CUPRINS ARGUMENT ………………………………………………………pag. 2 CAPITOLUL I …………………………………………………………... pag. 4 ANALIZA SWOT- PREZENTARE TEORETICA CAPITOLUL II …………………………………………………..............pag. 8 ANALIZA SWOT A FIRMEI COCA COC A COLA 2.1. Preze!area "#r$e# ….………………………………… ….…………………………………………..pag.% ………..pag.% 2.2. Aa&#za Aa&#za SWOT a '($pa#e# C('a C(&a…….……………..…. pag. 1%
)I)LIOGRAFIE ……………………………………………………….... pag.22
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ARGUMENT * e'(($ e'(($#a #a $(+ $(+er er, , "#r$e "#r$e&e &e reprez reprez#! #!,, "(r/a "(r/a $(!r#' $(!r#',0 ,0 a pr(gre pr(gre& &# # a +ez3(&!,r## ! 'e&e 'e a#gr, e'ear& +e pra3#e/#re a& ('#e!,/##. S!+##+ "#r$e&e e3#+e/#e$ p(&ar#zarea a'e!(ra +(, 'a!eg(r##5 e&e 'are (6/# ''ee apre'#a6#&e pr(per, 7# e +ez3(&!, '(!a! #ar a&!e&e 'are e &p!, ' gre gre pe pe! !r r pr pra3 a3#e #e/ /#r #ree a a reg reg# #!r !rea eaz, z, pe per"( r"(r$ r$a a/e /e e'( e'(($ ($#' #'(-" (-"# #a a'# '#ar aree $(+e!e. Ea$#area "a'!(r#&(r 'are +e!er$#, ''e& a e7e'& e# "#r$e 9a"a'er#: a +e!er$#a! 'earea (r $e!(+(&(g## pe'#"#'e +e aa&#z, 7# +#ag(!#'are a a'!#3#!,/## "#r$e# 9a"a'er##:. Maa Maage ge$e $e! !& & !ra !ra!e !eg# g#'' e!e e!e pr(' pr('e e& & pr# r# 'are 'are ( "#r$ "#r$,, p( p(a! a!ee (6 (6/# /#e e e"e' e"e'!e !e $a!er#a&#za!e 're7!erea e$#"#'a!#3, a per"(r$a!e&(r a&e '((&#+area p(z#/#e# e# pe p#a/, 7# a$e pr# e&a6(rarea #$p&e$e!area 7# '(!r(&& !ra!eg#e# "#r$e# 3e+erea rea&#z,r## $#### a$a!e 7# a#gr,r## a3a!a;&# '($pe!#!#3. '($pe!#!#3. F(r$& F(r$&are areaa !ra!e !ra!eg#e g#e## "#r$e# "#r$e# e!e e!e pr('e pr('e& & pr# pr# 'are 'are $a $aag age$e e$e! !&& "#r$e# "#r$e# +e"#e +e"#e7!e 7!e $## $##ea ea e# !ra!e !ra!eg#' g#', , +e+'e +e+'e (6#e'! (6#e'!#3e #3e&e &e !ra!e !ra!eg#' g#'ee e'ea e'eare re rea&#z rea&#z,r# ,r### $#### $#### a&ege !ra!eg#a !ra!eg#a a+e'3a!, a+e'3a!, a!#ger## a!#ger## (6#e'!#3e (6#e'!#3e&(r &(r 7# pre'#zeaz, pre'#zeaz, $(+a&#!,/ $(+a&#!,/#&e #&e per## (per, a a'e!e#a. a'e!e#a. Lare Lareaa +e +e'# '#z# z##& #&(r (r !ra !ra!e !eg# g#'e 'e pr#3 pr#3# #++ +e +e"# "## #re reaa $## $## ## ## "#r$ "#r$e# e# !a6 !a6#& #&#r #rea ea (6#e'!#3e&(r !ra!eg#'e 7# a !ra!eg#e# e'eare a!#ger## &(r ap&#'area p&a&# 'are $a!er#a&#zeaz, !ra!eg#a repe'!#3, e 6azeaz, pe a$p& pr('e +e aa&#z, 7# e3a&are a $e+#&# +e a'/#e a "#r$e# a #!a/#e# '($pe!#!#3#!,/## e# a'e! $e+# 7# a #!a/#e# "#r$e# a 'apa'#!,/## a'e!e#a +e a "r!a '<#$6,r#&e pr(+e $e+#. Maage$e!&# !ra!eg#' # e!e pe'#"#', ee/, aa&#za '(!#, pe +e ( par!e a $e+#&# e!er a& "#r$e# pe!r a a!#'#pa a e#za &a !#$p '<#$6,r#&e +# 'a+r 'a+r& & a'e a'e! !