而更重視方便、實(shí)用和及時(shí)。Coca Cola四、新的經(jīng)營(yíng)模式(一一 ) 可口可樂(lè)新的經(jīng)營(yíng)模式可口可樂(lè)新的經(jīng)營(yíng)模式擴(kuò)大消費(fèi)者的范圍 顧客選擇成為價(jià)值鏈的管理者 價(jià)值獲得3 、對(duì)銷售渠道進(jìn)行重組 戰(zhàn)略控制關(guān)鍵業(yè)務(wù)的確定與拓展 范圍界定5。把 “ 飲料 ” 消費(fèi)者的概念，變?yōu)?“ 飲品 ” 消費(fèi)者的概念，決定什么液體流入人們口中。在飯店、商店、機(jī)場(chǎng)、賓館等場(chǎng)所 Using Vending machines to capture value.（ 2）建立全球化的戰(zhàn)略同盟：麥當(dāng)勞、迪斯尼。所以跨國(guó)企業(yè)所遇到的關(guān)鍵問(wèn)題就是屬地化問(wèn)題。增加股東的價(jià)值、增加股東的價(jià)值A(chǔ)n explicit and relentless focus on shareholder value growth as the objectives of corporation strategy. It addresses the key factors includes (1) the value creation rather than market share, (2) operating profit momentum, and (3) predictable, sustained performance.Coke devotion to value creation is evidenced by Goizueta’s statement that “we define a brand’s true strength based on its ability to mand a premium price”.采用資本運(yùn)作等有效手段，增采用資本運(yùn)作等有效手段，增加股東的價(jià)值加股東的價(jià)值在可樂(lè)公司收購(gòu)了部分裝瓶商以后，出現(xiàn)了一些非常棘手的問(wèn)題，主要是：擴(kuò)大了可樂(lè)公司的資產(chǎn)規(guī)模，影響股東收益。 5萬(wàn)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)。RemarkslThe 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 rulel 主要的少數(shù)是關(guān)鍵的。80% of results from 20% of effort.（二）（二） Why thing go better at COKERick Wise: Why thing go better at COKE, Journal of Business Strategy, December, 1999l Rick Wise is a vice president of Mercer Management Consulting Based in Boston. He proposed:l Traditional business strategy would not have helped this lumbering behemoth trapped in a mature, slowgrowth market. It took a whole new business design.New Rules: Business designSome panies succeeded because they broke the old rues of business success. It demonstrates that business must be driven by a strategy framework that recognizes and embraces the requirements of today’s marketplace.The discipline of business designthe entire system by which a pany delivers the utility to its customers and thereby generates shareholder value growth.The new framework of business designThe new framework of business design, it design in four dimensions:1. a customercentric, rather than a productcentric foc
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