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Analysis of
The Coca Cola Company®
Team L4
[pic] [pic] [pic] [pic]
Ellen van Winkel Thamar Peper Annelieke Been Rozemarijn
561548 561526 561503 Barendsen,
552505
Marketing Management Block 1-2008
Date: 25 February 2008, Amsterdam
To: Dr. L. Lin
Mr. van der Rest
Version 1
Chapter 1 Introduction
We started this project with a choice, Coca Cola or Pepsi. We chose to analyze Coca Cola, we all preferred the brand image, and were eager to find out how Coca Cola is organized.
The next step was determining what geographic location would be analyzed. We chose the United States, the soft drink capital. Soft drinks are invented in the United States, and has the highest consumption of soft drinks.
After analyzing the Cola War Continues: Coke and Pepsi in 2006 we were able to state the problems in the case. These are divided into a main and several sub problems, that are stated below.
Main problem:
To analyse the case about the Cola War and the position of Coca-Cola a main problem is formulated.
‘What could coca cola do to remain its market position and stay ahead of its competitors?’
Sub problems:
To finally give an answer to the main problem sub problems are needed. They will help to find answers to different segments in the case. These answers to the sub problems together will provide the answer to the main problem. The sub problems can be arranged under different headings and are as follows:
What lies in the future of Coca-Cola?
• What are the opportunities and threats for Coca Cola?
Where is Coca-Cola now?
• What are the strengths and weaknesses of Coca Cola?
Where does Coca-Cola want to go?