#a #a #ar #ar pe +e a&!, a&!, pa par! r!e eaa #! #!a/ a/#e #e## #!e #!ere re a "#r$ "#r$e# e# pe pe! !r r a e3 e3a& a&a a 'apa'#!a!ea e# +e a "a'e "a/, '<#$6,r#&(r. Me!(+a +e aa&#z, a $e+#&# a '($pe!#!#3#!,/## 7# a "#r$e# pe 'are ( prez#! '(!#are e!e aa&#za SWOT. Pr# #!er$e+#& , 7# 9a: a& a&!(r aa&#ze '$ ar "#5 aa&#za #!a/#e# #+!r#e# 7# a a!ra a!ra'! '!#3 #3#! #!,/ ,/## ## a'e a'e!e !e#a #a a aa& a&#z #zaa '( '($p $pe! e!#/ #/#e #e# # a a!( !(a aa& a&#z #zaa "#r$ "#r$e# e# 7# a "(r/ "(r/e# e# e# '($pe!#!#3e $aage$e!& +e 3=r" a& "#r$e# p(a!e a!#'#pa '<#$6,r#&e 7# e&a6(ra #$p&e$e!a !ra!eg#a (p!#$, pe!r a a#gra pr(per#!a!ea "#r$e#. Me!(+e&e +e aa&#z, a $e+#&# a '($pe!#!#3#!,/## 7# a "#r$e# p(! "(&(# 7# e3e!a&#&(r #3e!#!(r# pe!r a-7# p&aa #3e!#/##&e a "#r$e&(r +e '(&!a/, "#a'#ar,. Ca 3##!(r !e<#'#a # a'!#3#!,/# +e '($er! $#-a$ pr(p pr# &'rarea +e "a/, #!#!&a!, Aa&#za SWOT a "#r$e# C('a- C(&a0 a prez#! '=!e3a +#!re ape'!e&e ee/#a&e a&e a'e!e#a '(#+er=+ !#&#zarea # ae$eea #!r$e! a;!a &a aa&#za (r#'are# "#r$e.
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L'rarea e!e !r'!ra!, pe +(a 'ap#!(&e. * pr#$& 'ap#!(& Aa&#za SWOT- preze!are !e(re!#'a 0 a$ preze!a! aa&#za SWOT +# p'! +e 3e+ere !e(re!#'. A$ #'er'a! a prez#! ape'!e&e !e(re!#'e 'e&e $a# #$p(r!a!e 'are e 3(r a;!a a!'# 'a+ +(r#$ a rea&#za$ ( a&a#za SWOT '($p&e!a # rea&a. O"er!a "#r$e# !re6#e a "#e per'ep!a +e '&#e!# 'a "##+ 'ea $a# a!ra'!#3a 'ea $a# 're+#6#&a 'ea $a# +#"er#!a pr# rap(r!are &a ("er!a '('re!#&(r. Pe!r a +e"## p'!e&e !ar# # p'!e&e &a6e a&e pr(pr#e# ("er!e p!e$ ape&a &a aa&#za SWOT. SWOT reprez#!, a'r(#$& pe!r '3#!e&e eg&eze7!# „Strengthts” 9F(r/e P'!e "(r!e: Wea>ee0 9S&,6#'## P'!e &a6e: „Opportunities” 9Op(r!#!,/# ?ae: 7# „Threats” 9A$e#/,r#:. Pr#$e&e +(, pr#3e' "#r$a 7# re"&e'!, #!a/#a a'e!e#a #ar r$,!(are&e +(, pr#3e' $e+#& 7# (g&#+e' #$pa'!& a'e!#a apra a'!#3#!,/## "#r$e#. * 'ap#!(&& a& II-&ea a& &'r,r## aa&#za S@(! a "#r$e# C('a C(&a0 a$ preze!a! "#r$a C('a C(&a #'er'a+ a prez#! ape'!e&e 'e&e $a# #$p(r!a!e a&e a'e!e#a # 3e+erea rea&#zar## e# aa&#ze SWOT. C('a-C(&a R($a#a "a'e par!e +# T
R(6#( par!eer& 7# '(!a6#&& +('!(r&# Pe$6er!( a gera! $e&e $,r'## 'are a r,$a e'<#$6a!, p=, preze!. M##ea '($pa#e# C('a-C(&a e!e a'eea +e a a+'e $#! +e p&a'ere (a$e#&(r +e pe!e !(! +# &$e +e a &e +ar# g!& ra'(r#!(r. C('a-C(&a e!e +(ar ( 6a!ra ea a +e3e#! #$6(& a& pr#e!e#e# preze!a # 3#a!a (a$e#&(r # "#e'are z# +ar # pe'#a& +e ar6a!(r#. Oa$e## +e &a C('a-C(&a apre'#aza # !# 3a&(r#&e a+e3ara!e. E# p a''e!& pe 'a&#!a!e pe a!#"a'erea e3(#&(r '&#e!#&(r #!r- $(+ 'a! $a# e"#'#e!.
