Qun tr kinh doanh quc t

GV Quch Th Bu Chu

Trng i hc kinh t thnh ph H Ch Minh Khoa Qun tr kinh doanh -----o0o-----

Bi tiu lun mn Qun tr kinh doanh quc t ti :

PHN TCH KINH NGHI M KINH DOANH QU C T C A M T CNG TY A QU C GIA

T P ON

Gio vin hng dn: Thc s Quch Th Bu Chu Nhm thc hin: Nhm 2 ti 4 lp NT02_K32

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MC LC
Li m u...............................................................................................................................3 Nhn xt ca gio vin.............................................................................................................4 Ti liu tham kho..................................................................................................................29

Qun tr kinh doanh quc t

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Li m u
Trong th k 21, giao thng quc t tr thnh mt b phn khng th thiu ca nn kinh t th gii. Th gii ang tr nn phng hn mt th k trc , nh cng m ra nhiu c hi v c thch thc cho cc quc gia mong mun hi nhp. Trc tnh hnh , s ra i ca cc tp on a quc gia phn no rt to ra nhiu c hi cho cc nc ang pht trin tin ln mt nn sn xut cao hn, a t nc snh ngang cng cc cng quc. CocaCola l mt trong s . Ra i cch y hn 1 th k, CocaCola v ang tng bc khng nh chnh mnh bng cch vn xa hn, m rng phm vi hot ng trn ton th gii. Nm bt c nhng c hi, tp on ny thc s khng nh c chnh mnh trn sn chi kinh t ton cu. Tuy nhin, khng phi ci g cng hon ho. Tp on ny cng khng ngoi l, cn vng phi mt s thiu st trong qu trnh hot ng. V cng chnh l bi hc kinh nghim cho s vn xa hn ca cng ty sau ny. Bng lng kin thc c cung cp trong mn hc, nhm thuyt trnh ng trn quan im ca mnh phn tch nhng kinh nghim hot ng ca CocaCola, nhm tm ra c nhng bi hc kinh nghim qu bu. Trong qu trnh thc hin khng th trnh khi nhng thiu st, knh mong c b qua.

Nhm thuyt trnh 4 lp NT02_K32

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Nhn xt ca gio vin

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Qun tr kinh doanh quc t AGII THIU CHUNG V CNG TY I. Lch s 1/ Hnh thnh

GV Quch Th Bu Chu

Coca-Cola l mt cu chuyn thnh cng thng hiu in hnh nht trong lch s xy dng thng hiu. Hin nay, Coca-Cola c mt trn 196 quc gia v lun c nh gi l thng hiu ng gi nht trn th gii vi tr gi thng hiu t mc 50 t la. Cng ty ny cng to nn nhng thng hiu thnh cng khc na, nh Fanta v Diet Coke. Coca-Cola khng phi l loi nc ung c coca u tin trn th trng. Nm 1863, mt loi thc ung khng dng cho mc ch iu tr ra i, ph bin vic dng l coca lm nguyn liu chnh. Thc ung ny c gi l Vin Mariani, mt loi ru dng l coca lm nguyn liu c Angelo Mariani ch to, ph bin rng ri trong gii thng lu chu u. Cc vn s, nh th, nhc s ni ting v ngay c cc hong gia chu u vo thi cng ca tng loi ru ny. Thm ch Gio hong Leo XIII cng rt m ru ny v dng n hu nh mi ba n. B quyt thnh cng ca Vin Mariani khng n t ru m chnh l t mi v ca loi l coca. Nhng loi ru ny li s dng qu nhiu l coca, do n c mt hm lng cocain rt cao. V vy, Vin Mariani khng ch c hng v mnh m cn gy nghin na. Hai mi ba nm sau (1886), khi Vin Mariani t n nh im vinh quang chu u, mt dc s Georgia (M) tn l John Pemberton gii thiu mt loi nc coca khc c gi l Coca-Cola. Thay v dng ru nh Vin Mariani, ng ny dng nc ng, ri thm vo ht coca cng mt hn hp gm by loi hng t nhin khc na, m cng thc vn c gi b mt cho n tn ngy nay, v tip th sn phm ca mnh nh mt loi thuc b c. Mc d y l loi thc ung khng cn nhng n vn hm cha cht cocain. Ci tn Coca-Cola khng c Pemberton ngh ra m l do nhn vin k ton ca ng, Frank Robinson - hin c xem l ngi c kiu ch vit ni bt nht - t ra, v chnh mu ch ny tr thnh cn bn cho mu biu tng ca thng hiu CocaCola. Tuy nhin, trong khi Robinson lo t tn v v lg, chnh Pemberton mi l ngi chu trch nhim xy dng v pht trin thng hiu ny ngay t nhng bc u tin. Nhng nm u tin tht s khng my ha hn. Pemberton b tr bn loi nc b dng ca mnh ti mt my bn nc gii kht c ga mt hiu thuc Atlanta vi gi 5 xu mt ly. Mc cho cht lng gy nghin tim tng ca loi thc ung ny, doanh s vn gim chn mc su ly mt ngy, khng trang tri chi ph sn xut. Ni cch khc, Coca-Cola khng phi l mt Vin Mariani th hai. Tuy nhin, Pemberton c c mt u th hn hn ngi tng nhim chu u ca mnh, ng Angelo Mariani l kh nng thin ph v marketing. Trong khi mt s tin t i qu bu c u t cho thng hiu Vin Mariani, Pemberton cm nhn c sc mnh ca qung co ngay t bui u. Mu qung co u tin cho CocaCola xut hin trn t The Atlanta Journal ch ba tun sau khi loi thc ung ny c gii thiu ra

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th trng. Trong khi Vin Mariani nhanh chng xut hin v cng bin mt tht nhanh, CocaCola vn c u n pht trin v ln mnh dn ln vi s h tr ca qung co. Trong sut hai nm u tin, Pemberton lun tp trung vo qung co. Nhng n nm 1888, ch vi tun trc khi qua i, ng bn li quyn s hu thng hiu ny cho mt dc s ng nghip, cng l mt nh t bn nh a phng, ng Asa Candler (th trng tng lai ca Atlanta). Candler chnh thc thnh lp cng ty Coca-Cola vo nm 1892 v ng k bn quyn nhn hiu vo nm tip theo. Nm 1895, Candler hon tt d n m rng ca mnh, CocaCola c ng chai v bn ra trn khp nc M. K t u th k 20, cc nh my ng chai c m ra nhiu ni. Sut th k ny, CocaCola lin tc pht trin v tr thnh thng hiu c nhn bit rng ri nht trn ton th gii, cho d khng c s h tr ca cht cocain v bt chp vic m rng ca thng hiu i th Pepsi-Cola. 2/ Pht trin Pht trin trong lch s

Vo ngy 08/05/1886, dc s John Stith Pemberton ch ra mt loi sir sa v bn n cho mt ca hng dc phm ln nht Altanta. Nm 1888, nh doanh nghip Asa G. Candler mua li c phn ca Coca-cola. Trong 3 nm, Candler v hip hi ca ng ta qun l cng ty vi ngun u t l 2,300 nghn USD. Cng ty ng k tn nhn hiu l Cocacola vi vn phng U.S Patent vo nm 1893 v i mi n bt u t lc . (Coke l tn nhn hiu t nm 1945). Nm 1895, nhng nh my sn xut u tin ngoi Atlanta c m ca ti cc bang nh Dallas, Texas, Chicago, Illinois v Los Angeles, California. ng Candler bo co cho cc c ng rng Coca-Cola ang c bn ti mi bang v mi vng trn ton nc M. Trong vng ch 10 nm, t nm 1899 n nm 1909, c 379 nh my CocaCola ra i. Tt c cc nh my u c hng thng hiu ca Coca-Cola, theo cng thc ca Coca-Cola. Candler l ngi u tin pht minh ra khi nim h thng CocaCola nh th. Cng chnh nh tip tc p dng h thng Coca-Cola ny m nc gii kht Coca-Cola c cc th h iu hnh sau Asa Candler em i chinh phc khp th gii. V sn lng tiu th tng cao, cc nh kinh doanh trong tp on tm kim thm loi hnh tiu th mi bng cch bn nc c gas coca-cola trong chai. Hot ng ng chai bt u khi Benjamin F.Thomas v Joseph B.Whitehead ca Chartanooga, ban Tennessee, c trao quyn quyt nh t ng Asa Candler thi hnh v bn Coca-cola trn hu ht cc min ca t nc. H giao cho tng thnh vin lin quan cc vng ring bit xy dng cc hot ng ng chai. Nhng n lc ny xy dng nn nn mng vng chc cho nhng thnh cng ln, to nn mt h thng rng khp cc cng ty ng chai CocaCola. Phn ng ca cng ty trc nhng i th ang chy theo cch thc kinh doanh ny l s ra i ca mt trong nhng loi chai ng nc ung c gas ni ting nht - loi chai CocaCola ni bt, c bit v c nht. N c to ra bi cng ty Root Glass ca n 6

