2010 Annual Review AdvAncing ouR globAl MoMentuM
2 letter to shareowners
5 selected financial data
6 125th Anniversary
8 2010 highlights
10 per capita consumption
12 Momentum in north America 14 growing our Juice business
16 expanding our beverage portfolio
18 engaging with consumers
20 doing business sustainably
22 2010 operating group highlights
26 business profile
28 Management
30 board of directors
31 shareowner information
32 company statements
33 2020 vision goals
We began serving a delicious and refreshing sparkling beverage 125 years ago in Atlanta, georgia. With that first moment of refreshment came a thirst for more that continues to this day. We now have more than 500 brands and 3,500 beverage products and sell 1.7 billion servings per day in over 200 countries. We are growing our reach, strengthening our brands and advancing our global momentum, every moment of every day.
2 the coca-cola company
Dear Fellow ShareownerS:
this past year, i had the privilege of visiting our coca-cola operations in 17 countries on four continents. during my travels with our associates around the world, we opened new bottling plants, visited research and development centers, worked with retail
customers, met with consumers and suppliers, and collaborated with an assortment of
amazing leaders from business, government and civil society. from the bustling cities of china to the remote villages of south Africa, i walked away with one overriding impression of the coca-cola company. What i saw and continue to see in the second decade of the 21st century is a company that is steadily and strategically advancing its momentum all around the world.
Working with our nearly 300 bottling partners, we added more than 1 billion incremental unit cases of volume to our business in 2010. our unit case volume grew 5 percent, and we exceeded our long-term growth target for unit case volume and operating income.Trademark Coca-Cola, the lifeblood of our business, accounted for nearly 400 million unit cases of incremental volume, the largest incremental growth we have seen since 2007. in addition, Minute Maid Pulpy,a juice drink that was developed just five years ago in china, grew into our 14th brand to achieve annual retail sales of more than $1 billion.
in 2010, our company generated $9.5 billion in cash from operations, up 16 percent over 2009. We returned $7.2 billion to our shareowners by repurchasing $3.1 billion in company stock and paying $4.1 billion to shareowners through dividends. in fact, we have increased our annual dividend payments for 49 consecutive years.
winning TogeTher wiTh our BoTTling ParTnerS
one of the most important ways we have advanced our momentum around the world has been our ability to work together with our global bottling partners in support of our shared 2020 vision, which we unveiled in 2009. Collectively, we own, inspire and drive our 2020 Vision every single day.
this disciplined, systemwide execution is already showing significant results. in 2010, we grew daily servings of our beverages to 1.7 billion. at the same time, system revenues have grown to more than
$100 billion. We have also made some big, bold decisions along the way, including a commitment to more than $25 billion in new system investments over the next five years in markets around the world.creating value with our bottling partners also means capturing the hearts and minds of our consumers, customers, associates, communities and other stakeholders who honor us by inviting us into their lives each day. As stewards of the world’s most valuable brand, we feel a deep responsibility to ensure all the work we are doing across the sustainability spectrum is creating tangible value for our system and for the communities we serve.
from helping rebuild haiti’s farming
industry to empowering 5 million women entrepreneurs across our value chain by 2020, our sustainability efforts are
central to our 2020 Vision of doubling
our business in the next 10 years.
a leTTer FroM our ChairMan
anD ChieF exeCuTiVe oFFiCer
a gloBal PiCTure oF SuCCeSS
As you will see in the pages to follow, our business and our brands are stronger and growing around the world. in 2010, we gained volume and value market share globally, as well as in both our north America and international operations.
our sparkling beverage business is growing in every operating group around the world. nowhere is it growing faster, however, than in our eurasia & Africa group, where, in 2010, Trademark Coca-Cola volume increased
9 percent and Sprite volume increased
14 percent.
one of the most exciting sparkling beverage developments in our eurasia & Africa
group is russia’s recent success with
brand coca-cola. our flagship brand grew 26 percent in 2010, representing our largest ever year-over-year incremental volume growth in Russia.
not too long ago, cynics were dismissing europe as a market of diminishing returns
for sparkling beverages. however, the reality is just the opposite. even in the recent challenging economic conditions, trademark Coca-Cola is growing across our europe group, buoyed by new recruitment strategies for brand coca-cola, new innovative packaging designs and marketing for coca-cola light, and the continued momentum of coca-cola Zero.our still beverage portfolio is growing
globally as well. in our latin America group,
for example, two of our biggest growth stars
are del valle and le?o. Del Valle is now the
leading juice drink brand in the region,
while le?o commands a leading position
in the important brazilian ready-to-drink
tea category.
We have also made great progress with
our still beverage portfolio across our
Pacific group, especially with the addition of
Minute Maid Pulpy. this exciting new juice
drink is unique to our portfolio of billion dollar
brands in at least one important way. it was
our first billion dollar brand launched
from an emerging nation—China.
What is equally impressive is that it took just
five years to achieve billion dollar status.
Minute Maid pulpy is a great example of
fast and effective innovation transfer,
as it has spread from china and is now a
premier juice drink brand in 19 markets
around the world and counting.
norTh aMeriCa
for the last two years, i have been saying
that restoring north America to its rightful
place as a center of growth and innovation
is a top priority for the coca-cola company.
Quite frankly, it makes good business sense.
over the next 10 years and beyond, the
united States will have some of the
world’s most attractive demographics
for our business. by 2020, the united states
will add about 31 million people, and its
teen population will also be around
31 million. only india and china will
have larger teen populations.
When you factor in this growing, young,
diverse and vibrant population, an innovation-
and entrepreneurial-based economy, and a
heritage of reinvention, you can see why we
remain very bullish on north America.
in 2010, we began executing one of
the largest vertical integrations in
u.S. history when we announced that
the coca-cola company would acquire the
entire north American business of coca-cola
enterprises inc. (cce), which accounted for
approximately 75 percent of u.s. bottler-
delivered volume and almost 100 percent
of canadian bottler-delivered volume.
Amid this effort, our north america group
delivered organic volume growth for each
of the last three quarters of 2010. We grew
volume and value market share, increased
brand loyalty and saw stronger share in the
very important chilled sparkling beverage
immediate-consumption channel.
our plan for continued growth starts with our
strong brands. our focus is on accelerating
profitable growth and share within the
2010 Annual Review 3
sparkling beverage category, led by trademark coca-cola. Today, in north america we command the top two
sparkling beverages in brand Coca-Cola and brand Diet Coke. At the same time,
we are moving aggressively to increase
the value of our still portfolio, particularly in fast-growth categories like ready-to-drink tea, coffee and enhanced water. And we are strengthening our innovation pipeline
to develop and deploy new packaging
and equipment.
STory BehinD The nuMBerS
Around the world, there is a more powerful story than just the numbers
on a financial statement.
it is what i see—and what our people see—every day in the market. it is a world yearning not just for the beverages we provide but for the ideals and values we represent—ideals like community, fun, happiness and the hope for a better tomorrow.
i have seen these ideals play out firsthand, hundreds of times, in all corners of the globe. last year, i was in hohhot, a city in inner Mongolia, to help open a new bottling plant. hohhot sits in the heart of china’s dairy country, where the nation’s northern grasslands meet the edge of the gobi desert. there is an indescribable beauty to the landscape and a palpable sense of enterprise among its people, many of whom share much more in common culturally and
historically with central Asia than with coastal
china. like much of rural china, it is a region
in transition as china’s government tries
to open its isolated northern and western
frontiers for greater development and trade.
While i was there, i sensed from talking
to government leaders, shopkeepers and
families of our associates that this was
a community in which they believed—a
community of tremendous promise and
a place destined for a better tomorrow.
And, of course, they wanted Coca-Cola
to be part of their future.
our plant opening in hohhot had the
atmosphere of a fifA World cup? match.
it was a significant moment in hohhot’s
history—a moment i will never forget. we
have witnessed similar stories playing
out in places like afghanistan, egypt,
haiti, iraq, Pakistan and ramallah, in
the Palestinian territories, and dozens
of nations around the world. in these
places, and so many others, we sense the
optimism and the belief that a better day
is coming—not just a better business day
but a better day for society, communities
and humanity.
we have always believed that Coca-Cola
represents that optimism, that magical
force that underscores and celebrates
our humanity. And we wholeheartedly
believe that is our secret formula.
125 anD BeyonD
This year—on May 8 to be exact—we
celebrate the 125th anniversary of one
of the world’s greatest consumer product
innovations—Coca-Cola. As we mark this
milestone, we see a company and a system
shaped by its youth and not its age. We see
a company and an industry with incredible
possibilities. And we see one unified system,
guided by 700,000 of the world’s greatest
people and aligned behind one compelling
and achievable vision.
We look forward to continuing this exciting
journey with you. And most of all, we thank
you for your support and investment in our
company. Your trust and confidence in the
fine women and men of coca-cola are what
wake us up in the morning and fuel us late
into the night. Rest assured we will continue
to work tirelessly to protect and grow the
value of your investment in our Company.