• What are the competitive...
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...‫ﺠﺎﻤﻌﺔ ﺍﻟﺩﻭل ﺍﻟﻌﺭﺒﻴﺔ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﺘﺭﺒﻴﺔ ﻭﺍﻟﺜﻘﺎﻓﺔ ﻭﺍﻟﻌﻠﻭﻡ‬ ‫ﻤﻌﻬﺩ ﺍﻟﺒﺤﻭﺙ ﻭﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﺭﺒﻴﺔ‬ ‫ﻗﺴﻡ ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻹﻋﻼﻤﻴﺔ‬ ‫دور ﺸﺒﻜﺎﺕ ﺍﻟﺘﻭﺍﺼل ﺍﻻﺠﺘﻤﺎﻋﻲ ﻓﻲ ﺘﻨﻤﻴﺔ ﻤﺸﺎﺭﻜﺔ ﺍﻟﺸﺒﺎﺏ‬ ‫ﺍﻟﻔﻠﺴﻁﻴﻨﻲ ﻓﻲ ﺍﻟﻘﻀﺎﻴﺎ ﺍﻟﻤﺠﺘﻤﻌﻴﺔ‬ ‫دراﺳﺔ ﻤﻘﺩﻤﺔ ﻟﻨﻴل ﺩﺭﺠﺔ ﺍﻟﻤﺎﺠــﺴﺘﻴﺭ ﻤﻥ ﻗﺴﻡ ﺍﻟﺒﺤﻭﺙ ﻭﺍﻟﺩﺭﺍﺴــﺎﺕ ﺍﻹﻋﻼﻤﻴﺔ‬ ‫إﻋﺪاد ﺍﻟﻁﺎﻟﺏ‬ ‫أﺣﻤــﺪ ﯾــﻮﻧﺲ ﻣــﺤﻤﺪ ﺣـــﻤﻮدة‬ ‫إﺷﺮاف ﺍﻷﺴﺘﺎﺫ ﺍﻟﺩﻜﺘﻭﺭ‬ ‫ﺣﺴـــﻦ ﻋﻤــﺎﺩ ﻤــﻜــﺎﻭﻱ‬ ‫ﻋﻤﻴﺩ ﻜــﻠـﻴﺔ ﺍﻹﻋـﻼﻡ ﺒﺠﺎﻤﻌﺔ ﺍﻟﻘـﺎﻫــﺭﺓ‬ ‫اﻟﻘـﺎھﺮة‬ ‫ﺩﻴﺴﻤﺒﺭ ٣١٠٢‬ ‫ﻴﻢ‬‫ﻠ‬‫ﻠْﻢٍ ﻋ‬‫ﻱ ﻋ‬‫َ َﻮْ َ ﻛُﻞﱢ ﺫ‬ ‫وﻓ ق‬  {}‫ﺳﻮرة‬ ‫ﺍﻹﻫﺪﺍﺀ . .‬ ‫ﺇﻟﻴﻜ‪‬ـ ﻳﺎ ﻣﻨﺒﻊ ﺍﻷﻣﻞ ﺍﻟﺼﺎﰲ ﺍﳊﻨﻮﻥ ... ﻭﺍﻷﻣﻞ ﺍﳌﺸﺮﻕ ﺍﻟﺬﻱ ﻻ ﻳﻐﻴﺐ ﺿﻮﺀﻩ ﻛﺎﻟﺸﻤﺲ ﻭﺍﻟﻘﻤﺮ.‬ ‫ﺇﻟﻴﻜـِـ ﺃﻫﺪﻱ ﻋﺒﺎﺭﺍﰐ... ﻭﺭﺳﺎﻟﱵ ... ﻭﺃﺯﻛﻰ ﲢﻴﺎﰐ... ﻭﺍﻟﺪﰐ ﺍﻟﻌﺰﻳﺰﺓ .‬ ‫ﺇﻟﻴﻜﹶـ ﻳﺎ ﻣﻦ ﻏﻤﺮﺗﲏ ﺑﻌﻄﻔﻚ ﻭﺣﻨﺎﻧﻚ ﻭﺯﺭﻋﺖ ﺑﻨﻔﺴﻲ ﺣﺐ ﺍﳋﲑ.‬ ‫ﺇﻟﻴﻜﹶــ ﺃﻫﺪﻱ ﺣﱯ ﻭ ﻗﻠﻤﻲ.. ﻭﺭﺳﺎﻟﱵ.. ﻭﺟﻬﺪﻱ ﻭﻋﻤﺮﻱ ... ﻭﺍﻟﺪﻱ ﺍﻟﻌﺰﻳﺰ.‬ ‫ﺇﱃ ﺯﻭﺟﱵ ﺷـﲑﺍﺯ ،،، ﻭﻣﻬﺠﺘــﺎ ﻗﻠـﱯ‬ ‫" ﺭﳝــﺎﺱ ﻭ ﻣــــﺎﺭﻳـــﺎ " .‬ ‫ﺇﱃ ... ﺷـﻤﻮﻉﹴ ﺃﺿـــﺎﺀﺕ ﻟــﻲ ﺩﺭﰊ ، ﺇﺧـــﻮﺍﱐ ﻭﺃﺧـــﻮﺍﰐ.‬ ‫ﺇﱃ ... ﻛﺎﻓﺔ ﺯﻣﻼﺀ ﺍﻟﺪﺭﺍﺳﺔ ﰲ ﳎﺎﻝ ﺍﻹﻋﻼﻡ ﻭﻣﻦ ﺳﺒﻘﺘﻨﺎ ﺇﱃ ﺭﲪﺘﻪ ﺗﻌﺎﱃ‬ ‫ﺇﱃ ﻭﻃﲏ ﻓﻠﺴﻄﲔ ...... ﺃﺭﺿﺎ ﻭﺷﻌﺒﺎﹰ‬ ‫ﺃﻫﺪﻱ ﳍﻢ ﲨﻴﻌﺎً ﻫﺬﺍ ﺍﳉﻬﺪ ﺍﳌﺘﻮﺍﺿﻊ‬ ‫ﺷﻜﺮ ﻭﺗﻘﺪﻳﺮ‬ ‫}ﺭ ﹺ ﺃَﻭ ﹺﻋ ‪‬ﻲ ًﻥ ﺃﺸﹾ ﹸ ‪ ‬ﻌ‪ ‬ﺘﹶ ‪ ‬ﺍﻟ ‪‬ﻲ ﺃﻨـ ‪‬ﻤ‪‬ﺕ ‪‬ﻠﻲ ‪ ‬ﻠﻰ ﻭﺍﻟ ‪‬ﻱ ﻭﺃﻥ‪ ‬ﺃﻋﻤل ﺼـﺎﻟﺤ ﹰ ﺘﺭﻀـﺎﻩ‬ ‫ﺎ‬ ‫ﺩ‬ ‫ﻌ ﻋ ﻭﻋ‬ ‫ﻜﺭ ﻨ ﻤ ﻙ ﺘ‬ ‫ﺏ ﺯ ﻨ ﺃ‬ ‫ﻭﺃْﺩﺨﻠﹾﻨﻲ ﹺﺭﺤﻤ‪   ‬ﻲ ‪‬ﺒﺎﺩ ‪ ‬ﺍﻟـ ‪‬ﺎِﺤﻴﻥ {‬ ‫ﺒ ﺘﻙ ﻓ ﻋ ﻙ ﺼ ﻟ‬ ‫ﺍﻟﻨﻤل ﺃﻴﺔ ٩١ .‬ ‫ﺍﻟﺤﻤﺩ ﷲ ﺍﻟﻜﺭﻴﻡ ﺍﻟﻤﻨﺎﻥ ﺍﻟﺭﺤﻴﻡ ﺍﻟﺭﺤﻤﻥ ﺍﻟﺫﻱ ﺨﻠﻕ ﺍﻹﻨﺴﺎﻥ ﻭﻋﻠﻤﻪ ﺍﻟﺒﻴﺎﻥ ﻭﺍﻨﻁﻕ ﻟﺴﺎﻨﻪ ﺒﺂﻱ ﺍﻟﺫﻜﺭ‬ ‫ﻭﺍﻟﻘﺭﺁﻥ ، ﻭﺍﺼﻠﻲ ﻭﺍﺴﻠﻡ ﻋﻠﻲ ﻤﺒﻌﻭﺙ...

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