1 Marketing Study Of The Coca-Cola Company Group 1 Charis McWhorter William Chasteen Christina Davis Brian Gladney Jasmine Verden 2 Introduction The Coca-Cola Company operated as an “independent‚ local business” until it merged with John T. Lupton and BCI Holding Corporation. Collectively‚ they became known as the Coca Cola Enterprise Incorporation (Inc.). They began to offer stock‚ and stales instantly increased. Additionally‚ it merged with the Johnston Coca-Cola Bottling
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Boston Consulting Group Matrix The BCG Matrix is based on the product life cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit. It has two dimensions: the market share and the market growth. To ensure long-term value creation‚ a company should have a portfolio products that contains both high-growth products in need of cash inputs and low-growth products that generate lot of cash. The basic idea behind it is that the bigger the
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Limitations of the BCG model. The BCG model is criticised for having a number of limitations (Kotler 2003; McDonald 2003): ➢ There are other reasons other than relative market share and market growth that could influence the allocation of resources to a product or SBU: reasons such as the need for strong brand name and product positioning could compel resource allocation to an SBU or product (Drummond & Ensor 2004). ➢ What is more‚ the model rests on net cash consumption or generation as the
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Customer Needs ‚ Wants & Demands Needs are the basic human requirements. People need air‚ water‚ food‚ clothing and shelter to survive. People also have strong needs for recreation‚ education and entertainment. These needs become Wants when they are directed to specific objects that might satisfy the need. Wants are shaped by our society. Demands are wants for specific products backed by an ability to pay. Needs are of five types – Stated needs Real needs Unstated needs Delight needs
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ASSIGNMENT.3. The need to manage cash flow provided the impetus for the Boston Consulting Group (BCG) to design the matrix in 1970‚ which has since become one of the most widely used portfolio analysis models. Companies use BCG analysis in brand marketing‚ product management‚ portfolio and strategic management to help them develop their various businesses or products. It involves classifying products into four (4) categories based on two (2) dimensions which are their relative market share and market
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increasingly complex. No longer simply the domain of the warehouse manager or logistics director‚ supply chain management is viewed by most companies as a mission-critical element. In this special report‚ experts from Wharton and Boston Consulting Group (BCG) discuss strategies for maximizing the value of supply chains‚ avoiding inefficiencies‚ managing the omnipresent risk of disruption‚ and evaluating the pros and cons of supply chain enterprise systems. ‘You Can’t Manage What You Can’t Measure’: Maximizing
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Group (BCG) Modal Hello students! After having an understanding of what an SBU is you also need to now how do the companies select a particular strategy for which they need to analyze their SBUs? There is a matrix given by the Boston Consultancy Group‚ which can be used by the companies for the purpose of analysis‚ which will be discussed in this lesson‚ and also how useful it is. BCG Model The BCG Matrix‚ named after the Boston Consulting Group (BCG)‚ is perhaps the most famous 2x2 matrix. The
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BCG MATRIX Stars e. g: beverages Question mark ? e. g: breakfast cereals Low Market Growth Rate Cash Cows e. g: baby food Dog e. g: pharmaceutical products High Low High Relative Market Share STARS The stars are the high relative market share and high market growth. Nestlé beverages are products more present on the market because this is a high quality of product and nowadays costumers like consume
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Nike was formed by $1000 and the handshake of 2 men. Those 2 men were Bill Bowerman‚ the University of Oregon track coach and Phil Knight‚ a University of Oregon accounting student and a middle-distance runner under Coach Bowerman. Bill brought jogging to America‚ and then built an unrivaled track and field program at that university. Bowerman taught his athletes to seek the competitive advantage everywhere - in their bodies‚ their gear and their passion. In 1962 Knight had this you’re-crazy-it-will-never-work-
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Read the text. TV or no TV? That is the question. Bess TV is an important issue for us‚ because over three quarters of British teenagers have a TV in their bedroom (pretty antisocial if you ask me!)‚ and they watch TV for an average of 14 hours a week. In the USA‚ it’s over 20 hours a week. In my research for this debate‚ I’ve discovered some amazing facts. For example‚ 57% of programmes contain what is called ‘psychologically harmful’ violence. That means‚ according to the experts
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