Bài in Kdqt Gửi Thầy

8/12/2019 Bi in Kdqt Gi Thy

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GII THIU

Mi ngy c

1,9 t sn phm c

tiu th trnton th gii

Mi ngy th1 sn phm phi mt9 nm mi c th xong

94 % dn s th giic th nhn ralogo trng-ca Coca Cola


3/31

c ng k thng hiu vo nm1893 ti M.

Doanh thu46,3 t USD C mt ti trn200 quc giatrn th gii Thng hiu c nh gi vo khong

169 t USD


4/31

1902 1929 1980 - 1990 1990 - 2000 2000 - 2004 3/2004

Cngty thmnhp

vo thtrngCuba


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1902 1929 1980 - 1990 1990 - 2000 2000 - 2004 3/2004

Coca c bn 76quc giatrn ton

th gii


6/31

1902 1929 1980 - 1990 1990 - 2000 2000 - 2004 3/2004

Roberto Goizuetachuyn hng sangtp trung vo chin

lcchun hatoncu (Globalization)v t c nhngthnh cng to ln


7/31

1902 1929 1980 - 1990 1990 - 2000 2000 - 2004 3/2004

Douglas Ivestertip tc chin lc

ca Goizueta. Nhngt nhng nm1990,

chin lc ny khng cn ph hpdi s thay i cath trng dn n s

tht bi. Ivester tchc vo nm2000


8/31

1902 1929 1980 - 1990 1990 - 2000 2000 - 2004 3/2004

Douglas Daft thc hin thay i

chin lc 180%quay tr li vi vic

tp trung vo chinlcni aha(localization), nhng

mt ln na cngkhng thnh cng

nh mong i.


9/31

1902 1929 1980 - 1990 1990 - 2000 2000 - 2004 3/2004

Nevillle Isdelllnnm quyn v

thc hin mt chilc dung ha gi

Goizueta v Daft(chun ha ton cv ni a ha). l chin lcxuyn

quc gia(Transnation)


10/31

Cu 1: Ti sao bn ngh rng Roberto Goizueta chuyn t mt chin lc nhn mnh vo ni a ha sangmt chin lc nhn mnh vochun ha toncu? Nhng li ch t mt chin lc nh trn

l g?1. Goizueta thc hin nhng bc i v cng to bo:

SN PHM

ngnhn mnh vo s i mi v uytn cng nh thng hiu ca Coca Cola,vn l Cokenhng m rng n

vi s ra i ca Diet Coke,Cherry Coke, v nhng th tng t.

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990


11/31


l g?1. Goizueta thc hin nhng bc i v cng to bo:

QUN L

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

Quy t mi hot ng v

tr s chnh ti Atlanta ,tp trung vo cc nhnhiu ct li, tham gia gpvn vo cc cng tyng chai c th kim sot chngmt cchtt hn.


12/31


l g?1. Goizueta thc hin nhng bc i v cng to bo: MARKETING

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

Thc hin chin lc mt kchc ph hp cho tt c

(one-size-fits-allstrategy) c xydng xoay quanh vic tiuchun ha vthc hin li th kinht theo quy m.


13/31

Cu 1: Ti sao bn ngh rng Roberto Goizueta chuyn t mt chin lc nhn mnh vo ni a ha sangmt chin lc nhn mnh vochun ha toncu? Nhng li ch t mt chin lc nh trnl g?2. Li ch t c:

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

- Gim chi ph v nng cao cht lng sn phm nh li th kinh t theo quy m (economics of scale),hiu ng hc hi (learning effects) v kinht vng (location economics).- Nng caokh nng cnh tranh trnth trng toncu.

- Tng li nhun nh gim chi ph vm rng th trng tiuth.


14/31

Cu 2: Nhng hn ch trong chin lc ca Goizueta thuyt phc Daft phi thay i n? iu g m Daftc gng t c? Chin lc ca Daft khngto ra kt qu nh mongmun. Ti sao bn ngh nli nh vy? 1. Nhng hn ch trong chin lc ca Goizueta: - Khng cn thchhp khi s khc bit v nhu cu a phng cao .

Nht Bn, th trng c li nhun cao th hai ca cng ty, sn phm bn chy nht l mt loi c phlnh ng hp, Georgia Coffee ,c bn ti cc my bn hngt ng.

Vo nm 2003, cc

cng ty con TrungQuc pht trin mt loi nc cam khnggas vi chi ph thp,Smart , n nhanh

chng tr thnh mt trong nhng ung bn chy nht ti quc gia.