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vo nm 1915 v c nng cao tiu chun bi cc nh nghin cu v chai trong tp on vo cc nm sau . Nm 1911, mt nhm u t m ngi dn u l Ernest Woodruff, ch ngn hng Atlanta, mua li cng ty CocaCola t cc c ng ca Candler. Bn nm sau, Robert W.woodruff, con trai 33 tui ca Ernest tr thnh ch tch tp on v dn dt cng ty i vo thi k mi ca s pht trin trong v ngoi nc qua hn 6 thp k sau . T thi gian ca Woodruff, CocaCola lun cao gi tr v quyn cng dn. Ngy nay, mt phn li ha ca CocaCola mang li li ch v s sng khoi cho tt c nhng ai c chng ti phc v, cng ty phn u lm ti mi th trng, lm phong ph ni lm vic, bo v mi trng v cng c truyn thng cng chng. Qua qu trnh hot ng t nhng bc u tin v pht trin trn nhng con ng khc nhau, cc n lc v nhn c ca cng ty u tp trung vo gio dc v xy dng c m tui tr. Ngoi ra, trong 5 nm gn y, 1 t USD c dnh ring cho vic a dng ho thng qua s giao ph ton quyn v cc chng trnh cho cc b phn nhn s to ra nhiu c hi cho cc c nhn v cc nh kinh doanh nh. Nhng pht trin gn y Tp on CocaCola ang tip tc to mi lin kt vi ngi tiu dng qua nhiu cch thc si ng v th v khc nhau, t s gii thiu thnh cng cc sn phm mi v v chai c cc c tnh ci tin. S gii thiu sn phm mi gn y mang li cho ngi tiu dng nhiu cch thc thng thc v ngon ca CocaCola. Vanilla Coke c xem l mt trong nhng gii thiu thnh cng nht ca nc c gas thi im gn y trong khi Vanilla Coke v Coke hng chanh cung cp nhiu mi v hn cho ngi thch ung nc t gas. Cng ty vn ang dn u trong cng cuc ci tin bao b vi s ra i ca v chai loi 12 chai mt v CocaCola Fridge va di hn, va thon hn b vo t lnh d dng. Thit k mi ca CocaCola mt phn no gip cho thng hiu vn thch hp vi ngi tiu dng ngy nay. c tnh nhn dng mi c gii thiu vo nm 2003 a ra gii thch tm thi v cc nhn t truyn thng nh nguyn bn Spencerian, sng khoi vi nt m d nhn hn; bn di l hnh dng dy bng cun ht vi nhiu di bng mu trng, mu vng v bc; v nhng bt gas trng rt si ni. II. Lnh vc hot ng 1/ Sn phm T nhng ngy u tin, CocaCola lun l mt phn khng th thiu c trong cc s kin ln M v khp trn ton th gii. Trong th chin th II, cng ty m bo rng mi thnh vin ca qun i M s c c mt ly Coke vi gi 5 xu v khng tnh thu hay cc gi tr khc ca cng ty. m bo c vic ny, cng ty xy dng cc nh my ng chai ti 64 im khu vc Chu u, Chu Phi v Thi Bnh Dng. Vi n lc trong chin tranh ny gip cng ty tin xa hn th trng Bc M, khng nh c v th ca tp on vi s pht trin ln mnh thn tc sau chin tranh th gii II. Nhng ct mc lch s quan trng ca CocaCola trong 25 nm bao gm s xm nhp th trng Lin bang X Vit, s xut hin tr li sn phm ca CocaCola ti Trung 7

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Quc vo nm 1979, v s c mt ca CocaCola trong nhim v phng tu con thoi Thch thc (The Challenger) nm 1985. CocaCola cn t chc l k nim 100 nm thnh lp vo 1986 v ti tr chnh thc cho th vn hi ma h nm 1996 Altanta. Tnh n nay, CocaCola cho ra mt hn 300 nhn hiu nc gii kht khc nhau nh Sprite, TAB, Fresca, Diet Coke, Surge, PowerAde, Mr. Pibb, nc lc ng chai Barq's, Dasani hay dng nc qu p Minute Maid.

2/

Tham gia vo lnh vc kinh doanh mi

Mt cuc chy ua in cung ang din ra trn mng Internet gia cc tp on cng ngh thng tin v kinh doanh th gii, nhm ginh git ly mt mu nh trong ming bnh hp dn ca th trng download nhc hp php y tim nng li nhun. CocaCola l hng mi nht tham gia vo cuc tranh ginh ny bng vic tung ra dch v m nhc trc tuyn c nhn hiu ca mnh vi hn 250.000 bi ht trc tuyn c bn qua mng vi gi 80 cent/bi. Cc bn nhc trc tuyn c th nhiu nh dng khc nhau, nh MP3, WMA, Real..., c ngi s dng mua v download v my tnh ca mnh qua Internet. Cc file nhc ny sau c th nghe trn my tnh hoc a vo my nghe nhc s cm tay vi cht lng m thanh khng khc g a CD. C v nh mi i th ca CocaCola, t cc nhn hiu nc ngt ni ting n cc cng ty mi thnh lp u ang c gng lao nh thiu thn theo thnh cng ca CocaCola vi mc ch bt kp v chim lnh th trng ca CocaCola. Vi nhng ngi trong lnh vc kinh doanh nc gii kht, cuc chy ua ny phn nh mt chuyn bin trong cch ngnh cng nghip ny nhn nhn v kinh doanh. Nhng lm c vic ny khng h d dng cht no, bi Coca Cola l mt tng i qu vng chc trn th trng th gii. B - HOT NG CA CNG TY COCACOLA I. Trit l kinh doanh Coca t khi thnh lp n by gi mang mt trit l chung l : Cung cp thc ung hng Cola tuyt ho- mang li s sng khoi- cho tt c mi ngi. Slogan th thay i trong vi nm ty theo chin lc Marketing v nh v sn phm. C th di y l cc cu slogan m Coca dng t nm 1886

1886 - Drink Coca-Cola. 1904 - Delicious and refreshing. 1905 - Coca-Cola revives and sustains. 1906 - The great national temperance beverage. 1908 - Good til the last drop 1922 - Thirst knows no season. 1923 - Enjoy life 1924 - Refresh Yourself 1925 - Six million a day. 1926 - It had to be good to get where it is. 1927 - Pure as Sunlight 1927 - Around the corner from anywhere. 1928 - Coca-Cola ... pure drink of natural flavors. 8

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1929 - The pause that refreshes. 1932 - Ice-cold sunshine. 1938 - The best friend thirst ever had. 1938 - Thirst asks nothing more. 1939 - Coca-Cola goes along. 1939 - Coca-Cola has the taste thirst goes for. 1939 - Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola. 1942 - The only thing like Coca-Cola is Coca-Cola itself. 1948 - Where there's Coke there's hospitality. 1949 - Coca-Cola ... along the highway to anywhere. 1952 - What you want is a Coke. 1956 - Coca-Cola ... makes good things taste better. 1957 - Sign of good taste. 1958 - The Cold, Crisp Taste of Coke 1959 - Be really refreshed. 1963 - Things go better with Coke. 1969 - It's the real thing 1975 - Look Up America. (US only) 1976 - Coke adds life. 1979 - Have a Coke and a smile 1982 - Coke is it! 1985 - America's Real Choice 1986 - Red White & You (for Coca-Cola Classic) 1986 - Catch the Wave (for New Coke) 1987 - You Can't Beat the Feeling. 1990 - Can't beat the real thing. (US & Canada only) 1993 - Always Coca-Cola. 2000 - Enjoy. 2003 - Real. (US & Canada only) 2003 - Make It Real. (UK & Republic of Ireland only) 2001 - Life tastes Good. 2003 - As It Should Be. (Australia & New Zealand only) 2006 - The Coke Side of Life. 2008 - Unity on the Coke side of Life

Nhng tu chung li th ngha vn l trit l nh trn. Gn y do cnh tranh gay gt vi Pepsi, Coca cola thay i gim c Marketing ton cu v i km l chin dch thay i nh v, hng v s khm ph ci mi l, vt ln gii hn ca chnh mnh khm ph mun vn sc mu ca cuc sng. C th ngha ny qua cu slogan : The Coke side of life. Theo nh ga ca nhiu ngi th cu slogan ny khi dch ra ting vit vn cha th hin ht c ngha v tinh thn mi Coca Cola. II. C cu t chc 1/ B my t chc:

Qun tr kinh doanh quc t

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Cch t chc ca Coca c phn theo cu trc Circle, gm 5 b phn chnh HR ( Recruitment, training, admin) Finance (planning, accounting) Sales (MDC nh phn phi, Key Account - siu th, nh hng khch sn, trng hc, cng ty) Marketing (brand, trade marketing Production (production, ware house, distribution - trucks) 2/ Cc hot ng qun tr ni b Ban giam oc di s hng dan cua 7 ban Ban qun l v ph bnh: nhn cc kin ngh v tha thun quan trng ca ban qun l vi cng ty Ban s sch: quan st cc bo co ti chnh, iu khin ti chnh ni b, cc ni quy v lm ng theo lut. Ban ch o quyn v trch nhim tng c nhn trong cng tc, lm vic: xc nhn v xem xt s tin b ca cc mc tiu chin lc cng nh cc tng v cng tc x hi, o c c nhn, cng ng v i chng v by t cc lnh vc ny cho c cng ty, cng ng Ban chp hnh: kt ni ban hi ngh v nhng ngi thc hin. Ban ti chnh: kim tra ngn sch v k hoch kinh doanh hng nm, c phiu, c ch xy dng Ban qun l v bu c: kim tra nhng chnh sch php lut chung i vi nhng ngi ng c cho nhng v tr quan trng, s b nhim, l ph tham gia, nguy c xung t & s nh gi ca cc chuyn gia CEO. Ban qun l i ng nhn vin: quan st s pht trin ca tng c nhn, s thnh cng v tr cp ngh hu cng vi bi thng Ban quyt nh nhng cng vic cn lm ca tng thnh vin, vi s nh gi ca ban gim c m qun l tt c. Kt cu v ni dung ca bn c ghi r trn mng. Nm 2007, c 3 gim c mi tham gia vo ban iu hnh. Hn mt na ang trang b thm k nng & kin i din ca gii chuyn mn Tom Johnson: nguyn ch tch & CEO ca tp on Cheapeake. Suzanne Labage: nguyn ph ch tch & ngi lnh o liu lnh ca tp on ti chnh RBC Curtis welling: ch tch & CEO ca qu lin doanh AmericeCare Hi vin ca ban th nhn kin lin tc & u nm 2008, t chc chnh tr c nhn mt quy trnh chnh thc cho s nhn din v phng vn ngi mi vi mc tiu c bit ca gii chuyn mn. Mt kha cnh khc ca cc nhn vin lnh o l khng ph thuc, theo l thuyt bi s yu cu lp danh sch t gi chng khon New York. Cui nm 2007, 9/13 v gim c khng ph thuc, gim c v c nhn vin khng ch phi han thnh bng cu hi hng nm mt cch c lp & miu t ht tt c nhng cuc hp c lim quan n cp qun l.

