Indledning
In the year 1885, the very first iteration of Coca-Cola came to life, thanks to the ingenuity of John Stifth Pemberton.
He dubbed his creation "Pemberton's French Wine Coca," a concoction that held a touch of alcohol within its formula.
However, the following year saw a pivotal change, driven by a new law in Georgia that banned the sale of alcoholic beverages.
Pemberton's response was to transform his creation into a non-alcoholic elixir, christening it with the name "Coca-Cola."
Initially, this revitalizing potion was dispensed by pharmacists as a hangover remedy, its exact recipe guarded as a closely held secret.
Indholdsfortegnelse
1. Introduction 2
2. The micro environmental forces of The Coca-Cola Company 3
Macro- and Microenvironment model: Appendix 1 3
3. Chain of value 6
Chain of value: Appendix 2 6
4. SWOT-analysis 9
SWOT: Appendix 4 9
5. Segmentation 13
Target group model: Appendix 4 13
Segment-criterions for the consumer-market for Coca-Cola. 14
Segment-Criterions for the consumer market: Appendix 5 14
Minerva model: Appendix 6 15
Segmentations-criterions for the BtB-market for Coca-Cola 15
Segmentations-criterions for the BtB-market model: Appendix 7 15
Segment-valuation 16
SMUK-model/SOEC (English)-model: Appendix 8 16
Target-group strategy 17
Segment-criterions for the consumer-market for Coca-Cola Zero: Appendix 9 17
6. Difference in buying-behaviour 18
BtC and BtC market models: Appendix 10 18
7. Competitor analysis 19
Competition-identification by the target model 19
Target model: Appendix 11 19
The competition form by the competition-art model 20
Competition-art model: Appendix 12 20
Pepsi annual report: Appendix 13 20
8. BCG 21
Brand Shares (by Global Brand Name) - Off-trade Value RSP - DKr mn: Appendix X2 21
BCG model: Appendix 14 21
9. Analysis of two Coca-Cola commercials 22
Coke commercial 1971: Appendix 15 22
Santa Claus Commercial 1953: Appendix 16 23
10. Conclusion 25
Optimer dit sprog - Læs vores guide og scor topkarakter
Uddrag
Chain of value: Appendix 2
The robust value chain of the Coca-Cola Company is an inherent product of its vast scale and scope.
Within the framework of inbound logistics, the Company adeptly secures the procurement of essential raw materials for crafting the iconic Coca-Cola product, driven by their immense purchasing power that derives from bulk acquisitions.
Anchored in Atlanta, Georgia, a central hub orchestrates the assembly of raw materials, pivotal to the production of syrup—a vital component of the final concoction.
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