Coca-Cola Phân Tích Chiến Lược Kinh Doanh Quốc Tế

Trng i Hc Kinh T TPHCM
Khoa Thng Mi - Du lch - Marketing
Mn: Qun tr kinh doanh quc t

ti 2:
PHN TCH CHIN LC KINH

DOANH QUC T CA TP ON
COCA-COLA
GVHD: Th.s QuchTh Bu Chu

SVTH: L Huyn Trinh
Trng ng Linh Giang
Hunh Tho Li
Linh Uyn
Trn Hong Qu
on Th Thu Nga
Phn tch Chin lc kinh doanh quc t ca Coca-Cola
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LI M U .................................................................................................................................. 5
A. GII THIU V CNG TY COCA-COLA: ......................................................................... 6
I. Lch s hnh thnh v pht trin: ................................................................................................ 6
1. Lch s hnh thnh: ............................................................................................................. 6
2. Qu trnh pht trin: ........................................................................................................... 8
II. Trit l kinh doanh: .................................................................................................................. 10
1. S mnh:........................................................................................................................... 10
2. Tm nhn: ......................................................................................................................... 10
III. Cc lnh vc hot ng: .......................................................................................................... 11
1. Lnh vc kinh doanh chnh: ............................................................................................. 11
2. Lnh vc hot ng ph: .................................................................................................. 12
B. PHN TCH CHIN LC KINH DOANH QUC T CA COCA-COLA: ............... 12
I. Nhng Chin lc cng ty s dng trong qu trnh thm nhp th trng quc t: ...... 13
1. Giai on trc nm 1980: .............................................................................................. 13
2. Giai on t nm 1981 2000: ........................................................................................ 14
3. Giai on t nm 2000 2004: ........................................................................................ 16
II. Chin lc kinh doanh quc t hin nay ca Coca-cola: ....................................................... 18
1. Phn tch c s la chn Chin lc Kinh doanh quc t: .............................................. 18
2. Phn tch chin lc kinh doanh quc t: ........................................................................ 26
C. TH HIN CA CHIN LC KINH DOANH QUC T: ........................................... 26
I. Chin lc t chc quc t: ....................................................................................................... 26
3

II. Chin lc Marketing quc t:................................................................................................. 33
1. Chin lc sn phm: ....................................................................................................... 33
2. Chin lc gi: ................................................................................................................. 36
3. Chin lc phn phi: ...................................................................................................... 37
4. Chin lc chiu th: ........................................................................................................ 40
D. BI HC KINH NGHIM ..................................................................................................... 44
I. Thnh cng: ................................................................................................................................ 44
1. Doanh thu v th phn: ..................................................................................................... 44
2. Cc gi tr khc: ................................................................................................................ 46
II. Nhng tht bi: ......................................................................................................................... 48
1. New Coke ......................................................................................................................... 48
2. Vn s dng nc n :........................................................................................ 49
III. Bi hc kinh nghim: .............................................................................................................. 50
TI LIU THAM KHO: ........................................................................................................... 52
LI M U
Khi nhc n th trng nc gii kht ni chung v th trng nc ngt c gas ni
ring, chc hn ci tn Coca-Cola s c hu ht mi ngi ngh ti u tin. Ngy nay,
Coca-Cola c bit n nh l thng hiu ni ting trn ton th gii, c mt ti hn 200
quc gia vi trn 3500 nhn hiu khc nhau. Vi mng li ph khp ton cu, tp on
nc gii kht ny ngy cng nh v c ch ng ca mnh trn ton th gii, Khng ch
c bit n v cc sn phm, Coca-Cola cn l nh ti tr cho nhng hot ng cng
ng, cam kt mang li nhng iu tt nht cho khch hng trn nhng th trng m n c
mt. Vy iu g mang li thnh cng ngy hm nay ca Coca-Cola? cng chnh l l
do nhm chng ti thc hin ti ny. Hy vng rng qua nhng trnh by di y, chng
ta s c ci nhn r nt hn v Coca-Cola v s thnh cng qua chin lc kinh doanh quc
t ca n, ng thi cng rt ra c nhng bi hc kinh nghim cho chnh cc mnh khi u
t vo th trng quc t.
Nhm sinh vin thc hin

A. GII THIU V CNG TY COCA-COLA:
I. Lch s hnh thnh v pht trin:
1. Lch s hnh thnh:
Coca-Cola c pht minh bi dc s John Stith Pemberton, ch mt phng th
nghim v hiu thuc t nhn. Ban u, Pemberton ch nh sng ch ra mt loi thuc bnh
dn gip chng au u v mt mi. ng my m v th nghim, pha ch thnh cng mt
loi siro c mu en nh c ph. Loi siro ny trn vi nc lnh s c th c mt th
nc gim nhc u v tng sng khoi.
Pemberton gi li cng thc sng ch ny, ch bit rng thnh phn quan trng nht
ca loi thc ung ny cha mt t l nht nh tinh du c chit sut t qu v l ca cy
Kola. y l loi cy ch c khu vc rng nhit i Nam M, thnh phn cha mt lng
ng k cocain v caffeine. V th thuc c tc dng lm sng khoi, chng au u, mt
mi. Ci tn Coca-Cola cng bt ngun t . Pemberton thay ch "K" bng ch "C" c
v d nhn v quen thuc hn.
Sau khi sng ch ra Coca-Cola, Pemberton rt vui sng v i khp ni cho bn
loi nc ung ny, c bit ti cc qun "Soda-bar" ang thnh hnh thnh ph Atlanta.
Tuy nhin, Pemberton rt tht vng v khng ai chu ung th Coca-Cola. N c mu nu
en v mi ngi u coi l thuc ch khng phi mt loi nc gii kht n thun.
Cng thc Coca-Cola ch thc s tr thnh nc gii kht nh mt nhn vin trong qun bar
"Jacobs Phamarcy" khi nhn vin ny nhm ln pha siro Coca-Cola vi nc soda thay v
nc lc bnh thng theo cng thc ca Pemberton.
Loi Coca-Cola c pha nhm li ngon ming hn bnh thng, lm sng khoi
khc thng v lc Coca-Cola mi c th phc v s ng ngi tiu dng. T qun
bar ny mi ngy pha v bn c t 9 n 15 ly Coca-Cola. Tuy nhin, c nm u tin
Pemberton mi ch bn c 95 lt siro Coca-Cola.

Sau ny, khi mua li Coca Cola, Asa Griggs Candler - Nh lnh o ti ba bc nht
ca Coca Cola bin chuyn suy ngh ca ngi dn nc M v hnh nh ca Coca Cola.
ng cho nhng ngi tiu dng ca mnh hiu th "thuc ung" Coke l mt loi thc ung
ngon lnh v ti mt. Cho n ngy nay, Coca Cola vn trung thnh vi tiu ch ny ca
hng. Hnh dng chai Coca-Cola c ng k bo h nm 1960.
Ci tn Coca-Cola xut pht t tn l coca v ht cla, hai thnh phn ca nc ngt
Coca-Cola. Chnh iu ny lm Coca Cola c thi k khuynh o v ngi ta quy kt
Asa Candler l ngi n ng gy nghin ca th gii. Hin nay Coca-Cola tr thnh hng
nc ngt ni ting th gii vi rt nhiu sn phm a dng nh Coca-Cola Light (hay Diet
Coke- Coca king), Coca-Cola Cherry...
T khi c thnh lp v t tr s chnh ti Atlanta, bang Georgia, tp on Cocacola hin ang hot ng trn 200 nc khp th gii. Thng hiu Coca-cola lun l
thng hiu nc ngt bn chy hng u v tt c mi ngi trn th gii u yu thch
Coca-cola hoc mt trong nhng loi nc ung hp dn khc ca tp on. Ngy nay, tp
on Coca-cola thnh cng trong cng cuc m rng th trng vi nhiu loi nc ung
khc nhau ban u l nc c gas, v sau l nc tri cy, nc tng lc cho th thao,
nc sui, tr v mt s loi khc.
Coca-Cola chim 3.1% tng lng sn phm thc ung trn ton th gii. Trong 33
nhn hiu nc gii kht khng cn ni ting trn th gii, Coca-Cola s hu ti 15 nhn
hiu. Mi ngy Coca-Cola bn c hn 1 t loi nc ung, mi giy li c hn 10.000
ngi dng sn phm ca Coca-Cola. Trung bnh mt ngi M ung sn phm ca cng ty
Coca-Cola 4 ngy 1 ln. Coca-Cola hin c mt ti tt c cc chu lc trn th gii v c
th c nhn ra bi phn ln dn s th gii.

2. Qu trnh pht trin:
1891: ng Asa G.Candler mt dc s ng thi l thng gia Atlanta nhn thy
tim nng to ln ca Coca-Cola nn ng quyt nh mua li cng thc cng ton b quyn s
hu Coca-Cola vi gi 2300 USD.
1892: Asa G.Candler t tn cho cng ty sn xut syroo Coca-Cola l cng ty CocaCola.
1893: Thng hiu Coca-Cola ln u tin c ng k quyn s hu cng nghip.
1897: Coca-Cola bt u c gii thiu n mt s thnh ph Canada v
Honolulu.
31.1.1899: Mt nhm thng gia gm Thomas & Whitehead cng vi ng nghip
J.T.Lupton nhn c quyn xy dng nh my ng chai vi mc ch ng chai v
phn phi sn phm Coca-Cola n khp mi ni trn nc M.
1919: Nhng ngi tha hng gia ti ca Candler bn cng ty Coca-Cola cho Emest
Woodruff, mt ch ngn hng Atlanta.
1923: Emest Woodruff c bu lm ch tch iu hnh cng ty, bt u su thp k
lnh o v a cng y Coca-Cola n mt tm cao mi m khng mt ngi no c th m
thy.
Nm 1929, Coca-Cola c bn trn th trng 76 quc gia trn th gii.
1938: Coke thm nhp th trng c, o, Na Uy v Nam Phi.
Trong Th chin II, Coke a ra mt tha thun cung cp Coca-Cola cho qun
i M. Trong thi k ny, cng ty xy dng 63 nh my ng chai trn ton th gii.
1945: Cng ty Coca-Cola ng k nhn hiu thng mi Coke
1946: Coca-Cola ln u tin tng gi sau 70 nm lin duy tr mc gi 5 cent.
8

1950: Qung co truyn hnh u tin ca Coke di 30 pht c pht vo ngy L T
n trn i BCS.
1953: Coke Time ra mt trn c radio v Ti-vi, ni ting n ni ngi ta in c a
cc bi ht qung co.
1956: McCann Erickson Inc thay th DArcy lm i l qung co ca Coke.
1959: Coke c phn phi bi mng li 1700 n v ng chai, hot ng hn
100 nc.
1960: Coke mua li tp on chuyn sn xut nc cam The Minute Maid.
1961: Coke ln u xut hin trn phim, b phim mang tn One, two, three. Ngy
1/2 gii thiu sn phm mi Sprite.
1962: Coke cho bn c phiu ra cng chng, gi 101 USD/c phiu.
1963: Tab ung u tin dnh cho ngi n king ra i, ci tm c la chn
t cuc kho st my tnh vi 300.000 kt qu. Chin dch qung co Things Go Better with
Coke bt u.
1965: Coke ti tr cho b phim hot hnh ni ting A Charlie Brown Christmas trn
truyn hnh. Nc cam Fresca ra i.
1969: Coke ra mt logo mi vi 2 mu trng , khu hiu mi Its The Real
Thing.
1985: Coca-Cola quyt nh ra sn phm mi New Coke thay th cng thc b mt
thng hiu hng u ca mnh iu m cc nh ph bnh gi l sai lm ca th k. V
cng thc c in quay tr li ch sau 79 ngy ra mt New Coke.
n thi im ny, sau hn 100 nm thnh lp v pht trin, Coca-Cola c mt
hn 200 nc trn th gii.

