Term paper mgt 623 wu organizational change and development

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MBA & MM WU MGT 623 .

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<ul><li><p>2 </p></li><li><p>3 </p></li><li><p>4 </p><p> 1 </p><p>1.1 Brand Coca - Cola Brand Brand 100 Coca - Cola Coca - Cola Brand Coca - Cola Brand Coca - Cola 100 Coca - Cola . 8 ..1886 . . "" .5 .</p></li><li><p>5 </p><p> " " Coca - Cola </p><p> . </p><p> . . " C " "Coca - Cola. Coca - Cola Coca - Cola " "Coca - Cola" Coca - Cola "" Coca - Cola 9 . Coca - Cola . . . Coca - Cola Coca - Cola 10 Coca - Cola Coca - Cola 31 .. 1893 . Coca - Cola Coca - Cola 1894 </p></li><li><p>6 </p><p> 1898 1894 Coca - Cola Coca - Cola Coca - Cola 2 20 1,000 VISION () Coca - Cola 100 1 Coca - Cola 2020 </p><p>- - - </p><p>MISSION () Coca - Cola Coca - Cola "", "" </p></li><li><p>7 </p><p>VALUES () Coca - Cola Coca - Cola Package Design Coca - Cola Coca - Cola 1886 Coca - Cola 9 1887 Coca - Cola 1891 Coca - Cola 1893 Coca - Cola 1894 Coca - Cola 1899 Coca - Cola 1906 Coca - Cola 1912 King - Cola 1916 Coca - Cola 1919 1923 . The Coca - Cola Company 1941 "" 1950 Coca - Cola TIME 1955 Coca - Cola 1960 Coca - Cola 1978 Coca - Cola ! 1982 1985 Coca - Cola Space Shuttle Challenger 1986 100 Coca - Cola 1996 Coca - Cola 2005 Coca - Cola 2020 2006 Coca - Cola 120 2011 1.4 </p></li><li><p>8 </p><p> Coca - Cola Coca - Cola 3,500 200 , , , , , Coke 3 </p><p>1. 2. </p><p> 3. </p><p> Coca-cola </p><p>o o o o </p><p> - ( ) </p></li><li><p>9 </p><p> - ( ) </p><p> - C2 - - - - </p></li><li><p>10 </p></li><li><p> Coca - CCola </p><p>11 </p></li><li><p>122 </p></li><li><p>13 </p><p> 1 </p><p> 5 1 2 1 68,734 3 2 60,211 2 </p></li><li><p>14 </p><p> 1 </p><p> Coca-Cola Coca - Cola </p></li><li><p>15 </p><p> Coca - Cola 200 Coca - Cola Coca - Cola : </p><p> 1. </p></li><li><p>16 </p><p> 2. </p><p> 3. 4. Coca-Cola 5. Coca - Cola 6. Coca - Cola </p></li><li><p>17 </p><p> Coca - Cola 7. Coca - Cola 1. Coca - Cola 2. 3. Coca - Cola </p></li><li><p>18 </p><p> Coca - Cola 1990 Coca - Cola 1 60% - 70% Coca - Cola 125 1 4 </p><p>1. () </p><p>2. Layout </p></li><li><p>19 </p><p>3. 2000 35% (Fountain Outlet) 23% 14% 9% 20% </p><p>4. Coca - Cola "Packaging Size" Packaging Packaging Packaging Coke Pepsi () Packaging Coke "Pack Size" PET Pack Size "Sleek Can" Packaging </p></li><li><p>20 </p><p> 2 Coca - Cola () () 2-3 1. (Products)Coca - Cola (Carbonate) 1 - 3% Coca - Cola Product Line Package 5 Bottler of the year - Product Line Package 2545 2. (Price) (Dominant Firm) Uniform pricing (Substitute) </p></li><li><p>21 </p><p> 6 oz. 6 </p><p>6.5 oz. 6.50 10 oz. 8 15 oz. 9 21 oz. 12 35 oz. 17 </p><p>250 10 500 17 325 14 </p><p>1.25 26 2 38 </p><p> 1.2 1.2.1 (Corporate Transformation) </p><p>1.2.2 Coca - Cola 1.2.3 </p><p> 1.3 </p><p>1.3.1 Coca - Cola 1.3.2 1.3.3 1.3.4 1.3.5 Coca Cola </p></li><li><p> 2 </p><p> 2.1 </p><p>(the persuasive-discussion theory) Kurt Lewin 2 2 Lewin 2 (personal involvement) (stance) (obstacles) </p><p>(the burning platform theory) (threats) Kotter (1996) (sense of urgency) </p></li><li><p>23 </p><p>(the leader-pressure theory) (personal commitment) Kotter (1992) Hammer and Stanton (1995) (rational behavior) Kanter, et.al (1992) Kotter (1996) Cumming and Worley (1993) (the front-line discontent theory) Kelman (2005) </p><p>1. (Marketing Mix) </p><p>4 (Kotler, 1997) 8Ps </p></li><li><p>24 </p><p> (Payne, 1993) </p><p> 1.1 8Ps 1.1.1 (ProductP;1) </p><p> (Intangible Product) </p><p> 2 1) </p><p>2) </p><p>1.1.2 ( Price ; P2) </p></li><li><p>25 </p><p>1.1.3 ( Place ; P3) 4 ( Zeithaml and Bitner,1996) 1) (Outlet) </p><p> 2) </p><p> 3) </p><p> 4) 24 (Download) </p><p>1.1.4 (Promotion ; P4) </p></li><li><p>26 </p><p>1.1.5 ( People ; P5) </p><p>1.1.6 (Process ; P6) </p><p>1.1.7 (Physical Evidence ; P7) </p></li><li><p>27 </p><p> (First Impression) </p><p>1.1.8 (Packaging ;P8) Seasonal Marketing Celebrate Marketing , , , , , Occasion Packaging Coke Limited Edition LimitedEdition Campaign </p></li><li><p>28 </p><p> (Demand) </p><p> (Want) (Purchasing power) (Ability and Willingness) (Demand function) (Qx) (Px) Qx = f (Px) </p><p> (Law of Demand) </p><p> 1. </p><p> 2. </p><p> 3. </p><p> 4. </p></li><li><p>29 </p><p> 5. Qx = f ( Px , T , Py , S , ) </p><p> Qx = x Px = x T = Y = Py = S = </p><p> 2 </p></li><li><p>30 </p><p>- (nondurable goods consumption) destruction </p><p>- (durablegoods consumption) diminution (Utility Theory) (Utility) (Total Utility: TU) (Marginal Utility: MU) MUn = TUn - TUn-1 </p><p> TUn = U1 + U2 +..+ Un </p><p> TUn = MU1 + MU2 +..+ MUn : MUn = n Un = n TUn = n </p></li><li><p>31 </p><p> (Util) (TU) (MU) MU TU MU TU MU TU 2.2 (Corporate Transformation) </p></li><li><p>32 </p><p>Model TemplateCoca-Cola </p><p> 1. 2. 3. 4. 5. 6.McDonalds 7. Burger King 8. 9. 10. </p><p> 1. 2. 3. 4. Package </p><p> 1. 2. 3. </p><p>1. CRM 2. Emotional Marketing Lifestyle 3. Brand Loyalty 4. </p><p> 1. 2. </p><p> 1. 2. </p><p> 1. 2. - 3. 4. </p><p> 1. 2. 3. 4. 5. 6. </p><p> 1. 2. Franchise </p></li><li><p>33 </p><p>Model TemplateCoca-Cola </p><p> 1. 2. </p><p> 1. 2. 3. 4. 5. 6.McDonalds 7. Burger King 8. 9. 10. </p><p>1. CRM 2. Emotional Marketing Lifestyle 3. Brand Loyalty 1. 2. 3. </p><p> 1. 2. 3. 4. 5. 6. </p><p> 1. 2. </p><p> 1. 3. </p><p> 1. 2. Franchise </p><p> 1. 