My sincerest gratitude,
MuhTar KenT
chairman of the board of directors
and chief executive officer
March 31, 2011
4the coca-cola company
SeleCTeD aS rePorTeD FinanCial DaTa
anD PerForManCe aT-a-glanCe
neT oPeraTing reVenueS
(in millions)
2008200920101 $31,944$30,990$35,119neT inCoMe
(in millions)
2008200920101 $5,807$6,824$11,809
uniT CaSe VoluMe
(in billions)
2008200920101
23.724.425.5
oPeraTing CaSh Flow
(in millions)
2008200920101
$7,571$8,186$9,532
1i ncludes the impact of the company’s acquisition of coca-cola enterprises inc.’s north American business and the sale of our norway and sweden bottling operations, which closed on october 2, 2010
Year ended december 31,20101200920082007
(in millions except per share data)
SuMMary oF oPeraTionS
net operating revenues$35,119$30,990$31,944$28,857
operating income8,4498,2318,4467,252
net income attributable to shareowners
of the coca-cola company11,8096,8245,8075,981
Per Share DaTa
basic net income$5.12$2.95$2.51$2.59
diluted net income 5.06 2.93 2.49 2.57
cash dividends 1.76 1.64 1.52 1.36
BalanCe SheeT DaTa
total assets$72,921$48,671$40,519$43,269
long-term debt14,0415,0592,7813,277
2010 Annual Review 5
6
the coca-cola company
share a coke, share the
in 1886, dr. John pemberton created a great-tasting beverage that was first served as a fountain drink at Jacobs’ pharmacy in downtown Atlanta, georgia. the business started small, with a modest nine drinks served per day.
our success with coca-cola ? began by spreading the word.
Asa candler, an Atlanta businessman, drove coca-cola’s popularity through unique marketing approaches, many of which are still used today. through his use of coupons and coca-cola-branded souvenir fans, calendars, clocks and urns, candler pioneered ways of promoting
the company brand. in 1899, benjamin thomas and Joseph Whitehead from chattanooga, tennessee, gained the rights to bottle coca-cola and laid the groundwork for the unrivaled coca-cola bottling and distribution system the world knows today.
in the 1920s, Robert Woodruff, president of the coca-cola company, envisioned global expansion for coca-cola and developed a separate organization within the company specifically designed to market and sell coca-cola outside the united states. by 1930, coca-cola was bottled in 27 countries.
2010 Annual Review
7
to learn more about our company and to view A Short History of The Coca?Cola Company, go to the “heritage” section at www.thecoca?https://www.doczj.com/doc/a616585526.html, .
momentum
subsequent years brought continued product expansion, particularly when the company dispatched 64 portable bottling plants to quench the thirst of u.s. troops during World War ii. these plants, which were sent to europe and eventually to Africa and the pacific, enabled the company to comfort the troops with coca-cola—a reminder of home—and create a foundation for growing our business internationally. over the years, as coca-cola gained popularity worldwide, consumer demand for new products and packaging emerged, and our beverage portfolio grew. We created low- and no-calorie sparkling beverages,
juices and juice drinks, waters, sports and energy drinks, teas, coffees and dairy-based beverages to meet the preferences and needs of our consumers. to promote these beverages, we continue to use traditional forms of media—radio, print and television advertising—and today
combine those with emerging media such as social, mobile and gaming. 2011 marks the 125th anniversary of coca-cola, and we see opportunities as exciting as those our predecessors must have seen back in 1886. together with our global bottling partners, our journey is just beginning, and we see a bright future ahead in the next 125 years.
grew worldwide volume 5%, led by Coca-Cola.
Welcomed 1.1 million guests from around the globe to the World of coca-cola in Atlanta, georgia, exceeding our attendance expectations against the backdrop of continuing economic challenges facing consumers.
2010 CoMPany anD CoCa-Cola SySTeM highlighTS
continued to roll out coca-cola freestyle units in more than 200 restaurants and attractions throughout the united states. by the end of 2010, these next-generation dispensers, which offer 106 individual drink choices while eliminating 30% of water and packaging from the supply chain, were available
received a prestigious DuPont award for Packaging innovation for our Company’s PlantBottle ? polyethylene terephthalate (PeT) package, the first plastic beverage bottle in the marketplace today made from up to 30% plant-based material that is fully recyclable. PlantBottle also won the 2010 Design for recycling award from the institute of Scrap recycling industries, inc.
launched Minute Maid nutriBoost ? in Vietnam (locally known as Minute Maid nutri ngon-Khoe). This great-tasting dairy and juice drink, primarily targeted at young adults who enjoy an active and healthy lifestyle, is fortified with essential nutrients.
created the 111 navy chair, the result of a partnership between our company and the furniture manufacturer emeco, by combining 111 recycled pet plastic bottles and other materials, including pigment and glass fiber, for strength. going forward, it is estimated that more than 5 million pet plastic bottles will be repurposed annually for the production of 111 navy chairs. in addition to chairs, our growing recycled pet retail merchandise includes bags, caps, notebooks and t-shirts.
2010 Annual Review
9
completed expedition 206,
in which three young “happiness ambassadors” visited 186 of the 206 countries where coca-cola is sold, seeking stories of happiness and documenting their voyage via facebook ?, Youtube ?, twitter ?, flickr ? and a blog.
added i lohaS ? Mikan, a
sparkling beverage made with Japanese natural spring water and extract from the satsuma mandarin, a domestically produced fruit popular throughout Japan, to the
i lohaS mineral water brand.
Celebrated the fifth anniversary of Coca-Cola Zero ?,
which is now available
in more than 130 countries.
Maintained our leadership as the world’s largest juice and juice drink company, selling nearly 2 billion unit cases of juice and juice drinks across more than 70 brands.
Achieved billion dollar brand status for Minute Maid pulpy ? just five years after its initial launch in china. it surpassed retail sales of $1 billion and became our company’s 14th billion dollar brand.
introduced odwalla ? heart health superfood,a berry blend that contains 0.4 grams of plant sterols, naturally sourced from plant extracts, which may help reduce cholesterol and support cardiovascular health.
Made our presence carbon neutral for the Vancouver 2010 olympic winter games by offering 100% commercially compostable beverage cups, debuting our PlantBottle packaging and deploying hFC-free coolers and vending equipment. we also used 126 PeT plastic bottles for each of the 600 Coca-Cola associate olympic games uniforms, totaling 75,600 recycled bottles.
Placed more than 160,000 units with hydrofluorocarbon (hFC)-free refrigeration systems in 2010 for a total of more than 275,000 units placed since 2004. Since 2006, we have installed more than 3.5 million intelligent energy management devices that reduce energy consumption by monitoring the energy use of our refrigeration units. we also have invested
more than $60 million since 2000 in research and development to advance the use of climate-friendly
cooling technologies.
launched hugo ? in peru and Argentina, a dairy and juice drink that combines milk and fruit nectar in three new flavors—banana-orange, peach and cherimoya-orange. the flavors offer refreshing, creamy combinations that satisfy consumers’ tastes.
10 the coca-cola company
Per CaPiTa
ConSuMPTion oF CoMPany BeVerage ProDuCTS
to measure our growth potential, we look to our per capita consumption—the average number of 8-ounce servings of our beverages consumed each year in a given market. it is predicted that by the year 2020, the world will have nearly 1 billion more people whose disposable incomes will afford them choices and opportunities unthinkable a generation ago. We must discover innovative ways to connect with our traditional consumer base and this emerging global middle class—by creating new products and packaging formats for
all lifestyles and occasions.
89 servings consumed per person worldwide in 2010
2010 ConSuMPTion SnaPShoT 1111213152834546969848994125139143144159166178179193204221229236254255258284318319394445606675
india Mali
indonesia pakistan nigeria china egypt Russia
south Korea Morocco Worldwide thailand colombia italy france philippines turkey el salvador Japan germany peru
great britain bolivia brazil canada south Africa Austria panama spain Argentina Australia united states chile Malta Mexico
1
b ased on u.s. 8 fluid ounces of a finished beverage
AdvAncing ouR
globAl MoMentuM
for 125 years, we have looked for innovative ways to supplement our beverage portfolio by anticipating and meeting our consumers’ preferences and needs. We continue to grow in tough economic times and play
a leadership role in driving sustainable, environmentally responsible business practices in the communities where we operate.
Diet Coke? is no. 2 diet coke is now the no. 2 sparkling beverage brand in the united states behind our flagship brand, coca-cola. important moments in our 125-year history: We introduced the first automatic soda fountain dispenser in 1933
at the chicago World’s fair.
Moments of refreshment
We serve coca-cola nearly 200 million times a day in north America.
north America, our flagship market, is a developed market with significant opportunities for long-term growth, driven by a large and growing population and strong disposable income.
our plans for growth start with strong brands.
