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可⼝可乐_汇源并购失败案例深⼊解_省略_于财务五⼒以及PEST模型的分析_黄易奕.pdfSweeping over the Management| 管理纵横可⼝可乐-汇源并购失败案例深⼊解剖——基于财务五⼒以及PEST模型的分析黄易奕廖⼦华中⼭⼤学法学院⼴东⼴州 510006摘要:本⽂选取了曾轰动⼀时的可⼝可乐收购汇源果汁的案例作为研究对象,在尘埃落定后对该起并购重新进⾏全⾯的回顾和分析。
本⽂分为案例背景简述及、分析理论基础、案例分析过程、分析结论四部分。
通过利⽤现有数据与对当时经济环境的剖析,采⽤定量⽅法对可⼝可乐拟并购汇源案的竞争损害进⾏分析,引发对汇源集团今后发展定位与民族品牌保护的思考。
关键词:并购;民族品牌;经济安全;反垄断⼀、企业背景简述及意义(⼀)关于可⼝可乐公司与汇源集团成⽴于1892年的可⼝可乐公司,是全球最⼤的饮料公司。
然⽽⽬前,可⼝可乐公司在中国的饮料市场⾯临着很⼤的竞争压⼒:碳酸饮料的销售下降,可乐的市场份额被百事赶超,纯净⽔⽅⾯⽆法与娃哈哈抗衡,在果汁市场输给了汇源,茶饮料上则输给了康师傅和统⼀。
北京汇源饮料⾷品集团有限公司成⽴于1992年,是主营果、蔬汁及果、蔬汁饮料的⼤型现代化企业集团。
汇源在中国的果汁领域,是⽬前销量第⼀的品牌。
截⾄2007年底,汇源100% 纯果汁及中浓度果蔬汁的销售量分别占国内市场总额的42.6% 和39.6%,汇源已连续数年在这两项指标上占据市场领导地位。
(⼆)并购案前后2008年9⽉2⽇可⼝可乐拟以每股12.2港元的价格收购汇源 100%的股权,该项交易约179.2亿港元。
由于可⼝可乐和汇源 2007年在中国境内的营业额分别为12亿美元(约合91.2亿⼈民币)和3.4亿美元(约合25.9亿⼈民币),均超过4亿元⼈民币,超过了《国务院关于经营者集中申报标准的规定》的申报标准,因此此项并购必须接受反垄断审查。
在审查过程中,商务部评估了该项并购的竞争效应,认为它可能产⽣排除、限制果汁市场竞争,抑制果汁市场创新,挤压中⼩果汁⽣产企业⽣存空间的反竞争效果。
可口可乐公司的SWOT分析与产业环境分析可口可乐公司的SWOT分析(一)、优势(Strength)可口可乐的优势包含了:品牌悠久、良好的质量、模仿困难度高、具有创新的精神、强大的营销策略等。
1、品牌悠久。
可口可乐的历史悠久，1892年艾萨坎德勒以美金2300元取得可口可乐配方及所有权，1919年欧尼斯伍德瑞夫财团以2500万美元买下了可口可乐，运用了许多的营销手法，让可口可乐公司扬名国际，1892至今也已一百多年的历史，创造了不朽的成就。
可口可乐公司的作业流程标准化，市场占有率高,产品更是市场的领导品牌。
这使得可口可乐成为全球最大之软性饮料业巨人,拥有大厂优势及强大之全球竞争力。
2、良好的质量1987年可口可乐公司正是在台湾高雄厂完工。
在1991年获得经济部工业局GMP认証，之后也兴建了桃园新厂，于1996年得到优良厂商的GMP认证，1997年得到ISO 9002认证，1999年获得ISO 14001认证。
不仅如此，可口可乐也有一套良好的危机处理办法，让消费者信赖可口可乐的质量。
3、模仿困难度高。
可口可乐的有着他们不公开的可乐“秘方”，特殊风味与口感是在当今市场尚未看见的。
虽然饮料业容易制造，但可口可乐的高市场占有率以及他的饮料传奇，是其他公司所难以模仿的。
可口可乐饮料的核心产品之神秘配方处於极度保密,使其流行100年後而不衰。
可口可乐公司的产品拥有便利性(随处可得),独特风味(神秘配方)及价格公道等特色。
产品生命周期为循环再循环型态,历久弥坚。
其通路布建相当完整(尤其是自动贩卖机之设置),并拥有速食业(以麦当劳为首)的强大销售通路。
4、有创新的精神可口可乐在行销饮料之余，也经营了许许多多的周边商品，这些产品为可口可乐带来极大的商机，也为可口可乐的知名度扎下了良好的基础。
其具有强势行销能力,体系及企业广告。
可口可乐的品牌形象深植人心,已成为消费者生活之一部分。
可口可乐公司极具创新及高度研发能力,最具代表性为健怡可口可乐之推出,一上市即造成风潮。
管理学五力表现及具体事例一、五力模型的简介管理学中的五力模型可不得了呢，就像是一个超级英雄的五种超能力一样。
这五力呢，包括供应商的议价能力、购买者的议价能力、潜在竞争者进入的能力、替代品的替代能力、行业内竞争者现在的竞争能力。
它们就像五根大柱子，撑起了一个企业在市场中的竞争格局呢。
二、供应商的议价能力表现及事例1. 表现当供应商很少，而企业对其产品依赖度很高的时候，供应商就像个傲娇的小公举，议价能力超强。
比如说在高端芯片制造行业，像台积电这样的企业，对于那些依赖它的高端芯片来生产电子产品的公司来说，台积电就有很强的议价能力。
因为全球能生产这种高端芯片的企业就那么几家，那些需要芯片的企业只能乖乖听话，供应商说涨价就很难拒绝。
如果供应商的产品有独特性，没有很好的替代品，那它也能在议价中占上风。
就像一些制药企业，掌握着独家的药品配方，对于需要这种药品来生产的药企或者医疗机构，它就可以抬价或者在其他合作条款上提出更有利自己的条件。
2. 事例以苹果公司为例，苹果的很多关键零部件供应商其实并不多。
比如它的屏幕供应商，在早期的时候，某些高端屏幕技术只有特定的供应商能提供。
这时候，这些供应商就可以在价格、交货期等方面和苹果进行谈判。
苹果虽然是个超级大公司，但在面对这种供应商议价能力强的情况时，也得权衡利弊。
要是和供应商闹僵了，自己的产品生产可能就会受到影响，所以有时候只能接受供应商的一些要求。
三、购买者的议价能力表现及事例1. 表现当购买者的数量少，但是购买量很大的时候，购买者就像个大财主，可以在价格等方面和企业议价。
像沃尔玛这样的大型零售商，它采购的商品数量超级多。
对于那些小的供应商来说，沃尔玛就有很强的议价能力。
它可以要求供应商降低价格、提供更好的售后服务等。
如果购买者很容易转换供应商，也就是转换成本低，那购买者也能在议价中占据优势。
比如我们买衣服，在电商平台上有那么多的服装店，我们很容易就可以从一家店切换到另一家店。
河南师范大学新联学院企业战略管理姓名：***学号：***********专业：11级人力资源管理使用波特五种核心竞争力分析饮料行业的竞争优势可口可乐公司的竞争力模型分析摘要:本文以波特的竞争力模型为分析工具，从国内饮料行业内竞争者现在的竞争能力、供应商的讨价还价能力、购买者的讨价还价能力、潜在竞争者进入的能力和替代品的替代能力五个方面综合分析了可口可乐公司在我国面临的竞争和威胁。
一、波特竞争力模型简介竞争力模型又被称为五力模型，是由哈佛大学商学院的迈克尔波特教授提出的，用于企业竞争战略的分析，可以充分的分析企业所处的竞争环境，对全球企业的战略制定都产生了深远的影响。
