可口可樂的經(jīng)營戰(zhàn)略(ppt53頁)-在線瀏覽
2025-02-24 21:34本頁面
【正文】 。從追求市場份額轉(zhuǎn)變?yōu)榕υ黾庸蓶|的價值。把 “飲料 ”消費者的概念，變?yōu)?“飲品”消費者的概念，決定什么液體流入人們口中。價價值值鏈鏈管管理理者者Focus on value growth不局限于現(xiàn)有的業(yè)務(wù)領(lǐng)域，從出售濃縮液向裝瓶、零售等高附加值的領(lǐng)域擴展Coke enhanced earnings predictability through its improved ability to manage the value chain, from syrup to distribution, through an improved position in the high margin vending and cooler segment, and through the generation of the resources needed to support a global superbrand.對對銷銷售售渠渠道道進(jìn)進(jìn)行行重重組組以消費者為中心，從滿足消費者的需求出發(fā)，改造與裝瓶商的關(guān)系，加強對裝瓶商的控制 .（ 2）對裝瓶商進(jìn)行投資和現(xiàn)代化改造，協(xié)助對主要客戶進(jìn)行市場營銷（ 3）引導(dǎo)裝瓶商進(jìn)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)關(guān)鍵鍵業(yè)業(yè)務(wù)務(wù)活活動動與與拓拓展展（ 1）強調(diào)低成本的銷售渠道建設(shè)策略 ,大力發(fā)展自助消費。Vendingtovalue.（ 2）建立全球化的戰(zhàn)略同盟：麥當(dāng)勞、迪斯尼。（ 4）加快產(chǎn)品的系列化開發(fā)。所以跨國企業(yè)所遇到的關(guān)鍵問題就是屬地化問題。目前，已經(jīng)在東歐、西歐、拉丁美洲、澳大利亞、東南亞等地建立了 增增加加股股東東的的價價值值A(chǔ)nandfocusshareholdergrowththeofstrategy.addresseskeyincludesthecreationthanshare,operatingmomentum,(3)sustaineddevotionvalueisbystatement“weatruebaseditstoaprice”.采采用用資資本本運運作作等等有有效效手手段段，增增加加股股東東的的價價值值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：擴大了可樂公司的資產(chǎn)規(guī)模，影響股東收益。結(jié)果：（ 1）可口可樂公司的財務(wù)報表不顯示裝瓶商的財務(wù)狀況，降低了資產(chǎn)密集度；（ 2）實現(xiàn)了對裝瓶商的控制；（ 3）上市募集的資金可用于再收購裝瓶商或用于對現(xiàn)有裝瓶商的資金投入和技術(shù)投入。OperationalStructureBackgroundAtlanta, march 4, 2023 Consistent with its strategy to meet the changing needs of consumers everywhere, the Coca Cola pany (NYSE: KO) today announced a new operational management structure.COMPANY CHAIRMAN AND CEO Doug Daft said, we enter the next phase of our pany growth, it is clear that our new business model demands a new management approach.The new StructureThe pany established four strategic Business Units: America, Asia, Europe/Africa, and new business ventures.Each SBU has its own own executive officer. These units will work together as a nimble and entreprneurial work well equipped to seize promising market opportunities and capture value.The heads of three SBUs will report to Daft, and will facilitate the development of local initiatives within the pany new business model.All other corporate functions will
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