CAPITOLUL I ANALIZA SWOT PREZENTARE TEORETICA O"er!a "#r$e# !re6#e a "#e per'ep!a +e '&#e!# 'a "##+ 'ea $a# a!ra'!#3a 'ea $a# 're+#6#&a 'ea $a# +#"er#!a pr# rap(r!are &a ("er!a '('re!#&(r. Pe!r a +e"## p'!e&e !ar# # p'!e&e &a6e a&e pr(pr#e# ("er!e p!e$ ape&a &a aa&#za SWOT. SWOT reprez#!, a'r(#$& pe!r '3#!e&e eg&eze7!# „Strengthts” 9F(r/e P'!e "(r!e: Wea>ee0 9S&,6#'## P'!e &a6e: „Opportunities” 9Op(r!#!,/# ?ae: 7# „Threats” 9A$e#/,r#:. Pr#$e&e +(, pr#3e' "#r$a 7# re"&e'!, #!a/#a a'e!e#a #ar r$,!(are&e +(, pr#3e' $e+#& 7# (g&#+e' #$pa'!& a'e!#a apra a'!#3#!,/## "#r$e#. Punctele forte a&e "#r$e# ! 'ara'!er#!#'# a '($pe!e/e +#!#'!#3e pe 'are a'ea!a &e p(e+, &a #3e& per#(r '($para/#e ' a&!e "#r$e +e(e6# '('re!e 'eea 'e # a#gr, a$#! a3a!a; "a/a &(r. A&!"e& preze!a! punctele forte, reprez#!, a'!#3#!,/# pe 'are "#r$a &e rea&#zeaz, $a# 6#e +e'=! "#r$e&e '('re!e a rere pe 'are &e p(e+, 7# 'are +ep,7e' pe 'e&e a&e a&!(r "#r$e. Punctele slabe a&e "#r$e# ! 'ara'!er#!#'# a&e a'e!e#a 'are # +e!er$#, #3e& +e per"(r$a/e #"er#(r 'e&(r a&e "#r$e&(r '('re!e. Punctele slabe reprez#!, a'!#3#!,/# pe 'are "#r$a &e rea&#zeaz, &a #3e&& pr(pr# 'e&(r&a&!e "#r$e '('re!e a rere +e 'are are e3(#e +ar &e p(e+,. „Oportunităţile” reprez#!, "a'!(r# +e $e+# e!er# p(z#!#3# pe!r "#r$, a&!"e& p 7ae ("er#!e +e $e+# "#r$e# pe!r a-7# !a6#&# ( (, !ra!eg#e a a-7# re'(#+era !ra!eg#a e#!e!, '(p& ep&(a!,r## pr("#!a6#&e a (p(r!#!,/#&(r ap,r!e. „Oportunităţi” e#!, pe!r "#e'are "#r$, 7# !re6#e #+e!#"#'a!e pe!r a e !a6#&# &a !#$p !ra!eg#a e'ear, "r'!#"#',r## &(r a p(! "# 'rea!e +e(e6# pe 6aza (r rez&!a!e pe'!a'&(ae a&e a'!#3#!,/#&(r +e 'er'e!are-+ez3(&!are a+#', a (r #(3,r# +e a3ergr, 'are p(! geera '<#ar (# #+!r## a +($e## a+#/#(a&e pe!r pr(+'/#a 7# '($er'#a&#zarea +e 6r# # er3#'##. „Ameninţările” ! "a'!(r# +e $e+# e!er# ega!#3# pe!r "#r$, ' a&!e '3#!e #!a/## a e3e#$e!e 'are p(! a"e'!a e"a3(ra6#& $,r, e$#"#'a!#3, 'apa'#!a!ea "#r$e# +e a-7# rea&#za #!egra& (6#e'!#3e&e !a6#&#!e +e!er$#=+ re+'erea per"(r$a/e&(r e# e'(($#'(-"#a'#are. Ca 7# 'az& (p(r!#!,/#&(r ameninţări” +e +#3ere a!r# 7# 'aze p=+e' per$ae! "#r$a a!#'#parea a e#zarea &(r &a !#$p per$#/=+ "#r$e# ,-7# re'(#+ere p&ar#&e !ra!eg#'e a!"e& '=! , &e e3#!e a , &e $##$a&#zeze #$pa'!&. Ma# $&! a!'# '=+ ( a$e#/are #$#e!, e!e e#za!, &a !#$p pr# $,r# a+e'3a!e ea p(a!e "# !ra"(r$a!, (p(r!#!a!e.