II. Trit l kinh doanh:
Coca-Cola 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". V thng
hiu: "Truyn cm hng cho s sng to v am m".
1. S mnh:
L trnh ca chng ti bt u vi nhim v ca chng ti, l lu di. N tuyn b
mc ch ca chng ti l mt cng ty v phc v nh mt tiu chun cho chng ti cn
nhc hnh ng v quyt nh ca chng ti.
- lm mi th gii.
- truyn cm hng cho nhng khonh khc ca s lc quan v hnh phc.
- to ra gi tr v to s khc bit.
2. Tm nhn:
Phc v nh l khun kh cho cc l trnh ca chng ti v nh hng trong mi
kha cnh ca vic kinh doanh bng vic m t nhng g chng ti cn phi thc hin tip
tc t c s pht trin bn vng v cht lng:
Con ngi: Tr thnh mi trng lm vic tt nht ni m con ngi c cm
hng tt nht.
H s: Mang n cho th gii mt h s v thng hiu nc gii kht c cht
lng m c th tin on v lm hi lng mong mun v nhu cu ca con
ngi.
Cc i tc: Xy dng mt mng li cung cp nc ung cho khch hng v
cc nh cung cp, cng nhau to dng gi tr c li i bn mang tnh lu di.
Hnh tinh: L cng dn c trch nhim to nn s khc bit bng cch xy
dng v h tr cng ng mang tnh bn vng.
10

Li nhun: Ti a ha li nhun cho cc c ng v t tinh thn trch nhim
ln hng u.
Nng sut: L mt t chc hot ng hiu qu, gn nh v pht trin nhanh.
III. Cc lnh vc hot ng:

1. Lnh vc kinh doanh chnh:
Coca-cola l cng ty nc gii kht ln nht th gii vi hn 500 thng hiu ni
ting. Sn phm kinh doanh chnh ca Coca-cola l cc loi nc ung, nc gii kht nh:
nc ngt c gas, nc ngt t ng, nc khong, nc tr,
Gn y, Coca-Cola tham gia th trng c ph

vi sn phm Far Coast, pht trin nh chui cc ca hng
c ph nh Star Bucks, Coffee Bean,... v ang dn chim
lnh mt th phn khng nh.
11

Sp ti, Coca-Cola d nh s ln sn c
vo th trng bia. Coca-Cola ang hp tc vi
tp on Casella (c) cho ra i mt dng
bia chai mi. Thng v tr gi 46 triu USD
ca Coca-Cola Amatil, nh phn phi c quyn
ca Coca-Cola ti khu vc Thi Bnh Dng,
c k kt di hnh thc mt khon vay dnh
cho Australia Beer Company, lin doanh gia
Coca-Cola Amatil vi Casella. Mc tiu ca lin
doanh ny l sn xut v phn phi cc sn
phm bia chai cao cp thng qua cc knh sn c
ca Coca-Cola. D kin sau khi chnh thc c thnh lp, h s c kh nng chim c
15% th trng bia chai ti c.
2. Lnh vc hot ng ph:

Coca-Cola tham gia th trng download nhc hp php y tim nng 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. iu ny va gip Coca-Cola qung co thng hiu, va thu c li
nhun t th trng m nhc.
B. PHN TCH CHIN LC KINH DOANH QUC T CA COCACOLA:

i vi cc cng ty trong iu kin ton cu ha ang din ra mnh m trn th
trng ton th gii hin nay, vic thc hin chin lc kinh doanh quc t khng cn l mt
chn la m l mt iu tt yu. Thc hin chin lc kinh doanh quc t nhm khai thc v
pht trin li th cnh tranh ca cng ty. t c mc tiu, cng ty phi quan tm v cn
12

nhc trn c hai phng din: ct gim chi ph to ra gi tr v thay i sn phm ph hp
vi yu cu ngi tiu dng, ngi tiu dng sn sng tr cao hn cho nhng sn phm
hn mc chi ph to ra chng.
Coca-cola cng khng ngoi l. T khong nhng nm 1900, Coca-cola bc nhng
bc i u tin trn con ng thm nhp th trng th gii. t c thnh cng nh
ngy hm nay, Coca-cola phn tch, nghin cu v la chn nhng chin lc kinh doanh
quc t ph hp nhm cn bng hai nhm p lc: p lc gim chi ph v p lc i vi yu
cu ca a phng.
I. Nhng Chin lc cng ty s dng trong qu trnh thm nhp th

trng quc t:
1. Giai on trc nm 1980:
Coca-cola bt u thm nhp vo th trng nc gii kht t nm 1886. Vi s thnh
cng trn th trng nc M, Coca-cola bt u m rng hot ng ra cc nc bn ngoi.
Bt u t 1897, Coca-cola bt u xut hin th trng Canada v Honolulu. Sau , cng
ty m rng hot ng kinh doanh ra cc nc khu vc chu , u tin l Phillipines. n
1919, Coca- cola bt u xy dng nhng nh my ti Paris v Bordeaux, Chu u. Cocacola cng khng ngng m rng th trng sang Chu c, o, Na uy v Nam Phi. Mng
li cng ty v nh my ca Coca-cola c m rng trn ton th gii. n nm 1960,
Coca-cola tng gp i s nh my ng chai v thu tm trn 60% th trng nc ngt
th gii.
Vo thi gian ny, Coca-cola l thng hiu dn u v ang thng lnh th trng
nc gii kht trn th gii.
a. Phn tch p lc chi ph:
Vi s thnh cng ca cc chin lc Marketing, Coca-cola vt xa cc i th
trong ngnh. Ngoi ra, trong giai on ny, Pepsi-cola, c coi l i th cnh tranh trc
tip ca Coca-cola trong ngnh, ang gp rt nhiu kh khn.
13

Mt iu quan trng hn ht, Coca-cola nh v thng hiu ca mnh trong lng
khch hng. Trong giai on ny, Coca-cola bm r su trong tm tr khch hng v
khng th no thay i.
Do , p lc gim chi ph ca Coca-cola vo giai on ny khng cao.
b. p lc i vi yu cu ca a phng:
Do lc ny Coca Cola mi bt u xp nhp vo th trng ni a ca cc quc gia
khc. c nhng bc i chc chn, to s thun li khi t chn ln cc quc gia ny,
Coca Cola cn p ng tt nhu cu tng a phng to s chp nhn i vi sn phm
ny. Coca Cola nghin cu v a ra cc dng sn phm c mc ph hp cao vi khu
v v th hiu ca ngi dn a phng.
c. Kt lun:
Qua phn tch hai nhm p lc trn, vo giai on ny, Coca-cola p dng Chin lc
a th trng ni a. Cc hot ng kinh doanh c cp cho mt mc c lp cao
qun l cc hot ng ca chnh h khi h thy ph hp. Do , cc cng ty ni a p
ng tt yu cu a phng.
2. Giai on t nm 1981 2000:

Tt c mi iu v Coca-cola thay i vo nhng t 1980, khi Roberto Goizueta ln
nm quyn. ng lm nn iu thn k vi c li ngc dng cho tp on Coca-cola.
Vi ti nng ca mnh, vo giai on ny, ng nhn nh rng: i vi Coca-cola, th
trng quc t cn rt tim nng.
a. Phn tch p lc gim chi ph:
Vo thi gian ny, hnh tng s mt ca nc gii kht Coke sn phm dn u
ca Coca-cola bt u b tn thng. Cc i th ca Coca-cola ln lt tn cng vo th
trng nc gii kht m Coca-cola ang thng tr. c bit l Pepsi-cola. Trong giai on
ny, th phn ca Coca-cola vn ng yn trong khi Pepsi li lin tc tng trng .
Sau tht bi ca Coca-cola qua vic tung ra th trng dng sn phm mi: New Coke
thay th hon ton cho loi nc ung truyn thng, Coca-cola ng trc nguy c rt ln
14

trong vic nh mt thng hiu ca mnh trong tm tr khch hng cng nh nh mt th
phn vo tay i th cnh tranh, c bit l Pepsi-cola.
Do , iu quan trng nht i vi Coca-cola lc ny l ginh li th phn. i vi
mt hng nc gii kht, cnh tranh ch yu da trn chi ph thp. V hn ht, trong giai
on ny, vt qua nhng kh khn, Coca-cola phi i mt vi p lc gim chi ph cao
h gi thnh sn phm, tng tnh cnh tranh so vi i th.
b. Phn tch p lc p ng yu cu a phng:
Trong giai on ny, khi sn phm nc gii kht ca Coca Cola chim c th
trng rng khp th gii, Roberto Goizueta a ra chin lc kinh doanh ton cu cho
Coca Cola. Nim tin ca ng l vo lc ny, nhu cu v sn phm ca Coca Cola khng c
s khc bit nhiu so vi quc gia chnh quc l Hoa K, v ng nhn ra rng mc tiu th
Coca Cola bnh qun u ngi cc th trng quc t cng ch bng t 10 n 15% th
trng M. giai on ny, ngi ta s dng Coca Cola nh mt thc ung ton cu, mt
cch thc ha nhp vo vi xu hng ca th gii.
c. Kt lun:
Qua phn tch hai nhm p lc cnh tranh: p lc gim chi ph cao, v p lc p ng
yu cu a phng thp, t , Coca-cola la chn Chin lc Ton cu ha. Vi chin
lc ny, ng Roberto Goizueta, vi khu hiu: Think global, act global, y Coca-cola
tr thnh mt cng ty ton cu, tp trung rt nhiu cc hot ng qun l v tip th ti cc
tr s cng ty Atlanta, tp trung vo cc thng hiu ct li ca cng ty, v mua c phn
s hu ca cc cng ty ng chai nc ngoi cng ty c th c nh hng ln s kim
sot chin lc nhiu hn i vi h.
Chin lc ton cu ha gip Coca-cola khai thc th trng quc t y tim nng
bn ngoi. V hn ht, tiu chun ha gip Coca-cola tp trung vo sn phm ct li, kim
sot chin lc kinh doanh v gim chi ph. Hn na, p dng chin lc ton cu ha,
Coca-cola c th qun l c cht lng sn phm v to c thng hiu bn vng. T
15