10

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Ch tch & CEO, John Brock, vi tn Chairman 8/2008 ban lnh o cng ty xc nh rng n th thch hp v c li cho cng ty, cho ban lnh o. Ngoi ra vo lc ny Orrin Ingram, ch tch & CEO tham gia vo ban gim c cng ty. III. Cc chin lc hot ng 1/ Chin lc Marketing:

Cuc sng l mt chui cc khonh khc ng nh kt ni vi nhau v trong mi khonh khc y l mt c hi cho Coca-cola to nn mt cht nhim mu. T cch nhn v cm nhn kiu dng ca v chai cho n m thanh si ni, hnh ng khui np chai bn ln mi v hn c l mi v c trng ring rt tuyt vi ca Coca-Cola chy xung c; tt c to nn mt cm gic tht c bit m Coca-Cola l mt chuyn gia hng u to nn nhng cm gic c bit y. Nhng vi cm xc ca ngi tiu dng, nhng k c v gi tr l quan trng hn c. Ngi tiu dng rt thch tm hiu nhng nguyn liu b mt trong Coke; nhng b mt b lun b kha cht. Tuy vy, mt b mt khc li c m ra cho tt c mi ngi cng bit: cht lng khng thay i ca sn phm Coca-Cola c sn xut vi v chai ti M. V iu ny thy r qua s nng cao cht lng sn phm trong tng danh sch vn u t ca cc thng hiu gm c Coca-Cola c in (classic), Coke t gas (diet Coke), Sprite, Fanta, Coke hng Vani (Vannilla Coke), Coke hng anh o (Cherry Coke) , Barq, Mello Yello, nc sui Dasani, v c mt dng sda Minute Maid, nc tri cy ti, v nc tri cy ng hp. y l chin lc ch o ca cng ty. a) Chin lc qung b sn phm

u tin hng u l chin lc marketing v mu m sn phm. Asa Candler, ngi u tin xy dng nn thng hiu Coca-Cola trn 70 t USD v cng l ng ch u tin ca tp on Coca-Cola khng tic tin cho qung co xy dng thng hiu. Ngay t nm 1895, nc gii kht Coca-Cola c mt tt c cc bang ca M. Asa Candler thc hin mt chin dch gii thiu sn phm ln cha tng c vo thi im by gi. u u Coca-Cola cng c nhng i tip th bn khuyn mi vi ci gi 5 cent qu r cho mt ly. ng thi trn cc phng tin i chng v cc bin qung co, Coca-Cola xut hin vi tn sut nhiu cha tng c. bo v v xy dng thng hiu, Asa Candler ngh ngay n vic phi c mt bao b c th cho sn phm. Nm 1916, ch mt nm trc khi qua i, Asa Griggs Candler a ra loi chai hnh l hoa Tiffany khng ln i u c ca Coca-Cola. Mu bao b ny c ng k bo h c quyn v cn c s dng cho n ngy nay. Cc n lc khuyn th ca Coca-Cola bt u vi biu tng Ung Coca-Cola trn vi du cc mi hin nh thuc. Asa Candler sau t tn nhn hiu mi khng ch trn cc chai nt ngt m cn trn qut my, lch v ng h. T ngy , n lc tip th v khuyn th kt hp vi cht lng tuyt ho ca sn phm gip thng hiu CocaCola tr thnh mt trong nhng thng hiu c ngng m v ni ting nht trn ton th gii.

11

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Mt trong nhng cch m Coca-Cola vn gi vng c mi quan h tt p vi ngi tiu dng l lun ho nhp vo cc hot ng gii tr ca h. Ly v d nh cng ty t chc cc hot ng th thao rng khp cng c nhng im ni bt ring ca thng hiu. Li li thi im nm 1903, Coca-Cola s dng cc cu th ca i bng chy ni ting thi by gi qung co. V mt trong nhng s kin th thao ni ting v tn ti lu di nht, Th vn hi Olympic lun nm trong danh sch nhng s kn ni bt c Coca-Cola ti tr chnh thc. Tp on cn c mt quan h giao hu rt tt vi Lin on bng th gii FIFA, NASCAR, Hip hi bng chy v Gii Khc Cn Cu, M. Mt lot cc bng hp ng di hn vi Hip hi vn ng vin Quc gia gip Coca-Cola kim c rt nhiu c hi tip th ln vi 22 vn ng vin v 87 qun qun trong mi nm. Coca Cola lun u t cho cc chin lc qung co sn phm ca hng. Ti nhng ca hng bn l v ti cc siu th, Coca Cola bao gi cng c by bn ngang tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin ny, Coca Cola phi tr nhng khon tin khng nh cht no. Mt yu t khc dn n thnh cng ca Coca Cola l hnh thc trnh by sn phm. Coca Cola c ng trong lon nhm hoc trong chai thu tinh, bn ngoi dn nhn hiu mu ti vi hai ch Coca Cola vit hoa theo chiu nghing 45 . Vi mu ti v vi nhng ng cong trng tuyt diu, Coca Cola thnh cng trong vic hp dn v li cun khch hng. Coca Cola khng h tic cc khon tin tr gi hng triu USD cho cc hp ng qung co ln. Nhiu khch hng rt n tng vi cc qung co ca CocaCola, t n tng lun c vi ung ca hng. By gi, c th ni nhng th trng ln nh M, Chu u, cc sn phm ca CocaCola lun chim lnh mc d rt nhiu nhn hiu nc ngt khc ra i trong thi gian gn y, c bit l t i th cnh tranh khng i tri chung - Pepsi. Ngay t khi ra i, con ng pht trin sn phm ch yu ca CocaCola l tip th v qung b sn phm. Nh cch lm ny m CocaCola tr thnh mt trong nhng thng hiu c gi tr nht th gii. b) Chin lc PR

Nhn mnh qun l danh ting Coca-Cola hot ng trn phm vi nhiu nc, thnh t trong kinh doanh, nh bi cc i th cnh tranh, song cha tng dng cch t lt, mc d tham nhng hin ang l vn nn ti nhiu nc ang pht trin. Hng c suy ngh v rt ch n cch thc tip cn th trng, cch chn i tc kinh doanh a phng, v cch thc hot ng ti nc ngoi. V trung thc l mu cht trong cch tip cn ca hng. Coca-Cola c nhng n lc ln trong vic cng khai cc hp ng ca mnh nhm c c s ng h ca cng chng v pht trin th mnh - t bn hng v cng chng ni chung - lm cho cc nh lnh o cao cp khng d dng tip nhn t lt t cng ty ung khng l. Hng tng tuyn b cng khai: Coca-Cola th phi rt khi t nc cn hn l t lt khon tin ln cho v ng u nh nc. Thc t ch l nhm lm tng cc c hi trong cc th trng ang pht trin Trung v ng u v ti cc nc ang pht trin, Coca-Cola c gng c nhn nhn nh mt v khch tht th, lu di v trung thnh. Hng phi gy c n tng i vi 12

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chnh ph s ti, khch hng v c nhng ngi cung cp v cng chng ni chung rng h tm kim mt mi quan h cng bng, ci m v lu di. Coca-Cola nhiu ln th hin quan im ca mnh rng vic u t lin tc v thch ng vo vic qun l danh ting l cn thit xy dng c hnh tng . Cng ty o to nhn vin ca mnh trong vic tm hiu cc truyn thng, th ch chnh tr v gi tr ca ngi dn ti cc nc m cng ty c hot ng kinh doanh. Cng ty trao trch nhim ch cht cho kiu dn nc v m bo rng hnh tng ca cng ty khng bao gi l mt tp on thuc a a quc gia th bo. V Coca-Cola ngy cng tin xa hn. Cng ty ng vai tr ton din ti hu ht cc nc m n hot ng, ng h gio dc, ngh thut v cc dch v x hi di hn theo cch chn chnh. Coca-Cola hiu rng cha kho cho s thnh cng chnh l quyt tm ca cng ty trong vic th hin cho cc i tc kinh doanh rng: cho d truyn thng v quc tch ca h l g th cng ty vn nh gi cao s trung thc v hiu bit ngn ng ca i tc v tn trng h. Nh vy, Coca-Cola lun nhn c s khm phc ca nc ch nh. Gim c iu hnh Doug Daft ca Coca-Cola (Coke) cho bit, hng sn xut ung ln nht th gii ny s tip tc tng cng tp trung pht trin vo cc th trng ch cht, trong c Braxin v Bc M, nhm mc tiu tng li nhun ln khong 11-12% hng nm. Theo Ch tch Coke, Steve Heyer, chin lc ca Coca Cola s lun l tp trung vo tng khi lng sn phm c th mang li, qun l chi ph kht khe hn v nng cao hiu qu u t vn, coi s pht trin th trng truyn thng l nhn t then cht cho tng lai ca Coke, trong s ch trng vo cc lnh vc, nh gii tr v th thao, ca hng n nhanh v cc chui nh hng, c tc ng tt v nhanh nht n vic qung b cc nhn hiu sn phm mi. Tuy nhin, ng Heyer tha nhn rng, hng hin ang phi i mt vi nhiu thch thc t cc nhn hiu Sprite v Fanta. Sc p cnh tranh ang ngy mt ln, nu khng chc chn trn th trng th rt d mt th phn, mt iu m Coca Cola khng h mong mun. Nhiu chuyn gia phn tch cho rng y hon ton l mt chin lc ng n khng ch vi Coca Cola m cn i vi nhiu cng ty khc. S rt d mc phi sai lm nu ta c c gng m rng th trng trong khi nhng th trng truyn thng cn cha c khai thc ht tim nng ca n. Nhng hot ng nh bng thng hiu Coca-Cola v cng ng : cng ty Coca-Cola ng vai tr hng u trong cc chng trnh gio dc v cng ng vi rt nhiu hot ng phong ph nhm gp phn nng cao v ci thin cuc sng cho ng bo cc vng nng thn v thnh th trn ton quc. Cho n nay, Cng ty ng gp hn 600.000 la M cho cc chng trnh gio dc v cng ng ti Vit Nam. Trung Tm Hc Tp Coca-Cola: chng trnh Trung Tm Hc Tp Coca-Cola phi hp vi B Gio Dc & o To v Trung ng on Thanh Nin Cng Sn ang trong giai on tin trin cc trng hc v cung vn ha thanh nin ti Vit Nam. Mc tiu ca Trung Tm Hc Tp l cung cp cho cc em hc sinh trang thit b hc tp tin tin cng vi h thng mng my vi tnh hin i v ti liu hc tp. Cho n nay, Cng ty u t 375.000 la M thnh lp v iu hnh chng trnh ny. Hin ti, c 40 Trung Tm Hc Tp Coca-Cola c thnh lp 33 tnh thnh trn ton quc. Trong nm 2002, tt c 40 Trung Tm Hc Tp s c ni kt vi mng thng tin ni b Internet, cho php cc thnh 13