二、可口可乐公司的竞争力模型分析1．国内饮料行业内竞争者现在的竞争能力可口可乐公司的在中国最大竞争对手无疑是百事可乐，该公司不但产品与可口可乐具有极大的类似性，而且在国际上的地位也是与可口可乐最为接近的一个，与之相比，可口可乐公司的优势在于其在中国拥有者强大的营销网络和分销体系，这一点是国内其他饮料公司无法做到的。
百事可乐公司大打年轻牌，抓住了可乐的消费人群大部分都是年轻人这一特点，用“新一代的选择”这样的广告语迅速提升了自己的影响力，对可口可乐公司无疑产生了巨大的威胁。
另外，在其他市场中，康师傅、统一等公司不断增资加码非碳酸饮料，力图从健康饮料的角度抢占可口可乐公司的市场份额; 矿泉水市场上，由于可口可乐公司矿泉水品牌“冰露”进入中国市场较晚，所以其市场份额远远落后于娃哈哈、农夫山泉等公司。
在这两个市场上可口可乐公司并不占有优势。
2．潜在竞争者进入的能力目前我国饮料行业属于卖方集中度很高的行业，企业收购兼并时有发生，行业垄断进度进程不断加速，但是，由于饮料行业产品的差异化程度不大，所以很难发生市场独占，行业对资本的投入量要求不高，转移成本较低，因此该行业的进入壁垒较低，新进入这相对容易进入，这决定了可口可乐公司的潜在竞争者有很多。
饮料市场的光明的发展前景也使得越来越多的企业想进入该市场来分一杯羹，碳酸饮料方面的可口可乐公司和百事可乐公司，其他饮料市场中如康师傅、统一等都是潜在竞争者争相模仿的典型，可口可乐公司作为饮料行业的领导者，可口可乐公司虽然有着其独特的配方，但仍需对这些潜在威胁提高警惕。
Marketing Plan and Research Report of Coca-ColaTable of ContentExecutive summary (2)External environment analysis (2)Market strategy (6)Marketing research result (6)Marketing mix summary (7)Detailed strategy for promotion (9)Controls (11)Reference list (13)Executive summaryThe Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.External environment analysisA well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.•Political AnalysisShifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.•Economic AnalysisAccording to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities.According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.•Social AnalysisLiving a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.•Technological AnalysisThe rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.•Threat of new entrantsCompared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants. •Threat of substitute productsAs is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.•Bargaining power of customerWith thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.•Bargaining power of suppliersAs the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.•Intensity of competitive rivalryRelied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share inBroadNarrow the relevant industry.After the analysis of the above two factors, keeping alert and further developing the core competency are extremely significant to Coca-Cola. Thus, how will the company compete with the major players in the market?Competitive AdvantageLower Cost DifferentiationAs can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. What’s more, its promotion campaign and packaging strategy also differentiate Coca-Cola from competitors, for instance, its unique bottle design has become a world famous symbol.The positioning of cost leadership is achieved not only through economies of scale in research, development and promotion, but also through learning, knowledge and experience in production and operational processes. Furthermore, the company’s Cost LeadershipDifferentiation Cost Focus Differentiation FocusCompetitive Scopeefficient distribution networks and manufacturing systems contribute significantly to its cost saving..Market strategyBased