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990


15/31

Cu 2: Nhng hn ch trong chin lc ca Goizueta thuyt phc Daft phi thay i n? iu g m Daftc gng t c? Chin lc ca Daft khngto ra kt qu nh mongmun. Ti sao bn ngh nli nh vy? 1. Nhng hn ch trong chin lc ca Goizueta: - Khng traoquyn choccnh qun l a phng.

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

Cui nhng nm 1990, ng lc i vi chin lc mt kch c ph hp cho tt c bin mt, bi v cci th cnh tranh bn a nh hn, nhanh nhn hn bt u bn ra th trng cc loi

ung ph hp vi a phng, iu nyngn chn cc ng c tng trng ca Coca - Cola Tht bi ca trongvic t mc tiu ti chnhca mnh ln u tintronglch s.


16/31

Cu 2: Nhng hn ch trong chin lc ca Goizueta thuyt phc Daft phi thay i n? iu g m Daftc gng t c? Chin lc ca Daft khngto ra kt qu nh mongmun. Ti sao bn ngh nli nh vy? 1. Nhng hn ch trong chin lc ca Goizueta:

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

- Khng vn dng cc chin lc Marketing nhm vo a phng.

h h h h l h h


17/31

Cu 2: Nhng hn ch trong chin lc ca Goizueta thuyt phc Daft phi thay i n? iu g m Daftc gng t c? Chin lc ca Daft khngto ra kt qu nh mongmun. Ti sao bn ngh nli nh vy? 2. iu g m Daft mun t c:

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

Li nhun v Tng trng li nhun

Trao nhiu quyn lc hn cho cc nhqun l a phng.

Chin lc, pht

trin sn phm vmarketing c thit k ph hp vi nhu cu a phng.

Nh h h hi l G i h h


18/31


1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

6.000 nhn vin b sa thi, phn ln l nhng ngi lm vic ti tr s chnh Atlanta.


Nh h h hi l G i h h


19/31


1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990


Dng cchot ng qung co toncu. Trao ngn schqung co vquyn kim sotni dung qung co cho ccnhqun l a phng.

Nh h h hi l G i h h


20/31

Cu 2: Nhng hn ch trong chin lc ca Goizueta thuyt phc Daft phi thay i n? iu g m Daftc gng t c? Chin lc ca Daft khngto ra kt qu nh mongmun. Ti sao bn ngh nli nh vy? 3. Chin lc ca Daft khng to ra kt qu nh mong mun. Ti sao bn ngh n li nh vy:

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

S thay i i vi vic ni a ha khngto ra s tng trng

nh mongi, v n nm 2002 , Atlanta quaytr li vic thc hin gim sti vi vic tip th v phttrin sn phm ti cc quc gia khc nhau.

CHI PH LN KH KIM SOT

I TH CNH TRANH


21/31

Cu 3: Bn m t c im chin lc Coca - Colaang theoui hin nay lnh th no? Doanhnghip ang c gng lm g? N khcchin lc ca Goizueta v Daftnh th no?Li ch l g? Chi ph vri rotim nng l g?1. c im chin lc Coca - Cola ang theo ui hin nay:

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

Coca Cola xem xt vhng dn hot ng tip th, phttrin sn phm a phng, cn

cc chin lc, bao gm gic, vic gii thiu sn phm, v ccthng ip tip th, nn c a dng gia cc th trng khc nhau ph hp vi iu kin tng a phng.


22/31

Cu 3: Bn m t c im chin lc Coca - Colaang theoui hin nay lnh th no? Doanhnghip ang c gng lm g? N khcchin lc ca Goizueta v Daftnh th no?Li ch l g? Chi ph vri rotim nng l g?1. c im chin lc Coca - Cola ang theo ui hin nay:- C s phi hp nhiu hn gia trung tm vtng vnga phng.

R. Goizueta

(Globalization)

D. Daft

(Localization)

N. Isdell(Transnation)

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990


23/31

Cu 3: Bn m t c im chin lc Coca - Colaang theoui hin nay lnh th no? Doanhnghip ang c gng lm g? N khcchin lc ca Goizueta v Daftnh th no?Li ch l g? Chi ph vri rotim nng l g?

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

2. Doanh nghip ang c gng:- C gngto c s gn ktgia trung tm v tng vnvinhau.

- Tn dng cc tng sng toca cc chi nhnh. - Thc y nhng tngtt gia cc quc gia.