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Ap&#'area aa&#ze# SWOT e!e "a'#&#!a!, +a', e "(&(e7!e ( &#!, +e pr(6&e$e 'are !re6#e r$,r#!e 'a+r& aa&#ze# 7# a&e ',r(r r,pr# ! re&e3a!e pe!r e3a&area #!a/#e# +e "ap! a $e+#&# 7# a "#r$e#. E!e re'($a+a6#& 'a pr(6&e$e&e r$,r#!e 'eea 'e pr#3e7!e p'!e&e "(r!e p'!e&e &a6e (p(r!#!,/#&e 7# a$e#/,r#&e , a#6, ( a3ergr, e'ear, pe!r a "# ' a+e3,ra! pr(6&e$e !ra!eg#'e , a#6, &eg,!r, ' p&ar#&e !ra!eg#'e 7# , ("ere #+#'## e$#"#'a!#3e pe!r e3a&area ;+#'#(z#!,/## a'e!(ra 7# &a e3(#e pe!r re'(#+erarea &(r. O par!e +# pr#'#pa&e&e pr(6&e$e +e r$,r#! 'a+r& aa&#ze# SWOT ! preze!a!e '(!#are e&e p(! "# "(&(#!e +rep! re"er#/, pe!r e"e'!area e# aa&#ze +ar p(! 7# e!e pre"era6#& , "#e '($p&e!a!e ' a&!e pr(6&e$e pe'#"#'e "#r$e# 'az,.
Pro!"e#e $e ur#%rit &n ana"i'a (ir#ei) A* C pr#3#re &a „Punctele forte” ee/#a&e5 - "#'#e/a rere&(r "#a'#are +#p(#6#&eJ - e#!e/a e# '($pe!e/e +#!#'!#3e pe & a $a# $&!e +# p&ar#&e5 - $aager#a&J - (rga#za!(r#'J - 'er'e!are-+ez3(&!areJ - 'a&#!,/## pr(+e&(r 7#Ka er3#'##&(rJ - preg,!#r## per(a&&# - '(!r#&(rJ - '($er'#a& e!'. - p(e+area (r 6re3e!e +e #3e/## +e pr(+e 7# Ka !e<(&(g## 'are '("er, "#r$e# a3a!a; '($pe!#!#3J - p(e+area (r a6#&#!,/# +e(e6#!e $a!er#e +e #(3are a pr(+e&(r 7#Ka !e<(&(g##&(rJ - +e/#erea p(z#/#e# +e &#+er a +e 3=r" +e p#a/,J - p(e+area (r a6#&#!,/# '($er'#a&e +e(e6#!eJ - e#!e/a e# #$ag## "a3(ra6#&e +epre "#r$,J - p(#6#&#!a!ea +e a pra'!#'a e'(($#a +e 'ar,J - e#!e/a # #!e$ 6#e (rga#za! 7# e"#'a'e +e p&a#"#'are !ra!eg#',J - 3#!eza +e rea'/#e +e'#z#(a&, &a $(+#"#',r#&e pr(+e $e+#& #!er a e!er - 'a&#!a!ea '&!r## +e !repr#+ere +* C pr#3#re &a „Punctele slabe” p(!e/#a&e5 - #e#!e/a e# +#re'/## !ra!eg#'e '&areJ - &#pa (r a6#&#!,/# a '($pe!e/e +e(e6#!eJ - e#!e/a e# #"ra!r'!r# ea+e'3a!e za!e "#z#' a $(ra&J - &#pa '($pe!e/e# $aager#a&eJ - +e!er#(rarea '(!#, a p(z#/#e# '($pe!#!#3eJ
