Coca-Cola's key resources are its brand, its distribution network, its innovation pipeline and its bottlers. The company success is largely related to its ability to leverage the first three, while the bottlers are basically a hygiene factor. Poor relations with bottlers can distract the company but at best the bottlers can only be a minor contributing factor to the other three resources. The company's positioning within the industry is as an industry leader, and the most powerful firm within the industry. Coca-Cola markets itself as a differentiated producer.
Coca-Cola's strong industry position is only somewhat congruent with its key resources. Certainly the strength of the Coca-Cola brand is closely related with the firm's premium status in the industry. The brand supports this status and the differentiated pricing that Coca-Cola has. However, the rocky relationship with the bottles does not support Coca-Cola's premium image. Customers would probably expect that an exceptional company would have a great relationship with its bottlers, specifically because of the significant role that the bottlers play in Coca-Cola's value chain.
The company's international presence, being one of its strongest resources, is aligned with the brand positioning perspective. In both cases, Coca Cola benefits from its status as a premium product, and in some countries an aspirational product. The positioning perspective argues that the...
Business Plan: Bridal Salon Business Products and services Keys to Success Company description Vision Statement Mission Statement Company background Products and Industry Product Description Industry Description The Market Market and Target Customer Market Segmentation Target Market Strategy Competition and Competitive Advantage Curbing Local Competition Curbing Regional Competition Marketing Strategy Overall Strategy Sales Plan Competitive Plan Research and Development (Growth Plan) The Organization Legal and Organization Structure Key Personnel Related Service Providers Location The Financials Critical Risks Income Statement Cash Flow Projection Balance Sheet Assumptions References Executive Summary Introduction Pace-setter is a bridal salon that rides on the theme of 'experience'. It creates an environment in which
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