on the above analysis, this report researches the interior part of Coca-Cola to determine its marketing and financial objectives, segmentation, positioning, and target market(s) in the future.Future growth for Coca-Cola will be embodied in two main areas: global emerging market health drinks. Besides United States Coca-Cola will continue to market to countries around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their major focus in the future for this is where major growth opportunities lie.In addition, consumers are moving towards a healthier lifestyle, which accordingly is causing Coca-Cola to expand product line to satisfy their needs. This new market is huge and creates a lot of growth opportunity for Coca-Cola.More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).Marketing research resultTo stay competitive, Coca-Cola has done well in understanding and satisfying consumers. It have been found that customers expect more from their beverages. To fill this desire Coca-Cola has developed the Beverage Institute for Health and Wellness. This institute develops new product ideas that can contribute to their product line. In addition, Coca-Cola is capable of maintaining their market vitality, so they continue to do research that will benefit their consumers, as well as being profitable for the company.Apart from flavor diversification, profitability in certain region has also been a major consideration. For instance, Coke Zero is a product that carries no carbohydrates orcalories and was not quite meeting the expected profits in the United States, but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. This region seemed more concerned about their health and well-being, which contributed to Coke Zero becoming more of a profitable product.Special marketing techniques such as B2B strategies are also used to make their products more attractive to the young people. For example, Coca-Cola united with iTunes, so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman, 2007).Even though, Coca-Cola is confronting with a number of challenges in the days to come. The most striking one is that the beverage industry is moving toward a health conscious consumer. “ In many European countries, the increasing consumer trend toward a healthier lifestyle continues to grow demand for functional beverages that offer physical or mental well-being, lower calories and other added values” (Fuhrman, 2007). Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola has to reconsider its existing product, pricing, distribution channel and promotion strategy to better adapt itself to the ever-changing atmosphere.In order to formulate a well-rounded market strategy for Coca-Cola, this report carefully establishes the relevant tactics which are in line with the analysis and data collected. It is recommended to use 4P which consists of product, place, price, promotion to