2. </p></li><li><p> 3 </p><p> 3.1 (Secondary Data) 3.2 4P Swot Five Force Supplier </p></li><li><p>35 </p><p> 8 Kotter </p><p> 4 </p></li><li><p>36 </p><p>125 : Facebook John Pemberton </p><p> (slogans) </p><p>1886 -1892 : 1886 John Pemberton Jacobs Pharmacy 5 Pemberton (Pembertons bookkeeper) Frank Robinson Coca-Cola Coca Cola Pemberton Coca-Cola 9 </p><p> : </p><p> 1893 1904 : Coca-Cola Asa Candler the brands first chief marketing officer Candler </p></li><li><p>37 </p><p> Coca-Cola Coca-Cola Coca-Cola 1895 Candler , </p><p> 1894 JosephBiedenharn Coca-Cola Candler 12 Candler 1899 2 Chattanooga lawyers, Benjamin Thomas and Joseph Whitehead Coca-Cola $1 </p><p> : </p></li><li><p>38 </p><p>Event Pretty Candler me too </p><p> 1905 1918 : Coca-Cola Coca-Cola Coca-Cola Coca-Cola The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle () 1916 </p><p> 1919 1940 : Woodruff Coca-Cola RobertWoodruff 1923 4 Ernest Coca-Cola AsaCandler Woodruff 60 Coca-Cola 1928 Coca-Cola </p><p> 1931 : Coca-Cola Santa Claus Haddon Sunblom Coca-Cola Coca-Cola </p></li><li><p>39 </p><p> : </p><p> 1941 1959 : </p><p> 1941 2 Coca-Cola Woodruff Coca-Cola 5c. </p></li><li><p>40 </p><p> 50 Coca-Cola Londons Piccadilly Circus; Coca-Cola 1956, Coca-Cola (UK) </p><p> : Brand </p><p> 1960 1981 : () 60 Coca-Cola (Sprite Tab) Brand Coca-Cola 1971 - </p><p> 1982 -1989 : 80 Diet Coke Coca-Cola 2 Diet Coke 1985 99 </p><p> New Coke </p></li><li><p>41 </p><p> New Coke Coke Coca-Cola Classic </p><p> : (Original Products) </p><p> 1990 1999 : The Fruit effect 1991 Coca-Cola Charles Fruit Coca-Cola 2004 Fruit Aways Coca Cola American Idol 1993 Coca-Cola polar bear was born 1997 Coca-Cola 1 1994 Diet Coke </p><p> 2000 : Coke 125 1.6 Facebook Twitter (Facebook and Twitter generation) Coca-Cola Coke Zero Coke Zero Diet Coke </p><p> 2007 Coke Diet Coke Vanilla , Diet Coke with Lime ,Diet Coke Cherry and Diet Coke Plus </p><p> : Coca-Cola </p></li><li><p>42 </p><p> Social Network </p><p> 4P Analysis Product CocaCola 4P Analysis Product CocaCola Pepsi 2 CocaCola 4P Analysis Product Line CocaCola Package Price CocaCola Print Ad. Brand CocaCola Brand Place Coca Cola Franchise Bottler Distributor CocaCola Whole Seller Careful , Distributor Mcdonald Burger King Daily Goods Brand </p></li><li><p>43 </p><p> Distributor Promotion CocaCola Promotion Consumer Trader Coca Cola </p><p>Coca - Cola Coca-Cola (Coke) Cola Coke Coke Coke 1980 Non CSD(CSD = , Non - CSD = ) "Coke Diet" Coca - Cola Enterprises (CCE) 2000 Coca - Cola 1991 - 2000 Coca - Cola </p></li><li><p>44 </p><p> Coca - Cola 90 </p><p>1. </p><p>2. Burger King Coca - Cola 6.2 (rebate) Burger King 1.45 23% </p><p>3. . 