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vin trong ban iu hnh, i tc ca chng trnh v cc em hc sinh lin lc v trao i thng tin qua mng. Chng trnh gio dc v mi trng: cng ty Coca-Cola cng ti tr cho cuc thi Hnh Tinh Xanh Mi Xanh nhm nng cao thc bo v mi trng cho 15 triu hc sinh cc trng ph thng c s v trung hc trn ton quc. Cuc thi c t chc hng nm vi s phi hp gia Trung ng on Thanh Nin, nhm mc ch khuyn khch cc em hc sinh tm hiu cc vn v mi trng cng nh nng cao thc v bo v mi trng ti trng hc. Chng trnh tham quan nh my: chng trnh tham quan nh my sn xut nc gii kht Coca-Cola dnh cho cc em hc sinh c thc hin vo thng 4 nm 2001 v tr thnh m hnh cng c hc tp b ch cho cc trng hc Tp. H Ch Minh v cc khu vc ln cn. Hn 16.000 hc sinh, gio vin v sinh vin tham gia vo chng trnh tham quan nh my t khi c pht ng v chng trnh ny lun lun ni kt vi nhiu hot ng kinh doanh v bn hng ca Cng ty. Cu Tr Thin Tai: cng ty Coca-Cola ti Vit Nam l mt trong nhng cng ty nc ngoi u tin tham gia vo chng trnh cu tr ng bo b l lt vo nm 1999. Ngay sau khi bit thng tin v cn bo ln nht ca th k tn ph cc tnh min Trung, tt c nhn vin Cng ty Coca-Cola th hin tinh thn nhng cm x o ng gp tin, qu cu tr ng bo b l lt. Tng s qu cu tr bao gm thc phm, qun o, tp sch v tin mt vi tng s tin tr gi 350 triu ng c gi n ng bo b l lt. Cng ty Coca-Cola ng gp qu cu tr tr gi 1,2 t ng cu tr bo b l lt ti Vit Nam nm 2000. S tin ny bao gm qu Mt T ng t tm lng nhng cm x o ca tt c nhn vin Cng ty, cng vi s h tr ca Cng ty, xy dng li cc phng hc b thit hi trong cn l vo nm trc ti cc tnh min Trung v s tin 200 triu ng cu tr ng bo b l lt cc tnh min ng bng sng Cu Long. Nm 2001, Cng ty Coca-Cola gip nhn dn cc vng min Trung b cn bo LingLing tn ph bng mt lot cc t cu tr khn cp vi tng gi tr trn 90 triu ng. Hng cu tr gm nc ung ng chai v thc phm. u nm 2002, ng bo b hn hn ti hai tnh An Giang v Cn Th c Cng ty Coca-Cola trao tng hn 2.000 thng nc ung ng chai v qu cu tr vi tng s tin 150 triu ng. Va qua, Cng ty Coca-Cola phi hp vi Bo Si Gn Gii Phng v Hi Ch Thp TP t chc cc on cu tr n cc l lt tnh H Tnh min Trung, cng nh tnh ng Thp, v An Giang ng bng sng Cu Long, trao tng 5.000 thng nc ung cng go thc phm v tin mt cho ng bo b thit hi. Chng Trnh H Tr Vic Lm cho Ph N : chng trnh H tr Phng tin Kinh doanh do Cng ty Coca-Cola v Hi Lin Hip Ph N Vit Nam ti TP. H Ch Minh v H Ni cng phi hp pht ng vo thng 10 nm 2002 nhm gip cho ph n c hon cnh kh khn ca hai thnh ph c iu kin kinh doanh ci thin thu nhp v nng cao mc sng. y l mt chng trnh mang ngha x hi rt ln m Cng ty Coca-Cola cam kt thc hin ti Vit Nam, nhm hng ng chng trnh xo i gim ngho c chnh ph ku gi Trong giai on mt, 14

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2.000 ph n Thnh Ph H Ch Minh v H Ni nhn c xe y lm phng tin kinh doanh cc sn phm ca Cng ty Coca-Cola ti Vit Nam. Cc bc tip theo trong chng trnh hp tc di hn ny gia Cng ty Coca-Cola v Hi Lin Hip Ph N bao gm vic xy "Nh Tnh Thng" gip con em ca cc ph n c hon cnh kh khn c ni sinh hot hc tp, v hc bng cho con em ca ph n ngho. K Lc Guiness Bnh Chng Vit Nam: cng ty Coca-Cola ti tr cho lng ngh bnh chng truyn thng c L, Huyn Thanh Oai, tnh H Ty lm chic bnh chng khng l cho mng ngy Tt c truyn nm Nhm Ng 2002, v gip Vit Nam ot c k lc Guiness u tin. Chic bnh k lc c kch thc 2.25m2 nng 1,4 tn, c lm t 330 k np c bit, 100 k u xanh, 100 tht heo, 10 k gia v, do 50 ngi nu. Sau khi c trng by trong ba ngy trong trin lm Tt, chic bnh c chia thnh 20.000 phn tng cho cc t chc t thin. Chng Ch K lc Guiness c chuyn giao cho B Vn Ho Thng Tin Vit Nam. Bng vic phi hp cc chin dch marketing v thc hin cc hot ng x hi, CocaCola tng bc khng nh thng hiu ca mnh nc s ti. Ci tn CocaCola khng nhng gn lin vi nhng loi thc ung gii kht m tr thnh mt nhn hng quen thuc vi mi ngi. c) Chin lc thit k

Khi David Butler gia nhp hng ung Coca-Cola, ng c giao s mnh phi ci thin mng thit k ca hng. Tin thn l gim c ph trch chin lc thng hiu ti cng ty marketing v t vn Sapient, Butler nhanh chng vch ra mt chin lc thit k di 30 trang cho Coca-Cola. Trnh dng t thit k Nhng nh hng tch cc nu c ca v ph ch tch ph trch thit k xut pht t vic Butler hc c phng php hiu qu nht thc hin chin lc thit k ti mt tp on ln v phc tp nh Coca-Cola: nn trnh t thit k mc ti a c th. ng ni v li ch ca nhng thit k thng minh bng mt ngn ng m nhng ngi nghe ng ni c th lin h. Vi nhiu thng hiu c thit k li, bao gm c logo Coke c thit k li ginh gii thng Grand Prix ti gii thng thit k Cannes Lions hi thng 6 va qua, v nhiu sng kin nh chai nhm v thng p lnh mi, chin lc thit k ca Butler xem ra ang c hiu qu ln. Mc d t cng ty c b dy lch s thit k nh Coca-Cola, trong nhng nm gn y, hng dng nh nh mt danh ting ca mnh trong lnh vc ny. Cch y cha lu, mu chai Coke c eo c trang im vi dng tn c nhn bit trn ton th gii v hnh ha kiu di ruy bng n gin b thay th bi loi chai nha hoc lon nhm trn logo ca hng nm gia mt lot bong bng, nhng thng ip tip th, hoc nhng hnh nh ty theo ma. Butler nhn thy, c nhiu th cn phi thay i. Coca-Cola l mt tp on ton cu vi 450 thng hiu, hn 300 mu my bn hng khc nhau, v s cc i tc ng chai v bn l, cng vi l khng mt tiu chun thit k ton cu thng nht no. Trnh nhng tng vin vng 15

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Gim c ph trch mng sng to ca Studio Red khi l Tucker Viemeister cho bit: Nhim v ca chng ti l sng to bt k kha cnh no c th. Studio Red a ra nhiu tng th v, nh Coke Cruiser - mt ca hng bn Coke di ng dnh cho cc bui ha nhc hoc l hi, l chic xe my c mt thng p lnh pha trc, hoc tasting salon - mt ca hng bn l cc khch hng c th nm th nhng loi ung mi ca Coca-Cola.Tuy nhin, nhiu tng ny cha bao gi tr thnh s tht. Nhng i vi Butler, bi h m ng rt ra l trnh nhng tng qu cao siu kh p dng vo thc t. Thay v tm tng v sau c tm ch p dng, ng n lc trong vic nhn ra nhng vn c bn m thit k c th gii quyt. Chin lc ca ng tp trung vo 3 lnh vc quan trng i vi Coca-Cola l nhn dng thng hiu, tri nghim ca ngi s dng, v tnh bn vng. Nhiu trong s nhng n lc thit k ca Butler v i ng ca ng kt hp cc yu t gii quyt c ba vn trn. Ly v chai c eo bng nhm ln u c gii thiu vo nm 2005 v li c tung ra trong dp Olympic va qua ti Trung Quc lm v d. T gc nhn thng hiu, y l bn cp nht y gi cm ca chic chai thy tinh c in, em li cm gic hin i hn, nhng li c chi ph sn xut r hn. T phng din tri nghim, chic chai ny to cm gic mt lnh hn chai thy tinh, ng thi np chai c th y li c. Cn t phng din tnh bn vng, chai nhm c sn xut bng vt liu ti ch v bn thn chai ny cng c th ti ch.Tng t, mt lot my lm lnh c thit k mi vi v ngoi bng by cng gip em li cho thng hiu mt hnh nh rn ri hn. Thm vo , nhng my lm lnh ny c s dng cc cng ngh mi gip lm gim tiu th nhin liu t 30 - 40%. Gii quyt hi ha cc mi quan h D n thit k my lm lnh mi cng phn nh nhng g m Butler hc c trong qu trnh lm vic gia nhng ngun p lc xut pht t nhng mi quan h i tc phc tp ca Coca-Cola. Hng khng s hu cc my lm lnh, thay vo nhng my ny c cc ca hng bn l khc nhau t mua. Trong khi Coca-Cola mun c nhng my lm lnh mi c lp t ti mi ca hng c c hnh nh thng hiu thng nht, hng khng th buc cc i tc bn l phi lm theo. i vi nhng ca hng khng mun u t mi hon ton my lm lnh, i thit k ca Butler thit kt mt b tm panel c th dng gn vo nhng chic my lm lnh c, gip chng c v ngoi hin i hn nh h mun. Mt v d khc v cch gii quyt cng vic gia cc ngun p lc khc nhau trong Coca-Cola l mt cng c phn mm da trn web m Butler gi l My Thit k. Cng cng ny cho php cc nh thit k ti cc i tc ng chai ca Coca-Cola c th to ra mu trai mi hoc nhn hng mi trn chai hoc thm ch cc poster qung co. Nh cc thng s c nhp vo cng c ny, thit k cui cng ca cc nh ng chai s lun tun th cc tiu chun ton cu do i thit k ca Coca-Cola xc lp. Cng ngh web 2.0 cho php cc gim c thng hiu ca hng khng cn phi thc hin cc bin php kim sot, ng thi to ra s linh hot thng hiu ln hn. Chi ph Marketing - gnh nng ngy nay ca Coca-Cola Khng tic tin cho xc tin bn hng, song qu thc l mt gnh nng, ngay c vi Coca-Cola ca ngy nay. Li nhun qu IV/2005 ca Coca-Cola gim ti 28% so vi cng k nm trc do chi ph marketing ngy cng cao trong khi doanh thu mt s quc gia chu u ang c du hiu st gim. 16

