Coca-Cola-Strategies Analysis Report 4(4)

Exhibit 11 – Internal-External (IE) Matrix

Exhibit 12 – Quantitative Strategic Planning Matrix (QSPM)

Alternatives

1. The company 2. Business layer strategy layer strategy

Key factors weight AS TAS AS TAS

Strengths:

1.The world's largest 0.2 4 0.8 3 0.6 soft beverage giant,

2. A strong marketing ability, 0.1 3 0.3 2 0.2 3.The brand image deeply 0.1 3 0.3 3 0.3 rooted in people's mind,

4. The core of the product

formula in extreme 0.1 --- ---- --- -- mysterious secret, Weaknesses:

1. Large organization, 0.2 1 0.2 2 0.4 control is not easy.

2.Consumer stereotypes-not 0.1 2 0.2 3 0.3 health drink,

3.The major consumer groups

slightly inferior to Pepsi. 0.2 3 0.6 2 0.4 1 Opportunities：

1. General soft beverage

industry into the market 0.2 3 0.5 4 0.8 obstacle low,

2.Carbonated drinks more 0.1 2 0.2 3 0.3 accord with young people demand,

3.Drinks brand image of 0.2 2 0.4 3 0.6 influence sale situation a lot. Threats:

1. Many competitors. 0.1 1 0.1 2 0.2 2. Appearance of new products, 0.2 --- ---- --- --- 3. Bargaining power of consumers 0.2 --- ---- --- ---

total 1 3.6 4.1

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