可口可乐公司营销策划方案.pdf

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可口可乐公司营销策划方案

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可口可乐驻烟高校大学生营销策划实战大赛

一、背景分析···················································································2·

二、市场特征················································································-3-·

三、竞争对手分析·········································································-4-·

（一）百事可乐··········································································-·4-

（二）康师傅·············································································-·5-

（三）王老吉·············································································-·5-

四、行业分析···················································································6·

五、饮料销售状况及消费趋势分析····················································-7-·

（一）包装水市场·······································································-·7-

（二）果汁饮料市场····································································-·8-

（三）碳酸饮料市场····································································-10-

（四）茶饮料市场······································································-·11-

（五）特殊用途饮料市场······························································-12-

（六）蛋白饮料市场····································································-13-

六、可口可乐公司产品SWOT分析：··············································-15-·

（一）内部优势··········································································-15-

（二）内部劣势··········································································-16-

（三）外部机遇············

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