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C th, li nhun ca hng nc ngt danh ting ny qu cui nm 2005 ch cn 864 triu USD. Trong khi , doanh s Php v Anh gim. Tuy nhin, doanh thu chung ca hng trong nm 2005 vn tng 4%. Trong nm 2005 va qua, hng chi thm ti 400 triu USD cho cng tc qung co, c bit cho nhng thc ung nh Coke hay Sprite. Vi nm tr li y, doanh s bn hng ca Coca-Cola c du hiu tt gim so vi i th truyn kip PepsiCo, cng ty ang tn hng mt th phn ln hn trong lnh vc cc sn phm ung gii kht khng cha carbonate. Bng cch nh vo mt ca ngi tiu dng, CocaCola v ang tng bc hon thin mu m sn phm, lm cho n ngy cng thn thin vi mi trng v c vi ngi tiu dng. 2/ Chin lc nhn s

CocaCola cho thy , khng mt hot ng no c thc hin mt cch ring l m c s lin h cht ch vi nhau bi v qun tr ngun nhn lc l mt b phn chin lc quan trong. Quan trng hn c qun tr ngun nhn lc ngoi kh nng nh hng n vn ha cng ty, kh nng pht trin, nng sut ca ng lao ng m n cn c th gip cho cng ty t oc nhng mc tiu hng u trong vic ct gim chi ph, to gi tr v tng kh nng p ng nhu cu khch hng. pht trin mt i ng qun tr vin quc t, cng ty qun tr ngn nhn lc phi gii quyt cc vn ch cht lin quan n qun tr vin a quc gia( mt qun tr vin a quc gia l cng dn ca mt quc gia ny nhng ang lm vic trong mt chi nhnh ca cng ty nc ngoi) .Trong qu trnh hot ng, Coca Cola gp nhng vn ny v h gii quuyt nhng khc bit gia nhng quc gia bng cch hnh thnh mt quan im chung v qun tr ngun nhn lc, nhng cc cng ty cc quc gia khc nhau c th din gii quan im qun tr ngun nhn lc ny theo cc cch khc nhau ty thuc vo mi trng hot ng c mi cng ty ti mi quc gia. Coca Cola cng c gng xy dng mt i ng qun tr vin quc t thng qua cc chng tnh hun luyn ton cu, cc chng trnh ny lin quan n vic xc nh v qun l pht trin nhm qun tr vin ch cht , m t nhm qun tr vin ch cht ny ngi ta s chn ra nhng qun tr vin cao cp trong tng lai. Cui cng, v c l quan trng hn c, Coca Cola coi qun tr ngun nhn lc nh mi lin kt sng cn trong vic thc hin mc tiu chin lc vi li suy ngh ton cu ha v a phng ha qu trnh thc hin. Pht trin i ng lao ng a dng v ti nng Vic nhn c s u tin trong kinh doanh ph thuc vo phn ln vo yu t con ngi ca Coca. Coca lp mc tiu l to lp mt mi trng lm vic m ni thu ht, pht trin v gi li mt i ng nhn vin a dng v ti nng. Coca khuyn khch mi c nhn pht trin nhng chuyn mn, s trng ca h, gip mi ngi dng ti nng ca mnh vo cng vic kinh doanh. Vi gn 73000 ngi c tuyn dng trong sn xut, bn hng, my mc sn xut v nhng vn phng kinh doanh. Gn 62500 ngi c tuyn dng Bc M, 10500 lm vic di s iu hnh ca ngi chu u. Nhng cng nhn lm n nh ton thi gian chim gn 95% lc lng lao ng ca Coca. Qun tr bin i ci thin nng sut v hiu qu, Coca tip tc to ra nhng thay i c ngha i vi vic kinh doanh. Theo hu ht cc sng kin ci tin mu m nm 2007, 17

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Coca tung ra C cu iu hnh ton cu (Global Operating Framework) vi tm nhn tr thnh mt cng ty c dch v khch hng v bn nc ung tt nhtCoca cng a ra chng trnh ti cu trc nhiu nm gim bt lc lng lao ng mt lng khong 3500 ngi. Mi trng lm vic cng bng L mt thnh vin ca United Nations Global Compact, cng ty cam kt duy tr lao ng c tha nhn quc t v tiu chun quyn con ngi, theo nh bn tuyn ngn UN Universal v quyn con ngi v Lut ILO. D hot ng u, nhim v tun theo lut tuyn dng v lut lao ng. Coca nhn mnh nghim cm lao ng tr em v lao ng b cng p trong hot ng kinh doanh v trong nhng nh cung cp. Khi tuyn dng, tht tnh c trn nhng bn tiu s hi lng nhn ra rng n bao gm nhng ng vin nhng tui khc nhau. Coca khng tin rng c nguy c nghim trng c a ra bi cc nc m cng ty ang iu hnh. Cc lin minh lao ng Coca tn trng v bo v quyn t do ca nhn vin trong vic tham gia vo cc t chc v vic tham gia hay khng cc cng on hoc l cc cuc bi cng. Nm 2007, 36% nhn vin thng qua s nht tr v lao ng a phng. c giao nhim v thng lng v i thoi v nguyn nhn ca s thay i to ln v t chc v nhng tc ng ca n. Cng ty chp hnh nhng yu cu hp php ca a phng mc thng lng c yu cu v t vn hoc cng b nhng i din nhn vin, cng on. Chnh sch ca Coca l tip tc v m cc cuc i thoi x hi, cho php u vo v thi gian trc khi quyt nh c thc hin trn nhng d n. Hun luyn v pht trin thu ht v gi chn ngi ti nng m Coca cn, cng ty u t cho s pht trin chuyn nghip. c bit, cng ty ang pht trin nhng nhng ngi gii nht th gii trong nhng ngnh qun tr tng li nhun, bn hng, dch v khch hng, v chui cung cp. Vo nm 2007, cng ty hng dn o to h tr giai on u ca chng trnh Customer Excellence Bc M. Hn 30.000 nhn vin t li xe cho n nhng nh qun l trung tm bn hng hng dn v vic ti sao cng ty thay i, ai b nh hng, v s mong i sn phm mi. Thm vo , cng ty hng dn cho khong 200 nh qun l bn hng v nhng nh i din trn cng c v k thut bn hng mi, v cch thu nhng ti nng mi nn h c th phc v tt hn nhu cu ca ngi tin dng v khch hng. Cng ty cng cung cp c hi hc gip nhn vin pht trin k thut v k nng lnh o. u nm 2008, cng ty bt u chy chng trnh hc mi, Leadership Compass, bt u ti Bc M. Mt trong nhng chng trnh o to ton cu u tin ca cng ty, kha hc mi ny cho php nhng nh qun l trc tuyn hc ti chnh da phng ca mnh. Qun l hiu qu CocaCola hng vo tt c nhn vin xem xt hiu qu lm vic v a chng trnh qun l hiu qu chun thng qua cng ty. Vo nm 2007, 58% nhn vin Bc M v 100% nhn vin Chu u nhn c mt bng nh gi hiu qu. S khc bit l thc t M, nhn vin bao trm cng vic bng Thu ht nhn vin 18

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Khi m cng ty thay i c cu, h c gng giao tip mt cch ci m vi nhn vin v ci m h ang lm, ti sao v n nh hng n h nh th no. Cng ty cng tm kim s phn hi v tr li bt c nhng lo lng no. cao s quan tm v phn nn: Nhn vin ca chng ta c th a ln s phn nn hoc quan tm qua mt con s ca nhng knh khc nhau. Trit l thng thong ca cng ty khuyn khch nhn vin nu ln nhng s quan tm i vi bt k cp qun l no, bao gm c Gim c iu hnh. Qu trnh x l nhng phn nn lun sn sng cho tt c nhng nhn vin bng nhng hp ng tha thun chung. Mt ng dy nng chy 24/24 c lp cho php nhn vin bo co nhng quan tm ca h m khng cn nu danh tnh, trong khi M, chng trnh Ombuds Office and Solutions a ra nhng li khuyn bo mt, v mt phng tin gii quyt mu thun bng s ha gii v s phn x. Nhng knh ny c ph bin rng ri trong cng ty v qua nhng l th hng ngy n nh ca nhn vin. Nhng thng bo quan trng v cch gii quyt ca h phi c bo co n nh qun l cp cao v Hi ng nh gi ca ban Gim c. Trong nm 2007, khng c nhng thng bo x hi, mi trng, kinh t no c a ra. Bo v sc khe nhn vin: Ngoi sc khe ngh nghip, cng ty cng hng dn chng trnh y mnh phong cch sng khe. Cho nhng cn bnh nguy him caoung th, suy gim tim mch, bnh tim bm sinh, bnh tiu ng, bnh bo ph, v bnh hen suyn- cng ty a ra s ch bo, ngn nga, li khuyn, cch cha tr. Chng trnh gim cn, iu chnh stress, chm dt ht thuc cng c sn, v phn phong cch sng khe c thm vo hi ng sc khe ca cng ty Bc M trong sut nm 2007. K hoch chm sc sc khe ca cng ty a gp vo cho nhn vin v s ph thuc ca h. Thng tin c sn trn internet v vic nh gi sc khe hng nm c a n cho tt v nhn vin. Sc khe v s an ton Cng ty tip tc tiu chun ha phng thc an ton thng qua vic kinh doanh trong sut nm 2007. Cng ty nhn c chng ch H Thng Qun L An ton di H Thng Qun L Coca Cola (TCCMS) ti bn tin nghi M rt nhiu mc tiu ca cng ty. Cng ty nhn chng ch TCCMS v chng ch OHSAS 18001 ti khu sn xut Chaudfontaine Belgium nn tt c nhng khu sn xut Chu u by gi c chng thc. Cng ty hng n nhn chng ch ca tt c khu sn xut Bc M dn nm 2010. Cng ty ang tip tc xy dng s vng chc thng qua nhng chng trnh an ton, nhng vt liu hun luyn, v nhng d tnh trc. Trong nm 2007, cng ty tung ra S Kin An Ton, mt chng trnh thc mi ci m nhng a ch c ri ro tim tng ti ni lm vic v ti nh. Hi ng an ton khp Bc M c gi nhng b dng c y mi thng, cho php h qun l s nh gi v ch bo nhn vin trn nhng ch u tin, nh an ton in, bo v my mc, hoc vic vn chuyn bo h. Nhng nh qun l c trch nhim lm cho c hiu lc nhng b dng c trong sut nhng cuc hp hng thng c ln lch thng xuyn. Trong nm 2008, cng ty s a ra chng trnh mi trn s chng li thng tn v vn chuyn bo h, cng nh nhng chng trnh nhm n nhng cng nhn trong bn hng v sn xut. Chng trnh s c hng dn khu vc Chu u. Thm vo , cng ty hng n xy dng mt cch c th hiu c tt c cc cp. Cng ty c nhng y ban an ton nh qun l v cng nhn trang trng trong tt c khu sn xut, bn hng v trung tm phn phi, cng nh c vit nhng chnh sch v chng trnh sc khe v an tan, Hiu qu an ton l trong s thc o bao gm trong 19

