Term paper mgt 623 wu organizational change and development

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งานกลุ่ม ของ นศ MBA & MM WU วิชา MGT 623 ผู้สอน ดร.ดนัย เทียนพุฒ

Text of Term paper mgt 623 wu organizational change and development

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    1.1 Brand Coca - Cola Brand Brand 100 Coca - Cola Coca - Cola Brand Coca - Cola Brand Coca - Cola 100 Coca - Cola . 8 ..1886 . . "" .5 .

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    " " Coca - Cola

    .

    . . " C " "Coca - Cola. Coca - Cola Coca - Cola " "Coca - Cola" Coca - Cola "" Coca - Cola 9 . Coca - Cola . . . Coca - Cola Coca - Cola 10 Coca - Cola Coca - Cola 31 .. 1893 . Coca - Cola Coca - Cola 1894

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    1898 1894 Coca - Cola Coca - Cola Coca - Cola 2 20 1,000 VISION () Coca - Cola 100 1 Coca - Cola 2020

    - - -

    MISSION () Coca - Cola Coca - Cola "", ""

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    VALUES () Coca - Cola Coca - Cola Package Design Coca - Cola Coca - Cola 1886 Coca - Cola 9 1887 Coca - Cola 1891 Coca - Cola 1893 Coca - Cola 1894 Coca - Cola 1899 Coca - Cola 1906 Coca - Cola 1912 King - Cola 1916 Coca - Cola 1919 1923 . The Coca - Cola Company 1941 "" 1950 Coca - Cola TIME 1955 Coca - Cola 1960 Coca - Cola 1978 Coca - Cola ! 1982 1985 Coca - Cola Space Shuttle Challenger 1986 100 Coca - Cola 1996 Coca - Cola 2005 Coca - Cola 2020 2006 Coca - Cola 120 2011 1.4

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    Coca - Cola Coca - Cola 3,500 200 , , , , , Coke 3

    1. 2.

    3.

    Coca-cola

    o o o o

    - ( )

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    - ( )

    - C2 - - - -

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  • Coca - CCola

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    1

    5 1 2 1 68,734 3 2 60,211 2

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    1

    Coca-Cola Coca - Cola

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    Coca - Cola 200 Coca - Cola Coca - Cola :

    1.

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    2.

    3. 4. Coca-Cola 5. Coca - Cola 6. Coca - Cola

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    Coca - Cola 7. Coca - Cola 1. Coca - Cola 2. 3. Coca - Cola

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    Coca - Cola 1990 Coca - Cola 1 60% - 70% Coca - Cola 125 1 4

    1. ()

    2. Layout

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    3. 2000 35% (Fountain Outlet) 23% 14% 9% 20%

    4. Coca - Cola "Packaging Size" Packaging Packaging Packaging Coke Pepsi () Packaging Coke "Pack Size" PET Pack Size "Sleek Can" Packaging

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    2 Coca - Cola () () 2-3 1. (Products)Coca - Cola (Carbonate) 1 - 3% Coca - Cola Product Line Package 5 Bottler of the year - Product Line Package 2545 2. (Price) (Dominant Firm) Uniform pricing (Substitute)

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    6 oz. 6

    6.5 oz. 6.50 10 oz. 8 15 oz. 9 21 oz. 12 35 oz. 17

    250 10 500 17 325 14

    1.25 26 2 38

    1.2 1.2.1 (Corporate Transformation)

    1.2.2 Coca - Cola 1.2.3

    1.3

    1.3.1 Coca - Cola 1.3.2 1.3.3 1.3.4 1.3.5 Coca Cola

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    2.1

    (the persuasive-discussion theory) Kurt Lewin 2 2 Lewin 2 (personal involvement) (stance) (obstacles)

    (the burning platform theory) (threats) Kotter (1996) (sense of urgency)

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    (the leader-pressure theory) (personal commitment) Kotter (1992) Hammer and Stanton (1995) (rational behavior) Kanter, et.al (1992) Kotter (1996) Cumming and Worley (1993) (the front-line discontent theory) Kelman (2005)

    1. (Marketing Mix)

    4 (Kotler, 1997) 8Ps

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    (Payne, 1993)

    1.1 8Ps 1.1.1 (ProductP;1)

    (Intangible Product)

    2 1)

    2)

    1.1.2 ( Price ; P2)

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    1.1.3 ( Place ; P3) 4 ( Zeithaml and Bitner,1996) 1) (Outlet)

    2)

    3)

    4) 24 (Download)

    1.1.4 (Promotion ; P4)

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    1.1.5 ( People ; P5)

    1.1.6 (Process ; P6)

    1.1.7 (Physical Evidence ; P7)

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    (First Impression)

    1.1.8 (Packaging ;P8) Seasonal Marketing Celebrate Marketing , , , , , Occasion Packaging Coke Limited Edition LimitedEdition Campaign

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    (Demand)

    (Want) (Purchasing power) (Ability and Willingness) (Demand function) (Qx) (Px) Qx = f (Px)

    (Law of Demand)

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    2.