, tng li th cnh tranh, dn dn ginh th phn. Vi chin lc ny, ng Goizueta gip
Coca-Cola thu c 67% trong tng thu nhp v 77% li t cc quc gia ngoi lnh th Bc
M.
3. Giai on t nm 2000 2004:

Chin lc ca Roberto Goizeuta vn c ngi k nhim, Ivester, tip nhn cho ti
khi n l nhng thiu st v ngi ta cho rng chin lc mt c va cho tt c khng
cn ph hp. nh im ca s vic ny l khi Coca-cola ln u tin khng t c mc
tiu ti chnh ca mnh. Khi , ng Ivester t chc v Douglas Daft c a ln thay
th.
Xt n p lc i vi yu cu ca a phng khng cn ph hp vi chin lc
ton cu trong thi im ny na, Daft chuyn sang chin lc kinh doanh quc t mi.
Xt giai on t nm 2000 2002:
p lc i vi yu cu a phng:
Nhu cu a phng ngy cng tng cao. nm bt xu hng ny v p ng nhu
cu c tt hn, Coca Cola cn thay i chin lc. Cc i th cnh tranh nh hn a
phng chim c u th hn vo giai on 2000 - 2002 do nm bt tt yu cu a
phng ngn cn ng c tng trng ca Coca Cola. Do p lc i vi yu cu a
phng trong giai on ny cao.
S chuyn i ca Douglas l mt phn b nh hng thng qua tri nghim ca Coca
Cola Nht Bn, l th trng sinh li th hai ca cng ty. Tuy nhin, sn phm Coca-cola
bn chy nht khng phi l mt sn phm ung c ga, m l sn phm thc ung caf
lon p lnh, Georgia Coffee, c bn cc my bn t ng. Kinh nghim t Nht Bn
dng nh bo hiu rng cc sn phm nn c ty chnh ph hp vi th hiu v s
thch a phng, v rng Coca Cola s lm tt khi phn b quyn a ra quyt nh nhiu
hn cho cc qun l a phng.
Kt lun:
16

T nm 2000 2002, Daft to ra mt s thay i 180 trong chin lc. Lc
ny, Daft tin rng Chin lc a th trng ni a l gii php tt nht i vi cng ty trong
thi im ny: pht trin sn phm v tip th c thit k ring theo nhu cu a phng,
dng thc hin cc qung co ton cu. ng sa thi 6.000 nhn vin, nhiu ngi trong s
h Atlanta,v trao cho cc nh qun l tng quc gia s t ch nhiu hn.
Tuy nhin, hai nm thc hin Chin lc a th trng ni a khng mang li kt
qu nh mong i. Trn s bo ra ngy 7/3/2002, Nht bo Ph Wall - n bn chu
ni rng: Hai nm vi doanh s ngy cng m nht cu thn ch Think local, act local
n lc ht thi. n lc phi v Atlanta
Khi xem xt ton b chin lc, c th rt ra nguyn nhn dn n tht bi l do chin
lc tn qu nhiu chi ph trong khi p lc t pha cc i th cnh tranh trn th trng cao,
cng vi vic phn b ngun lc a phng gy ra vic kh kim sot. Do , i vi
Coca-cola lc ny, p lc gim chi ph cao.
Xt n giai on t 2002 n 2004:
p lc gim chi ph:
Vo thi gian ny, cc i th cnh tranh ca Coca-cola ang khng nh c v tr
ca mnh trong th trng nc gii kht. c bit, mt trong nhng i th ng gm nht
ca Coca-cola, Pepsico vt mt v doanh thu so vi Coca-cola, li nhun ca Pepsico
cng tng ln ng k. Ngoi ra, nhn li chin lc a th trng ni a p dng, mc d
Coca-cola b ra rt nhiu chi ph p ng nhu cu a phng, nhng chin lc ny vn
khng em li kt qu nh mong mun.
Do , do p lc gim chi ph cao, ng Daft quyt nh quay tr li vi Chin lc
Ton cu ha.
17

II. Chin lc kinh doanh quc t hin nay ca Coca-cola:
1. Phn tch c s la chn Chin lc Kinh doanh quc t:
a. p lc gim chi ph:
Nh ta bit, p lc gim chi ph c th tp trung trong ngnh cng nghip sn xut
sn phm tiu dng, ni m ngha ca s khc bit khng qu nhiu v gi c l yu t
cnh tranh duy nht. Th trng nc gii kht l mt v d.
Nh thy, th trng nc gii kht hin nay c phn chia cho nhiu cng ty.
Nu nh trc y, Coca-cola gn nh chim lnh th trng nc gii kht th ngy nay,
mt phn th phn ca Coca-cola ri vo tay i th cnh tranh. Trong bi cnh cnh
tranh gia cc thng hiu trong th trng nc gii kht hin nay, c bit l s pht trin
v ginh th phn ca i th ng gm l Pepsico, Coca-cola hiu r, p lc gim chi ph l
rt cao gi vng doanh s v th phn. Nm 2012, Coca-cola ch chim 37.1%, theo st l
Pepsico vi 30.2%, 21.4% l Dr.Pepper Snapple Group, cn li 11.3% l th phn ca cc
cng ty khc. Trong cc i th cnh tranh, Pepsico l mt i th cnh tranh gay gt vi
Coca-cola trn th trng.
Thm vo , sn phm nc gii kht khng c s khc bit nhiu gia cc sn
phm ca cc thng hiu khc nhau. Trn th trng nc gii kht, cc i th cnh tranh
18

vi nhau ch yu v chi ph thp. Tuy nhin, chi ph cn s dng cho cc hot ng
marketing, sn xut v R&D ca Coca-Cola l rt cao bi v:
V R&D v sn xut: Ngun nguyn vt liu sn xut sn phm chnh Coca-Cola
l l coca v ht cola cng l ngun nguyn vt liu c s dng kh nhiu i vi cc
cng ty khc, hn th na gi thnh ca chng cng kh t, nn chi ph u vo kh cao.
Mt yu t na l p ng c yu cu ngy cng cao ca ngi tiu dng cng nh nhu
cu khc nhau mi quc gia th cng ty phi u t nhiu vo nghin cu pht trin sn
phm mi v dy chuyn sn xut ti u hn. ng nhin chi ph dnh cho hot ng R&D
l khng h nh.
V Marketing: V hot ng phn phi: Cc sn phm thay th trong ngnh nc gii
kht tng i nhiu nn vic ngi tiu dng c th chuyn sang s dng sn phm khc
nu h cm thy tin dng. Thm vo , cc i th cnh tranh mnh v h thng phn
phi. Do , mng li phn phi phi m bo a sn phm n tay khch hng mt cch
d dng nht. V chiu th: Khch hng c xu hng la chn sn phm gy cho h nhiu n
tng nn vic u t cho cc hot ng chiu th s gip to hnh nh tt trong tm tr
khch hng. Do vy, chi ph dnh cho marketing ca cc sn phm tiu dng kh ln.
Kt lun:
T tt c cc yu t nu trn, ta thy p lc gim chi ph ca cng ty Coca-cola kh
cao v cng l yu t quan trng m Coca-Cola phi p ng tn ti trn th trng.
b. p lc i vi yu cu ca a phng:
S khc bit v nhu cu:
Ngy nay, ngi tiu dng ngy cng c thc hn v vn sc khe, nn cc sn
phm c li cho sc khe hay cha t calorie ngy cng c a chung hn. l xu
hng chung, nhng khi xt v tng th trng th yu t ny s c nhng bin i nht nh
ph hp hn. S gia tng cc thng hiu a phng v hng v quen thuc cc quc
gia ang pht trin l mt xu hng m cc nh sn xut ton cu khng th xem thng.
19

Bc M:
Ngi dn Bc M mong mun nhng sn phm nc gii kht cung cp nhiu
vitamin, khong cht c li cho sc khe. Cn cc sn phm nc ngt c gas cha nhiu
ng v calorie ang phi vt ln tn ti. Dn chng l ti Canada, c mt s st gim
nh cho cc loi ung c gas trong nhng nm gn y v ngi tiu dng chuyn sang
cc thc ung tt cho sc khe hn v nhiu danh mc la chn hn nh nc tng lc.
M Latinh:
Vn ha tiu dng cc loi nc ct tri cy vn s vng chc trong khu vc Chu
M la tinh, t bit l Mexico, Braxin v Achentina.
Tuy nhin, nc gii kht c gas khng cha cola l mt hng duy nht c s gim
nh v khi lng tiu th trong nm 2009 ti Chu M La Tinh. Nc p rau qu, c bit
l cc loi nc p r tin hn, nh ung c hng v tri cy (khng cha hm lng
nc p hoa qu) v cc loi nc p (c cha 1% n 24% hm lng nc p), cho
thy l nhng mt hng c tiu th nhiu nht. Trong nhng nm ti, cc loi ung mi
nh tr ung lin, c ph ung lin v cc loi nc tng lc s c c hi tng trng.
Braxin c nn vn ha nc gii kht c gas u tin v quan trng nht, mt hng
ny chim hn 2/3 lng tiu th nc gii kht khng cn.
Ti Mexico, ngi ta thch v ngt ca ng ma hn so vi siro ng, mc d v ca
n kh l khi dng th ln u tin.
Chu u:
Ngi dn Chu u ang c xu hng s dng cc cht lm ngt t nhin nh stevia
gim lng ng v calorie trong cc loi nc gii kht.
i vi ngi c v Anh, xu hng gi gn sc khe cng vi s pht trin sn
phm mi tip tc dy ln nhu cu i vi ung lnh mnh nh nc tri cy/rau qu
nguyn cht cng nh cc thc ung khc.
20