Qun tr kinh doanh quc t

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kinh doanh v s nh gi hiu qu c nhn. Nhng hp ng tha thun chung c trng phn nh mt li cam kt chung n an ton ni lm vic, nhng nhm ngi lao ng v cng on th thng c lin quan trong s pht trin bc u an ton. Bn cnh , Coca cng c nhng hot ng nhn s ni b khc. Cng on mnh l mt trong nhng tiu biu ca Coca. C rt nhiu hot ng b ch cho nhn vin. Cng on i din mt cch hiu qu cho quyn li ca ngi lao ng. Mc lng v chnh sch ca Coke i vi nhn vin tng i cao so vi mt bng chung. Chnh iu ny l mt chnh sch trong thu ht ngun nhn lc c ti nng v nng lc cho Coca. Vic t nh gi ni b rt hiu qu. u thng, mi nhn vin lm 1 bn mc tiu cc hot ng quan trng cn phi thc hin, sau trao i vi ngi qun l v iu chnh cho ph hp, ng thi sp xp theo th t u tin, thang im v phn trm mc quan trng cho tng nhm cng vic. Cui thng nhn vin cng qun l ngi li tho lun v mc tiu v mc thc hin, cng nhau nh gi. Mc im cui thng s quyt nh tin thng vthnh tch ca nhn vin. Mi thng, mi qu nm, cng ty bu chn ra nhn vin xut sc khen thng. C th ni y l cch qun l rt u vit nhm to cho nhn vin mt tinh thn lm vic tt cng nh nhng c gng n lc cao nht hon thnh mc tiu t ra. Bi v nhn vin ch c th, v c ng lc lm tt cng vic khi h hiu r mnh can lm g, nh lng c n, v nhn c phn hi t cng ty. Hin nay Coca ang thc hin chng trnh Qun tr vin tp s, l mt trong nhng thnh cng trong chnh sch nhn s ca cng ty. Hng nm tuyn khong 7 9 sinh vin mi tt nghip t khong 1000 ng vin d tuyn. Cc sinh vin ny c lm vic qua nhiu b phn, c hun luyn tr thnh qun l trong tng lai. C nhiu qun tr vin tp s t cc nm trc ang gi cc v trng trong cng ty. Tuy nhin, sau 1 nm, cc cng ty khc (Unilever, P&G, Nestle tr quan..) sn sng a ra mc lng gn 1.5 2 ln sn n cc nhn vin ny . C th ni chy mu ti nng tr l mt vn ln ca Coke. CocaCola ch trng vn qun l con ngi, tng bc xy dng i ng iu hnh cho cng ty mi nc m n kinh doanh. 3/ a) Chin lc sn xut Chin lc truyn thng ca Coca

Coca Cola, chin lc chc chn trn th trng Hy tp trung vo cc th trng ch cht ch khng nn u t dn tri ri khng thu c g trong c nm. l chin lc m CocaCola, hng sn xut nc ngt ln nht th gii, lun ly lm c s cho mc tiu pht trin ca mnh. c c thnh cng nh ngy hm nay ca Coca Cola nhiu chuyn gia phn tch nh gi rng l nh Coca Cola thc hin ng chin lc trn. Ngay t khi mi thnh lp, mc tiu ca Coca Cola l chim lnh nhng th trng ln nht ch khng dn tri th trng ca mnh trn ton th gii. Khng nh nhiu hng nc ngt trn th gii lun tm cch m rng th trng ca mnh n bt c ch no c th th CocaCola lun kin nh vi nhng th trng truyn thng. Theo hng th trc tin hy c ch ng vng chc trn cc th trng truyn thng rng ln , sau m rng nhng th trng nh hn cng cha mun. Nh 20

Qun tr kinh doanh quc t

GV Quch Th Bu Chu

vy, ti nhng th trng ln nh M, Trung Quc hay Chu u, biu tng CocaCola lun c v tr vng nh bn thch. Hng nm nhng khon u t ca CocaCola vo cc th trng truyn thng lun chim t 70 n 80% tng u t ca hng. Nhng khon u t ny dnh nhiu cho qung co, nng cao cht lng sn phm cng nh cc chin lc marketing khc. Mc tiu ca Coca Cola lun l khch hng khi nhc n ung nc ngt l nh ngay n cc sn phm ca Coca Cola. b) Chin lc ct gim chi ph

Vic s dng ngun nc : Cng ty Coca dang c gng thc hin hot ng duy tr ngun nc m trong mt lt nc cho mi sn phm cng ty sn xut v c gi l trung ha ngun nc. C th l Coca s gim vic s dng nc sn xut t l 10% vo nm 2010 v gip bo v cc ng phn nc mi ni m Coca hot ng. Duy tr vic ti sinh rc thi trong ng gi sn phm : Cng ty ang ti a ha vic s dng mi li cc ngun ti nguyn, vic ti ch cui cng m bo 100% cho vic ng gi ca Coca, c th l : Trnh s dng 100.000 tn bao b, hoc gn nh 3% vic s dng bao b c ln k hoch trc t nm 2008 n 2010 Ti ch hoc phc hi hn 90% nguyn vt liu ca phng tin sn xut vo khong nm 2010 Dn du ngnh cng nghip phc hi ti ch li bao b. CocaCola u t khong 60 triu USD vo hot ng ti ch ti Hoa K v xy dng mt nh my ti ch chai nha c cho l ln nht th gii. Nh my t ti Spartanburg Nam California l mt phn trong mc tiu ti ch 100% chai PET ca Coca-Cola trn th trng Hoa K. Sandy Douglas, Ch tch Coca-Cola Bc Hoa K, cho bit hng t ra mt mc tiu y tham vng l ti ch hoc ti s dng tt c cc chai nha th trng Hoa K. Cc khon u t cho c s h tng cng vi chin lc thit k bao b thch hp s gip Coca-Cola thc hin c mc tiu ny. Coca ti ch hoc ti s dng 100% cc chai nha PET ca hng c mt trn th trng Hoa K. ng thi, Coca-Cola cng a ra sng kin ti ch chai nha do cc fan bng Anh quc vt i. Theo k hoch, Coca-Cola s phi hp vi i tc lu nm l Cng ty Phc hi Ti nguyn Hoa K (URRC) pht trin nh my ti ch mi trn din tch khong 12 hcta Spartanburg, ni t tng hnh dinh ca URRC. Nh my bt u hot ng vo nm 2008 v mt nm sau s t cng sut ti a, c kh nng sn xut khong 45.000 tn nha PET/nm, gp i tng s nha cn dng sn xut chai Coca cho th trng Anh quc. Theo tnh ton ca Coca-Cola, ti ch nha va sinh li v ti chnh, va gip bo v mi trng. Chi ph nng lng thp hn so vi dng nguyn vt liu th, li gim c cht thi v kh gy hiu ng nh knh. Nh my Spartanburg s gip gim c lng kh thi CO2 tng ng vi lng kh thi ca 21.500 chic xe trong mt thp nin ti. Coca-Cola thnh lp b phn c bit CocaCola Recycling LLC vo thng 11-2006. B phn ny chuyn nghin cu v pht trin nhng h thng ti ch cc loi vt liu dng lm bao b nh nha, nhm, cctng v mn nha. Coca-Cola d nh thit lp mng li cc trung tm ti ch khp Hoa K v u t cho cc cng ty thu gom. Trong c cng ty RecycleBank vi a bn hot ng New Jersey, Delaware, Pennsylvania v sp sa 21

Qun tr kinh doanh quc t

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m rng sang New York, Vermont, Massachusetts vo cui nm nay. Ti Philadelphia, t l ti ch i vi chai nha c y t 15% ln trn 50% trong lc t l ngi dn tham gia t ti 90%. Coca-Cola nh gi RecycleBank gip cho vic ti ch d dng hn v tin li hn cho ngi tiu dng. Nhng hot ng trn ti Hoa K l mt phn trong n lc mang tnh ton cu ca Coca-Cola nhm gia tng vic ti ch cc chai ng sn phm ca hng. Ngoi Hoa K, Coca-Cola cng u t vo cc c s ti ch Thy in, Mexico, o, Philippines. Ti Anh quc, Coca-Cola a ra sng kin cung cp qu o to ti nng tr cho nhng cu lc b bng da trn s lng cc fan cam kt tham gia hot ng ti ch. C 13 CLB bng v chnh quyn a phng nm trong sng kin ny. Mc tiu l tng t l ti ch ca tt c cc loi vt liu a phng thm 4%. Mt ngi tham gia chng trnh may mn trng thng c th mang v cho CLB yu thch ca mnh 10.000 bng, ngoi ra, bn thn anh ta s c nhn 5.000 bng. Coca-Cola hy vng bin php ny s khuyn khch cc fan bng v gia nh tham gia hot ng ti ch v li ch mi trng v li ch cho CLB bng h yu mn. Bo tn ngun nng lng v ngn chn s thay i kh hu : Coca s tnh ton lng Carbon mi nc ni m n hot ng vo nm 2008 v t ra mc tiu gim thiu lng Carbon thi ra. Ngoi ra cn gim lng CO2 thi ra t sn xut khong 5% so vi mc ca nm 2004 vo nm 2015, bo m rng tt c cc doanh thu mi cng nh cc phng thc Marketing nhiu hn 20% so vi hiu qu nng lng vo nm 2010, m rng vic s dng cng ngh nng lng in trong cc i xe phn phi ca n nhm tit kim nng lng. Phc v khch hng tt : Cng ty p ng n mi khch hng nhng sn phm v bao b tt ng ni ng lc v ng cch, c th l: a dng cc loi thc ung v kch c, kiu dng bao b a thng tin sn phm, hm lng dinh dng khch hng c th c mt cch d dng c) Cc v st nhp lm tng th phn

