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The Coca-Cola Company (Coca-Cola Company) was founded in 1892, the Coca-Cola Company is currently headquartered in Atlanta, Georgia, the United States, is the world's largest beverage company, with a global market share of 48% and the world's top three beverages of the two (Coca-Cola ranked first, PepsiCo, second, low-calorie Coca-Cola, third), and its annual Revenues of $20,092 million and common stockholders' equity of $11,351 million. Coca-Cola owns 160 beverage brands in 200 countries, including soft drinks, sports drinks, dairy drinks, juices, teas and coffees, and is the world's largest distributor of fruit juices (including the Minute Maid brand). Coca-Cola, the No. 1 brand in the U.S., has more than 40% of the market, while Sprite is the fastest-growing beverage, and the other brands include Burke (Barclay's) and Coca-Cola (Barclays). Other brands include Barq's root beer, Fruitopia and Surge.
Coca-Cola, the marvelous liquid that has been popular for more than 100 years, was invented in 1886 by Dr. John S. Pemberton, a native of Atlanta, Georgia, USA, who mixed carbonated water and sugar with other ingredients in a three-legged jug in his backyard, and in December of the same year, Frank Robinson, and David, Doo, and Ed Holland partnered and named the new enterprise the Pemberton Chemical Company. On June 6, 1887, Pemberton applied for a patent for the Coca-Cola registered trademark to establish his right to have a legal say in the matter, and the patent was granted on June 20 of the same year. A week later, two-thirds of the shares sold by Pemberton were sold to Willis Vernandez and George Laudis for $1,201. On December 14, 1887, Laudis and Vernandez sold the rights to Coca-Cola to Joseph Jacob for $1,200. On May 1, 1888, Asa Kandler*** purchased all the rights to Coca-Cola for $2,300. 1889, Kandler did not advertise much, but Coca-Cola grew rapidly, with its total sales reaching 2,171 gallons. On December 29, 1891, Kandler filed for incorporation of the Coca-Cola Company. In 1892, the Coca-Cola Company was granted its Articles of Incorporation and was formally organized. In 1919, a few years after Kandler's retirement, his family sold Coca-Cola for $2,500 million. That's a lot more than the $2,200 he had invested in the company, which was bought by banker Woodruff, who incorporated it in Delaware and listed it publicly at $40 a share.
The desire for people to "reach for Coca-Cola" was put forward in 1923 by Robert, then chief executive, who gave the company three guiding principles: absolute loyalty to the company and its products; simplicity of the product: one drink, one bottle, one price; and high pay for partners. These core values and guiding principles became one of the secrets of Coca-Cola's rapid growth. The real key to Coca-Cola's success was its ability to anticipate future trends, as evidenced by the fact that the company was in Germany to train its next president, and that Robert Kooijzueta (who had been the company's president) had told Doug Eastwitt (his successor) to study the Fair Marketplace Act diligently so as not to follow in the footsteps of MICROSOFT and INTEL. The real reason for Coca-Cola's sales advancement was "the ability of the Coca-Cola product to sell itself". The Coca-Cola business was expanded in 1892 by "word of mouth" (Coca-Cola salesmen traveled from town to town on trains with suitcases full of coupons that said "Try a free 5-cent glass of Coca-Cola"), and the name "Coca-Cola" was the real value of the product, and the registered trademark was the only guarantee of that. The Coca-Cola name is the real value of the product, and its registered trademark is the only guarantee. Coca-Cola comes with a number of so-called "distributor promotional aids," each of which bears the Coca-Cola logo, in an effort to impress the customer.
In 1985, the U.S. Coca-Cola Company, recognizing the potential of the Taiwan market, established the Sino-U.S. joint venture "Taiwan Coca-Cola Co. In April 1995, the company was renamed Taikoo (Taiwan) Coca-Cola Co., Ltd. and is now majority owned by Swire Pacific Industries Ltd. of Bermuda with a 78.8% stake, chaired by Mr. Shi Lok-Shan, and managed by Mr. Yin Yao-Wen. With Coca-Cola's increased capital and marketing capabilities, coupled with the local bottler's knowledge of the market, Coca-Cola products have made a strong push into the market and have become a major player in Taiwan's beverage market.
