...................................03

SWOT .........................................07

PORTER ..............................15

..............................................17

..............................................18

STP .............................................21

..............................................24

..............................................27

..............................................28

..............................................31

..............................................35

..............................................36

..............................................37

..............................................38

2

100 200 2/3

1886

C Coca-Cola

1892 2300

1919 2500

Coke Light

200 10

3

1957

1964 1968 7 28

1985 1989 1994 78%1995 4

1987 7 1991 6 GMP 1996 GMP 1997 ISO9002 1999 ISO14001

50% 95% 1991

Qoo

4

http://www.swirepacific.com/image/about/beverages_image/twcocaA.jpghttp://www.swirepacific.com/image/about/beverages_image/twcocaA.jpghttp://www.swirepacific.com/image/about/beverages_image/twcocaA.jpghttp://www.swirepacific.com/image/about/beverages_image/twcocaA.jpg

1885

1886/05/08 1888/04/14 1888/08/16 1888/08/30 Asa Candler

1892/01/29 The Coca-Cola Company 1892 $11401 1893 1899 1900 Joseph Whitehead 1909 1915 Alexander Samuelson Hobbleskirt 1921 Harrison Jone 1923/04/28 Robert Woodruff 1926 1928

5

1928 1931 Haddon Sundblom 1934 1934 1941 Coke 1942 1949 1955 Robert Wooddruff 1955 Size 1957 1960/04/21 1967/08/07 1968 Frozen Coca-Cola 1971 Coca-Cola 1982/02/04 Diet Coke 1983 1985/04/23 new formula coca 1985/0710 Classic Coke 1985/10

6

1985 1986 Cherry Coke

SWOT Strength 1. 2. 3. 4. 5. 1% 6.

Weakness 1. 2. 3. 4. 5.

Opportunity 1. 2. 3. 4.

Threaten 1. 2. 3.

Strength

1.

13 900

2.

7

230

3.

AC AC Nielsen 10 145.9

T Pub Logo

4.

5. 1%

1%

99.67%

8

6.

200 13

3PPervasivenessPreferencePrice to value

Weakness

1.

9

2.

3.

4.

18 20 18

20

45% 60%

20

10

70% 5 45% 60%

5.

C

Opportunity

1.

2.

11

2000 5 America Online

2001 1 30

2 20 42

3.

150

123

4

2L3OLong-termLocalOptimismOpportunityObligationThink local, Act local

12

4.

2004

Threaten

1.

Frito-LayTaco BellPizza HutKFC 300 19 9000 70

13

Nestle

KraftMaxwell House

Dasani

2.

1990

3.

14

Porter

1.

15

2.

20

3.

4.

16

5.

1. Need

2. Money

3A affordability

3. Attitude

17

1886 1898

18

1. 2. 3.

1.

2.

Pizza Hut

1. 2. 3. 4. 5.

1. 2. Pizza Hut 3. 4.

19

20 18

Pizza Hut

Pizza Hut

20

STP

Segmentation

21

No Reason

Always Coca-Cola

Targeting

1.

2.

22

3.

R&D

4.

5.

Positioning

1.

1

23

2.

1.

Qoo

Light

250c.c600c.c2000c.c.

24

Classic Diet Light Light

QooQoo Qoo Qoo Qoo Qoo Qoo

2.

25

DietLight

3.

26

3P

3A 3P 4P3A availabilityaffordabilityacceptability 1995 3P pervasiveness

27

price to valuepreference 4PPaint in redPreferred ProductPersuasivePriced relative to value

20

28

3A availability 3P pervasiveness

7-11OK

1.

29

2.

30

99.67%

31

3P Preference

1. 2. 3.

1. 2. 3. 4.

3P

32

1.

2.

Qoo Qoo Qoo

3.

33

500 600 20%

1995

34

2005 5

David Greising 1999 7

http://www.coca-cola.com.tw

http://www.thecoca-colacompany.com

35

http://www.coca-cola.com.tw/http://www.thecoca-colacompany.com/

Coca-Cola

36

SWOT

PORTER

STP

37

9/17() 11/15() 11/20() 11/23() 12/4() 12/7()

R3208 cafe R2219 R2102 R2415

S

WO

T

S

WO

T

PO

TER

S

TP

Sam

ple

S

TP

94153333

94153306

94153338

94153342

94153346

94153348

94153355

38