Coca-cola thc hin v sp nhp ln nht trong lch s Nhm cnh tranh vi i th PepsiCo trong th trng nc ung tng lc, ngy 28/5/2007 hng Coca-cola mua li nh sn xut loi nc ung vitamin tng lc Glaceau vi gi 4,1 t USD. y l thng v mua cng ty ln nht trong lch s ca Coca-cola trong n lc thu hp khong cch vi i th PepsiCo trong th trng ung tng lc khng c ga. Glaceau thnh lp nm 1996 v hin kim sot khong 30% th trng nc ung tng lc, l loi nc ung c b sung vitamin, khong cht v mt s hng liu. Pepsico hin chim khong 45% th trng ung tng lc M. iu ny nh du bc chuyn hng ca hng bi hin nay mc tiu th ung nh ang c chiu hng gim trong khi nc tng lc li tng ti 60%. Vic mua li Glaceau cng gip cho Coca-cola tn dng h thng phn phi ca cng ty ny. Khng nhng th, vo ngy 3/9/2008, tp on sn xut ung hng u Trung Quc Huiyuan thuc v hng Coca-Cola vi mt hp ng mua bn tr gi 2,3 t USD.

22

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Huiyuan cng l hng sn xut ung tri cy tinh khit ln nht nc ny. Khong 23% s vn ca tp on thuc s hu ca nh sn xut thc n khng l Groupe Danone ca Php v c 6,8% vn gp ca Cng ty t nhn Warburg Pincus & Co. ca M. Huiyuan chim ti 43% th trng ung tri cy ca Trung Quc. IV. Mt s kt qu kinh doanh t c 1/ Doanh thu , li nhun

Mi ngy Coca bn c hn 1 t thc ung mi ngy. Hn 10450 chai c tiu th mi giy. Cng ty kim c 4.347 triu USD trong nm 2003. Hin ti n c mt 7 chu lc v c nhn ra bi 94% dn s ton cu. Lm th no c th ln mnh t ci xut pht im khim nhng tr thnh mt cng ty nc gii kht a quc gia ln mnh nh ngy nay? Coca s dng rt nhiu cng ngh t c v tr hng u trong ngnh cng nghip nc gii kht, vic xc nh r rng cng ngh mi v vic thnh lp cc mu nghin cu . Bng cng ngh, Coca- Cola hon thin Coke thnh mt loi thc ung v ph bin n rng ri khp th gii. Cho n ngy nay, Coke vn dn u ngnh cng nghip nc nc ung M. CocaCola hin nay l cng ty nc ung ln nht trn th gii. Nm 2007, hn 11 t USD c tr cho cc nh cung cp nguyn vt liu. Vi 73000 cng nhn, gn 3.9 t USD tin lng v cc khon khc c tr cho i ng cng nhn. Sn xut tiu tn ht 36.000.000 lt nc, 6560 t Jun nng lng c s dng. C khong 1.2 triu cc nh phn phi bn cc lo thc ung cho ngi tiu th; 2.4 triu my bn l t ng, gn 414 khch hng c phc v, np 1.4 t USD tin thu, u t cho cng ng hn 31.5 triu USD. Tp on Coca Cola hin c mt ti 200 nc trn th gii, thng hiu CocaCola c coi l ng gi nht trn th gii, vi gi tr 50 t USD. Doanh thu nm 2007 l 20.936 t USD.Thu nhp t hot ng kinh doanh sn phm ca cng ty nm 2007 l 1.470 t USD. Thu nhp rng l 711 triu USD. Hng nc gii kht khng l Coca-Cola (Coke) cho hay li nhun ca hng tng 19% trong qu I/08, nh doanh thu t cc th trng quc t tng mnh. S tng trng ny cng c Coca-Cola nhn nh l nh vo s gia tng bun bn tp trung, thay i v c cu, li nhun tin t v tc ng thun li t gi c. 2/ Cc hot ng khc

Nm 2007 CRS (Coportate Responsibility and Sustainability) c chnh thc thnh lp, l 1 trung tm phn phi cc chin lc ca Coca v n ang tr thnh tay li ca s i mi v tng trng trong th trng ang thay i nhanh chng nh hin nay. CRS ng vai tr tr ct trong h thng ton cu ca Coca , biu th s tn tu ca Coca trong vic bin n tr thnh mt phn ca hot ng kinh doanh C cu ny vch ra s u tin chin lc v tm nhn ca Coca tr thnh cng ty c dch v chm sc khch hng v i ng bn hng tt nht. Vic hot ng c trch nhim v ng gp vo s pht trin c duy tr l vic c bn t c s nhn nhn ny v s gip cho Coca p ng mt cch tt nht nhng mong i ca khch hng v ngi tiu dng. 23

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Cc im ni bt v cng tc mi trng nm 2007 : t c mc tiu gim 3% trong t l s dng nc so vi nm trc ; a ra vic ti ch CocaCola vi nhim v thu hi v ti ch tng ng 100% vt liu ng gi c s dng bi h thng sn xut Coca- Cola Bc M; a vo hn 20.000 thit b tit kim nng lng trong bn hng v thit b marketing, gim thiu CO2 khong 28 triu tn. Coca t mc tiu l cung cp cho khch hng v ngi tiu th nhng thc ung cht lng cao m , v chnh sch ca Coca khng nhng p ng m cn vt qu tiu chun thc phm. Ti mi giai on ca chu k sn phm, dy chuyn sn xut gim st st sao cht lng ca cc loi nc ung. Kim tra u n thnh phn, vic ng gi trc khi s dng, v kim tra cc sn phm hon thnh. im ni bt trong mi trng kinh doanh: b sung ca glaceau, FUZE, and Campells vo danh mc sn phm, nhng sn phm vi hm lng calo thp hoc khng c tng ln 47% khi lng bn hng, gim thiu t l phn nn ca khch hng khong 5% Pha trc ca nhn bao b chu u c ghi hm lng calo v dinh dng. Nhn bao b biu hin thnh phn dinh dng mi nht mt trc ca nhng sn phm chu u l phn ca sng kin ln ca ngnh cng nghip thc phm v nc ung. Nhng im ni bt ca mi trng lm vic nm 2007 : thnh lp hi ng a dng chu u (European Diversity Council); tiu tn hn 150 triu USD, thnh vin ca nhm lnh o iu hnh chu trch nhim v nhng vai tr khc nhau, a ra mng li lm vic nhn vin da trn hot ng kinh doanh ti vn phng cng ty. Mi nm, CocaCola cp 1 triu USD cho hc bng trng hc cho nhng con ca i ng nhn vin xng ng nht Bc M. c thnh lp nm 2002, chng trnh ny c t tn bi v gim c ti chnh trc y, Summerfield K.Johnston, l chu trai ca nh ng chai c bn quyn u tin M. Chng trnh ti tr cho 500 hc sinh sinh vin nhng c hi cho vic gio dc tng lai ca h. Nhng im ni bt trong hot ng cng ng nm 2007 : ng gp 31.5 triu USD cho chng trnh u t v cng ng, quan h cng ng a phng pht trin cao hn ln k hoch trong bao gm 5 khu vc chin lc; thc hin vic u t cng ng mang tnh chin lc hn bng cch b sung cc t chc mi trng phi li nhun vo chng trnh Matching Gifts Hoa K. Mng li phn phi: ca Coke theo m hnh MDC (Manual Distribution Centre) rt thnh cng ti Thi Lan v chu Phi. Tuy nhin c nhiu iu cn bn khi p dng ti Vit Nam. MDC l cch phn phi m Coke khng s dng i l m xy dng nh phn phi c quyn ch bn cc sn phm ca cng ty. Cc nh phn phi ny c phn b u trn cc a bn (khong 4-5 MDC/ qun) v mi MDC c iu phi bi 1 nhn vin gim st ca cng ty. C l cn nhiu thi gian xy dng thnh cng m hnh ny ti Vit Nam, v c th y l cc ch ca hng bn l thng lm n lu nm vi cc i l .Bi v nh th s li th: th nht l thun tin trong giao dch, th hai c th mn v chai, th ba c th gi u (tr sau) tin mua sn phm. Bn cnh , cc ch MDC do Coke dng nn mt phn khng nh khng c kinh nghim kinh doanh trong ngnh nc gii kht . y chnh l kh khn trong vic cnh tranh vi cc i l (bn c Pepsi, Number 1, v cc thng hiu khc)