Ngi Php trnh tiu th nhng loi nc gii kht c cha cht lm ngt nhn to.
Ngoi ra, ngi Php thch s dng nhng loi nc gii kht c nhiu gas.
u - v Trung ng:
T l ngi dn khng dng ung c cn ngy cng tng, Trung ng i din
cho mt c hi tng trng mnh m cho cc nh sn xut nc ngt trong nc v quc t.
Do xu hng gi gn sc khe, nc ng chai v ngnh nc p tri cy / rau c s l loi
tng trng quan trng trong vi nm ti. nhiu nc, nhu cu ngy cng tng v nc
ung ng chai l do cht lng km ca nc my.
Ti Rp Saudi, nc tinh khit v nc p c gas vn em li li nhun v ngi
tiu dng ch yu l nhng ngi nc ngoi.
Ti Israel, nhiu ngi tiu dng vn cha quen vi mi v ca nc p hoa qu.
Israel l nc duy nht c mc tiu th nc ung chc nng 4,4 lt cho mt u ngi.
Mt s ngi cho rng Coca Cola n th nng hn chu M Latinh v n c
nhiu ga hn
Chu Thi Bnh Dng:
Nht Bn l mt quc gia c mc sng cao, do , vic s dng cc sn phm c li
cho sc khe l mt nhu cu tt yu. C ph rt c a chung ti t nc ny. Nht Bn
nhp khu ln n 85 % sn lng c ph hng nm ca Jamaica.
Nc c hin ti ang c mi quan tm hng u v sc khe cng ng, nhng
phng php n ung sch v c ngun gc t thin nhin ng u danh sch mua sm ca
quc gia ny. Khch hng ang tm kim mt phng thc lm ngt sn phm t thin
nhin m khng cha calo Thc s George Pugh, chuyn gia v stevia v Ginm c ni
v khoa hc v quy nh ca Coca Cola pht biu. Food Standards Australia New Zealand
a ra ph duyt chp thun s dng stevia trong thc n v xem nh mt nguyn liu ch
bin vo nm 2008.
21

Kh hu ca Malaysia gp phn rt nhiu vo nhu cu mnh m i vi nc ngt khi
thi tit nng lin tc dn n tiu th nhiu cc loi ung vi mc ch dp tt cn kht.
Nc ngt, chng hn nh nc gii kht v tr ung lin, cng c mua trong ma l hi
v c phc v cho khch.
Chu Phi:
Ni chung, ngi tiu dng chu Phi cha bao gi quan tm n sn phm chm
sc sc khe hoc c hm lng calo thp v h thiu nhn thc v li ch ca cc sn phm
ny. Do thi tit Chu Phi nng hn, h cn nhiu nng lng hn lm vic di thi
tit nng, cc sn phm cng c nhiu calorie hn. Tuy nhin, cc chin dch qung co tch
cc thy nhiu ngi tiu dng chuyn i theo hng ung cacbonat t calo.
Xu hng quan tm sc khe tip tc nh hng mnh m ln s thch ca ngi tiu
dng v pht trin sn phm mi trn th trng nc gii kht Nam Phi, nhu cu i vi cc
loi sn phm lnh mnh nh nc ng chai, nc p nguyn tp (25-99% nc p), ch
ung lin, nc gii kht c cola v khng cola c hm lng calo thp.
S khc bit v knh phn phi v c s h tng:
Bc M:
H thng bn l hin i rt pht trin, c s h tng v dch v hin i v linh hot.
M Latinh:
Mexico, cc cng ty phi lin tc ci tin phng php phn phi nhm phc v
nhng lng mc ho lnh trn ni hay trong rng. Siu th, i siu th v cc ca hng thc
phm c lp chim t trng ln trong h thng bn l ti khu vc M Latinh. Trong s
pht trin ca siu th v i siu th cao hn nhiu v ngy cng ln p cc ca hng thc
phm c lp (v d nh ti Chile).
Chu u:
Theo lut php EU, cc i l c bo v rt cht ch. Khi giao kt vi h, s rt
kh qua mt h giao dch trc tip vi cc khch hng m h thit lp c mi quan
22

h. Cc siu th vi vic phn phi sn phm gi thp hn v tin li hn, km theo dch v
tt nn rt c a chung ti C. Ti Php, h thng my bn hng t ng kh ph bin.
u v Trung ng:
Nh nhp khu/ngi bn bun thng phn phi cho tt c cc nh bn l, t cc ca
hng nh cho n cc bch ha ln. Bn cnh hot ng mua bn, lm th tc xut nhp
khu, b tr kho bi, h cn cung cp nhng thng tin v hng dn rt hu ch cho cc nh
sn xut. V vy, vic gy dng c mi quan h mt thit vi nh nhp khu/ ngi bn
bun s to rt nhiu thun li. Cc ca hng thc phm nh, c lp c u i hn v
chim t trng ln hn so vi cc ca hng bn l hin i hay siu th. Tuy nhin, cc knh
bn hng hin i ny ang dn pht trin, thm vo l s pht trin nhen nhm ca bn
hng trc tuyn.
Chu Thi Bnh Dng:
H thng ca hng tin li, siu th v i siu th c tc pht trin ngy cng tng
cao. Cc knh phn phi truyn thng nh ch, ca hng tp ha vn ng vai tr quan trng
ti khu vc nng thn.
c bit, Nht Bn chng hn, cu trc knh phn phi l mt h thng ht sc phc
tp, gm nhiu cp bc khin cho vic phn phi hng ho kh tn km, dn n gi hng
ha tng. H thng phn phi hng ho ca Nht Bn c nhiu ca hng bn l vi mt
rt dy c nhng quy m nh. Cc nh bn l khng c ca hng, chuyn kinh doanh bn
hng qua catalogue, in thoi, internet, my bn hng v giao hng tn nh. Doanh s ca
loi bn hng ny khng ln lm, nhng ang tng ln nhanh chng trong nhng nm gn
y.
Chu Phi:
Nh bn l nh siu th, ca hng thc phm nh a thch hp tc vi cc nh bn
bun c th cung cp cho h nhiu sn phm a dng khc nhau, km theo gim gi hp dn.
Thm vo , siu th tip tc thng tr h thng bn l.
23

Sn phm ca a phng c kh nng thay th:
Ti M, mt s cng ty ln vi sn phm c kh nng thay th. V d l Campbell
Soup vi danh mc nc tri cy p lnh cao cp, Hain Celestial vi sn phm nc rau p.
Ngoi ra, cng ty sn xut nc gii kht ln nht Trung Quc l Hangzhou Wahaha Group
quyt nh cnh tranh trc tip vi Coca Cola ngay trn qu hng ca th thc ung ni
ting ny bng vic a 170 nghn chai Future Cola - thng hiu nc ung c gas ca
hng n Los Angeles v New York v thu c nhng thnh cng ng k.
Ti Trung Quc, cng ty nc gii kht ni a Wahaha chim lnh.
Ti Nht, cc nh cnh tranh ni a tranh ginh trong vic phc v trong tng
phn khc th trng nh.
Nga, Ochakovo MPBK ZAO nhanh chng chim th phn ca Coca Cola do s tn
nhim ca ngi dn vi Kvas Ochakovo, mt loi nc gii kht kvass mt loi nc ph
bin vi nhiu ngi Nga.
Ti Trung ng, cc cng ty a quc gia phi i mt vi s cnh tranh t cc cng
ty a phng v d nh cng ty nc gii kht Iran Zamzam.
Ti Thi Lan: S ra mt ca dng nc gii kht Est bi SERM Suk c mt tc
ng ton din cho ngnh nc gii kht ti Thi Lan. Mt khc, s cnh tranh trong mt
hng tr ung lin cng khc lit nh nc ung c gas.
Ti Vit Nam, tp on Tn Hip Pht l mt tp on chuyn sn xut v phn phi
nc gii kht lu nm Vit Nam. Vi hng v c bit, nh ng s thch ca gii tr,
nhiu loi nc gii kht ca tp on thnh cng nhanh chong, nc ung tng lc
Number 1 l mt v d. Nm 2006, Tn Hip Pht chuyn sang khai ph th trng tr
xanh ng chai v bin th trng ny thnh mt sn chi rt si ng. Vi mng nc gii
kht khng gas Tn Hip Pht nh thng vo cc th trng trng im, thch thc c
Coca-Cola ln Pepsi.
24

Yu cu ca chnh quyn s ti
Hin ti, nhiu chnh ph hnh ng chng li ung cacbonat v thc ung
nng lng do nhn thc v cc thuc tnh khng lnh mnh ca chng.
M u bng vic nm 2012 chnh ph Php thng qua mt thu sut soda v nm
2013, Canada hn ch lng caffeine cho php trong nc ung nng lng. ung nhiu
calories ni ring b ch trch. Trong khi loi ny vn l mt trong nhng loi pht trin
nhanh nht trn th gii. Tuy nhin nhng ci cht ca tr em gn y lin quan n ung
nng lng khin nhiu quc gia nghin cu k nc gii kht.
Mexico, vic bn cc ung nng lng kt hp vi ru vn b cm vo nm
2011.
Cc Qun L Thc Phm & Dc Phm Hoa K (FDA) kim tra nguy c tim
tng ca loi ung nng lng. Cc chnh ph t Vng quc Anh n n tt c ang
c mt ci nhn gn hn v tc ng ca loi thc ung ny n sc khe.
Php nh thu thnh cng nh sn xut nc ngt c ng, mt nm sau khi
Hungary p thu tng t. V trong khi chnh ph lin bang M vn cha p dng php
lut tng t, cc thnh ph hnh ng, dn u l lnh cm ca vic bn ung c
ng ngt trong ly ln hn 16 ounce ti cc nh hng, rp ht, v cc u trng th thao
thnh ph New York.
Mt s loi nc ngt n c tm thy c mc c hi v khng an ton
ca cc ha cht ch bin. iu ny dn n mt lnh cm hon ton vic bn Coke trong
mt s phn ca n trong mt thi gian ngn.
Kt lun:
T nhng phn tch trn chng ta c th nhn ra rng nhu cu v nc gii kht
mi khu vc l rt a dng. Mc d theo xu hng chung hin nay, ngi tiu dng a thch
s dng cc loi nc tt cho sc khe. Tuy nhin, mt s khu vc thch s dng nc ung
25

chc nng trong khi khu vc kia th khng, mt s ni thch s dng nc p tri cy hay
nc ct nguyn cht, cn mt s vng khc li a chung tr ha tan ung lin. Thm ch
khu v ca ngi tiu dng tng quc gia cng mt khu vc cng khc nhau v mc
ngt a chung cng nh nng gas ca nc ngt. Ngoi ra, cc yu t v knh phn
phi, sn phm thay th v cc yu cu ca chnh ph a phng cng buc Coca Cola
phi thay i sn phm sao cho ph hp nht vi th trng m n hng ti. Do c th
kt lun rng, p lc yu cu a phng i vi Coca Cola mc cao.
2. Phn tch chin lc kinh doanh quc t:

Qua phn tch hai nhm p lc: p lc gim chi ph cao v p lc p ng yu cu
a phng cao, t , Coca-cola, di s lnh o ca ng Neville Isdell, chuyn sang
thc hin Chin lc xuyn quc gia.
Chin lc ny l s kt hp gia c hai chin lc ton cu ca Goizueta v chin
lc a ni a ca Daft trc y. p ng nhm p lc p ng yu cu a phng,
Coca-cola xem xt v hng dn vic pht trin v tip th sn phm a phng, nhng tip
nhn nim tin rng chin lc, bao gm gi c, dch v sn phm, v thng ip tip th, cn
c thay i t th trng ny n th trng khc ph hp vi cc iu kin a
phng. Bng cch kt hp c hai tnh cht ca tng chin lc, Coca-cola xy dng mt
hnh nh ca mt thng hiu c xc nh cng nh hiu r thc tin a phng m cho
php h to ra v nm ly s khc bit vn ha. Coca-cola t ho khng ch v to nn
thng hiu ring bit ca n m cn i vi s ch tm ca mnh cho nhu cu th trng a
phng.
C. TH HIN CA CHIN LC KINH DOANH QUC T:

I. Chin lc t chc quc t:
p ng p lc v yu cu a phng, Coca-cola nhn ra rng cng ty cn phi
p ng nhu cu khc nhau ca khch hng tng khu vc cng nh nhu cu lun thay i
ca khch hng. l l do m t nhng nm 1990, cng ty p dng cu trc t chc
26

phn quyn, v ngy nay, cu trc phn quyn y c th hin r rng hn. T chc gm
hai nhm hot ng l hot ng ng chai v hot ng kinh doanh. Hot ng kinh doanh
c phn chia thnh 5 khu vc: Khu vc Bc M, Khu vc M Latinh, Khu vc Chu u,
Khu vc u- v Chu Phi, Khu vc Chu Thi Bnh Dng.
HEAD OFFICE
COCA-COLA
INTERNATIONAL
EUROPE
EURASIA &
AFRICA
PACIFIC
BOTTLING
INVESTMENTS
GROUP
COCA-COLA
NORTH AMERICA
LATIN AMERICA
Cu trc phn chia khu vc quc t ny cung cp cho cc nh qun tr a phng

quyn t ch ra quyt nh nhanh chng da trn th hiu v cc quy tc a phng. T
, cng ty c th gii quyt p lc i vi yu cu a phng, p ng yu cu ca khch
hng linh hot theo tng khu vc. Ngoi ra, cng ty thu c kinh nghim qu gi theo
tha mn th hiu a phng, v thng xy dng c mt li th cnh tranh mnh m.
27
GIM C
IU HNH
Coca-Cola ton cu
Hnh chnh
Khch hng
ton cu
Marketing
Nhn s
Ti chnh
Coca-Cola khu vc
Coca-cola khu
vc Bc M
Chu u
H thng
ng chai
Coca-cola khu
vc quc t
u- v
Chu Phi
Chu Thi
Bnh Dng
M Latinh
Chu
Nht Bn
Nam Thi
Bnh Dng
Coca-Cola
Nht Bn
i tc ng
chai
Tr s chnh:
Tr s chnh ca cng ty nm Atlanta, bang Georgia. y l ni a ra nhng quyt
nh quan trng lin quan n hot ng ca cng ty trn phm vi ton cu.
Hi ng qun tr:
Hi ng qun tr hin nay ca cng ty gm c 17 thnh vin vi Ch tch l ng
Muhtar Kent, kim Gim c iu hnh ca cng ty. y l ni t ra cc mc tiu, phng
28

hng hot ng ca Coca-cola trn ton cu. Nhng chin lc, k hoch ca cng ty c
quyt nh bi Hi ng qun tr. Hi ng qun tr chu trch nhim hng cng ty n
mc tiu chung v h tr cho hot ng ca cc khu vc.
Bn cnh , tng cng ty cn c cc gim c b phn chu trch nhim trong tng
b phn chc nng.
Gim c
iu hnh
Gim c
hnh
chnh
Gim c
khch hng
ton cu
Gim c
nhn s
Gim c
ti chnh
Gim c
Marketing
Bottling Investments Group:

ng Irial Finan hin ang l ch tch ca h thng ny. H thng ng chai c
phn b cho tng khu vc:
Trung Quc, Malaysia v Singapore
c
n v Bangladesh
M Latinh v Nht Bn
Bc M
Nga, Trung ng v Chu Phi
Philippines
29

Cu trc t chc a phng:
p dng chin lc xuyn quc gia, Coca-cola gt hi c nhng thnh cng da
trn vic p ng tt nhu cu ca khch hng a phng. lm c iu , Cocacola t chc cu trc theo khu vc, trong kt hp gia tp trung ha v a phng
ha. Coca-cola hot ng trn nm khu vc a l, mi n v a l l mt n v kinh
doanh (SBU), trong phn chia thnh 2 nhm:
Coca-cola khu vc quc t:
Khu vc quc t bao gm:
Khu vc Chu u
Khu vc u- v Chu Phi
Khu vc Chu Thi Bnh Dng
Khu vc M Latinh
ng u qun l khu vc ny hin ti l Ch tch Ahmet Bozer. ng l ngi c

Muhtar Kent, Gim c iu hnh hin ti ca Coca-cola, tin tng giao ph qun l cc
hot ng ca Coca-cola bn ngoi Bc M.
Coca-cola khu vc Bc M: ng Steven Cahillane hin l Ch tch.
Tuy nhin, trong mi khu vc, th trng mi quc gia li c s khc bit:
-
Th trng a l tch bit.
Th hiu v li sng khc nhau trong tng khu vc.
Th trng mi khu vc nh cc giai on pht trin kinh t khc nhau.

Do , cc SBU khu vc li c phn chia thnh nhiu khu vc nh.
Ly v d l khu vc Chu Thi Bnh Dng.
30
Khu vc
Chu Thi Bnh Dng
Chu
Nam Thi Bnh

Dng
Nht Bn
Cui cng l cu trc t chc ca Coca-cola mi tng quc gia.

mi quc gia, ty thuc vo quy m m mi cng ty c t chc vi nhng b
phn chc nng chuyn bit chu trch nhim v tng hot ng ca cng ty.
Di y l v d v H thng Coca-Cola Nht Bn:
H thng
Coca-cola Nht Bn
Cng ty
Coca-Cola Nht Bn
Cc i tc ng
chai
H thng Coca-Cola Nht Bn tm kim s tng trng cao hn bng cch ti u ha

cc hot ng ca cng ty, bao gm vic sn xut hiu qu hn, p ng nhu cu lun thay
i ca khch hng mt cch ton din, p ng nhanh nhu cu ca th trng v kim sot
cht lng mt cch nghim ngt. lm c iu , H thng Coca-Cola Nht Bn bao
gm Cng ty Coca-Cola Nht Bn v cc i tc ng chai.
31
Cng ty Coca-Cola Nht Bn:

Cng ty ny lm nhim v cung ng, hoch nh v pht trin sn phm mi, thc hin
cc hot ng qung co v chiu th. Do , cu trc t chc cng ty bao gm cc b
phn chc nng chuyn bit nh Marketing, Ti chnh, Nhn s Ring v b phn
nghin cu v pht trin sn phm c Coca-Cola ch trng u t. Coca-Cola thnh
lp cng ty Coca-Cola Tokyo R&D vi mc ch nghin cu v pht trin sn phm, h
tr v pht trin cng ngh, t p ng nhu cu khng ch Nht Bn m cn ton
khu vc Chu .
Cng ty Coca-Cola Business Services:
Cng ty ny c thnh lp di s hp tc ca Coca-Cola v tt c cc i tc ng
chai ti Nht Bn. Coca-Cola Business Services c hnh thnh vi mc ch t vn
kinh doanh cho H thng Coca-Cola Nht Bn, pht trin h thng thng tin h tr t
vn cng nh nhng cng vic hnh chnh. Ngoi ra, cng ty cng qun l qu trnh cung
ng nguyn vt liu cho cc i tc ng chai.
Cc i tc ng chai:
Cc i tc thc hin vic sn xut v phn phi sn phm ra ton nc Nht. Trn ton
lnh th Nht Bn c 12 nh my ng chai, mi nh my sn xut v bn hng trn khu
vc ca mnh. c bit, phn phi sn phm rng khp, cng ty Coca-Cola Nht Bn
phi hp vi cc i tc ng chai m hai cng ty chuyn phn phi:
32

-
Cng ty Coca-Cola Customer Marketing chu trch nhim phn phi sn phm n
cc h thng tiu th trn ton lnh th Nht Bn nh i l, siu th, ca hng
FV Corporation chu trch nhim qun l vic kinh doanh qua my bn hng t ng
trn phm vi ton lnh th Nht Bn.
Ni tm li, p dng chin lc xuyn quc gia, cp t chc tng quc gia, cc nh
qun tr a phng c quyn t ch ra quyt nh nhanh chng da trn th hiu v
cc quy tc a phng. T , yu cu ca khch hng trong tng quc gia c p
ng.
II. Chin lc Marketing quc t:

Quan nim: Nu lc trc quan nim ca Coke l n lc thng mi, th gi y
Coke quan nim hng n o c x hi.
Chin lc Marketing-Mix:
Chin lc chc chn trn th trng: Ngay t khi thnh lp, mc tiu ca Coke l
chim lnh nhng th trng ln nht, ch khng dn tri th trng ca mnh trn ton th
gii. Bc u tin l c ch ng vng chc trn th trng truyn thng rng ln, sau
mi m rng sang cc th trng nh hn. Nh vy m ti cc th trng ln nh M, Chu
u hay Trung Quc, biu tng ca Coca Cola vng nh bn thch. Sc p th trng ngy
cng ln, cc i th cnh tranh ngy cng gia tng v s lng ln tim lc, nu khng chc
chn trn th trng th rt d b mt th phn.
Hng nm, Coke u t vo cc th trng truyn thng t 70-80% tng chi ph u
t ca hng u t vo chiu th, nng cao cht lng sn phm,
1. Chin lc sn phm:
Danh mc sn phm ca Coke thc s rt a dng vi hn 3500 sn phm trn ton
th gii. iu ny tng ng vi vic, nu mi ngy bn th ung mt loi sn phm ca
Coke, th phi mt hn 9 nm bn mi dng ht c chng.
33

S a dng bao gm t cc nhn hiu khc nhau nh Coca Cola truyn thng, Sprite,
Lift, Fanta, Diet Coke, Qoo n s a dng v kch c v hng v gip ti a ha
doanh thu cho Coke.
Hng v: p ng yu cu a phng cao, cc sn phm ca Coke c s thay
i theo tng khu vc, tng quc gia.
i vi cc sn phm truyn thng (nh Coca Cola, Sprite, Fanta,) s c s thay
i v thnh phn theo tng khu v a phng, nhng thay i ny khng qu nhiu.
-
Chng hn nh ti cc nc M Latinh, i din l Mexico: cht lm ngt s l ng

ma thay v s dng siro ng nh ti qu hng Bc M. S thay i ny cng c
a chung ti a s cc th trng khc.
Trong th trng Chu , c th l n hay Trung Quc, sn phm Coca truyn

thng, Sprite,c v ngt hn i cht so vi ti Singapore: n l 11g/100ml cn
ti Singapore l 10.6g/100ml
Ti Php v New Zealand, lng ng trong 100ml Coca Cola l 10.6g v c b

sung thm khong Na.
Cc sn phm khc nh: Diet Coke, cc loi nc p tri cy , tr, c ph,ty khu
v v th hiu ca ngi a phng m s c sn xut v thay i hng v.

