Coca-Cola: Deciding on the Look

Question
1
Question
1

Group 8
Group 8 Coca-Cola:Deciding on the Look
Coca-Cola:Deciding on the Look

CASE 10
CASE 10

Question 1
Question 1

How do you think the analytical model of decision making might have been applied by Coca-Cola when designing new bottles?What specific task might have been done at each step in the process?
How do you think the analytical model of decision making might have been applied by Coca-Cola when designing new bottles?What specific task might have been done at each step in the process?

Aswer
Aswer

Problem
Identification
Problem
Identification
Define
Objectives
Define
Objectives
Make a predecision Make a predecision Generate
Alternatives
Generate
Alternatives
Evaluate
Alternatives
Evaluate
Alternatives
Make a choice Make a choice Implement choice Implement choice Evaluate choice Evaluate choice Steps in the
Analytical Model
Steps in the
Analytical Model

Problem identification:

因為可口可樂在本質上來說，飲料內容可能長時間不會改變，因此若要創新只能在包裝上尋求突破，於是可口可樂想要持續地設計出新樣式的瓶子，來促進可口可樂之銷售量。

Define objectives:

設計必須包含三要素:
1. 讓消費者清楚確認其品牌。
2.讓消費者在使用時有愉快的經驗。
3.製造瓶子的原料要符合環保材質。

Make a decision:

委託Tuner Duckworth 設計

Problem solved

Aswer
Aswer
What errors and biases might have contributed to less-than-perfect decisions in this case? How might they have been overcome?

What errors and biases might have contributed to less-than-perfect decisions in this case? How might they have been overcome?

Question 2
Question 2

(1)本組認為可口可樂在the analytical model of decision的過程中考慮的不夠周延，例如generate alternatives和evaluate alternatives的步驟就非常缺乏，沒提出足夠的選擇。

(2)於是，他們開放了讓一般消費者設計、評選喜歡的瓶子，來做出創新的行銷手法。

Question 3
Question 3

What recommendations for improving the decision-making process identified in this case?How do you think they would help?

What recommendations for improving the decision-making process identified in this case?How do you think they would help?

Aswer
Aswer