We are focused on accelerating expansion and share in the sparkling beverage category, led by coca-cola, while increasing the value of our still beverage portfolio and strengthening our innovation in brands, packaging and equipment. Within the sparkling beverage category, we are engaging with teens and moms in new and exciting ways to reinforce the connection they have with our brands. And within our still beverage portfolio, we are building strong brands for today and tomorrow, such as glacéau?, powerade? and simply.
We are also transforming our ability to translate
the value of our brands into value for our customers. on october 2, 2010, we completed the acquisition
of the north American operations of coca-cola enterprises inc.— a move designed to help us sustainably grow volume, profit and share in line with our 2020 vision; bring to life the passion and power of each brand in our north American portfolio;
deliver significant cost and revenue synergies;
operate a fully integrated, world-class supply chain
that is a global leader in quality, customer service,
safety and sustainability; and further enhance a
system that embodies a growth-oriented, externally
focused and customer-driven environment.
our newly formed north American business system,
consisting of coca-cola Refreshments and coca-cola
north America, will operate with distinct capabilities,
responsibilities and strengths and is expected to
deliver at least $350 million in annual synergies
by the end of 2014.
We believe the reshaping of our north American
business will help us achieve our strategy of creating
capabilities that enable us to sustain and repeat
our success.We are implementing best practices
from our global system and developing a disciplined,
proven execution approach to create a distinct
competitive advantage across our business, from
cutting-edge marketing and in-market execution
to world-class procurement, product supply and
customer service.
in the next 10 years, the u.S.
teen population will become the
third largest in the world, after
india and China. using digital
platforms, we are well-equipped
to capture opportunities within
this growing segment.
growing the business in north America is
essential to the future of our company.
2010 Annual Review 13
launch of Minute Maid Kids Tropical?Minute Maid Kids tropical, introduced in tunisia, is fortified with vitamins and made from the juice of five fruits: orange, pineapple,apple, peach and mango.important moments in our 125-year history: the coca-cola company acquired the Minute Maid corporation in 1960, adding
a line of juice products to
our portfolio.
world’s largest juice and
juice drink company
the coca-cola company is the world’s largest ready-to-drink juice and juice drink company, with nearly twice the market share we had 10 years ago.
the juice and juice drink category is a fast-growing and dynamic segment of nonalcoholic ready-to-drink (nARtd) beverages. We recognize consumers drink juice to enjoy the great taste and receive the benefits of fruit and natural nutrition. to meet their needs, we offer a range of more than 1,000 products, including juices, nectars, juice drinks and smoothies, made from a variety of fruits sourced from all over the world.
for our juice business, our strategy centers on a combination of organic growth, strategic acquisitions and innovative products and packaging. the packaging for many of our brands, such as Minute Maid?,
del valle?, cappy? and cepita?, shares a common look and feel, which creates a universal product experience for our consumers. through more recent acquisitions and investments in dynamic companies, such as Jugos del valle, Multon, nidan and innocent, and with strong organic growth in brands such as Minute Maid and Minute Maid pulpy, odwalla, Maaza? and simply, we are able to offer a wide variety of options, each of which is tailored to the preferences and needs of consumers in individual markets.
our juice business depends on a variety of natural ingredients. to ensure the health of our products
and longevity of our business, we are doing our part to support agricultural initiatives to reduce costs, improve ingredient quality and promote sustainable practices. one example of our agricultural advocacy is our work to eradicate huanglongbing, also known as citrus greening—one of the most destructive citrus crop diseases, which ravages the productive capacity of citrus trees. together with sucocitrico cutrale of brazil, we have committed to donate a combined
$3 million to the university of florida foundation to support research projects designed to protect the health of citrus groves.
We are continuing to meet the needs of
consumers by growing our juice business.
in March 2010, we announced the
haiti hope Project in partnership
with the Multilateral investment
Fund of the inter-american
Development Bank (iDB), the
u.S. agency for international
Development (uSaiD) and
TechnoServe. This five-year,
$9.5 million partnership creates
opportunities for haitian mango
farmers and their families. The
initiative seeks to double the
fruit incomes of 25,000 farmers
and improve local mango farming
capacity, thereby promoting
economic growth and sustainable
development. in January 2011,
odwalla launched haiti hope
Mango Tango to replace haiti
hope Mango lime-aid and
committed to donating 10 cents
for every bottle sold to the haiti
hope Project, up to $500,000
per year of the initiative.
2010 Annual Review 15
$1 trillion industry
the nARtd beverage industry is expected to grow by 50 billion unit cases by 2020, on the way to becoming a $1 trillion industry. Coca-Cola Zero turns five
coca-cola Zero’s fifth anniversary was celebrated with the launch of caffeine free coca-cola Zero?, which offers all the great taste of coca-cola, with zero sugar or caffeine. the product launched in france, Japan and spain, with future launches planned for belgium, luxembourg and the netherlands.
no. 1
the coca-cola company is the number-one provider of sparkling beverages, juices and juice drinks, and ready-to-drink teas and coffees in the world.low- and no- calorie beverages More than 800 beverages—nearly 25% of our product portfolio—are low- or
no-calorie.
our 14 billion dollar brands coca-cola, diet coke, coca-cola Zero, sprite?, fanta?, Minute Maid, powerade, Aquarius?, dasani?, vitaminwater?, georgia?, sokenbicha?, simply and Minute Maid pulpy
2010 Annual Review
17
our company started with a single beverage,
coca-cola, which sold at a single location, Jacobs’ pharmacy in Atlanta, georgia. With the vision of fearless pioneers and creative ingenuity, we have grown into the world’s largest beverage company, with more than 500 brands and 3,500 beverage products. our portfolio includes a range of full-, low- and no-calorie sparkling beverages, juices and juice drinks, waters, sports and energy drinks, teas, coffees and dairy-based beverages.
We offer a variety of high-quality beverage options, but we continue to rely on the strength and steady growth of brand coca-cola, our flagship brand, to fuel our rapidly expanding portfolio. coca-cola is the company’s only product that sells in every market where we operate, with diet coke/coca-cola light ?
and coca-cola Zero following close behind. the profitability of these brands, as well as our entire beverage portfolio, allows us to invest in research and development to produce a wider array of
beverage options. our profitability also allows us to invest in our extensive distribution network, which enables our products to reach even the most remote areas of the world.
in 2010, we gained volume and value share globally in total nARtd beverages, driven by share gains in both sparkling and still beverages. We attribute this growth to targeted consumer marketing at the point of sale, and to our commitment to offer beverages tailored to specific markets and consumer needs around the world. this commitment is aligned with the long-term strategy of the company to profitably grow our business in a sustainable way.
We realize the future is unpredictable, and we may experience headwinds along the way. however, we believe there is no better consumer business to be in than the nARtd business, and we remain focused on growing our company and shareowner value through 2020 and beyond.
inCreMenTal uniT CaSe VoluMe Mix ? sparkling beverages ? still beverages ToTal uniT CaSe VoluMe Mix ? sparkling beverages ? still beverages 76%
201024%
2000
89%
11%
2000
66%
34%
2010
46%
54%
Coca-Cola is a $67 billion brand.
1
1
A nnual retail sales (source: euromonitor international and internal estimates)
the strength of brand coca-cola fuels our expanding portfolio.
22 million fans on Facebook ?
by the end of 2010, we had nearly 22 million fans of our coca-cola facebook ? page and were the no. 1 Most followed and the no. 1 Most influential food/beverage product brand on twitter ?.
olympic games sponsor since 1928
our role as an olympic games sponsor provides an ideal outlet for connecting consumers to our brands by illustrating how our products refresh athletes, volunteers, officials and spectators during the olympic games.
reaching out
with 5 billion mobile phones in the world, mobile
marketing is increasingly becoming the most important medium we use to engage consumers. in 2010, we used mobile marketing campaigns around the world, from daily communication in Japan through Coca-Cola Park, to consumption-driving campaigns in india, to iPhone ? and iPad ? apps like Magic Bottle.
