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建立人际资源圈Coca-cola
2015-06-20 来源: 51due教员组 类别: Essay范文
可口可乐虽然一早就出现在饮料市场，但是在70年代后随着竞争对手的不断加入，品牌形象和市场表现也大不如前，针对这情况，作者尝试分析原因和建议见解。
Although the Coca-cola is world-renowned company these years with high reputation and popularity , it also once experienced business tension in its history. In the late 1970s, its product and package were being less and less competitive and they were losing priority for more and more customers while opting due to less attention in terms of the marketing and sales and its central product. Instead , Pepsi invade this business,substituting Coca-cola and even holding the main position, with new image and taste.
Obviously, it is the Pepsi that was mainly involved in such case as the main competitor. Once, they two used to focus on the product ---which might be more smooth and tasty. However, Pepsi breaks the tradition and pays more attention to the customer’s willingness,which would be regarded as a significantly useful method to make a difference. In this way, Pepsi create its special image for their targeted customers to show the different meaning. Therefore, it instil its new attitude and idea----active ,vital and young into its targeted customer, causing increasingly people join the “Pepsi Generation”.
Such losing position of Coke was not groundless but stems from the less attention from top executives. Even though it has created relatively stable status, it did not meet customer’s requirement as they expect and the product renewing is also not as competitive as other competitors, which causing the customer look for succedaneum.
According to the case of Coca-cola, they failed attempt and other competitors ,such as Pepsi, developed dramatically, Coca-cola were facing the business tension in both micro and macro.
As the Coca-cola stockholders, they should pay more attention on business tension, because this is direct related to their profits. Most of time, those stockholders are not focus on the immediate interests. They want their products more popular in the long run.
The point of view of business tension is very significant. On the one hand, company’s development depend on it. Once one company develop without business tension, they can’t maintain sustainable development. On the other hand, competitors will beyond themselves and seize the market.
From my perspective, I will focus on the customer’s real requirement and produce new products to meet their expectation. According to customer’s feedback, I will change the strategy and attract more customer from different group.
