可口可樂經(jīng)營戰(zhàn)略(完整版)
【正文】 It achieved: (1) the world’s strongest brand。（三）可口可樂的早期經(jīng)營模式（三）可口可樂的早期經(jīng)營模式l 在沒有任何股份的情況下，可樂公司如何控制裝瓶企業(yè)呢？1。積極推進本地化策略。這種生產(chǎn)和銷售體系逐漸成為大型占領(lǐng)大型超級市場和高利潤銷售區(qū)域的障礙。（ 2）對裝瓶商進行投資和現(xiàn)代化改造，協(xié)助對主要客戶進行市場營銷（ 3）引導裝瓶商進入高利潤領(lǐng)域，使其經(jīng)營更有效（ 4）對新的裝瓶商和經(jīng)銷商提供資金支持，確保其能配合公司的增長戰(zhàn)略 關(guān)鍵業(yè)務活動與拓展、關(guān)鍵業(yè)務活動與拓展（ 1）強調(diào)低成本的銷售渠道建設策略 , 加大在高利潤銷售場所的銷售規(guī)模 , 大力發(fā)展自助消費。 強大的骨干裝瓶商的網(wǎng)絡。Opportunity：要讓更多的人喝可樂，而且要讓他們喝得更多。很多可口可樂的裝瓶商都具有相當程度的局域性和獨立性，但是大多數(shù)可口可樂的消費者根本就不知道或不關(guān)心他們消費的飲品是如何通過可口可樂龐大的銷售網(wǎng)絡送到他們的手中的。 and most important,4. an emphasis on strategic dimensions that drives shareholder value growth.Strategic dimensions that drives shareholder value growthl(1) Customer Selectionl(2) Value capturel(3) Strategic controll(4) Scopel(5) Organizational system(1) Customer SelectionIt 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.(2) Value captureValue 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.(3) Strategic controlStrategic 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.(4) ScopeScope 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?”(5) Organizational systemOrganizational system are internal capabilities required for translating the four elements above into marketplace success.ConclusionLearn by heart, decision made i
教學課件相關(guān)推薦
鄂ICP備17016276號-1