三、可口可乐的企业文化 对于任何一种组织来说，由于每个组织都有自己特殊的环境提案件和历史传统，也就形成自己独特的哲学信仰、意识形态、价值取向和行为方式，于是没中组织也都形成了自己特定的组织文化。而在这种情况下，可口可乐公司的企业文化油然而生： 1、可口可乐理念：老朋友无时无处不在你身边 感悟跨国品牌：在经济一体化的今天，中国市场愈来愈多地涌动着世界著名品牌的身影。作为消费者，很难抵御那些国际一流产品卓越品质和优异服务的诱惑；作为企业，绝不可能无视这些国际品牌强力的辐射和无处不在的冲击。如果把千姿百态的商品市场比作百花园，那么，这些跨国公司的品牌无疑是最绚丽、最耀眼的几朵奇葩。 2、可口可乐：员工是企业灵魂 人才是企业最重要的经营资源，是一切财富中最为宝贵的财富。正确地制定和选择人才战略，努力开发挖掘人才，充分发挥各类人才的积极作用，是企业走向兴旺发达的关键。可口可乐公司在中国的迅速发展很重要的一个原因就是公司非常重视发掘和培养人才。 3、可口可乐：公益活动需要回报，竞争优势独树一帜 通过社会责任，可口可乐不断扩大品牌的美誉度和知名度，并以此实现独树一帜的竞争优势。一百多年来长盛不衰的可口可乐几乎就是产品营销和品牌推广的代名词，但是在可口可乐系统内，企业公民才是公司的核心价值观。可口可乐公司在全球有一个明确的长期承诺：就是让每个可口可乐的业务单位都成为当地模范企业公民，让可口可乐业务所及的每一个人都能受益。 四、可口可乐的市场营销 1、市场调查 a.商品定位 商品特征:可口可乐综合各层面人士意见认定，其饮料产品属于清凉型，适销的空间与时间范围大；更属于兴奋型，适用于各个年龄、职业群体及社会生活各种场合。 消费特点：初次为冲动性购买；使用后若留有好感则习惯性重复购买；对品牌加深印象后则选择性、固定性重复购买。餐饮业、娱乐场所、家庭、学校、单位购买受季节性影响低微。 b.市场调研 走进社区:可口可乐销售公司或营业所初建时，调查工作雇用学生或专业调查公司来做，此后由业务代表去做。 资料搜集:一是由民政、规划等政府部门搜集大比例尺地图，作为从长远战略发展到具体任务落实的基本参照物。二是在问卷调查的同时，不需从政府统计部门搜集关于某个区域人口密度、人均收入等统计资料。每次调查资料参照期为2年。 c.市场分析 区分层次，选择重点:在取得详尽的调查资料基础上加以分析，按照购买力、营销能力、市场潜力等因素测算出综合指数，据此确攻击重点。
2、员工自主管理 由于可口可乐（中国）有限公司是一个完全开放性的公司，随着公司发展，员工参与管理的程度越来越高。各级具有管理意识和愿望的员工便在公司各级领导的支持下开始自主管理。通过各级领导提出的工作目标，员工可大胆地提出自己的工作计划，通过毫无障碍的讨论，完善之后就可以备案实施。 各级员工由于在自己的工作范围内有较大的决策权，主动性都非常之强，这促成了每位员工都受到了极大的锻炼，工作能力均有极大的提高，从而各级岗位均出现了相当多的业务骨干和管理高手，这为公司的长远发展奠定了坚实的基础。 3、企业文化 企业文化是一个公司人员的工作习惯和风格。可口可乐（中国）有限公司有效地继承和发展了可口可乐公司长期积累且全球推行的积极向上、活泼且充满激情的企业文化。在这里，企业文化不仅仅是为了公司形象的宣传，更关键的一点在于通过企业文化的推行，来对公司员工的工作进行积极向上的引导。 “以人为本”的管理思想，实质就是达成“人”和“事”、“人”和“人”的和谐一致，和谐一致的实现最终又促进了企业目标的达成。 （二）人才的引进、培训和激励战略 1、人才引进战略 企业需要大批合格人才，以适应生产经营事业发展的要求。人才处处有，关键在于如何去发现、去引进。 可口可乐公司的一位领导曾经说过，“可口可乐公司在人才引进方面，最注重的是每一个人对可口可乐品牌的一片赤诚热爱之情，能够全身心地投入工作，努力地为公司做出贡献。”当然，这是最基本的原则。除此之外，公司招聘人员时，会要求进行笔试、面试、答辩、演讲等多轮考试，以保证所择人才英语听说写精通、计算机操作熟练、管理或技能水平娴熟、语言表达通畅且富感染力、公关能力强等。 可口可乐（中国）有限公司由于有一整套的培训系统，所以，引进人才除需热爱这个品牌之外，主要以其思维活泼、素质全面、实战经验丰富等为关键要素。这样，既可以使引进
1.红茶black tea 2.绿茶green tea 3.浓（淡）茶strong(weak)tea 4.砖茶brick tea 5.（不加牛奶的）纯咖啡black coffee 6.牛奶咖啡coffee with milk;white coffee 7.速溶咖啡instant coffee 8.可可cocoa 9.牛奶milk 10.全脂奶whole milk 11.奶酪milk curd 12.奶粉powdered milk 13.炼乳condensed milk 14.麦乳精malted milk 15.矿泉水mineral water 16.不含酒精的饮料soft drink 17.汽水soda water 18.桔子水orangeade 19.水果汁；果子露fruit syrup 20.烈性酒liquor;spirit 21.葡萄酒（含酒精度数较低的）wine 22.甜酒sweet wine 23.不甜的酒dry sweet wine 24.汽酒bubbing wine 25.黄酒；绍兴酒yellow wine;rice wine(Shaoxing wine) 26.白葡萄酒white wine 27.红葡萄酒red wine;port 28.雪利酒sherry 31.香槟酒champagne 32.白干；高梁酒white spirit 33.白兰地Brandy 34.苹果酒cider 35.威士忌whisky 36.松子酒；金酒gin; dry gin 37.伏特加；俄得克酒vodka 38.鸡尾酒cocktail 40.啤酒beer
41.生啤酒draught beer 42.黑啤酒dark beer 43.雪碧sprite beverages 饮料 soya-bean milk 豆浆 syrup of plum 酸梅汤tomato juice 番茄汁 orange juice 橘子汁coconut milk 椰子汁asparagus juice 芦荟汁grapefruit juice 葡萄柚汁vegetable juice 蔬菜汁ginger ale 姜汁sarsaparilla 沙士 coco-cola (coke) 可口可乐tea leaves 茶叶 jasmine tea 茉莉(香片) tea bag 茶包 lemon tea 柠檬茶 white goup tea 冬瓜茶 soda water 苏打水 artificial color 人工色素mineral water 矿泉水distilled water 蒸馏水coffee mate 奶精 iced coffee 冰咖啡 ovaltine 阿华田 chlorella yakult 养乐多 ice-cream cone 甜筒sundae 圣代; 新地 vanilla ice-cream 香草冰淇淋ice candy 冰棒 milk-shake 奶昔 straw 吸管
竭诚为您提供优质文档/双击可除 可口可乐实习心得 篇一：20XX可口可乐实习报告 可口可乐参观实习报告参观时间：20XX.02.22 参观地点：可口可乐武汉分公司 一．参观实习目的： 了解可口可乐武汉分公司，了解可口可乐的企业文化及生产流程，将实践与理论结合，提高自己的综合运用能力。 二．参观实习内容 2月22日，我校市场营销专业20XX级和20XX级学生和两位市场营销专业老师参观可口可乐武汉分公司。可口可乐武汉分公司位于 位于武汉经济技术开发区城南街58号的武汉可口可乐饮料有限公司，成立于1994年1月。它是由香港嘉里饮料公司,武汉饮料二厂和中国粮酒饮料进出口公司共同投资兴建的。公司厂房面积48000平方米，投资总额达3998万美元,是美国可口可乐公司授权在中国生产的装瓶厂之一。可口可乐（coca-cola），总部位于美国亚特兰大，它起源于一
