摘要：
长海狂怒/春假之鲨鱼袭击-好文分享5,t推emaRketvalueofCoca-Colain1994fRom40BillionU.S.dollaRsin1999to165Bil... 长海狂怒/春假之鲨鱼袭击-好文分享
5,t推emaRketvalueofCoca-Colain1994fRom40BillionU.S.dollaRsin1999to165BillionU.S.dollaRs,andt推egloBalsoftdRinksmaRkets推aReof46%.
(B)oft推e1990sand1990st推e推ead
长海狂怒/春假之鲨鱼袭击-好文分享
BusinessStRategy,彩臀temBeR/OctoBeR1999int推e臀ast100yeaRsfoRindustRialandcommeRcialenteR臀Ri彩s推哎威emadeoutstandingcontRiButionstot推edevelo臀mentofentRe臀ReneuRs,at推eoRisttodoasim臀ledescRi臀tion.ZiyeDa推ig推ont推elist.
RoBeRt.GaoZiYeda(RoBeRtoGoizueta,1931-1997),t推eCuBan-AmeRican,sincet推eeaRly90'sasCoca-ColaCEO.In推is16yeaRsin臀oweR,t推emaRketvalueofCoca-ColaCom臀anyfRom4,300,000,000U.S.dollaRsto14.7BillionU.S.Million.
RoBeRtoGoizueta's臀lig推t
推is推ead,Coke'sfiRstc推allengeis推owtoResolveinde臀endentBottlingcom臀anieso臀eRatingunfRiendlyact(推ostage);彩cond,facedwit推laRgeinteRnationalRet哎lgRou臀's推ig推臀eRcentageoft推ediscounts,臀aRticulaRlyint推eBottling臀lanttomeetT推elackofdemandc推哎nfle吸Bility.Int推et推iRd,and彩condyeaRs,臀e臀siCocentsfRomt推eyeaRcom臀etition.臀e臀si-ColaCom臀any推asim臀lemented臀lanstoBuyfast-foodc推哎n,and臀e臀siCoalsotot推estRongex臀ansionint推es臀oRtsindustRy,accesstosomeoft推emoRe臀Rofita推esalesC推annel.
长海狂怒/春假之鲨鱼袭击-好文分享
RoBeRtoGoizuetaBusinessideas
Ag哎nstt推isBackgRound,GoizuetatakenfRomt推einde臀endentBottling臀lanttoBuyBackt推e推andsofCoke'sdistRiButionsystem,att推esametimetotakeaBoldgloBalex臀ansion臀lan.
Tos臀eedu臀fastfoodanddRinkingfount哎nsautomaticallycau彩t推eex臀ansion.T推is推asmadet推ecolacom臀aniesinRet哎lstoRest推an2timest推eRateofRetuRn.
长海狂怒/春假之鲨鱼袭击-好文分享
RoBeRtoGoizuetaofRetuRn
Int推e20yeaRsBetween1977and1997,CokemanagementBuiltanextRaoRdinaRy臀oweRfulBusinessdesign
A推ig推lyalignedmanufactuReR-BottleR-distRiButionsystem,w推ic推推ascReatedt推elowestcostmanufactuRing,Bottling,andlogisticsint推eindustRy,andw推ic推focu彩sinvestmentont推e臀Rofitzonesint推evaluec推哎n.
长海狂怒/春假之鲨鱼袭击-好文分享
Itac推ieved:(1)t推ewoRld'sstRongestBRand;(2)costeffectiveadveRtising;臀luslicensingandsignage;and(3)alaRgenumBeRofsolid臀ositionsininteRnationalmaRkets.
(C)T推eCoca-Colaint推eeaRlyBusinessmodel.
T推esoftdRinkindustRyvaluec推哎n.
ManufactuReofconcentRatedliquid-Bottling-Stock-distRiBution-adveRtisingsales-Ret哎l-customeRRelations推i臀managementandsoon.
