CocaCola in 2011 In Search of a New Model David B Yoffie Renee Kim 2011
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“An era ends, and a new one begins. The Coca-Cola company has been making a name for itself as the “most valuable brand” in the world. It is an accomplishment to which a remarkable company and a group of talented, committed employees contributed. In our time, Coca-Cola has undergone many changes and met many challenges. Yet it has weathered every challenge, from recession to a worldwide crisis. When I was asked by the Harvard Business Review to write this article on the new business model for Coca
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[My name, my address, phone number and email] [Time] [City, state] [Given Name] [Surname] [Job Title] [Job Title/Position] [Company Name] [Address] [City, state] [Zip Code] [Email] [Phone] [Date] [In your own handwriting] From: David B. this hyperlink Yoffie To: Renee Kim
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Topic: CocaCola in 2011 In Search of a New Model David B Yoffie Renee Kim 2011 Section: Challenges Now I’ll write about CocaCola’s challenges and their solutions in 2011. The challenges: 1. Declining demand: In 2008, sales were dropping as a result of declining population and economic growth. There was a shift from soda and sugary drinks to other healthier
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Topic: Coca-Cola in 2011 Section: The Challenge Coca-Cola, the iconic soft drink brand with the iconic slogan “My favorite drink,” is in the midst of a difficult challenge. The company is experiencing a decline in sales. It was reported by The Wall Street Journal that the company lost $7.5 billion in sales last year, compared to the $12.1 billion it had earned in 2007. The sales were falling despite Coca-Col
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This text is about the Coca-Cola Company and its search for a new model. To start with, I would like to make a quick summary of Coca-Cola’s business environment: – The global market for beverages is vastly expanding. In fact, in 2010, the global beverage industry recorded a compound annual growth rate (CAGR) of 5.1% according to the International Beverage Association (IBA) in their Beverage Outlook 2010-20
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It is 2011 now and the world has evolved and there has been some significant changes that have been shaping the global business scenario. One of the most visible changes has been the proliferation of the web and digital technology. The rise of mobile devices and internet has fundamentally altered the nature of consumption, commerce, and customer experience. The ability of the new media to promote brands and products has fundamentally transformed how we do business today. Coca-Cola is one of the most iconic and recognizable brands
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In 1992, Coca-Cola had all its major rivals in place. As we discussed in previous lessons, we were in the second-tier category. The “A” players were Coca-Cola, Pepsi-Cola, and SodaStream. The “B” players were Dr. Pepper and Mountain Dew. The remaining category consisted of “N” companies such as Fanta, Sprite, and 7UP. We were clearly a late entrant, and we were already losing to all our competitors. Our