-
V d nh Kuat, khi m ngi Brazil ang pht cung v mt loi qu mng tn l

Guarana vi thnh phn caffeine t nhin c s dng trong nhiu loi nc ung
tng lc, th Coke cng ng thi tung ra Kuat (tn ca mt v thn mt tri) v kim
li t n.
Del Valle: chit xut t 100% nc p tri cy nguyn cht, ch c M Latinh
Ti u : nh ti n , sn phm c gas nhiu hn v to cm gic nng hn so vi

M Latinh
Limca: nc gii kht hng chanh, ch c bn ti n , Nigeria, Rp
34

-
C mt s sn phm ch c th tm thy mt s quc gia Chu nh Qoo: vi hnh

tng ca mt nhn vt hot hnh mu xanh ging nh con mo, Qoo l loi nc
ung ph bin i vi tr em Chu (Trung Quc, Hng Koong, Ma Cao, Nht, Hn
Quc, Singapo), cung cp vitamin C, canxi. Ngoi cc hng v truyn thng nh to
hay cam, cn c cc v nh s ri chanh, nho, mt ong, sa xoi.
Vng i cc sn phm: vng i sn phm ca Coke nhng th trng khc nhau
l khc nhau. V d nh M hay Chu u, a s cc sn phm ch lc nh Coca Cola,

Fanta hay Sprite, gn nh t n giai on trng thnh v khng th m rng thm th
trng c na th Chu , n vn trong giai on pht trin. V l , i vi th trng
Bc M, Coke tp trung phn bit ha sn phm, to s khc bit v a dng ha thng hiu
cng nh kiu dng. Cn ti cc th trng khc, Coke tp trung a dng ha sn phm, tng
cng ci tin k thut, tiu chun ha sn phm.
Vi mt th trng kh tnh nh Nht Bn, ngi tiu dng rt coi trng sc khe v
i hi nhu cu v cht lng cao. Cc sn phm ny a s l nc p, tr hoc sn phm
cung cp cc cht khong tt cho sc khe, c nhng sn phm dnh ring cho phi n nh
Love Body chng hn.
Bao b, ng gi: Cch thc ng gi v hnh dng ca cc sn phm ca Coca-Cola
a dng v thch nghi theo tng th trng. Ti mt quc gia c dn s gi nh Nht, sc
khe rt c coi trng. Coke cung cp thng tin v hm lng calorie trn cc bao b sn
phm.
Nhn mc ca nhng nhn hiu ct li c nhiu bin th khc nhau nhng vn gi
c nt c trng ring. Sn phm truyn thng Coca Cola: u c chung tng mu l
ch o, ch c bin i v kiu ch, n v o lng, cc hnh nh trang tr ph thm. V d
nh Trung Quc: logo ca Coke chuyn sang kiu ch Trung Quc, gi nguyn tng mu
l mu ch o, y va l mu nhn bit ca Coke, va l mu hp vi truyn thng ca
ngi Trung: mu ca s may mn, nim vui, ca ci, tt p
35

Kch thc hay vt liu chai cng thay i thch nghi vi yu cu a phng
nhng nhng thay i ny khng ng k
-
Ti n : Sn phm Coca Cola truyn thng c cc kch c nh: lon 300ml, 330ml;
chai PET 350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml. Chai
Sprite c cc kch thc tng t.
Ti Sigapore: sn phm Coca Cola truyn thng c lon 330ml, chai PET 250ml,
330ml, 500ml, 1500ml.
Ti Anh Quc, Coke va mi tung ra sn phm lon vi kch thc ch c 250ml cho
cc nhn hiu Coca Cola (truyn thng, Diet Coke, Coca-Cola Zero) vo
Ti Pakistan: Kch c chai theo tui v ngh nghip ca khch hng: SSRB nhm ti
tr em, hc sinh, hoc tng lp c thu nhp thp. LRB & PET loi 1.5lit dnh cho h
gia nh v l mt trong nhng kiu ng gi kinh t nht. Chai dng mt ln, PET
<= 500ml dnh cho ngi i ng khng c thi gian dng li v thng thc ti
ch. Lon: hng ti gii kinh doanh.
2. Chin lc gi:
Chin lc gi ca Coke l:
Gi phi chng v p ng c nhu cu ca cng ng.
Gi phi mang li cho cng ty li nhun cao nht.
Gi khng c qu thp hay qu cao so vi i th cnh tranh.
C th ni Coke ch yu tng li nhun nh doanh s v gim chi ph qua ci tin k
thut.
Khi thm nhp vo th trng mi hay a ra sn phm mi, Coke thng nh gi
thp cnh tranh v thu ht ngi tiu dng. Sau khi nh v v to c nhn thc t
khch hng, Coke s t t tng gi mc va phi.
-
Chu Phi: chin lc gi thp c y mnh thng qua vic s dng loi chai thy
tinh ti s dng, v vy khch hng s ch phi tr tin cho phn nc.
36

-
n : chi ph lao ng thp nn gim c chi ph cho nh my ng chai. Thit k

chai nc thy tinh, chai nha c th ti s dng gim ng k chi ph cho sn
phm. Thm vo Coca-Cola gim kch thc chai v ng gi trong thng nh
hn p ng c nhu cu ngi tiu dng. Ngoi ra cng ty cn chun ha cng
khai mc gi, ch bng mt na gi so vi chai tin li. Vic ny cng nhm ngn
chn vic i gi ca cc nh bn l.
Gi trung bnh ton cu ca sn phm Coca Cola loi chai 500ml l 1.55 USD; cao
nht l ti Thy S v Vaud (Php) vi gi 5.39 USD v thp nht ti Estonia (Bc
u) vi gi 0.1 USD; Nhn chung gi ca sn phm ny ti cc th trng Chu Phi,
Chu v u u di 1 USD, trong khi ti M v Anh Quc t 1 n 2 USD
v ti hu ht cc nc Chu u trn 2 USD.
S d c s chnh lch v gi c kh ln ny l do chi ph sn xut v da vo nhu cu
th trng cng nh gi ca i th cnh tranh, gi tr thng hiu. Nhng nu xt ring trn

tng th trng th gi ca cc sn phm ca Coke khng qu t v c th chp nhn c.
3. Chin lc phn phi:

Mc d Coca-Cola l mt cng ty ton cu, cc sn phm ca n khng bao gi phi
i qu xa tip cn vi ngi tiu dng cui cng, Coca Cola bin mnh thnh mt cng ty
a phng mi th trng m n hot ng. "Cng ty ca chng ti l mt doanh nghip
a phng," Buffington, Ph Ch tch Pht trin Chui cung ng v Gim c Chui cung
ng, Tp on u t ng chai Cng ty Coca-Cola, cp "Chng ti thng khng giao
Coca-Cola trong phm vi hn mt vi trm dm, tt c l p ng nhu cu ca khch
hng v th hiu ca ngi tiu dng a phng mi th trng."
La chn nh phn phi v cc knh truyn hnh l bc u tin ca vic phn phi
nc ngoi. Khi mt cng ty i vo mt t nc mi, s tit kim hn cho mt cng ty
nu da vo cc nh phn phi bn ngoi. V d, v Belarus hin khng phi l mt th
trng rng ln, s hp l hn khi da vo nh phn phi a phng vn chuyn. Cui
37

cng, nu th trng pht trin, Coca-Cola c quan tm n vic phn phi ti a phng
ginh quyn kim sot hn.
Bc M:
M, cng ty thit lp mt m hnh kinh doanh trng thnh trong bao gm h
thng phn phi. y, nh tip th phn phi si-r t cc nh my Coca-Cola cho cc nh
my ng chai. T , n phn phi nc gii kht ng chai v ng lon t nh my ng
chai cho cc trung tm phn phi v cc trung tm phn phi cho cc ca hng bn l cui
cng.
M La Tinh:
chu M La tinh c hng triu ca hng mom-and-pop (ca hng tp ha quy m gia
nh) nm ri rc, do d dng kim sot v qun l, Lindley-mt i tc ng chai ca
Coca-Cola Peru pht trin mt chin lc ba phn:
+ Bin nh phn phi thnh nh bn bun.
+ S dng cng ngh thng tin lin kt v kim sot cc nh phn phi
+ S dng cng ngh n gin
Coca-Cola, v phn mnh, thng qua cu trc ba phn Lindley nh knh phn phi
v m hnh cng ngh thng tin ca mnh cho cc th trng mi ni, bao gm c nhng th
trng ln chu .
Chu u:
Cc sn phm dnh cho tiu dng ti nh thng c mua thng qua cc siu th vi
s lng ln hn v mt mc gi thp hn so vi cc knh phn phi khc.
u v Trung ng:
Ct li ca kinh doanh ca Coca Cola n , c xem nh phn cn li ca th
gii, l sn xut v mng li phn phi, m Coca Cola gi l "h thng Coca-Cola". Nhng
38