八八六年美国佐治亚州亚特兰大城一家药品店。1919年9月5日，可口可乐公司成立，cola是指非洲所出产的可乐树，树上所长的可乐子内含有咖啡因，果实是制作可乐饮料的主要原料。1894年3月12日，瓶装可口可乐开始发售。 到达目的地后，我们进入了可口可乐公司内部。接待我们的是一个江汉大学大三的实习生，一进门，给我的感觉不是进入了一个每天生产几万瓶饮料的工厂，倒像是一个星际宾馆：整洁、幽雅。最引人注目的应属那些世界各地的可口可乐标志牌，在我的头脑里，一直以为可口可乐的标志就只有我们平时看到的那一种，没想到每个国家都有不同的标志。 武汉可口可乐公司大厅 首先讲解员带我们进入会议室，免费给每人喝一瓶可口可乐，之后观看关于可口可乐的记录片，了解可口可乐公司企业文化和发展，然后还进行了有奖问答。接下来便是参观可口可乐的一系列生产线。 武汉可口可乐生产线 其实，那天我对可口可乐生产线颇有疑问，鉴于讲解员也只是一名实习生，对于生产线的讲解也只是最基础的，我只好通过上网深入 了解了可口可乐的生产线。 为了保证产品质量,可口可乐拥有自己的质量认证体系TccQs。其生产流程包括：
可口可乐公司实习心得 可口可乐公司实习心得 可口可乐公司实习心得1 这个学期的认识实习让我们简单对企业进行了解，同时也为这个忙碌的学期画上了一个圆满的句号，为同学们以后的发展奠定基础。本次实习一共去了三个单位：郑州太古可口可乐有限公司、河南金星啤酒集团有限公司、河南花花牛乳业公司，他们有跨国公司、由本土知有本土知名企业。当然也是在这次认识实习中，我对企业有一个或浅或深的了解，从中也看出一些差距和不足。 所拜访的这三家，我印象最深的是郑州太古可口可乐有限公司。依然清晰记得那天的场景，我们一行人坐着大巴车到高新技术开发区科学大道68号的时候，早有两位充满活力而热情洋溢的姐姐在门口等待，给人一种尊重、热烈又温暖的感觉。两位声音甜美的讲解员首先检查了我们的衣着；而后发给我们参观卡，并提出了一些参观过程中的要求和注意事项； 最后我们10人一列，分成四队，分别由两位讲解员带着入厂参观。 可口可乐公司内部有着严格的纪律要求，我们参观者进入后不允许随便走动，必须走斑马线，严禁私自拍照等。当然，也正是这些细节要求中体现出一个公司的底蕴和内涵。在参观大厅内，我们了解到
可口可乐所经营的饮料种类及可口可乐“积极的做，勇敢去创，友善对待，愉快的活”的企业文化，太古可可口可乐注重人性的发展和愉快，他们每年都举办员工活动日，同时可口可乐公司也热衷于慈善事业，如资助新郑希望小学等慈善活动。由参观大厅到接待室的过程中，我们看到可口可乐公司为儿童设计的酷儿果汁类饮品和可口可乐公司在不同国家的不同商标，提到最搞笑的是一个国家像唐老鸭一样的商标，深受来参观的小朋友们的喜爱。讲解员提到雪碧，有歌唱明星林俊杰、周杰伦作为代言人，表达了雪碧的音乐青春活力，因为音乐是雪碧的灵魂。 在接待室中，我们玩起了一个很有趣的游戏，最终获胜者将得到精美礼品一份。通过判断两种食物的卡里路含量的高低进行一轮一轮的淘汰制游戏，由于同学们的水平比较高，十个回合下来到产生不出冠军了。于是，讲解员给幸存下来的高手们换另外一种游戏——手口不一，这个游戏的难度有点大，冠军很快脱颖而出。这个时候的接待室内，笑声不断，其乐融融。接下来，我们参观了可口可乐公司的流水线。参观过程中，我们了解到玻璃瓶装饮料的整个生产循环流程，由于玻璃瓶造价高，故玻璃瓶的循环利用是一条经济效益显着地路径。 玻璃瓶经过回收，捡瓶，消毒等一系列工作，便可以进行灌注饮料的工作了。看到严格处理的过程，想必大家都能放心使用玻璃瓶装的饮料了。可口可乐公司的生产线给我一大印象是自动化程度极高，几乎看不到车间里走动的工人，其实真的让我们开了眼界，震撼了来
麦当劳形象 麦当劳的产品：统一有限产品、新鲜、美味 麦当劳的文化：精神：“Q、S、C、V”即“质量、服务、清洁、价值”。作风：顾客第一；高效、快速；“苛刻”的管理。 麦当劳的形象：标志、卡通、门店装修（形式颜色椅子、、） 麦当劳的信誉保证：时间保证、油料使用（炸薯条超过7分钟、汉堡超过10分钟就要扔掉） 麦当劳企业文化 一、麦当劳企业文化的组成 1、麦当劳的精神：“Q、S、C、V”即“质量、周到的服务、清洁的环境、为顾客提供更有价值的食品”。 2、麦当劳的作风：顾客第一；高效、快速；“苛刻”的管理。 3、麦当劳的营销策略：麦当劳叔叔；以情感人；连锁经营；知人善任。 麦当劳的企业文化是一种家庭式的快乐文化。有人评论麦当劳在中国上演新文化帝国主义，强调其快乐文化的影响，甚至说有麦当劳的国家不会进入战争。麦当劳的同事之间不论管理级别彼此称呼对方名字，大家在一起感觉很轻松，像一家人。员工在工作上犯错误没关系，只要你不是严重违反公司的有关政策和规定，麦当劳不会开除你。人在于用，每个人都有长处，麦当劳一直提倡对人应表扬于众，提倡分享经验而不是高压。麦当劳不是靠人员流动而主要靠培训来解决员工的发展和提高问题，公司每年仅培训费用就达1000多万元。员工进入麦当劳，家人都说他们变了，做事更有条理更随和了。 麦当劳公司的总部坐落在伊利诺斯州的橡溪镇，在这里美国总公司总裁杰克-格林勃克和国际部总裁詹姆斯-肯特鲁卜领导着这个拥有数十亿美圆资产的国际性公司。麦当劳是世界上最大的餐饮集团，开设有麦当劳的国家和地区超过了联合国的席位。从1955年创办人雷-克罗克再美国伊利诺斯普兰开设第一家麦当劳至今，它在全世界已拥有25，000多家餐厅。其中最南位于纽西兰茵薇卡其尔，最北位于芬兰旅游胜地罗凡尼米。在中国，直至1999年年底，麦当劳已经开设了252家餐厅。麦当劳的大黄金拱门已经深入人心，成为人们最熟知的世界品牌之一。 从1963年起，“麦当劳叔叔”的形象风靡了全美国的儿童。在英国、日本、香港等地，“麦当劳叔叔”也成了家喻户晓的人物。当他们想起“麦当劳叔叔”的时候，自然地就会想起麦当汉堡包、鱼柳包、炸薯条……这些美味可口的菜肴。 当你光顾麦当劳快餐店的时候，就会遇到穿着整洁，彬彬有礼的脸孔笑面相迎。
可口可乐的企业文化 -Wonderfour 1.可口可乐企业的简介和主营业务。 可口可乐公司(Coca-Cola Company)成立于1892年，目前总部设在美国乔亚州亚特兰大，是全球最大的饮料公司，拥有全球48%市场占有率以及全球前三大饮料的二项(可口可乐排名第一，百事可乐第二，低热量可口可乐第三)，其2001年营收达20,092百万美元，普通股股东权益则为11,351百万美元。可口可乐在200个国家拥有160种饮料品牌，包括汽水、运动饮料、乳类饮品、果汁、茶和咖啡，亦是全球最大的果汁饮料经销商(包括Minute Maid品牌)，在美国排名第一的可口可乐为其取得超过40%的市场占有率，而雪碧(Sprite)则是成长最快的饮料，其它品牌包括伯克(Barp)的root beer(沙士)，水果国度(Fruitopia)以及大浪(Surge)。 2.组织机构，企业的组织机构图。
我们可口可乐理念：老朋友无时无处不在你身边 企业文化是指企业的精神面貌（形象）、思想境界（品位）、行为准则（道德）和价值取向（追求）等；而简单的说就是：
怎么做人、怎么做事、怎么生活。企业文化的目的是建立员工对企业的忠诚度。 1）.开栏语：感悟跨国品牌 在经济一体化的今天，中国市场愈来愈多地涌动着世界著名品牌的身影。作为消费者，你很难抵御那些国际一流产品卓越品质和优异服务的诱惑；作为企业，你绝不可能无视这些国际品牌强力的辐射和无处不在的冲击。如果把千姿百态的商品市场比作百花园，那么，这些跨国公司的品牌无疑是最绚丽、最耀眼的几朵奇葩。你羡慕也罢，嫉妒也罢，它们就是要更多地吸引人们的眼球，分享更多的青睐。 2）.可口可乐，这样做市场营销工作 可口可乐，市场营销工作如此出色，且与国内饮料企业形成如此大的反差，奥妙何在？经过一番对可口可乐青岛公司市场营销工作的深入调查，并以国内饮料企业销售工作与之对比，最深切的感受概括地说，就是许多国内饮品企业还没有真正步入适应市场经济的工作套路、甚至还没有搞清在市场经济的战场上关系企业生存发展的主要工作该做什么、如何去做，这就是国内饮品企业百思不得其解、百做不见其效的症结所在。 3）.可口可乐HR总监：9种素质一个都不能少 招聘把关九重门作为一个世界级的品牌，可口可乐在中国采取了“合资装瓶厂”的发展策略，目前在全国各地共有33个装瓶厂，员工2万多名。同时，可口可乐本公司在中国的员工确实“精益求