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- er(+area #$ag### "#r$e# per'ep/#a +e/#,!(r#&(r +e #!ereeJ - 3&era6#&#!a!ea &a pre##&e '('re/e#J - re+'erea p(+er## pe p#a/,J - e#!e/a (r +eza3a!a;e '($pe!#!#3e 9e!#g 3=z,r# 7# +#!r#6/#e 'er'e!are- +ez3(&!are pr(+'/#e "#a'#ar 7# per(a& - re&a/## +e $',. Aa&#za SWOT are pr(/a! 'ara'!er 'a&#!a!#3 per$#/=+ "(r$&area # +#ag(!#' apra '(+#/#e# !re'!e 7# a'!a&e a "#r$e# a a +($e##&(r e# "'/#(a&e pe 6aza r,pr#&(r &a pr(6&e$e&e $e/#(a!e a!er#(r '(!r=+-e perpe'!#3e&e +e e3(&/#e pe !er$e &g a&e "#r$e# 7# a&e +($e##&(r repe'!#3e.
#ag(!#'area r$a !#&#z,r## aa&#ze# SWOT p(a!e "# +e"##!, 'a ( 'er'e!are '($p&e, a ape'!e&(r e'(($#'e !e<#'e ('#(&(g#'e ;r#+#'e # $aager#a&e 'e 'ara'!er#zeaz, a'!#3#!a!ea e# "#r$e pr# 'are e #+e!#"#'a p'!e&e "(r!e p'!e&e &a6e (p(r!#!,/#&e a$e#/,r#&e 7# 'aze&e 'are &e geereaz, 7#Ka &e 3a geera e "(r$&eaz, re'($a+,r# +e e&#$#are a +#$#are a ape'!e&(r ega!#3e 7# Ka +e 3a&(r#"#'are a 'e&(r p(z#!#3e. C('a-C(&a e!e preze!, pe p#a/a +# R($=#a pr# #!er$e+#& a +(, "#r$e repe'!#3 C('a-C(&a R($=#a repreze!a!& '($pa#e# a$er#'ae T
CAPITOLUL II ANALIZA SWOT A ,IRMEI COCA COLA -*. PREZENTAREA ,IRMEI C('a-C(&a e!e preze!, pe p#a/a +# R($=#a pr# #!er$e+#& a +(, "#r$e repe'!#3 C('a-C(&a R($=#a repreze!a!& '($pa#e# a$er#'ae T R(6#( par!eer& 7# '(!a6#&& +('!(r&# Pe$6er!( a gera! $e&e $,r'## 'are a r,$a e'<#$6a!, p=, preze!. Pr#$& a/ p6&#'#!ar pe!r C('a-C(&a a ap,r! T
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7# Ga$. * 1%2 a 'ep! #$6!e&#erea !r-( "a6r#'a +# Fra/a pr#$& #$6!e&#a!(r +e C('a-C(&a +e pe '(!#e!& er(pea. 5n .36- a (ost "ansat% &n &ntrega "u#e te#a 0Co7e is it8” pe!r a re"&e'!a p#r#!& p(z#!#3 a& a#&(r 8 7# pe!r a a"#r$a +# ( pre$a/#a C('a-C(&a. HCa! )ea! !
