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분야
hwpⅠ. 코카콜라에 관하여·················································································
가. 다국적 기업, 세계브랜드 1위의 코카콜라···················································
나. 기업이념··························································································
다. 기업역사··························································································
라. CEO, 고이주에타 소개·········································································
마. 현재 코카콜라의 상황··········································································
Ⅱ. 뉴코크의 실패······················································································
가. 뉴코크의 출시 배경 및 과정···································································
나. 뉴 코크의 실패··················································································
다. 실패 원인 분석···················································································
Ⅲ. 기업 내,외부 환경분석 ·····································································
가. 기업 내부 분석·················································································
1) 재무구조 분석
2) 조직구조 분석
나. 기업 외부 분석·················································································
1) 사회 경제적 분석··········································································
2) 소비자 분석················································································
3) 경쟁자 분석················································································
Ⅳ. SWOT분석을 통한 경영전략 분석·····························································
Ⅴ. 대 안································································································
가. 기업의 대안······················································································
나. 우리의 대안······················································································
Ⅵ. 결 론······························································································
가. 다국적 기업, 세계브랜드 가치 1위의 코카콜라
1. 브랜드전략
- 지난 99년 8월 인터브랜드사가 발표한 주요기업의 브랜드가치 조사에서 코카콜라는 1위를 차지. ( 8백 38억 달러 )
1) 병을 이용한 차별화 - 콘투어병
- 컨투어병의 원형은 1915년 인디아나의 루트 유리공장의 알렉산더 사무엘슨과 알딘에 의해 고안되었다. 당시 보틀러사는 유사품들 가운데서 코카콜라 제품을 차별화 시킬 수 있는 독특한 용기의 디자인이 필요함을 느꼈고, 이에 코카콜라사는 어둠 속에서도 그 모양을 느낄 수 있는 코카콜라 컨투어병을 고안해내게 된 것이다. 그후, 1977년 상품포장으로는 처음으로 미 특허청에 상표 등록되었고, 1950년 타임지의 커버를 장식할 정도로 획기적인 디자인으로 평가받은 컨투어병은 “소비자 제품 역사상 가장 아름답고 친숙한 디자인”으로 불리 우며, 영화와 미술작품 등에 등장해 코카콜라 브랜드를 전 세계에 알리고 코카콜라를 다른 제품과 차별화 하는데 결정적으로 기여하였다.
2)코카콜라 브랜드 자산
- 코카콜라는 강한 이미지를 심기 위해 지속적으로 노력해왔다. 빨간색 바탕, 흰색 글씨, 검정색 콜라 등 코카콜라의 3색은 1886년 처음으로 로고의 기본 색으로 채택된 이후 지금까지도 변함이 없다. 1996년 등장한 새로운 코카콜라 캔의 디자인도 기존 문구를 가로로 바꾸고 Always란 단어를 삽입한 것이 전부다. 코카콜라가 처음 판매될 때 한 약국직원이 고안해 낸 독특한 흘림체의 상호마크나 여자의 몸매를 본뜬 것으로 알려진 곡선형 병 모양 등도 1915년 선을 보인 뒤 오늘날까지 변함 없이 사용되고 있다. 코카콜라는 로고와 상표디자인은 바꾸지 않았지만 브랜드를 키우기 위해 많은 공을 들이고 있다.
코카콜라가 브랜드 키우기에 주력한 결과 어느 조사에 따르면, 코카콜라 브랜드가 가장 쉽고 친근하게 기억되는 이유가 제품디자인, 필체, 컬러 때문이라고 밝히고 있기도 하다.
