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MARKET DRIVEN STRATEGY

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Submitted to : Dr.Enda Marina MSc

Presented By Team 1

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COMPANY OVERVIEW

A leading manufacturer, distributor andmarketer of non-alcoholic beverageconcentrates and syrups

The company owns or licenses more than500 brands

It operates in more than 200 countries

The company is headquartered in Atlanta,Georgia

HISTORY OF COCA COLA

Coca-Cola was first introduced by John

Smyth Pemberton He first distributed the product by

carrying it in a jug down the streetto Jacobs Pharmacy and customersbought the drink for five cents at thesoda fountain

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COCA COLA IN INDONESIA

Coca-Cola pertama kali hadir di Indonesia sekitar tahun1927, ketika Netherland Indische Mineral Water Fabrieck(Pabrik Air Mineral Hindia Belanda) membotolkan untukpertama kalinya di Batavia (Jakarta). Produksi Coca-Colalumpuh pada jaman penjajahan Jepang (1942-1945) tetapitepat padasesudah kemerdekaan Republik Indonesia,

pabrik tersebut beroperasi dibawah nama The IndonesiaBottles Ltd Nv (IBL) dengan status perusahaan nasional.

Pada tahun 1971, dengan pertambahan mitra usaha danmodal didirikannya pabrik pembotolan madern pertama diIndonesia dengan nama baru PT. The Jaya BeveragesBottling Company. Tercatat sampai saat ini 11 pabrik Coca-Cola yang beroperasi di berbagai provinsi di Indonesia,berturut-turut berdasarkan tahun pendiriannya adalah

Jakarta (1971), Medan (1973), Surabaya (1976), Semarang(1976), Ujung pandang (1981), Bandung (1983), Padang(1985), Bali (1985), Manado (1985), Banjarmasin (1981),dan Lampung (1995).

Pada tahun 2000, tiga perusahaan baru Coca-Cola diIndonesia didirikan, yaitu PT. Coca-Cola Bottling Indonesia(CCBI), PT. Coca-Cola Amatil Indonesia (CCAI) dan PT. Coca-Cola Distribution Indonesia (CCDI).

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STRUCTURE MARKET DRIVEN STRATEGY

COCA COLA

BECOMING

MARKET

ORIENTED

DISTINCTIVE

CAPABILITIES

CLASSIFYING

CAPABILITIES

BECOMING

MARKET

DRIVEN

CREATING

VALUE FOR

CUSTOMER

Customer

Focus

Competitive

Intelligence

Performance

Implications

Cross-Functional

Coordination

Alligning

Structure &

Process

Source of

Production

ProductCreating

Value

Customer

Value

Internal

Emphasis

External

EmphasisPrice

Customer Linking

Capabilities

Market Sensing

Capabilities

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BECOMING MARKET ORIENTED

Customer

Focus

Taste

Packaging

Volume

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BECOMING MARKET ORIENTED

COMPETITIVEINTELLIGENCE

COMPETITIVETECHNOLOGY

COMPETITIVEBRAND

COMPETITIVEPRICE

COMPETITIVEPROMOTION

COMPETITIVESALES

COMPETITIVESEGMENT

COMPETITIVESPONSOR

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BECOMING MARKET ORIENTED

Cross-Functional

Coordination

Performance

Implications

BUSINESS UNIT

LEADING

SOFTDRINKS

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CLASSIFYING CAPABILITIES

Segementasi Market

Product

Human Source/Sales

Product Research

EXTERNAL

INTERNAL

Promotion

Marketing and

Distribution

Product

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CREATING VALUE FOR CUSTOMER

P

R

O

D U

C

T

PRODUCTION

P

R

O

M O

T

I

O N

MARKETING

C

U

S

T O

M

E

R

PUSH

CUSTOMER

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BECOMING MARKET DRIVEN

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BrandMarketing and

advertisingPromotion, Sponsor

Company Business

Market opport.

Market

adaptation

Logo famous

All level

customer

Sales toCustomer

CUSTOMER LINKING CAPABILIES

MARKET SENSING CAPABILITIES

ALLIGNING STRUCTURE & PROCESS

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GROWTH STRATEGY

CORPORATE LEVEL

STRATEGY

FORWARDINTEGRATION STRATEGY

JOINT VENTURES

MARKET

DEVELOPMENT PRODUCT

DEVELOPMENT

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RECOMMENDATIONS

KEEP CUSTOMER VALUE

SPONSORING THE BIG EVENT

ADVERTISING

PROMOTION AND SALES

DISTRIBUTION CAPABILITIES

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THE END

QUESTIONS ?