Colar Wars - Questions only

目錄

前言………………………………………………………………1

公司簡介…………………………………………………………1

資金來源…………………………………………………………1

情勢分析…………………………………………………………2

策略焦點與計畫…………………………………………………3

4P…………………………………………………………………4

組織架構…………………………………………………………7

結論………………………………………………………………7

HANDS-ON EXERCISES

1. Assume that you are Robert Goizueta and that you are facing increased

pressure in early July 1985 to abandon the new Coke and bring back the old

formula. However, your latest marketing research suggests that only a small

group of agitators are making all the fuss. Evaluate your options and support

your recommendations to the board. (Do not be swayed by what actually

happened—maybe the protests could have been contained.)

2. As a market analyst for PepsiCo, you have been asked to present recom-

mendations to CEO Roger Enrico and the executive board, for the invasion

of Brazil's soft-drink market. The major bottler, Baesa, is already in place

and waiting for Pepsi's final plans and objectives. You are to design a plan-

ning