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O!ie/ti:e"e /o#paniei C($pa#a C('a-C(&a 7# pr(pe 'a5 a re+'a e$###&e +e CO2 a&e #!a!#&(r a&e +e pr(+'!#e ' 2 paa # 211. a pr(+'a 2 $#&#ar+e +e !#'&e paa &a "#a&& a&# 21 re'#'&a6#&e 1 P&a!)(!!&e. , 'rea', '=7!#gr#&(r pe a'/#e !re 12 # 14 pr('e!e # ( 're!ere a 3(&$&# +e 3azar# +e apr(#$a!#3 % pr('e!e r$,!(r& a. a "#e 'ea $a# repe'!a!a '($pa#e +# &$e Ra'(r#+0 &$ea Q # "#e'are z# "##+ ' a+e3ara! ( '($pa#e g&(6a&a '(+'a+ a"a'erea $(+e! +ar ' #'re+ere # (#. •
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Strategii"e uti"i'ate La #3e&& R($=#e# strategia $e $e':o"tare a pie2ii a "(! '('re!#za!, 're7!erea 3=z,r#&(r a $,r&# p'!e&(r +e +e"a'ere 7# a $,r&# +e '&#e/#. E3(&/#a p(r!("(&#&# +e pr(+e a r$a! $(+e&& #!e$&#. A!e! &a e$e&e p#e/## $aage$e!& a +e'# $i:ersi(i/area /on/entri/% pr# a+,garea (r pr(+e ' pe'#"#' z(a& 7# +# 22 a (r ape $#era&e. P(+erea 6,!r#&(r e'ar6(a!e a 're'! 'a 7# 'ea a ape&(r $#era&e a!=! pe p#a/, '=! 7# p(r!("(&#& #!e$&#. e7# '('reaz, pa 6aza '(!r#&(r #!e$& C('a-C(&a "a'e e"(r!r# '&are pe!r $6,!,/#rea per"(r$a/e&(r +($e#. A'ea!a e 'r#e !r-( !ra!eg#e $a# &arg, 'are 3#zeaz, '(er3area $e+#&# a!ra& pr# e'(($##rea (r !#pr# +e rere pr# $6a!,/#rea '($r#&(r a('#a!e a$6a&a;e&(r 'a 7# a '($r#&(r eerge!#'e. S#!e$& C('a-C(&a R($=#a a/, "#a&#zarea #3e!#/#e# +e 1 $#&#(ae +e er( (a &##e aep!#', +e #$6!e&#ere +# 'a+r& "a6r#'## C('a-C('a )C +# T#$#7(ara pr# 'are 6,!r#&e r,'(r#!(are pa!er#za!e e $6!e&#az, $e+# aep!#' 7# ",r, '(er3a/#. L##a +e $6!e&#ere e!e "az, +e !e!are a'ea!, per#(a+, pe'#a!## p=+ &a p'! &!#$e&e +e!a&## pr#3#+ "'/#(area e'<#pa$e!e&(r &a para$e!r# (p!#$#.Pr# a'ea!, #3e!#/#e r$,re7!e ap&#'area e# strategii $e $e':o"tare a pro$usu"ui 7# +e /re;tere a pie2ei.
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N(a &##e +e $6!e&#ere !#&#zeaz, (&/## !e<(&(g#'e +e 3=r" 'e ("er, a!=! #gra/a e'ear, pe!r pr(+e '=! 7# e"#'#e/a 7# "#a& pr(+'!#3#!a!ea r#+#'a!a a !reg&# pr('e. #!re $,r'#&e +# p(r!("(&#& '($pa#e# Ne!ea 7# $,r'# +# ga$a Capp 3(r "# $6!e&#a!e pr# a'e! pr('e !e<(&(g#' +e &!#$a (r, a$6a&a;e PET +e D # 1D &#!r#. a!(r#!, ap&#',r## ' ''e a strategiei $e integrare ori'onta"% ;i $e $e':o"tare a pie2ii si pro$usu"ui preze! p(r!