In the highly competitive beverage market, Swire Coca-Cola Taiwan is the leading brand in carbonated beverages, with a market share of over 50%. Coca-Cola has a 95% market share in the Coca-Cola category. Since 1991, Coca-Cola has entered the non-carbonated beverage market with the launch of fruit juices, followed by tea, sports drinks, water and other products, making it a comprehensive
beverage company.
SWOT Analysis of Coca-Cola Beverages Company
Strengths
The world's largest soft drink giant, with the advantage of a large factory and strong global competitiveness.
Strong marketing capabilities, systems and corporate advertising.
The brand image is y rooted in people's hearts and has become a part of consumers' lives.
The mysterious formula of the core product is kept extremely secret, making it popular for 100 years.
The company has a complete distribution network (especially vending machines) and has a strong sales network in the fast food industry (led by McDonald's).
The Coca-Cola Company has standardized its operating procedures.
The company has a high degree of innovation and research and development capability, the most representative of which is the launch of Diet Coke, which created a frenzy when it was first introduced to the market.
High market share, the product is the leading brand in the market.
The product is characterized by convenience (available everywhere), unique flavor (mystery formula) and fair price.
The life cycle of the product is recycled and revitalized.
The recent announcement that stock options will be treated as part of employee payroll costs, a move that will fully reflect the company's financial position, has attracted the praise of many experts and scholars, and cleared up the haze that investors have felt about American companies because of the Enron scandal.
Weaknesses
Large organization, not easy to control.
Consumer stereotype - unhealthy drink, because Coke contains caffeine and other ingredients, and easy to cause obesity and other health problems.
The product identity of the main consumer group (young people) is slightly lower than that of Pepsi.
Barrels are widely distributed, and it is difficult to control the quality of the final product (beyond the expiration date or spoilage, etc.).
Opportunity
General soft drink industry has low barriers to entry, but to achieve cross-border marketing is high.
Carbonated beverages are more in line with the needs of young people, especially in Latin America and Asia-Pacific countries, where the proportion of young people is increasing rapidly, bringing high business opportunities to the industry.
The brand image of beverages has a profound impact on sales.
The fast food culture in the U.S. fits well with carbonated beverages.
Threats
The substitutability of carbonated beverages other than Coke remains high.
Consumers are becoming more health-conscious, which will reduce the consumption of carbonated beverages.
The competition in the beverage market is fierce, and the main competitor (challenger), Pepsi, is a threat. In the past few years, Coca-Cola's performance has been stagnant, while Pepsi has continued to grow.
The U.S. economy has been impacted by attacks and wars waged by terrorist organizations.
After a spate of corporate accounting scandals, investors are losing confidence, and calls for transparency in U.S. corporate finances are growing.
Sustainable Competitive Advantage (SCA)
Brand strength and good corporate image.
The product has a mysterious formula.
High market share and priority entrant, leader and defender in the industry.
Strong R&D and marketing capabilities.
Strong advertising and distribution.
Coca-Cola's development proposal:
In the pursuit of health, the company must use its strong research and development capabilities to moderately improve product ingredients, in addition to retaining the original taste of Coke (the mysterious formula), it should be eliminated from the health of the ingredients (or replaced by other ingredients), and to emphasize the health of the product.
Using the existing brand advantages, develop new products to create another trend.
Mergers or acquisitions of other beverage manufacturers with unique and best-selling products in other countries can be used to complete their product lines in that country (e.g., Kaixi Oolong Tea produced by Taiwan's Shunxi Industry).
Through strong advertisements, the company will strengthen the product identity of the younger generation (the main consumer group), in order to win over the younger generation who are currently more fond of Pepsi.
From Baidu Encyclopedia
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