4. McDonald's Burger </p><p>King </p><p>5. </p><p>6. </p><p>7. "Coke" 40% </p></li><li><p>45 </p><p>8. (Coke)(Identity and BrandDevelopment) (Rebrand) </p><p> Turner Duckworth Coca-Cola Identity </p><p>Turner Duckworth Brand Concept Idea Coke brings joy Brand Experience </p></li><li><p>46 </p><p> Turner Duckworth D&amp;DA Cannes Lion Designweek Pentawards 26 The Coca Cola Company 121.41 </p><p> 3 2 3 1949 Coca - Cola 25 6 3 Coca - Cola 3 5 </p><p> Coca - Cola Coca - Cola 360 </p></li><li><p>47 </p><p> Coca - Cola </p><p> Coca - Cola Key Message Coca - Cola 3 Brand Image Strategy, Product Positioning Stategy Resonance Strategy (Emotional) Coca - Cola Campaign "" The Coke Side Of Life Coke </p><p> Global Brand Campaign Coca - Cola Concept Brand Brand Coca - Cola Loyalty Brand Coca - Cola Brand Life Style </p><p> Coca - Cola Vignettes Celebrities Mood &amp; Tone </p></li><li><p>48 </p><p> Brand Coca - Cola (Execution) Coca - Cola SWOT Analysis Coca - Cola Strength </p><p>- Coca - Cola </p><p>- Global Brand - Positioning Brand Brand </p><p> - Brand </p><p> - CSD (Market share </p><p>leadership) - Brand Perception </p><p> - Coca - Cola </p><p> Coca - Cola </p><p>- Coca - Cola - Promotion </p><p> Advertisement </p></li><li><p>49 </p><p> - fountain market Coca - Cola brand 2000 Coca-Cola 65% </p><p>- - Brand Loyalty </p><p> Brand - Coca - Cola Emotional Marketing Lifestyle "</p><p>" "" Coke Slide of Life Emotional </p><p>Weakness - Coca - Cola Coca - Cola </p><p> -(Conservative) - - Innovation Line </p><p>- - line Classic Opportunities - - - </p></li><li><p>50 </p><p> - </p><p>- </p><p> Treat - - </p><p>- In&amp;Out Switching Brand - - - - - FIVE FORSCE MODEL Coca-Cola </p></li><li><p>51 </p><p>Coca-Cola Coke Coke Classic Diet Coke </p><p> ADKAR 5 </p><p>-Awareness Coca-Cola Shaun B. Higgins Coca-Cola 2005 </p><p>-Desire Coca-Cola Coca-Cola </p></li><li><p>52 </p><p>-Knowledge Coca-Cola Daft 1997 </p><p>- Ability Coca-Cola </p><p>-Reinforcement Coca-Cola 8 </p><p>1. </p><p> 68,734 </p><p>2. </p></li><li><p>53 </p><p>3. Coca - Cola 100 </p><p> 1 Coca - Cola 2020 </p><p>- - - </p><p>4. </p></li><li><p>54 </p><p>5. </p><p>6. </p><p>7. </p><p>8. </p></li><li><p>55 </p><p> 6 </p><p> 6 </p><p>1. (customer market advantage) </p><p>2. (product and service advantage) </p><p>3. (Business system/value chain advantage) </p></li><li><p>56 </p><p>4. (System assets / resources advantages) Asset Based Competitive Advantages Coca Cola (brand equity) Coca Cola Coca Cola </p><p>5. (Partner advantage) </p><p>6. (Scale and scope advantage) Economies of Scope </p></li><li><p>57 </p><p> Economies of Scale </p></li><li><p> 5 </p><p> 5.1 Coca-Cola </p><p>1. Business statrigies 2. Business Model 3. Business Process CEO Goizueta</p><p> 16 3,500% 1 1997 3 24% Coca Cola Enterprise (CCE) 49% 38% 82% </p></li><li><p>59 </p><p> 4% 12% 2% 4% 37% () 58% 5% "" 81% "" 17% </p><p> margin "" 80% Coca Cola Enterprise (CCE) </p></li><li><p>60 </p><p> 1982 </p><p> Thailand"s Top Graduates Employers Top employers of choice </p><p> - 92,800 - - "LIVE POSITIVELY" "" - - LIVE POSITIVELY LIVE POSITIVELY - - LIVE POSITIVELY - 4 2555 "" 2563 --</p></li><li><p>61 </p><p> LIVE POSITIVELY - 2555 1 (Leadership) - Coca-Cola University Global Intranet Instant messaging Live Positively -- - "Brand Ambassador" "Live Positively Ambassador" -- University Internship - 5,000 5 2,000 </p></li><li><p>62 </p><p> - - </p><p> 2,000 - - - - - - 1 </p></li><li><p>63 </p><p>5.2 Coke 5 2 margin 1. margin Coke brand brand value Coke brand coke Pepsi brand loyalty brand event product line Coke brand loyalty Coke New Coke Coke brand loyalty Pepsi sport drinks Coca-Cola product line margin Minite Maid Pepsi 2. Coca-Cola Limited Edition </p></li><li><p>64 </p><p> Limited Edition Coca-Cola Coke Classic Pepsi Coca-Cola Coca-Cola 2006 Coca-Cola presenter Pepsi Coca-Cola Merge &amp; Acquisition Pepsi Frito Lay Coca-Cola Coca-Cola reversible Coke can promotion campaign Coke margin CokeCoke </p></li><li><p>65 </p></li><li><p>66 </p><p> NEW COKE " Pepsi Generation " Coke Pepsi 2 Coke "Pepsi Challenge" "Pepsi Challenge" Pepsi 2 "Pepsi Challenge" positioning " Pepsi Generation " Coke 2 Coke Pepsi Challenge" Pepsi Coke Cola Pepsi Pepsi Pepsi Coca-Cola Pepsi "Pepsi Challenge" Coke Pepsi Pepsi 6% 14% Coca-Cola Pepsi Coca-Cola Coca-Cola Pepsi Coke Coca-Cola Pepsi Pepsi Coca-Cola Coke Pepsi Coca-Cola Pepsi 1970 </p></li><li><p>67 </p><p> 1972 1972 % % Coca-Cola 18 +14 12 +1 Pepsi 4 11 </p><p> 1975 1979 1984 % % % Coca-Cola 24.2 +6.8 23.9 +6.0 21.7 +2.9 Pepsi 17.4 17.9 18.8 </p><p> 1970 Coke Cola Pepsi 4 Coke Coke Cola (Brand Switching) Pepsi Coke 13 Coke Pepsi 2 1950 1970 Pepsi Coke 1984 Pepsi 18.8 % Coke 21.7 % Coke Coke Pepsi 100 (Vending machine) Fountain Coke Pepsi 2 Coke Pepsi </p></li><li><p>68 </p><p> Coke Coke Roberto Goizueta Project Kansas Coke </p><p>Case Study Coke Zero : Coke Hero 12 </p><p> 20 - 20 325 . 390 . 14 1.25 26 (Fountain Drink) 250 . 10 50 Real () 0 </p></li><li><p>69 </p><p> Experience Real Taste, Experience Real Zero 3 Real 100 3 2 85 % 1 3 Genesis Testimonial 6 .. 862 54 % 16 % 70 % 70 % 30 % </p></li><li><p>70 </p><p> 115 18 </p><p> - -() 115 3 16 1 3 18 6 18 12 38,8000 - 55 670,000 12 500 7.2 18 4 38 4 http://news.voicetv.co.th/business/44838.html </p></li><li><p>71 </p><p> 5,000 Coca Cola </p><p> 5,000 </p><p> 2563 5,000 2,000 5 60 1,000 37 2513 2536 http://news.voicetv.co.th/global/43039.html </p></li><li><p>72 </p><p> 200 </p><p> - -() , , 200 2555 600 4 2555 63 </p><p> 4 24 5 2554 49% 2555 54% 38,500 11% 2554 </p><p> 1,000 C Day ( ) 25 2555 1 9 2555 20% 2555 20% </p><p> () (Est) 2555 10 60% 2 http://www.naewna.com/business/27399 </p></li><li><p>7...</p></li></ul>