("(&#& +e pr(+e a& #!e$&# C('a-C(&a R($=#a #'&+e 6,!r# 'ar6(a!e 7# +e !#p ;#'e 'ea#r# 6,!r# eerg#za!e 7# ape $#era&e +# p(r!("(&# $,r=+ pe!e 14D +e !#pr# +e 6,!r# 'ar6(a!e 7# 24 +e !#pr# +e 6,!r# e'ar6(a!e. Pra'!#' '($pe!#/#a are a'e! $($e! !re# $ar# ;',!(r# 5 C('a-'(&a )C pe!r #!e$& C('a-C(&aJ a+ra! A$r( )e3erage pe!r Pep#C(J Er(pea r#>. T(!7# ( $are par!e +# ''e& C('a '(&a -a +a!(ra! # r#3a&&# a Pep#. . A'e!a #-a 6aza! !ra!eg#a pe "ap!& 'a (a$e## a('#aza 6a!r#&e ra'(r#!(are ' $($e!e&e p&a'!e +# 3#a!a # pe '(!ra!& 'e re#ee +# '($para!#a ' C('a '(&a $#!a # H'(&a 'a"e##za!a0. C !(a!e ', Pep# a 'er'a! , '=7!#ge p#a/a +=+ pr(+& &a a'e&a7# pre/ +ar 'a!#!a!e +6&, =z,r#&e pr(+e&(r C('a-C(&a a ',z! "(ar!e $&! "##+ !(!+eaa ' pa "a/,. C('a-C(&a R($=#a a 'ep! a& 2D , ap&#'e ( strategie $e pro#o:are prin 0&#pingere” pr# &aarea e# (# 'a$pa## p6&#'#!are pe!r C('a-C(&a H#a/a are g!0 7# ( 'a$pa#e pe!r Spr#!e. * 'eea 'e pr#3e7!e (a !e$, C('a-C(&a Q 0
Ga#a $e pro$use Coca-Cola. )a!ra ra'(r#!(are 'ar6(gaz(aa ' g! a!e!#' +e '(&a. L#+er $(+#a& # +($e#& 6a!r#&(r ra'(r#!(are 'ar6(gaz(ae. )a!!a ra'(r#!(are ' g! #' +#!#'!#3 p(!r#3#!a pe!r (r#'e ('az#e. Coca-Cola Light . )a!ra ra'(r#!(are 'ar6(gaz(aa ' g! a!e!#' +e '(&a # '(!#! 'a&(r#' 'az! 91 'a&(r#eKp(r!#e:.Se a+reeaza 'e&(r 'are '(#+era #$p(r!a! a a#6a gr#;a +e e# "ara a '($pr($#!e p&a'erea +e a !ra#.)a!ra '(!#e za
11
)a!ra ra'(r#!(are 'ar6(gaz(aa ' g! +e &a$a#e. Are g! pr(apa! +#!#'!#3 '(!#e ar($e a!ra&e # 3#!a$#a C. E!e 6a!ra $ar& 1 # &$e &a 'a!eg(r#a ar($a +e &a$a#e. Spr#!e e!e a('#a! +e 'a!re '($a!(r# ' !#& +e 3#a!a a'!#3 # e a+reeaza a+(&e'e!#&(r # !#er#&(r. )a!ra ra'(r#!(are 'ar6(gaz(aa ' g! +e "r'!e. anta. )a!ra '(!#e ' a!ra& +e "r'!e# e!e +#p(#6#&a # '#'# ar($e5 p(r!('a&e &a$a#e (' 3##a !rgre.Se a+reeaza !#er#&(r 'are +(re' a e +#!reze #$prea ' pr#e!e##.E!e 'ea $a# 6#e 3#+!a 6a!ra ra'(r#!(are 'ar6(a!a!a ' ar($a +e "r'!e +# &$e. Capp!. )a!ra ra'(r#!(are e'ar6(a!a!a ' ' a!ra& +e p(r!('a&e K aaa K grape"r#! a&6K p#er#'a K >#@# # &a$a#eK pepee r( # ga&6e Cara'!er#za!a +e g! a!ra& +e "r'!e pr(ape!e a3(are +e(e6#!a. "orna. Apa $#era&a 'ar6(gaz(aa #$%orul Alb. Apa $#era&a p&a!a Sprite.