ung thnh phm c ng gi trong cc thng cha c y quyn mang thng hiu
ca Coca Cola - nh cc lon, chai thy, chai PET v cc hp giy- v sau c bn cho
ngi bn bun hoc bn l. ung ca Coca Cola tip cn ngi tiu dng cui cng
thng qua cc khch hng ca Coca Cola: cc ca hng thc phm, cc nh bn l nh, i
siu th, nh hng, ca hng tin li v hng triu doanh nghip khc, y l nhng im
cui cng ca phn phi trong h thng Coca-Cola. Coca Cola India (CCI) xy dng mt
mng li phn phi kt hp vi cc i tc ng chai ca mnh v cc nh sn xut theo
hp ng. thnh th, n phn phi cc sn phm trc tip t cc nh my ng chai n
nh bn l. Tuy nhin, do c s h tng thiu ph hp v kh tip cn cc ngi lng xa xi,
n bin i h thng phn phi ca mnh v thng qua ba tng: m hnh phn phi trc
bnh xe v nan hoa (hub and spoke), thm nhp vo cc khu vc nng thn v tng doanh
thu ca n. Bn cnh mng li phn phi, CCI thng qua chin lc 'Thc hin ng
hng ngy" (Right Execution Daily - RED) c th thc hin phn phi hiu qu ch yu
khu vc th, iu ny s thc y doanh s bn hng ca cng ty. Vi thnh cng ca
RED trong th trng th, cng ty c k hoch thc hin n trong khu vc nng thn.
Chu :
Coca-Cola xut khu cc k thut phn phi n hc c M Latinh, chng hn s
dng nh bn bun a phng nh cc nh phn phi, tm mi cch m rng th trng
chu .
Trung Quc, hot ng phn phi trc tip n nh bn l ca ring ca Coca-Cola
ang pht trin chm v ch chim mt s t n v bn hng ca cng ty. Cng ty m t nht
mt trung tm bn hng hu ht cc thnh ph Trung Quc m c dn s trn 1 triu. Hu
ht cc trung tm bn hng, phc v nh nh kho, c s hu ton b v c iu hnh
bi Swire, Kerry, hoc cc cng ty ng chai c lin quan. Hm i xe ti giao hng ln n
con s 20 ti cc thnh ph ln.
Ti Vit Nam, cc sn phm ca Coca Cola c sn xut ti ba nh my ng chai t
ti Thnh ph H Ch Minh, H Ni v Nng. i vi cc sn phm nc gii kht, Coca
39

Cola m rng mng li phn phi thng qua cc i l, cc qun c ph, nh hng, thu
ht cc i l bng vic tng cc hot ng h tr cho i l nh h tr trang tr ca hng.
Chu Phi:
Loi chai nha 2 lt s c phn phi nhiu hn ti cc hiu tp ha nh, ni ngi
Phi vn quen ung Coca-Cola ti ch hoc t cc trc c kt v thanh ton sau khi tr li
v.
H thng phn phi ca Coca Cola thm ch tip cn c khu vc trung tm
nhng vng su vng xa. iu ny c ngha l Coca Cola cung cp c hi cho v s cc
doanh nghip nh v doanh nghip siu nh bn sn phm ca h hoc cung ng cho h.
Nh nhng ni khc trn th gii, Coca-Cola i theo m hnh nhng quyn thng mi
chu Phi. Cng ty ch sn xut mt loi nc ct xi-r, sau bn cho nhng nh ng chai
Coca-Cola c nhng quyn thng mi mt hoc nhiu khu vc a l. Ti nhiu khu
vc chu Phi, Coca-Cola c phn phi thng qua trung tm phn phi th cng.. Cc
ch s hu thng hiu c nhng quyn vo thi im a ra tng thnh lp
doanh nghip nh c th bao ph khu th ny. Trong phm vi 2-3 km, h s s dng bt
c phng tin c th c c cc ca hng bn l: xe y, xe la, xe p - hay thm ch
thc hin bng tay.
H thng ca Coca Cola gip ngi dn a phng thnh lp trung tm phn phi
quy m nh p ng nhu cu ca cc khch hng Ethiopia, Kenya, Tanzania v
Uganda.
4. Chin lc chiu th:

a. Quan h cng chng
Ti cc quc gia Chu M l Chu u, Coca-Cola y mnh ti tr cho cc hot ng
gii tr ln nh American Idol, Apple iTunes, BET Network, NASCAR, NBA, NCAA,
v Th vn hi Olympic.
40

Coca-Cola l mt trong nhng nh ti tr ln nht ca 2014 FIFA World Cup v Th vn
hi ma h nm 2016 s c t chc ti Brazil. Nhng s kin ton cu ny s thu ht
m ng ln x t khp ni trn th gii c th lm tng nhu cu i vi ung
lnh trong c nc.
Ti cc quc gia Chu , Trung ng, Chu Phi, Coca-Cola ch trng ti tr cho cc
hot ng h tr cho cuc sng ngi ngho, ni gp nhiu thin tai V d: Ti Vit
Nam, mi y nht Coca-Cola phi hp cng Hi Ch thp h tr ng ph v cu tr
thin tai, c bit l khu vc min Trung n nh cuc sng ngi dn sau bo l.
Ti Chu Phi:
-
Da trn ch yu l cc hot ng phng chng bnh tt hay gip ngi ngho, tr

em. Coca-Cola tung ra chin dch "Mua Mt Gip Mt (Buy One Help One) nhn
Ngy Th gii phng chng AIDS. i vi mi chai (lon) nc gii kht bn ra,
Coca-Cola s ng gp cho mt t chc t thin trong cng ng a phng h tr
tr em m ci b AIDS.
Tanzania, ni 40% tng s ca t vong l do bnh st rt, Coca-Cola s dng tin

thu c t chin dch Mua Mt Gip Mt mua mn chng mui cho nhng
ngi khng tin mua chng. Chin dch ny cho thy s tng trng nhanh
chng cng nh h tr linh hot cho cc cng ng ni m Coca-Cola c sn xut.
Ti Trung ng: Coca-Cola tip tc thu thanh nin tht nghip H Ai Cp v

Alexandria nh mt phn ca d n lao ng tr em. H cung cp cho nhng thanh nin
cc ki-t di ng mang thng hiu mnh, ng phc v m lm cho h cm thy
mnh l mt i. Cng ty to c hi cho h mua cc sn phm Coca-Cola vi mc gi
chit khu v bn chng trn ki-t di ng trong khu vc nng thn.
b. Qung co:
Chin lc qung co bin i qua tng a phng. cc nc Chu , chin lc
ca Coca-Cola ch trng n vn gii tr v tui tr. Nhng cc nc phng Ty, cng
ty thng ch trng hn v vic ung c li cho sc khe v an ton. V ngi
phng Ty quan tm v sc khe nhiu hn so vi ngi phng ng nn qung co ca
41

Coca-Cola ch ra rng sn phm c tc dng xy dng nn mt li sng khe mnh cho
ngi dng. Mt yu t quan trng na l qung co cc nc phng Ty thng s dng
ph n v cc yu t v gii tnh. Hu ht cc qung co ca Coca-Cola y dng hnh nh
nhng ph n gi cm, h c th l ngi mu, din vin. Cn cc nc Chu th qung
co theo cch ny kh khn hn v yu t vn ha. Coca-Cola thng nhn mnh yu t tui
tr v kt ni gii tr. H thng mun m ch rng ch sau khi ung sn phm ca h th
bn s c ngun nng lng mi, tr nn trn y nng lng v lm mi vic hiu qu hn.
V d v cc qung co ca sn phm Coca-Cola:
Ti Anh, ni m bng l mt nim am m quc gia, "n bng , ng bng .
Coca-Cola thc hin cc chng trnh qung co lin quan n bng trong sut mt
thi gian di tip tc nhn c s ng h ca ngi hm m.
Cc chin dch qung co tng thnh cng nhiu quc gia khc nhau gm Small
World Machines ti n - Pakistan, Million Reasons to Believe in Thailand,
Coca-Cola FM Amplifier v Crazy for Good ti Brazil, Share a Coke ti c,
Coca-Cola Sharing Can ti Singapore v Sprite Truth Book ti an Mch.
-
Ti c, Chin dch Share a coke bt ngun t tng ch o: Kt ni, on vin

v chia s nhng giy pht thoi mi bn nhau cng vi Coke. Coca Cola bt u in
150 ci tn ph bin nht Australia ln nhng chai Coke nhc nh mi ngi
y v mt ngi bn m lu h khng lin lc, hay thm ch ch l mt ngi bn
mi quen vi thng ip : Nu bn yu/ mun gp g/ nh/ thch/ lu ri cha gp
Liam/, chia s 1 chai Coke (vi ci tn Liam c in trn v chai ) vi anh
y. Nhng chai coke c in tn ring trn v chai ln lt xut hin trong cc t
lnh bn hng di ng khp nc c. Cc TVC vi hnh nh cc tnh nguyn vin
share a coke vi bn b mnh c ln sng vo s kin th thao cui tun ln nht
nc c. Sau khi lng nghe kin ca 65.000 ngi tiu dng, 50 ci tn mi na
c thm vo v in ra trn cc v chai Coke. Chin dch lm thay i thi ca
ngi tiu dng tr c v thng hiu, to nn mt n tng tch cc vi Coca
42

Cola. Coca Cola c nhc n nh mt thng hiu lun to nn iu mi m,
thng hiu m ti yu thch, Cho ngi m ti qu
-
Chin dch Small World Machines to ra mt hiu ng mnh m l kt ni

nhng con ngi ang sng ti Pakistan v n vi nhau, to ra nhng khonh
khc vui v him hoi m h khng c c trong hn 60 nm qua v s xung t dn
tc. Bng vic s dng my quay, cng thng tin truyn hnh trc tip v mn hnh
cm ng c thit k c bit, cc c my ny cho php ngi 2 quc gia c th
nhn thy nhau, tng tc vi nhau bng nhng iu nhy, nhng ci chm tay rt
bnh d, gn gi, cng nh gi cho nhau nhng thng ip kt bn bng ngn ng
ring ca c 2 nc.
o Chin dch Million reasons to believe in Thailand (Triu l do tin tng
vo Thi Lan), Coca-Cola gp phn em li nhiu n ci cho ngi dn
Thi Lan sau trn l lt ln nht trong lch s vo thng 11/2011. Bng vic
chia s cu chuyn ca nhng ngi tch cc vt qua kh khn, nhng tin tc
lc quan. Chin dch ny mang li hiu qu ngoi mong i khi hng triu
ngi Thi dn ly li nim tin v cng chia s cc thng tin tch cc qua
cc phng tin in thoi di ng, facebook, twitter, truyn ming, pht
thanh, truyn hnh, cng quyn gp c hn 2,8 triu la M v thnh lp
nn mt i qun 15,000 tnh nguyn vin cng chung tay xy dng li hng
trm cng trnh cng ng, xy dng li t nc Thi Lan v hnh nh ngi
dn Thi lun lun lc quan.
Chin dch Open Happiness c trin khai ti Vit Nam t nm 2011 mt ln na c

v tinh thn yu i, sng tch cc, lc quan ca mi ngi bng bi ht M ngy
hng khi hay nh vic thc hin nhng chuyn xe Happiness Truck vo dp Tt
2013, em nim vui n vi hng ngn ngi ti H Ni v Thnh ph H Ch Minh
qua vic trao tng nhng mn qu tng trng cho s may mn, phc lc trong nm
mi.
Ti Vit Nam, trong 3 nm lin tip, Coca Cola c ngi tiu dng bnh chn l
thng hiu gn kt vi Tt nht v c nh gi l c qung co tt c yu thch
43

nht. Hnh nh nhng con ngi lo toan vi cuc sng thng nht nhng khi nhn
thy cnh n bo hiu ma xun, h tr nn nh nhng v yu i hn. Ngoi ra, Coca
Cola truyn t c thng ip sng to v cm hng cho mi la tui.
D. BI HC KINH NGHIM
I. Thnh cng:
p dng chin lc xuyn quc gia, cng ty 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
cng nh cc yu cu khc nhau ca tng a phng. Bng cc chin lc chiu th nhm
ti tng i tng khch hng, danh ting ca CocaCola c bit n tng ng ngch.
Nhng bin qung co ni bt mu ti cng vi dng ch Coca-Cola 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.
1. Doanh thu v th phn:

T khi c thnh lp v t tr s chnh ti Atlanta, bang Georgia, tp on Cocacola hin ang hot ng trn 200 nc khp th gii. Thng hiu Coca-cola lun l
thng hiu nc ngt bn chy hng u v tt c mi ngi trn th gii u yu thch
Coca-cola hoc mt trong nhng loi nc ung hp dn khc ca tp on. Ngy nay, tp
on Coca-cola thnh cng trong cng cuc m rng th trng vi hng lot sn phm
ung khng cn khc nhau ban u l nc c gas, v sau l nc tri cy, nc tng
lc cho th thao, nc sui, tr v mt s loi khc.
Coca-Cola chim 34 % trong tng th phn nc gii kht trn ton th gii. Trong
33 nhn hiu nc gii kht khng cn ni ting trn th gii, Coca-Cola s hu ti 15 nhn
hiu. Mi ngy Coca-Cola bn c hn 1,7 t loi nc ung, mi giy li c hn 10.000
ngi dng sn phm ca Coca-Cola. Trung bnh mt ngi M ung sn phm ca cng ty
Coca-Cola 4 ngy 1 ln. Coca-Cola hin c mt ti tt c cc chu lc trn th gii v c
th c nhn ra bi phn ln dn s th gii.
44
Nm 2012, Coca Cola l thng hiu l ng gi nht trn th gii, vi gi tr 50 t

USD. Doanh thu nm 2012 l 48 t USD. Gi tr vn ha th trng nm 2012 l 176 t
USD. Tc tng trng hng nm CAGR l 16%. Bc M l phn khc ln nht ca cng
ty v doanh thu, trong khi M Latinh l phn khc ln nht v doanh s bn hng. Mexico l
th trng tiu th Coca Cola hng u trn th gii. Cc sn phm ca Coca Cola c bn
mi ni trn th gii ngai tr Cuba v Triu Tin.
45
2. Cc gi tr khc:
i vi khch hng:
Thc hin chin lc xuyn quc gia, Coca-cola to ra gi tr cho khch hng bng
cch p ng tt yu cu ca khch hng trong tng a phng.
46

Coca t mc tiu l cung cp cho khch hng v ngi tiu th nhng thc ung
cht lng cao m . Ti mi giai on ca chu k sn phm, dy chuyn sn xut gim
st st sao cht lng ca cc loi nc ung. 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 calorie thp hoc khng c tng ln 47% khi lng bn hng, gim thiu t l phn
nn ca khch hng khong 5%.
i vi ngnh cng nghip sn xut thc phm v ung:
Pha trc ca nhn bao b chu u c ghi hm lng calorie 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.
i vi cng ng:
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.
V vn mi trng: 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.
47

II.
Nhng tht bi:

1. New Coke
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.
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.
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, hu nh h u nghing v Pepsi hn..
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 .Ngay sau khi quyt
nh c thng bo, mt phn ln dn M quyt nh cm vn i vi sn phm mi ny.
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 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.
48

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.
2. Vn s dng nc n :
Mt nhm nghin cu mi trng hng u New Delhi yu cu Coca-Cola 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.
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. Ngoi nhng khiu ni trn, Coca Cola 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
49

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.
Ch trong 6 thng, 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 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.
III. Bi hc kinh nghim:

Cng thc thnh cng ca Coca Cola l g? C rt nhiu iu mi ngi cn phn tch
v hc tp t h.
Bi hc 1: Qun tr d liu
Qun tr v x l d liu lin tc v tc th v chnh nh vy h kp thi iu chnh
sn xut v phn phi sn phm. Tt c cc thnh vin trong cng ty u c chia s, phn
tch v thu hiu ton b bc tranh chung ca cng ty. Ton b mi ngi u c th c
thng tin n tng lon, tng chai nc ca tng i l, ca hng bn l. V vy mt khi
lng bn gim xung hay c vn g h s c gii php ngay lp tc.
Bi hc 2: Lm vic vi i tc (nh phn phi) vi tinh thn khi nghip
50

V sao sn phm ca Coca Cola n c mi ngc ngch ca th trng? Nhn vin
ca Coca cola, nhn vin ca mt tp on hng u th gii i n tng i l, dng mi
phng tin chuyn ch v vn chuyn sn phm n ngi tiu dng. Khng nhng vy,
Coca Cola cn cho cc i l vay tin mua thm phng tin v cng i l xy dng
cch bn hng hiu qu.
Bi hc 3: B quyt marketing
Coca Cola thc hin vic ny rt tuyt vi, b quyt ca Coca Cola l g, l a
n cho mi ngi iu h mun, l s kht khao. Coca Cola a yu t kht khao vo
trong tng sn phm thng qua nhiu thng ip khc nhau. Yu t ng hc hi nht l tp
on a quc gia duy nht a phng ho s kht khao theo tng th trng.
Bi hc 4:
Marketing th quan trng hn t thn sn phm nhiu v thng hiu l khng th
thay i v n n su vo tm tr khch hng, ch c th da trn thng hiu cho ra
i nhiu sn phm mi (bi hc t New Coke)
Bi hc 5:
Khng ch quan tm n nhu cu ca khch hng trong tng a phng, cng ty cn
phi quan tm n yu t x hi khc khi tin hnh hot ng kinh doanh quc t. T ,
cng ty khng ch to ra gi tr cho khch hng m cn gp phn pht trin cng ng.
51

TI LIU THAM KHO:
1. Qun Tr Kinh doanh Quc t ca TS. Bi L H, TS. Nguyn ng Phong, TS.
Ng Th Ngc Huyn, Th.S. Quch Th Bu Chu, Th.S. Nguyn Th Dc v
Th.S. Nguyn Th Hng Thu.
2. Kinh doanh Ton cu Ngy nay ca TS. Nguyn ng Phong, TS. Nguyn Vn
Sn, TS. Ng Th Ngc Huyn v Th.S. Quch Th Bu Chu.
3. International Business: Competing in the global marketplace Charles W. L. Hill,
University of Washington.
4. The Marketing Review 2003, Page 289 309.
5. Coca-Cola Sustainability Report 2012.
6. http://us.coca-cola.com/home/
7. http://www.coca-cola.co.uk/
8. http://asiandoood.wordpress.com/2011/02/07/coke-tasting-worldwide/
9. http://www.financialpost.com/index.html
10. http://blog.euromonitor.com/2013/01/soft-drinks-in-2013-growth-to-continue-asdemand-diversifies.html
11. http://www.just-drinks.com/
12. http://www.euromonitor.com/
13. http://www.bidnessetc.com/business/cocacola/industry-analysis/
14. http://studymore.com/
15. http://www.marketingweek.co.uk/
16. http://www.nice-cuppa-tea.co.uk/
17. http://www.doanhnhansaigon.vn/
18. http://www.slideshare.net/
19. http://www.huongnghiep.com.vn/Bi-Quyet-Kinh-Doanh/coca-cola-va-3-dieu-canhoc.html
20. http://www.vietrade.gov.vn/index.php?option=com_content&task=view&id=1756
&Itemid=454
52

Coca-Cola Phân Tích Chiến Lược Kinh Doanh Quốc Tế

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Coca-Cola Phân Tích Chiến Lược Kinh Doanh Quốc Tế

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Trng i Hc Kinh T TPHCM

Khoa Thng Mi - Du lch - Marketing

Mn: Qun tr kinh doanh quc t

PHN TCH CHIN LC KINH

GVHD: Th.s QuchTh Bu Chu

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

PHN CNG CNG VIC

- Tm ti liu v vit bi phn

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

III. Cc lnh vc hot ng:

Gn y, Coca-Cola tham gia th trng c ph

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

2. Lnh vc hot ng ph:

B. PHN TCH CHIN LC KINH DOANH QUC T CA COCACOLA:

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

I. Nhng Chin lc cng ty s dng trong qu trnh thm nhp th

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

2. Giai on t nm 1981 2000:

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

3. Giai on t nm 2000 2004:

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

2. Phn tch chin lc kinh doanh quc t:

C. TH HIN CA CHIN LC KINH DOANH QUC T:

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Cu trc phn chia khu vc quc t ny cung cp cho cc nh qun tr a phng

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Bottling Investments Group:

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

ng u qun l khu vc ny hin ti l Ch tch Ahmet Bozer. ng l ngi c

Th trng a l tch bit.

Th hiu v li sng khc nhau trong tng khu vc.

Th trng mi khu vc nh cc giai on pht trin kinh t khc nhau.

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Nam Thi Bnh

Cui cng l cu trc t chc ca Coca-cola mi tng quc gia.

H thng Coca-Cola Nht Bn tm kim s tng trng cao hn bng cch ti u ha

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Cng ty Coca-Cola Nht Bn:

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

II. Chin lc Marketing quc t:

Phn tch Chin lc kinh doanh quc t ca Coca-Cola

Chng hn nh ti cc nc M Latinh, i din l Mexico: cht lm ngt s l ng

Trong th trng Chu , c th l n hay Trung Quc, sn phm Coca truyn

Ti Php v New Zealand, lng ng trong 100ml Coca Cola l 10.6g v c b

v v th hiu ca ngi a phng m s c sn xut v thay i hng v.