1. SWOT PEST 5 FORCES COCA-COLA SWOT: 李幕 5 FORCES: 陈翠群、吴丹 PEST: 匡熙

2. BEA Confidential. | 2 SWO T

3. BEA Confidential. | 3 Strength Secret recipe innovate brand

4. BEA Confidential. | 4 Weakness Side Impression Identity Large organizations Pepsi cola

5. BEA Confidential. | 5 Opportunity Low threshold Meet young customers’ demands

6. BEA Confidential. | 6 Threat competitor Health awareness

7. PEST

8. BEA Confidential. | 8 432 Political 1 Economic Society Technology

9. BEA Confidential. | 9 The reform and opening policy The government support Stable political environment Political

10. BEA Confidential. | 10 Vast domestic market Low-cost labor Strong manufacturing capacity Economic

11. BEA Confidential. | 11 Improvement of living standard Foreign culture Society

12. BEA Confidential. | 12 Technology Secret recipe Diversified distribution channel

13. 5 FORCES

14. Using porter's five core competitiveness analysis of beverage industry competitive advantage The Coca-Cola company competitiveness model analysis

15. BEA Confidential. | 15 Competitiveness model is also known as five model, is presented by the harvard business school professor Michael porter, used in the analysis of the enterprise competition strategy, can make full analysis of the enterprise competition environment, the global corporate strategy development has had a profound impact.

16. BEA Confidential. | 16 1 ． Competitive power of domestic beverage industry competitors now 2 ． Ability of potential competitors to enter 4 ． The bargaining power of the buyer 3.Bargaining power of suppliers 5. Substitutes replace ability The Coca-Cola company competitiveness model analysis

17. BEA Confidential. | 17 Pepsi Other brands The company not only products with Coca-Cola has great similarities, and in the world is also with Coca-Cola's most close one.PepsiCo to play CARDS, young caught the coke consumption groups are mostly young, rapidly improve their own influence, produced a huge threat to the Coca-Cola company In other markets, kang teacher, unity and other companies are increased continuously upping the non- carbonated drinks, from the view of health drinks to grab market share of the Coca- Cola company. Competitive power of domestic beverage industry competitors now

18. BEA Confidential. | 18 2 ． Ability of potential competitors to enter Because beverage industry product differentiation degree is not big, so it is difficult to market monopoly, industry to the inputs of capital requirement is not high, transfer cost is low, so the industry's low barriers to entry, new entrants to this relatively easy to enter, this determines the potential competitors of the Coca-Cola company has a lot of.

19. BEA Confidential. | 19 3. Bargaining power of suppliers In recent years, the milk, plastics, such as oil prices rose sharply, making the Coca-Cola company to rising raw material costs about twice, this makes a lot of long-term cooperation with the Coca-Cola company raw material suppliers are also cannot afford to continue to supply, and even some suppliers unable to perform the contract and unilateral breach of promise, this has brought the Coca-Cola company is difficult to estimate losses, so makes the supplier bargaining power.

20. BEA Confidential. | 20 4 ． The bargaining power of the buyer From beverage market start began in the early 1980 s, the beverage consumer demand for drinks in China is becoming more and more rational, from the beginning of soda to later first entered the China market of carbonated drinks such as Coca-Cola, to now the movement function of drinks, tea drinks, juice drinks and other flowers, make consumers buy, so there is no doubt enhance the bargaining power of buyers.

21. BEA Confidential. | 21 5 ． Substitutes replace ability From the carbonated drinks market, Pepsi cola, laoshan cola cola varieties have characteristics of Coca-Cola has certain threat, and the biggest threat is definitely Pepsi, in the context of today's young people like to drink Pepsi in the growing number of poised to Coca-Cola. From the point of non-carbonated drinks market, because the carbonated drinks market challenges the Coca-Cola company is difficult for other major beverage companies full time in non- carbonated drinks market, such as, sports drinks, PepsiCo gatorade, robust pulsation;Tea drinks, the unity of master kong green tea, green tea;The huiyuan fruit juice and so on all has substitution effect on the Coca-Cola company's products, part of the market share, the Coca-Cola company has formed a larger threat.

22. BEA Confidential. | 22 1. Continuou sly improve product quality 2. The product combined with Chinese culture 3. More brand extension 4.Strong sales network Coca-Cola beverage market in China is still far ahead

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