Coca Cola tham gia vomt lin minh chin lc vi Illycaffe , mt trong cc nhsn xut c ph hngu ca , xy dng mt thng hiu toncu i vi ung c phlnh ng hp hoc ng chai.

h l l h h


24/31


1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

2. Doanh nghip ang c gng:- C gngto c s gn ktgia trung tm v tng vnvinhau.

- Tn dng cc tng sng toca cc chi nhnh. - Thc y nhng tngtt gia cc quc gia.

Coca Cola hin ang phttrin n cc nc chu khc.Loi ung ny t thnh cngln th trng Thi Lan , ni n c cho bn vonm 2005 , v dng nh c c sc ht th trng n , ni n c cho bn vonm 2007 .

B i hi l C C l h ihi


25/31


1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

3. Chin lc ny khc chin lc ca Goizueta v Daft:Chin lc ca Goizueta lchin lc chun haton cu, quy t nhiu hot ng qun l v tip th

v tr s chnh Atlanta,thc hin tiu chun ha vthc hin li th kinh t theo quy m Vic ny to c hi cho cci th cnh tranhnhy vo khai thcnhng mng m doanhnghip cha th p ng.

Chin lc ca Daft lchin lc a phng ha ,p ng c nhucu a phng nhng n lmtng chi ph.



26/31


1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

3. Chin lc ny khc chin lc ca Goizueta v Daft:Chin lc kt hp gia vic ni a ha ccsn phm theo th trng a phngvi mc hiu qu

cnh tranhca qu trnh linkt toncu.

Quy trnhqun l, vn hnh vhot ng, thc hin cc tng khngdng li l top-down hay lbottom-up m lvn dng nhun nhuyn c haicch.



27/31


1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

4. Li ch ca chin lc ny:- Lin tc hc hi, pht trin, tip nhn v tn dng cc tng t khp cc chi nhnh trn tonth gii c nhiu phng n la

chn, pht trin thm ccnng lc ct li. ng thi, pht huysc sng to ca cc cng ty connc s ti. Sau chia s, truyn bnhng i mi khp h thng toncu.

- Ct gim c mt phn chi ph nh vo vic tp trung xemxt vhng dn vic tip th, phttrin sn phm a phng.- Khai thcng cong kinh nghimv kinh tvng .



28/31


1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

5. Chi ph v ri ro tim nng:

- p lc cho p ng nhu cu a phng

vgim chiph l nhng mu thun trong cng ty.p ng yu cu a

phng s nng chi ph,ng thi yugim chi phs kh t c

- Chin lc ny rt kh dovic xy dng qu trnhiu phi ccchui gi tr trn toncu pht huyc u im ca chin lc lthch thc i vi bt k doanhnghip no vng trc cc nguyc ph sn nhng tng .

S htt i t hi l C C l h b bit


29/31

Cu 4: S phttrin trongchin lc ca Coca - Cola cho bn bit g v s hi t ca th hiu v s thch tiu dng trongnn kinh t ton cu ngy nay?

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

Coca Cola tham gia vomt lin minh chin lc vi Illycaffe , mt trong cc nhsn xut c ph hngu ca , xy dng mt thng hiu toncu i vi ung c phlnh ng hp hoc ng chai.

Coca Cola hin ang phttrin n cc nc chu khc.Loi ung ny t thnh cngln th trng Thi Lan , ni n c cho bn vonm 2005 , v dng nh c c sc ht th trng n , ni n c cho bn vonm 2007 .

cc quc gia c s hi t v s thch tiu

dng: Nhu cu v cng mt loi sn phm nh cafe,nc cam

C 4 S htt i t g hi l C C l h b bitg


30/31

Nm 1915T chc mt cuc thithit k mu chai Coca-

Cola. Mu ot gii chnh lkiu chai thu tinh Coca-Cola trntra m chng tavn nhnthy cho n ngy nay,c nh gi l mt thit k thng mi tt nht ca mi thi.

Cu 4: S phttrin trongchin lc ca Coca - Cola cho bn bit g v s hi t ca th hiu v s thch tiu dng trongnn kinh t ton cu ngy nay?

1902 1990 - 2000 2000 - 2004 3/20041929 1980 - 1990

T nm 1884 Sn phm c cngthc khng thayi.

Nm 1955Hai mu biu tng thng hiu n gin trng v c s dng l mt minhchng khc na chos tp trung vocht lng thm m ca thng hiu ny.


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