    3.

    4.

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    5. Qx = f ( Px , T , Py , S , )

    Qx = x Px = x T = Y = Py = S =

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    - (nondurable goods consumption) destruction

    - (durablegoods consumption) diminution (Utility Theory) (Utility) (Total Utility: TU) (Marginal Utility: MU) MUn = TUn - TUn-1

    TUn = U1 + U2 +..+ Un

    TUn = MU1 + MU2 +..+ MUn : MUn = n Un = n TUn = n

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    (Util) (TU) (MU) MU TU MU TU MU TU 2.2 (Corporate Transformation)

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    Model TemplateCoca-Cola

    1. 2. 3. 4. 5. 6.McDonalds 7. Burger King 8. 9. 10.

    1. 2. 3. 4. Package

    1. 2. 3.

    1. CRM 2. Emotional Marketing Lifestyle 3. Brand Loyalty 4.

    1. 2.

    1. 2.

    1. 2. - 3. 4.

    1. 2. 3. 4. 5. 6.

    1. 2. Franchise

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    Model TemplateCoca-Cola

    1. 2.

    1. 2. 3. 4. 5. 6.McDonalds 7. Burger King 8. 9. 10.

    1. CRM 2. Emotional Marketing Lifestyle 3. Brand Loyalty 1. 2. 3.

    1. 2. 3. 4. 5. 6.

    1. 2.

    1. 3.

    1. 2. Franchise

    1. 2.

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    3.1 (Secondary Data) 3.2 4P Swot Five Force Supplier

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    8 Kotter

    4

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    125 : Facebook John Pemberton

    (slogans)

    1886 -1892 : 1886 John Pemberton Jacobs Pharmacy 5 Pemberton (Pembertons bookkeeper) Frank Robinson Coca-Cola Coca Cola Pemberton Coca-Cola 9

    :

    1893 1904 : Coca-Cola Asa Candler the brands first chief marketing officer Candler

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    Coca-Cola Coca-Cola Coca-Cola 1895 Candler ,

    1894 JosephBiedenharn Coca-Cola Candler 12 Candler 1899 2 Chattanooga lawyers, Benjamin Thomas and Joseph Whitehead Coca-Cola $1

    :

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    Event Pretty Candler me too

    1905 1918 : Coca-Cola Coca-Cola Coca-Cola Coca-Cola The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle () 1916

    1919 1940 : Woodruff Coca-Cola RobertWoodruff 1923 4 Ernest Coca-Cola AsaCandler Woodruff 60 Coca-Cola 1928 Coca-Cola

    1931 : Coca-Cola Santa Claus Haddon Sunblom Coca-Cola Coca-Cola

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    :

    1941 1959 :

    1941 2 Coca-Cola Woodruff Coca-Cola 5c.

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    50 Coca-Cola Londons Piccadilly Circus; Coca-Cola 1956, Coca-Cola (UK)

    : Brand

    1960 1981 : () 60 Coca-Cola (Sprite Tab) Brand Coca-Cola 1971 -

    1982 -1989 : 80 Diet Coke Coca-Cola 2 Diet Coke 1985 99

    New Coke

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    New Coke Coke Coca-Cola Classic

    : (Original Products)

    1990 1999 : The Fruit effect 1991 Coca-Cola Charles Fruit Coca-Cola 2004 Fruit Aways Coca Cola American Idol 1993 Coca-Cola polar bear was born 1997 Coca-Cola 1 1994 Diet Coke

    2000 : Coke 125 1.6 Facebook Twitter (Facebook and Twitter generation) Coca-Cola Coke Zero Coke Zero Diet Coke

    2007 Coke Diet Coke Vanilla , Diet Coke with Lime ,Diet Coke Cherry and Diet Coke Plus

    : Coca-Cola

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    Social Network

    4P Analysis Product CocaCola 4P Analysis Product CocaCola Pepsi 2 CocaCola 4P Analysis Product Line CocaCola Package Price CocaCola Print Ad. Brand CocaCola Brand Place Coca Cola Franchise Bottler Distributor CocaCola Whole Seller Careful , Distributor Mcdonald Burger King Daily Goods Brand

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    Distributor Promotion CocaCola Promotion Consumer Trader Coca Cola

    Coca - Cola Coca-Cola (Coke) Cola Coke Coke Coke 1980 Non CSD(CSD = , Non - CSD = ) "Coke Diet" Coca - Cola Enterprises (CCE) 2000 Coca - Cola 1991 -