analyze the specific details in the next part.Marketing mix summaryIn this report, 4P model is utilized to illustrate Coca-Cola’s marketing mix, i.e. product, place, price, promotion.Item DetailsProduct Coca-Cola has a huge product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,coffees, energy, and sports drinks (Coca-Cola Company, 2012).To attract new consumers and markets, product line must be extended,especially in the health drink product like tea, juice and sports drink etc.In addition, proper modification for the current product is also neededto maintain the current consumers.Price With the careful consideration of consumer’s price elasticity, the prices of the Coca-Cola's Companies products vary according to the brand andthe size in which they come in (Coca-Cola Company, 2012). Differentregion has differed preference and sensitivity to price. The distributorsand retail stores that the Coca-Cola Company deals with shouldimplement their own pricing strategy to gain the best profit marginwithin an accepted sales volume.Promotion There are four major parts of the promotional mix that integrate together to create a competitive advantage for an organization includingadvertising, public relations, sales promotion, and personal selling.Ads: Coca-Cola has invested heavily on advertising. The main purposeof ads are maintaining of brands awareness. Then, the ads in the futureshould focus on health conscious and environmentally friendly to caterfor the existing trend.Public relation: Product placements and sponsorships are frequentlyused by Coca-Cola (Marcial, 2007). Positive spokesperson to appeal tothe younger generation is another effective tool to publicize (Truini,2007)Personal selling: Personal selling in the Coca-Cola Company often isdone in a business-to-business fashion. This can be used in big businessalliance to satisfy consumers’ diversified needs.Sales promotion: coupons and rebates can be often used because theyare more likely to influence customers’ buying decision. Another typeof sales promotion that the Coca-Cola Company is currently using istheir coke rewards points promotion.Place Coca-Cola Company also uses intensive distribution strategies to makesure their products can be available everywhere. Moreover, automaticvending machines are effective to extend distribution network. To copewith the changing diet conception, Coca-Cola should focus more onCoca-Cola’s Diet Coke and Coke Zero sales, especially in LatinAmerica, the BRIC, and Western Europe (Fuhrman, 2007).Detailed strategy for promotionOnly with superior product, efficient distribution network and sufficient inventory is far from a successful business. Promotion is the key element of the marketing mix designed to build a useful channel with the marketplace and to persuade the customers buying decision. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. •AdvertisingThe Coca-Cola’s innovative ads are extremely impressive to consumers. So, next step, what the company should do is keep this unique advantage and focus much more on the localization with respect to different culture background. This can be contributable to develop the emerging market.•Public relationSponsorship in the sport area has been successful in the last few decades and left a positive brand image. To comply with the healthy trend, Coca-Cola needs to invest more in public benefit activities, for instance, giving sponsor Hope Primary School, making contributions to medical treatment cause. These activity may establish a positive image in all kinds of people.•Personal selling & sales promotionThe negative implication of several media has exerted a relatively profound impact upon carbonated beverage. Accordingly, juice, tea and sports drinks should be the main products for promotions. The company can improve health drink market share by using more personal selling booth and more sales discount or lottery coupon. These activities are effective for getting people's short-term attention.Survey experiment in the Fenwick’s department store also proved the above analysis. In the survey of consumers’ attitudes towards health consideration when purchasing drinks, more than 45% agree with the viewpoints (as is shown in the bar chart below).In addition, when asked about familiarity, 50% agree with that it plays a major role in purchasing decision.ControlsImplementationImplementation is the process on how well the business mixes its people, organizational structure and company culture into a cohesive program that supports the marketing plan (Clark, 2005).Coca-Cola should implement several major transformations. First, production capability need to be modified to meet the quota demanded. It must also be cost-effective to avoid inventory stocks wastes. The marketing team should be aware of knowledgeable management about the product. The styles and types of promotion must be appealing to target customers to obtain the potential amount of exposure for the product. Another thing is efficient distribution network. The pertinent issue is taken care of with expedient transportation routes to commercial areas and traffic. Monitoring And ControllingMonitoring and controlling allows Coca-Cola to take the necessary actions to meet the marketing goals. There are three methods Coca-Cola may use to monitor the marketing scheme.•Sales AnalysisThe sales analysis analyzes sales revenue by market segmentation to discover advantages and disadvantages in the different regions. Sellers of Coca-Cola products vary from big retail supermarkets to small corner stores. This tool gives the products maximum exposure to customers at their convenience.