百事可乐企业文化 企业文化是指企业和企业员工在生产管理过程中逐渐形成的具有自身特点的群体意识，是一种新型的管理理论。 纵观百事可乐成功的每一步，都是和企业文化的建立、品牌的树立紧密联系的，从一个濒临破产的小公司成长为国际巨头企业，百事可乐事怎样走过的？对于中国的企业有什么启示呢？ 启示一：小企业如何做品牌 百事可乐一直是可口可乐的晚辈，早期的“两乐之战”就曾经采取了价格竞争的形式。30年代时，百事可乐饮料便在世界上首次通过广播宣布，将当时最高价为10美分的百事饮料降价一半，使顾客用5美分就能买到10美分的饮料，从而拉开了美国软饮料工业中首场价格争夺战的序幕。包括其中把6盎司的瓶改成12盎司，改变口味等，但是这些策略都没有使百事得到新生，百事可乐在50年代初再次面临倒闭，起起落落，企业一直没有走出低谷。 那百事的起家源于那里呢？源于对企业文化正确的定位—— 1983年，百事可乐公司聘请罗杰·恩里克担任总裁，他一上任就把目光盯在了广告上。对软饮料而言，百事可乐和可口可乐的产品味觉很难分清孰优孰劣，因此，焦点便在塑造商品的性格的广告(也就是品牌和企业文化)上了．百事可乐通过广告语传达百事可乐，新一代的选择。在与可口可乐的竞争中，百事可乐终于找到了突破口。 1
首先是准确定位：从年轻人身上发现市场，把自己定位为新生代的可乐；并且选择合适的品牌代言人，邀请新生代喜欢的超级巨星作为自己的品牌代言人，把品牌人格化形象，通过新一代年轻人的偶像情节开始了文化的改造。 围绕这一主题，百事可乐的合作伙伴BBDO为百事创作了许多极富想象力的电视广告，如“鲨鱼”、“太空船”等等，这些广告，针对二战后高峰期出生的美国青年，倡导“新鲜刺激独树一帜”，独特的消费品鲜明地和老一代划清界限的叛逆心理，提出“新一代”的消费品味及生活方式。结果使百事可乐的销售量扶摇直上。 1994年，百事可乐投入500万美元聘请了流行乐坛巨星麦克尔·杰克逊拍摄广告片——此举被誉为有史以来最大手笔的广告运动。把最流行的音乐文化贯穿到企业和产品之中，也开始了百事可乐的音乐之旅。 从此以后，百事可乐进入了销售的快车道，音乐体育双剑合璧，同时这一攻势集中而明确，都围绕着“新的一代”而展开，从而使文化传播具有明确的指向性。二战结束时，可口可乐与百事可乐市场销售额之比是3.4：1，到了1985年，这一比例已变为1.15：1。 我们通过百事可乐的成长和超越可以看出，小企业的成功主要还是依靠出色的创意和缜密的市场观念，企业文化主要表现在以下方面—— 1.对产品的自信：百事也罢，可口可乐也罢，都是很普通的碳酸饮料，产品极其一般，但是企业对产品有极度的自信，并 且坚持认为产品是人们和社会需要的， 这种“需求理论”是企业成功的基本条 件； 2
可口可乐战略分析 小组成员 万秋红 买尔哈巴 古丽夏尔
目录 可口可乐战略分析 0 小组成员 0 万秋红 0 买尔哈巴 0 古丽夏尔 0 公司简介 (2) 企业使命 (2) 企业愿景 (2) 外部环境分析 (3) （一）PEST法分析 (3) 内部环境分析 (5) （一）SWOT分析 (5) 企业战略分析 (6) （一）品牌战略 (6) （二）土化战略 (6) （三）开发新产品战略 (7)
公司简介 可口可乐公司是全球最大的饮料公司，拥有500多个汽水和不含气饮料品牌，每天为全球的人们提供怡神畅爽的饮品。以全球最具价值的品牌可口可乐为首，可口可乐公司拥有20个年销售额超过十亿美元的品牌，其中包括健怡可口可乐、芬达、雪碧、零度可口可乐、酷乐仕维他命获得、POWERADE、美汁源、Simply、乔雅、Dasani、FUZE TEA和Del Valle 等。在全球，可口可乐是世界上最大的汽水、即饮咖啡、果汁和果汁饮料的供应商。通过全球庞大的饮料分销系统，200多个国家的消费者每日享用19亿杯可口可乐系列产品。可口可乐公司长期致力于推动社区可持续发展，一直倡导环保节能理念，支持积极健康生活，为员工创建安全包容的工作环境，并努力推动业务所在地的经济发展。可口可乐及其装瓶合作伙伴在全球拥有70万名员工，是全球十大私营雇主之一。 可口可乐是中国家喻户晓的国际品牌之一，其系列产品在中国市场上深受欢迎。可口可乐为中国消费者提供超过15个品牌50多种口味的饮料选择，其系列产品在华的每天享用量达到亿杯。可口可乐自1979年重返中国市场至2014年底，已累计投资超过90亿美元。目前在华建有43家工厂，系统员工约45,000人，其中99%为本地员工。可口可乐及其装瓶厂在中国长期以来不遗余力地支持教育及公益事业，推广环境保护以及帮助当地社区的发展，捐资总额超过亿元人民币。可口可乐亦是唯一一个全方位赞助在中国举办的特奥会、奥运会、残奥会、世博会、大运会以及青奥会的企业。 企业使命： 公司的宏伟蓝图源于企业的使命，并持久不衰。它体现了一个公司的宗旨，也是衡量行动与决策的准则。 1令全球人们更怡神畅爽 2不断激励人们保持乐观向上 3让我们所触及的一切更具价值 企业愿景：
可口可乐企业文化 理念 当我们能够使员工快乐振奋而有价值，我们就能够成功地培育和保护我们的品牌，这就是我们能够持续地为公司带来商业回报的关键！ [编辑] 可口可乐的市场营销 一、市场调查 1、商品定位 商品特征可口可乐综合各层面人士意见认定，其饮料产品属于清凉型，适销的空间与时间范围大；更属于兴奋型，适用于各个年龄、职业群体及社会生活各种场合。（没有特别重视其老牌、名牌因素）。 消费特点初次为冲动性购买；使用后若留有好感则习惯性重复购买；对品牌加深印象后则选择性、固定性重复购买。餐饮业、娱乐场所、家庭、学校、单位购买受季节性影响低微。 2、市场调研 走进社区可口可乐销售公司或营业所初建时，调查工作雇用学生或专业调查公司来做，此后由业务代表（业务员，下同）去做。由可口可乐市场部搞到某地区、某城市大比例尺地图，按照商业街区疏密度裁剪分割，交由调查员分头按图索骥，深入社区，从大商场超市、宾馆到小杂食商店、小饭店，甚至连学校、机关、医院、车站、娱乐场所等一切可能销售可口可乐产品的地方全包括在内，逐街逐点登门部卷，将调查对象及调查结果标明于图上、记录于问卷上，在规定时间内交回公司汇总。 问卷设计内容包括销售点名称、地址、规模、特性、人流量、销售方式等若干项目，其中销售方式等大项目下不究出若干小项目。为了减少调查对象不配合而无法取得的信息，如负责人（或联系人）姓名及有关情况、联系电话、销货量等，则在问卷设计和调查任务布置时做了适当放宽考核要求的考虑。 资料搜集一是由民政、规划等政府部门搜集大比例尺地图，作为从长远战略发展到具体任务落实的基本参照物。二是在问卷调查的同时，不需从政府统计部门搜集关于某个区域人口密度、人均收入等统计资料。每次调查资料参照期为2年。 3、市场分析 区分层次，选择重点在取得详尽的调查资料基础上加以分析，按照购买力、营销能力、市场潜力等因素测算出综合指数，据此确攻击重点。如济南营业所调查发现该市有饮料销售点8000余个，经过分析，从中选取出2500个作为重点，由各片业务员负责全力攻克。
A brief introduction of Coca-Cola Company The Coca-Cola Company is a soft drinks giant that was established in 1886. Its mission is “to strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference”. It often t ops the list of being the world’s most recognizable brand. Its iconic Coca Cola drink, also known as Coke, started life as medicine. Today it is one of the biggest selling products on the planet. The company website says its 3,300+ beverages are sold in over 200 countries. It sells 1.6 billion drinks a day and employs close to 100,000 people. One secret to the company's phenomenal success is what it calls the 'Coca-Cola system' - the more than 300 worldwide bottling partners that work together to distribute its products. Another is its catchy advertising slogans, such as “Coke Is It”. Its biggest rival is Pepsi.