24

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Tuy nhin, vi hng v ngon, thi quen s dng ca ngi Vit Nam t hng chc nm, v thng hiu ni ting, Coke vn chim 1 th phn khng nh: gn 43% trn tan quc. C - COCACOLA - NHNG THNH CNG V THT BI I. Tht bi New Coke Ngh n s thnh cng ca mt thng hiu, bn c th ngh ngay n Coca Cola. Qu th, l mt thng hiu c bit n nhiu nht trn th gii. Nm 1985, cng ty Coca-Cola quyt nh ngng sn xut loi nc ngt danh ting ny ca h v thay th n bng mt sn phm c cng thc mi va c tung ra th trng vi tn l New Coke. hiu c ti sao m quyt nh n cha thm ha ny li c quyt nh, cn phi xt n nhng g xy ra trong th trng nc gii kht. Ni cch khc, chng ta cn phi quan st k hn s cnh tranh khng ngng tng ln gia CocaCola v Pepsi Cola trong nhiu nm qua - t trc s ra i ca New Coke nhiu thp nin. Vo ngy 23/4/1985, New Coke c tung ra th trng v ch vi ngy sau vic sn xut Coke nguyn thy ngng hn. Quyt nh kt hp ny k t c xem nh mt sai lm marketing ln nht ca mi thi i. Mi lc dnh cho New Coke tr nn ti t v cng chng tr nn gin d v thc t l CocaCola khng cn tn ti bao lu na. y l mt chin lc y ri ro khi h buc phi hy sinh nhng ngi tiu dng ln tui li cho CocaCola, nhng d sao h cng chng t c s thnh cng. Pepsi c kh nng v th ha thng hiu ca h i li vi hnh nh c in v gi nua ca i th ng s. V cng lc h cng c nhn nhn l mt thc ung ca gii tr, Pepsi n lc xoay x thu hp khong cch li.Th phn ca Coke vn ng yn trong khi Pepsi li lin tc tng trng. iu ng lo na l mt khi ngi tiu dng c th la chn, nh trong cc siu th a phng, hu nh h u nghing v Pepsi hn. Ch c h thng phn phi hiu qu hn ca Coke mi gi cho h ng vng v tr dn u. c c cng thc sn xut mi, cng ty Atlanta bt u thc hin 200.000 cuc th nghim mi v xem cng thc thnh cng ra sao. V kt qu tht m mn. Hng v ca nc gii kht theo cng thc mi khng nhng n t hng v ca loi Coke nguyn thy m ngi ta cn thch n hn c Pepsi-Cola. Tuy nhin, nu Coca Cola vn ng trc Pepsi, h khng th c cng lc hai sn phm cnh tranh trc tip nhau trn cc k hng. V vy, h quyt nh loi b Coca Cola v gii thiu New Coke th vo . Vn l cng ty Coca Cola nh gi khng ng v sc mnh thng hiu u tin ca h. Ngay sau khi quyt nh c thng bo, mt phn ln dn M quyt nh cm vn i vi sn phm mi ny. Mi s tr nn r rng l CocaCola khng cn la chn no khc ngoi vic mau chng s dng tr li thng hiu v cng thc truyn thng ca h. Ni cch khc, Coca Cola hiu ra rng marketing th quan trng hn t thn sn phm nhiu. a s cc cuc th nghim c thc hin theo li m mm, v vy mi v l yu t duy nht c lng nh. Cui cng, cng ty n phi mi ca Pepsi khi lm nh th, xem thng ti sn thng hiu chnh ca h - l tnh truyn thng. Vi vic tung ra New Coke, CocaCola mu thun vi nhng n lc marketing trc ca h. Sn phm chnh ca h khng th c gi l mi khi m 25

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nhng qung co thc s u tin xut hin trn Atlanta Journal vo nm 1886 ghi nhn Coca Cola nh mt loi nc si bt mi, cha nhng thnh phn ca cy coca v ht cola tuyt vi. Nhng d sao th khi Coca Cola cng sn xut v bn tr li loi coke truyn thng ca h, loi coke thng thng cho th trng M, s quan tm truyn thng bt u quay li vi s a chung thng hiu. Ch trong vi thng Coke tr li vi v tr hng u v New Coke dn tn li. Nh cc nh phn tch trn cp, CocaCola mo him vi thng hiu ca mnh nhm mc ch m rng th trng, nhng chin lc nghin cu th trng khng hiu qu dn n iu m cng ty khng mong mun: mt bt th phn vo tay i th. Qua bi hc trn, cng ty cn trng hn trong vic pht trin cc sn phm mi trong thi gian sau ny. Mt bt cp khc ca Cng ty Coca-Cola l vn s dng nc n Mt nhm nghin cu mi trng hng u New Delhi yu cu CocaCola ngh ti vic ng ca nh my ng chai trong bang Rajasthan (n ) ang b hn hn trm trng, v nh my ang dng ht sch ngun nc him hoi. Nhng bng bo co quan tm ti vic cng ty dng ngun cung cp nc him hoi. S hin din ca nh my trong khu vc ny s tip tc l mt trong nhng ng gp lm t hi tnh trng nc ni v l nguyn do gy cng thng i vi cc cng ng xung quanh. Bn bo co kt lun: cng ty nn tm cc ngun nc khc, di hoc ng ca nh my.Cng ty khng d tnh ng ca nh my. Coca-Cola ti tr cuc nghin cu sau khi sinh vin trn khp th gii phn i v cc bo co v mc thuc tr su cao trong thc ung ca Coca-Cola n . Cc co buc ny bt ngun t mt nhm nghin cu mi trng khc Delhi, Trung tm Khoa hc v Mi trng, tit l hi thng Tm 2006 rng cc th nghim ca h trn 11 sn phm ca Coke v Pepsi cho thy mc thuc tr su nhiu gp 24 ln gii hn cho php. Ngay sau khi kt qu loan ra, sinh vin i hc Michigan ku gi cm bn tt c sn phm ca Coke trong trng. ng vo thi im tp on a quc gia v gii kht ny thng bo s u t cho vic bo v cc dng sng ti 4 chu lc th ti n chnh h li b khiu ni v vic chim dng t ca nhng ngi dn a phng v x chung nc thi cng vi rc cng nghip ra khu vc gn ni dn c sinh sng. Theo cc nh hat ng mi trng th y khng phi l ln u tin Coca Cola b buc ti ti n . Ngoi nhng khiu ni trn, Coca cn b ph phn v x nc thi cha qua x l ra nhng cnh ng v knh rch vo sng Hng vng pha bc bang Uttar Pradesh. c bit, y khng phi l ln u tin Coca Cola b buc ti. Nm 2003, p li chin dch phn i Coca-Cola mnh m ca d lun, Cc kim sot nhim quc gia n tin hnh iu tra h thng x l nc thi ti 8 nh my ng chai ca cng ty ny, pht hin trong nc thi c hm lng ch, ctmi, crm cao v yu cu cng ty tin hnh x l nh i vi cht thi cng nghip c hi. Nhng v vic ny cng vi cc s c din ra ti Clmbia ang gy phin toi cho tr s chnh ca hng t ti Atlanta. Ch trong 6 thng qua, sinh vin thuc 25 trng i hc ca M, Canada v Anh ty chay Coca-Cola. Hng ny cng b loi ra khi danh sch nh thu cung cp nc gii kht ti cc trng hc. Nhng v b bi ti n nu trn c l i ngc li vi chnh sch bo v mi trng m cng ty ra t trc. iu ny khng nhng gy kh khn cho vic 26

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sn xut v pht trin ti nc s ti m cn lm cho thng hiu ca CocaCola gim i phn no gi tr ca chnh n. Qua iu ny, tp on sn xut nc gii kht ln nht th gii ny cn phi cn thn hn v c nhng bin php hiu qu hn trong vic s dng ngun ti nguyn mi trng nc s ti, mt vn m hu ht cc tp on a quc gia ang hng n. Nu i ngc li vi li ch ca ngi tiu dng v t nc ca h ngha l cng ty ang t khai t chnh mnh. II. Thnh cng ca Coca Vo nm 1985, mt th k sau khi sn phm ny c tung ra, t sau cng m ngi ta c th dng lin h vi Coca Cola l t mi. y l cng ty c lin h n tnh k tha kiu M hn hn mi cng ty khc. Nm mi nm trc y, ngi ot gii Pulitzer William Allen White - bin tp vin ca mt t nht bo Kansas nhc n loi nc ngt ny nh mt cht tinh ty ca t tri, c chng ct m thnh v lun c dn M ng h mt th c chp nhn, c to thnh mt cch trung thc, c phn phi ton cu, v c nng cao cht lng mt cch y thc qua nm thng. CocaCola cng d phn vi lch s du hnh v tr M, chc mng tht hay cc phi hnh gia Apollo vi hng ch n mng tr v vi tri t, nh ca Coca Cola. Trong hng trm nm hnh thnh v pht trin, con ng xy dng thng hiu ca CocaCola khng phi d dng. Trong thi gian u, t mt thc ung v danh trn th trng, nhng ng ch u tin ca cng ty c s nh hng chnh xc trong con ng pht trin. Bng vic tch cc xy dng thng hiu, CocaCola tr thnh mt nhn hiu ton cu. V cuc chin cng din ra gay gt hn khi th trng xut hin ngy cng nhiu cc nhn hiu sn phm gii kht khc cnh tranh, trong c i th truyn kip ca CocaCola Pepsi. iu ny lm cho ban iu hnh ca tp on phi lin tc ci tin cc chin lc qung co, sn xut, ti chnh c th thch nghi tn ti cng vi s chuyn bin ca x hi. Bng cc chin lc chiu th nhm ti nhiu i tng khch hng, danh ting ca CocaCola c bit n tng ng ngch. Trong chin tranh th gii, nhng nh lnh o ca cng ty rt linh hot trong vic s dng chnh nhng ngi lnh M tip th cho sn phm ny. Nh m khi chin tranh th gii kt thc, ci tn CocaCola tr nn quen thuc vi chu u v xa hn na. Khng phi l qu khi m ni rng CocaCola bit nm bt mi c hi t ln n nh qung co cho thng hiu ca mnh. Nhng bin qung co ni bt mu ti cng vi dng ch CocaCola xut hin khp ni, t sn bng n siu th, tim tp ha Cng v l m ci tn CocaCola tr nn quen thuc vi mi ngi. Chin lc marketing ngn ca tp on ny hng trm triu USD mi nm, nhng nh m CocaCola tr thnh ci tn ht sc quen thuc mi khi nhc n cc sn phm gii kht. Trong vinh quang ca CocaCola khng th khng nhc n nhng v gim c iu hnh, nhng ngi lo li con tu khng l ny qua mt qung thi gian di v tng bc ph bin tn tui CocaCola n vi tng ngi tiu dng. CocaCola c c thnh cng nh ngy hm nay, mt phn quan trng l nh ti nng v s tn tm ca Roberto Goizueta. ng l ngi tn ty vi cng vic cng nh vi cc c ng ng thi bit quan tm n chnh sch trng dng nhn ti v bo v li ch ca ngi lao ng. V bi vy, rt nhiu nhn vin gii ca Coca Cola v ang tr nn giu c.

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Ti liu tham kho

Report. www.cocacola.com www.cocacolavietnam.com Gio trnh Qun tr kinh doanh quc t, Th.s Quch Th Bu Chu. CocaCola Enterprises 2007 Corperate Responsibility and Sustainability

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