•Market Share AnalysisThis approach is a comparison to the major rivals in the relevant market. With the shifts Coca-Cola is currently undergoing, they aim to get an aggressive position to stable its strong power. Target market various age groups and lifestyles from high school students too universities, and male or female.•Marketing Profitability AnalysisThis method takes the cost factor into consideration which deem profitability as a key index. Three ratios can be used for supervising marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. These three indicators can assist Coca-Cola determine any developing tendency, such as the requirement for a novel product. Scientific and careful comparison of these outcomes with actual results offers the company a clear instruction.Reference listAlarcon, Camille. (2007, January). Coke grows from zero to hero. B & T Weekly, 6-7 McKenzie, M., Linden, R. W. A., & Nicholson, J. W. (2009). The effect of Coca-Cola and fruit juices on the surface hardness of glass–ionomers and ‘compomers’.Journal of Oral Rehabilitation,31(11), 1046-1052.Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2008).Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.Clark, Nicola. (2005). PowerAde eyes feminine appeal. Marketing, 16-17Flagg, Michael. (2002). Pepsi Siphons Off Some of Coke's Lead In China by Learning to Pick Its Battles.Wall Street Journal (Eastern Edition),23(5), 12-13. Fuhrman, E. (2007, September). Western Europe: A mature market. Beverage Industry, 98(9), 24-26.De Mooij, M. & Hofstede, G. (2010). Convergence and divergence in consumer behavior: implications for international retailing.Journal of retailing,78(1), 61-69.Harnack, L., Stang, J., & Story, M. (2004). Soft drink consumption among US children and adolescents: nutritional consequences.Journal of the American Dietetic Association,99(4), 436-441.MacArthur,Kate and Thompson, Stephanie.(2006). Pepsi, Coke: We satisfy your 'need states'.Advertising Age,77(3), 54-56.Marcial, G. (2007). Coke Sparkles Again. Business Week,15(2), 51-53.The Coca-Cola Company 2012 Annual Review, 12-15Truini, J. (2007). Beverage maker plans biggest plastics plant. Waste News, 13. (10), 4-4.Tucker, W. T. (2006). The development of brand loyalty.Journal of Marketing Research, 32-35.。
可口可乐竞争力分析竞争力模型又被称为五力模型，是由哈佛大学商学院的迈克尔波特教授提出的，用于企业竞争战略的分析，可以充分的分析企业所处的竞争环境，对全球企业的战略制定都产生了深远 * 。
看看下面的可口可乐竞争力分析吧！可口可乐公司的竞争力模型分析1.国内饮料行业内竞争者现在的竞争能力可口可乐公司的在中国最大竞争对手无疑是百事可乐，该公司不但产品与可口可乐具有极大的类似性，而且在国际上的地位也是与可口可乐最为接近的一个，与之相比，可口可乐公司的优势在于其在中国拥有者强大的营销网络和分销体系，这一点是国内其他饮料公司无法做到的。
百事可乐公司大打年轻牌，抓住了可乐的消费人群大部分都是年轻人这一特点，用“新一代的选择”这样的广告语迅速提升了自己 * 力，对可口可乐公司无疑产生了巨大的威胁。
另外，在其他市场中，康师傅、统一等公司不断增资加码非碳酸饮料，力图从健康饮料的角度抢占可口可乐公司的市场份额；矿泉水市场上，由于可口可乐公司矿泉水品牌“冰露”进入中国市场较晚，所以其市场份额远远落后于娃哈哈、农夫山泉等公司。
在这两个市场上可口可乐公司并不占有优势。
2.潜在竞争者进入的能力目前我国饮料行业属于卖方集中度很高的行业，企业收购兼并时有发生，行业垄断进度进程不断加速，但是，由于饮料行业产品的差异化程度不大，所以很难发生市场独占，行业对资本的投入量要求不高，转移成本较低，因此该行业的进入壁垒较低，新进入这相对容易进入，这决定了可口可乐公司的潜在竞争者有很多。
饮料市场的光明的发展前景也使得越来越多的企业想进入该市场来分一杯羹，碳酸饮料方面的可口可乐公司和百事可乐公司，其他饮料市场中如康师傅、统一等都是潜在竞争者争相模仿的典型，可口可乐公司作为饮料行业的领导者，可口可乐公司虽然有着其独特的配方，但仍需对这些潜在威胁提高警惕。