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1.公司简介 可口可乐公司(Coca-Cola Company)成立于1892年，总部设在美国乔亚州亚特兰大，是全球最大的饮料公司，拥有全球48%市场占有率以及全球前三大饮料的二项(可口可乐排名第一，百事可乐第二，低热量可口可乐第三)，可口可乐在200个国家拥有160种饮料品牌，包括汽水、运动饮料、乳类饮品、果汁、茶和咖啡，亦是全球最大的果汁饮料经销商(包括Minute Maid品牌)，在美国排名第一的可口可乐为其取得超过40%的市场占有率，而雪碧 (Sprite)则是成长最快的饮料，其它品牌包括伯克(Barq)的root beer(沙士)，水果国度(Fruitopia)以及大浪(Surge)。 2.公司的核心竞争力
2.1核心技术能力 可口可乐的核心技术就是它的独特配方———神秘“7X”。这属于可口可乐的特有基础资源,也是可口可乐存在和发展的前提,可口可乐公司核心能力的形成离不开他的神秘配方,自1886 年在美国亚特兰大诞生以来保密达120 年之久。截止到2000 年,知道可口可乐秘方的不到10人,而在合作伙伴的贸易中,可口可乐一直向合作伙伴提供半成品。获得许可的生产厂商只是得到将可口可乐的原浆配成可口可乐成品的技术和方法。得不到原浆的配方。可口可乐秘方的传奇故事也被广为流传。可口可乐里的占总量不到1 %的“神秘物质”。维系了可口可乐100 多年之久。 2.2核心文化能力 可口可乐公司的核心企业文化能力大致可以概括为以下三项: 2.2.1可口可乐的大众文化底蕴。强调可口可乐是大众化的清凉饮料,消暑解渴,提神爽胃,奠定了可口可乐长期可持续展
可口可乐发言稿中英文范文参考篇一：可口可乐发言稿 尊敬的国家质检总局食品生产监管司领导、各位与会代表：大家下午好！ 首先非常感谢国家质检总局食品监管司领导的邀请。可口可乐（中国）饮料有限公司作为食品包装材料的应用企业，能够参加今天下午在这里举行的“食品用塑料包装等产品市场准入新闻发布会”，我们深感荣幸。请允许我代表所有食品包装材料应用企业对首批获证的29家包装企业表示衷心的祝贺！ 今年7月份，国家质量监督检验检疫总局颁布了《食品用包装容器工具等制品生产许可通则》和《食品用塑料包装容器工具等制品生产许可审查细则》，正式启动对食品包装容器工具等制品全面实施市场准入制度。这是国家继实施“食品生产企业市场准入”制度后，针对食品行业质量、安全方面的又一重要举措。说明国家对食品质量安全的高度重视，表明国家维护食品质量安全的坚强决心。作为食品行业中的一员，可口可乐（中国）饮料有限公司对此表示由衷的欢迎和积极的支持！ 随着科技的进步和食品工业的发展，各种各样的食品包装材料得到了广泛的应用。如今，预包装食品已经渗透到世界的各个角落，与广大消费者的日常生活息息相关。而食品包装又与食品
的质量安全密不可分。可以说，在当今社会，没有优质安全的食品包装，消费者就不可能享受到优质安全的食品。因为包装材料的质量安全直接影响到其包装食品在内的品质和卫生状况，进而影响到广大消费者的身体健康。为此世界各国政府都结合本国或本地区的社会经济发展状况，对食品包装的安全性管制采取审慎而积极的做法。近几十年来，伴随中国经济的快速发展，中国社会也经历着深刻的变革。在经济的转型时期，受资本积累的利益驱动。个别企业、个别人惘顾国家法律法规，丧失基本的道德规范，以次充好、以假充真。甚至有些做法危害到了消费者的生命财产安全。 这些与经济发展不和谐的现象在整个食品行业的各个领域都或多或少的存在。加上方方面面的管理滞后。因此近期出现一些食品安全方面的问题是不奇怪的。但值得欣慰的是国家有关政府部门本着对人民负责的精神，及时发现了这些不和谐的现象，并积极采取措施加强管理，维护经济社会发展秩序，保护人民群众的根本利益。近两年来国家质检总局关于加强食品及其相关产品生产许可管理的一系列措施，正是国家要从根本上解决问题的具体体现。我们认为对食品包装的生产实施市场准入制度，对该行业的规范化管理具有划时代的意义。在中国经济社会发展的现阶段，适当的行政干预是有利于维护经济社会健康发展的。我们
可口可乐的企业文化 可口可乐的企业文化 -勇往直前 1.企业的主营业务。 可口可乐公司(Coca-Cola Company)成立于1892年～目前总部设在美国乔亚州亚特兰大～是全球最大的饮料公司～拥有全球48%市场占有率以及全球前三大饮料的二项(可口可乐排名第一～百事可乐第二～低热量可口可乐第三)～其2001年营收达20,092百万美元～普通股股东权益则为11,351百万美元。可口可乐在200个国家拥有160种饮料品牌～包括汽水、运动饮料、乳类饮品、果汁、茶和咖啡～亦是全球最大的果汁饮料经销商(包括Minute Maid品牌)～在美国排名第一的可口可乐为其取得超过40%的市场占有率～而雪碧(Sprite)则是成长最快的饮料～其它品牌包括伯克(Barp)的root beer(沙士)～水果国度(Fruitopia)以及大浪(Surge)。 2.组织机构～企业的组织机构图。 可口可乐营销xx 可口可乐实行统一的营销管理 可口可乐公司销售的秘密:可口可乐公司与灌装厂分工明确, 可口可乐负责生产溶缩液和营销,灌装厂负责销售可口可乐公司营销系统示意图 可口可乐,xx,市场管理结构 可口可乐,中国,市场四个部门构成了完整的市场运作流程品牌部是市场运作的核心部门 区域市场部的主要职能 总部职能部门与区域市场部的关系
3.可口可乐的企业文化建设 我们可口可乐理念:老朋友无时无处不在你身边企业文化是指企业的精神面貌,形象,、思想境界,品位,、行为准则,道德,和价值取向,追求,等,而简单的说就是:怎么做人、怎么做事、怎么生活。企业文化的目的是建立员工对企业的忠诚度。 1,.开栏语:感悟跨国品牌 在经济一体化的今天～中国市场愈来愈多地涌动着世界著名品牌的身影。作为消费者～你很难抵御那些国际一流产品卓越品质和优异服务的诱惑,作为企业～你绝不可能无视这些国际品牌强力的辐射和无处不在的冲击。如果把千姿百态的商品市场比作百花园～那么～这些跨国公司的品牌无疑是最绚丽、最耀眼的几朵奇葩。你羡慕也罢～嫉妒也罢～它们就是要更多地吸引人们的眼球～分享更多的青睐。 2,.可口可乐～这样做市场营销工作 可口可乐～市场营销工作如此出色～且与国内饮料企业形成如此大的反差～奥妙何在,经过一番对可口可乐青岛公司市场营销工作的深入调查～并以国内饮料企业销售工作与之对比～最深切的感受概括地说～就是许多国内饮品企业还没有真正步入适应市场经济的工作套路、甚至还没有搞清在市场经济的战场上关系企业生存发展的主要工作该做什么、如何去做～这就是国内饮品企业百思不得其解、百做不见其效的症结所在。 3,.可口可乐HR总监:9种素质一个都不能少 招聘把关九重门作为一个世界级的品牌～可口可乐在中国采取了“合资装瓶厂”的发展策略～目前在全国各地共有33个装瓶厂～员工2万多名。同时～可口可乐本公司在中国的员工确实“精益求精”～全国只有500多名～作为大中华区总部的上海～有近300名公司员工。谈到企业文化～可口可乐公司不但致力于生产高质量产品～同时也在全球范围内满足不同人对教育机会及经济发展的渴求。而员工始终是可口可乐的心脏与灵魂。 4,.凭什么凝聚人心:可口可乐的企业理念
Coca-Cola in China Student N0. 0090614 Name ZHOU Kunsheng Course: International Marketing Profession: International Economy & Trade
Coca-Cola in China 1. Introduction of The Coca-Cola Company On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola? syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the world’s mo st valuable brand, we market four of the world’s top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite. In this report, the terms “Company,” “we,” “us” or “our” mean The Coca-Cola Company and all entities included in our consolidated financial statements. Our business is nonalcoholic beverages—principally sparkling beverages, but also a variety of still beverages. We manufacture The Coca-Cola Company operates in more than 200 countries and market a portfolio of more than 3000 beverage products including sparking drinks and still beverage such as waters, juices and juice drinks, teas, coffees, sports drinks and energy drinks. The Company manufactures the concentrates, beverage bases and syrups that make our brands unique and sells them to bottling operations. It own or license the brands and, to connect our brands to the consumers , we focus on marketing activities, online programs, retail store displays, sponsorships, contests and package design.
