Post on 22-Feb-2018
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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 ?