3.供应商的讨价还价能力可口可乐公司是全球市场份额最大的饮料公司，规模之大决定了其对原材料需求之多，因此供应商对于可口可乐公司的讨价还价能力相对较弱，很难想象有哪个供应商愿意失去可口可乐这样大的一个购买者,在几年前供应商的讨价还价能力对可口可乐公司 * 还是相对较小的，然而，近几年来，牛奶、塑料、石油等价格大幅上涨使得可口可乐公司的地原材料成本上涨约一倍，这样使得很多长期与可口可乐公司合作的原材料供应商也大感吃不消， * 供应，甚至还有部分供应商因无法履约而片面毁约，这给可口可乐公司带来了难以估计的损失，这样就使供应商讨价还价能力有所增强。
河南师范大学新联学院企业战略管理姓名：***学号：***********专业：11级人力资源管理使用波特五种核心竞争力分析饮料行业的竞争优势可口可乐公司的竞争力模型分析摘要:本文以波特的竞争力模型为分析工具，从国内饮料行业内竞争者现在的竞争能力、供应商的讨价还价能力、购买者的讨价还价能力、潜在竞争者进入的能力和替代品的替代能力五个方面综合分析了可口可乐公司在我国面临的竞争和威胁。
一、波特竞争力模型简介竞争力模型又被称为五力模型，是由哈佛大学商学院的迈克尔波特教授提出的，用于企业竞争战略的分析，可以充分的分析企业所处的竞争环境，对全球企业的战略制定都产生了深远的影响。
二、可口可乐公司的竞争力模型分析1．国内饮料行业内竞争者现在的竞争能力可口可乐公司的在中国最大竞争对手无疑是百事可乐，该公司不但产品与可口可乐具有极大的类似性，而且在国际上的地位也是与可口可乐最为接近的一个，与之相比，可口可乐公司的优势在于其在中国拥有者强大的营销网络和分销体系，这一点是国内其他饮料公司无法做到的。
百事可乐公司大打年轻牌，抓住了可乐的消费人群大部分都是年轻人这一特点，用“新一代的选择”这样的广告语迅速提升了自己的影响力，对可口可乐公司无疑产生了巨大的威胁。
另外，在其他市场中，康师傅、统一等公司不断增资加码非碳酸饮料，力图从健康饮料的角度抢占可口可乐公司的市场份额; 矿泉水市场上，由于可口可乐公司矿泉水品牌“冰露”进入中国市场较晚，所以其市场份额远远落后于娃哈哈、农夫山泉等公司。
在这两个市场上可口可乐公司并不占有优势。
2．潜在竞争者进入的能力目前我国饮料行业属于卖方集中度很高的行业，企业收购兼并时有发生，行业垄断进度进程不断加速，但是，由于饮料行业产品的差异化程度不大，所以很难发生市场独占，行业对资本的投入量要求不高，转移成本较低，因此该行业的进入壁垒较低，新进入这相对容易进入，这决定了可口可乐公司的潜在竞争者有很多。
饮料市场的光明的发展前景也使得越来越多的企业想进入该市场来分一杯羹，碳酸饮料方面的可口可乐公司和百事可乐公司，其他饮料市场中如康师傅、统一等都是潜在竞争者争相模仿的典型，可口可乐公司作为饮料行业的领导者，可口可乐公司虽然有着其独特的配方，但仍需对这些潜在威胁提高警惕。
Sweeping over the Management | 管理纵横MODERN BUSINESS现代商业174可口可乐-汇源并购失败案例深入解剖黄易奕 廖子华 中山大学法学院 广东广州 510006摘要:本文选取了曾轰动一时的可口可乐收购汇源果汁的案例作为研究对象,在尘埃落定后对该起并购重新进行全面的回顾和分析。
本文分为案例背景简述及、分析理论基础、案例分析过程、分析结论四部分。
通过利用现有数据与对当时经济环境的剖析,采用定量方法对可口可乐拟并购汇源案的竞争损害进行分析,引发对汇源集团今后发展定位与民族品牌保护的思考。
关键词:并购;民族品牌;经济安全;反垄断一、企业背景简述及意义(一)关于可口可乐公司与汇源集团成立于1892年的可口可乐公司,是全球最大的饮料公司。
然而目前,可口可乐公司在中国的饮料市场面临着很大的竞争压力:碳酸饮料的销售下降,可乐的市场份额被百事赶超,纯净水方面无法与娃哈哈抗衡,在果汁市场输给了汇源,茶饮料上则输给了康师傅和统一。
北京汇源饮料食品集团有限公司成立于1992年,是主营果、蔬汁及果、蔬汁饮料的大型现代化企业集团。
汇源在中国的果汁领域,是目前销量第一的品牌。
截至2007年底,汇源100%纯果汁及中浓度果蔬汁的销售量分别占国内市场总额的42.6%和39.6%,汇源已连续数年在这两项指标上占据市场领导地位。
(二)并购案前后2008年9月2日可口可乐拟以每股12.2港元的价格收购汇源100%的股权,该项交易约179.2亿港元。
由于可口可乐和汇源2007年在中国境内的营业额分别为12亿美元(约合91.2亿人民币)和3.4亿美元(约合25.9亿人民币),均超过4亿元人民币,超过了《国务院关于经营者集中申报标准的规定》的申报标准,因此此项并购必须接受反垄断审查。
在审查过程中,商务部评估了该项并购的竞争效应,认为它可能产生排除、限制果汁市场竞争,抑制果汁市场创新,挤压中小果汁生产企业生存空间的反竞争效果。
可口可乐的五力模型分析引言可口可乐是世界上最大的饮料公司之一，享有全球知名度。
通过使用五力模型来分析可口可乐的竞争力，可以帮助我们了解该公司在市场中的定位和竞争优势。
本文将对可口可乐公司在消费品市场中的竞争力进行五力模型的分析。
1. 供应商的谈判能力可口可乐作为全球领导者，在饮料原材料和包装供应商方面具有较强的谈判能力。
由于可口可乐的规模和市场份额，公司能够以较低的成本采购原材料，并与供应商建立稳定的长期合作关系。
这种谈判能力使得可口可乐能够降低生产成本，提高利润率。
2. 顾客的谈判能力饮料市场竞争激烈，消费者具有较高的谈判能力。
可口可乐需要保持产品的竞争力和价格优势，以满足消费者需求并留住现有客户。
消费者对于价格敏感，并有多种选择，因此可口可乐需要通过产品创新和市场营销来吸引和留住顾客，以维持其市场份额。
3. 其他竞争对手的威胁可口可乐在全球范围内面临来自其他大型饮料公司和品牌的竞争。
对于可口可乐来说，竞争对手的威胁是存在的，因为其他公司也有能力和资源来推出新产品并争夺市场份额。
可口可乐需要通过持续的创新和品牌建设来抵御竞争对手的威胁，并保持市场领导地位。
4. 新进入者的威胁虽然可口可乐在市场中占据着强大的地位，但新进入者的威胁依然存在。
对于新公司来说，进入饮料市场并与可口可乐竞争是具有挑战性的，需要面对高度竞争的环境和市场准入壁垒。
然而，可口可乐需要密切关注新进入者的崛起，并及时作出反应，以保持其市场份额和竞争优势。
5. 替代品的威胁在饮料市场中，替代产品的威胁也是一个重要因素。
例如，咖啡、茶和果汁等饮料也是消费者的选择。
可口可乐需要通过产品创新和广告宣传来区分和推广其产品，以减弱替代品的威胁，并确保消费者对可口可乐品牌的忠诚度。
结论通过五力模型的分析，可口可乐公司在消费品市场中具有较强的供应商谈判能力和品牌影响力，可以抵御竞争对手的威胁。
然而，该公司需要关注消费者的谈判能力、新进入者的威胁和替代品的竞争，以保持市场份额和竞争优势。