简析可口可乐的企业文化 企业文化是在一定的社会历史条件下，企业在物质生产过程中形成的具有 本企业特色的文化观念，文化形式和行为模式以及与之相应的制度和组织结构，体现了企业及其成员的价值准则，经营哲学、行为规范、共同信念和凝聚力。 建设优秀企业文化就是要用先进的观念治理企业，使员工心往一处想，劲儿往 一处使。这样的企业才会蒸蒸日上，勃勃生机；否则，如企业没有先进治理理念，加上治理疏松，员工思想涣散积极性不高，那么这个企业发展就很困难， 就很难在未来市场竞争中占领一席之地。企业文化，就让每一位员工认同真正 目标并为之奋斗的文化。 欧美企业文化对我的的企业发展有一定的借鉴作用。下面我就以可口可乐 的企业文化为例，简要分析他的企业文化的优点缺点及其对企业成功的作用。 可口可乐公司(Coca-Cola Company)成立于1892年,目前可口可乐公司总部设 在美国乔治亚州亚特兰大,是全球最大的饮料公司,拥有全球48%市场占有率以 及全球前三大饮料的二项(可口可乐排名第一,百事可乐第二,低热量可口可乐第三),其年营收达20,092百万美元,普通股股东权益则为11,351百万美元.可口可 乐在200个国家拥有160种饮料品牌,包括汽水,运动饮料,乳类饮品,果汁,茶和 咖啡,亦是全球最大的果汁饮料经销商(包括Minute Maid品牌),在美国排名第一 的可口可乐为其取得超过40%的市场占有率,而雪碧(Sprite)则是成长最快的饮料,其他品牌包括伯克(Barq)的root beer(沙士),水果国度(Fruitopia)以及大浪(Surge)。 品牌，是一种情感 在近年的品牌传播过程中，可口可乐始终围绕着这个品牌建设的基本套路，高屋建瓴，在严格遵守理性的“情感”基础过程中，不断地建设性地提出一些平常、通俗但越来越深入人内心的一些“情感驱动符号”，如：“要爽由自己”表达对 生活的激情、“春节带我回家”表达的天伦之乐，“没有一种感觉比得上回家”表达
可口可乐 品牌档案 标志： 中文名称：可口可乐 英文名称：coca cola 英文网站：https://www.doczj.com/doc/a616585526.html, 中文网站：https://www.doczj.com/doc/a616585526.html, 创立时间：1887年 注册地：美国乔治亚州亚特兰大 品牌家族：健怡可乐、醒目、雪碧、芬达、酷儿、美汁源、健康工房、茶研工坊、雀巢冰爽茶、冰露、天与地、水森活、冰露、怡泉。 品牌价值排行： （品牌价值排行来自于美国《商业周刊》） 1886年5月,可口可乐首次面世于美国佐治亚州亚特兰大市的雅各布药店，至今已121岁了.可口可乐公司是全世界最大的饮料公司，也是软饮料销售市场的领袖和先锋，透过全球最大的分销系统，畅销世界超过200个国家及地区，每日饮用量达10亿杯，占全世界软饮料市场的48%，是世界第一品牌，品牌价值已达七百多亿美元。 一、创办人与重要人物 约翰.彭伯顿 1886年，约翰. 彭伯顿在乔治亚州的亚特兰大发明了随后风靡全球的可口可乐。他挑选了几种特别成分，然后把它们混合加热，配制成一种奇特的糖浆，他感觉美味可口，于是就把这种糖浆带到了雅各药房，将糖浆加水5分钱一杯。一个偶然的机会，药店的伙计把糖浆兑上了苏打水并且加了几块冰给了客人，结果客人赞不绝口，于是一种怡神畅快的饮料就诞生了。 波兰克.罗宾逊
彭伯顿有个会计，名叫波兰克.罗宾逊，他给这种全新的饮料起了个响亮的名字“可口可乐”，并设计书写出这个现金世界举世闻名的世界著名商标。 阿萨.坎德勒 1888年彭伯顿把可口可乐的秘方卖给了一个名叫阿萨.坎德勒的商人，坎德勒很快成立了一家公司，专门生产和经营可口可乐。坎德勒是个市场营销天才，他使出种种新颖的手法推广产品甚至把装运可口可乐的桶刷成引人注目的红色，越来越多的人发现了新的怡神畅快的饮料，可口可乐开始遍布美国各地。 罗伯特.伍德鲁夫 1919年坎德勒把公司卖给了一群投资商，而罗伯特.伍德鲁夫很快成为了公司的新总裁。伍德鲁夫的目标是任何人在任何时候和任何地方都能享用到冰凉爽口的可口可乐。在他的领导下，世界各地纷纷建立装瓶工厂，可口可乐成为真正的全球品牌。 二、产品线 可口可乐公司制造和分配浓缩软饮料和果汁，它的产品可口可乐是从可口和可乐两种植物的叶子和果实中取出液汁制成的一种饮料。作为该公司主要部门的软饮料每年的销售额约占公司总销售额的80％。软饮料产品占公司总利润的88％。可口可乐美国公司（CoCa-Cola USA）是可口可乐公司最大的销售商，该公司食品部制造和销售冷冻、浓缩柑橘和各种果汁、柠檬晶、咖啡和茶。酒类部门生产和销售各种牌号的酒，主要销于国内市场，是美国第四家最大的酒类生产和销售者；该公司还生产塑料薄膜以及其他消费产品如防臭剂、湿手巾纸等。 三、品牌符号解读 Coca Cola,中文译成可口可乐.饮料有一种特殊风味,这种风味来自原料中可乐(Cola)的种子.可乐又称可乐果,是常绿乔木,高度可达4~10米,属梧桐科植物.有红可乐和白可乐两个种.叶片宽厚,倒卵形有尖头.花黄色,美丽.全年有两次花期,花后结实,果实中的种子用来制可乐饮料. 一个叫做弗兰克·梅森·罗宾逊的人从这种新糖浆的两种原料，古柯（koca）和可乐（cola）果的名称上得到启发，为这种饮料命名。为了字母书写的一致，他把kola 的字母k改写成c，中间用连字符相连，这就是可口可乐（coca-cola）。 五、品牌成功的秘诀：
可口可乐企业文化分析 老朋友无时无处不在你身边——可口可乐理念 “即便今天我所有的工厂全被摧毁，明天我也能轻易地建起一个新的×××” 在全球企业界，谁敢夸此海口？恐怕也只有可口可乐的老板了。在全球最有价值的品牌调查中，可口可乐已连续多年雄踞霸主地位，可谓名副其实的全球第一品牌。根据可口可乐公司的记录，一八八六年可口可乐成立时，可口可乐平均每天卖出九瓶，而今天，全世界一百五十五个国家的顾客，平均每天喝掉三亿九千三百万瓶可口可乐。据美国《商业周刊》公布的今年全球100大品牌排行榜，可口可乐又以696.4亿美元的品牌价值高居榜首。① 可口可乐品牌文化 可口可乐是个品牌的巨人，虽经100多年风雨而青春不老。它是个品牌的宝典，在其百多年发展过程中，累积了丰厚的文化沉淀. 说到可口可乐的企业文化，不得不谈的就是可口可乐的品牌文化，正是通过其品牌文化，我们才熟知并且追随这个牌子，直到今天，可口可乐依然是我们心中首选的可乐品牌。 什么是品牌？简单地说，就是一个商品的标牌，让人可以分别出与其它商品不一样。 就像是可口可乐，它的口味是独特的，别人没法模仿，这是产品的特质。但另一方面，它不光是个饮料，也代表着一种文化。这就是它的内涵。文化本身是能感受的，但是，却也是情感上的东西。很多品牌看似崇尚某种文化，但却没能说目的是要为了培养消费者一种什么样的情感，最终这个品牌文化一定不成功。 可口可乐的品牌打造 世界第一品牌可口可乐说，“没有一种感觉比得上回家”。其实，我们是不是也能从这里推而广之，“没有一种品牌建树的手段比得上去与目标群体建立
良好的情感”呢？ 首先，可口可乐的品牌是其企业形象目标的确立和实现，是其成为世界最有价值品牌的基本战略。 其次，我们对于可口可乐的品牌并不陌生，可以说对于一些广告很熟悉，甚至能够背出其中一些广告词。可口可乐的广告长期并广泛的存在于我们的生活中。由此可以看出品牌是可口可乐巧妙的、大手笔的营销策略。其有效、一致的广告促销，注重包装和视觉形象，公司巨额的广告费投入以及在世界消费者心中的成功形象塑造，是不断取得进步的基础。 第三，品牌，首先要有产品质量的保证。可口可乐的品质在全球都是一样的。美国总统喝的可口可乐与普通百姓喝的可口可乐，其品质和口感完全一样，不会因为他是总统而喝的可乐好一些，也不会因为你是平民百姓喝的便差一点。 没有品质，没有质量，就没有信誉，也就没有品牌。 最后，树立品牌实际上是创造一种与众不同的个性。可口可乐品牌的所有者一直认为：“我们成功的原因在于我们创造出的友善的氛围，消费者实际上是想与可口可乐融为一体。” 可口可乐品牌战略 在央视做的一项调查中，中国最受欢迎的五个饮料品牌，可口可乐公司占了四个。这表明，因为大众对可口可乐的忠爱度仍在上升。这与其主打的品牌战略不无关系。用中国市场作为一个例子，大致来说可口可乐在中国的品牌发展战略可以分为四点 第一，战略规划支持情感沟通：本土化，“THINK LOCAL，ACT LOCAL”。本土化本身就基于更贴近本土风土人情的理念。 第二，产品开发配合情感沟通：醒目系列产品。这个不只想着国际品牌在中国的发展，能让消费者早早地觉察到了可口可乐的亲和力。 第三，产品突破迎合情感沟通：雀巢茶的绿茶口味的上市推广。在西式茶里没有绿茶的概念里，可口可乐打破了这种规矩。 第四，大力捐助催生情感沟通：可口可乐希望学校，这种社会责任感，催生了人们对弱者的支持。②