&nergi$ant 'urn Sche(epps )onic *ater, Sche(epps 'itter Lemon
Istoria sti/"ei Co/a Co"a I+!r#a +e #$6!e&#ere a 6a!r#&(r ea&'((&#'e +# S!a!e&e U#!e a&e A$er#'## aa '$ ( '(a!e$ (# a!az# #-a #'ep! a'!#3#!a!ea apr(#$a!#3 a'$ +(a e'(&e. I'ep!r#&e p(! "# &('a&#za!e # pr#$a +e'a+a a e'(&&# 1%. (are&e ara!a 'a # a& 18 apa $#era&a a 6a!ra 'ar6(a!a!a e"er3e'e!a a "(! pe!r pr#$a +a!a '($er'#a&#za!a # S!a!e&e U#!e a&e A$er#'##. B(< R#&e # 'ar!ea a I!(r#a I+!r#e# A$er#'ae +e )a!r# Ra'(r#!(are 9A('#a!#a A$er#'aa +e )a!r# Ra'(r#!(are "(!a A)C) Wa<#g!( .C. 1%D8: are r$a!(are&e '3#!e +e p 9pag#a 48:5 azarea '($er'#a&a +e apa $#era&a a #'ep! # a'ea!a !ara # a## 1818. I"(r$a!##&e +#p(#6#&e !a6#&e' ' 'er!#!+#e '#e a "(! pr#$& +ar e#!a #+(#a&a apra "ap!&# 'a a!a! )e;a$# S#&&#$a +# Ne@ a3e # B(ep< a@># +# P<#&a+e&p<#a -a ('pa! +e a'e! &'r $a# !arz# # a'e& a. S#&&#$a a "(! 'e& 'are a #$6!e&#a! !#'&a +e apa $#era&a # 18 #a a'e!a a e$# #'# ( pre!e!#e re"er#!(are &a a'ea!a a'!#3#!a!e 'a "##+ ( pe'&a!#e '($er'#a&a paa # a& 18. Iar re'(a!erea 'a pr#$ #!repr#za!(r a "(! a!r#6#!a +e $&!# &# a@># +# P<#&a+e&p<#a #ar pre!e!#a a'e!#a +e a "# #!r(+ pe!r pr#$a +a!a ape&e 'ar6(a!a!e ar!#"#'#a&e pe!r '($a!(r& a$er#'a "##+ +e ae$eea +e$a +e a$#!#!. E3#+e! 'a r$a!(r& pa a "(! 'e& a& #$6!e&#er## ar($e&(r 'ar6(a!a!e. Pr#!re ape&e $#era&e ar($a!e &a$a#a a "(! pr#$a "a3(r#!a. Ceea 'e pare +e!& +e 3#z#6#& e!e "ap!& 'a ar($e&e '#!r#'e -a a+ap!a! $a# 6#e &a ar($area ape&(r $#era&e #$6!e&#a!e # pr#$a per#(a+a a a#&(r 18. I pe'#a& &a$a#a a "(! !#&#za!a +e
12
!#$pr# # a pre+($#a! # +($e#& 6a!r#&(r #$6!e&#a!e paa &a #!r(+'erea pe!r pr#$a +a!a a 6a!r## gaz(ae ' g<#$6#r. Pr(6&e$e&e &ega!e +e "er$e!a!#e # a&!erare pe!r pr(+ pa!ra! pe!r (r#'e per#(a+a +e !#$p pre'$ # &#pa +e #a&!a !e<(&(g#e ' #gra!a 'a ;!#"#'a a6e!a geera&a a a&!(r ar($e +e "r'!e # '($er!& ' 6a!r# #$6!e&#a!e +# a'e# a#. F##+ e&e$e! '($ # !#'&e 6a!ra gaz(aa ' g<#$6#r a "(! ' #gra!a pr#'#pa&& pr(+ a& $&!(r "a6r#'# +e #$6!e&#ere +e 6a!r# ra'(r#!(are # &!#$a per#(a+a a a#&(r 18. I+!r#a era # 'r +e +ez3(&!are # #reg#!ra pr(gre +e!& +e rap#+. Paa # a& 18D $ar& "a6r#'#&(r +e #$6!e&#ere era +e $a# p!# +e 1. Paa # 188 $ar& a 're'! #'e! pre D. ar # r$a!(r## ze'e a# a paa # 18% apr(#$a!#3 (a !e +e (# "a6r#'# a apar! !(!a&& a;ga+ &a 14. I +e'r& r$a!(r#&(r ze'e a# +e ''e pr('e& +e +6&are -a repe!a! a;ga+-e &a !(!a& +e apr(#$a!#3 28 +e "a6r#'# &a "ar#!& e'(&&#. Cre!erea 'a 3a&(are # 'a 3(&$ +e pr(+e a '(!r#6#! +e ae$eea &a 're!erea $ar&# +e "a6r#'# +e #$6!e&#ere. a!(r#!a "ap!&# 'a pr(+e&e aa&e era e3a&a!e &a +(ar !re# "er!r# +e $#&#( +e +(&ar# &a $#;&('& e'(&&# a& VIV-&ea paa # a## 188 a'ea 3a&(are a 're'! paa &a apr(#$a!#3 '#'# $#&#(ae pe!r "#e'are a. Ia # +e'a+a 188 paa # 18% 3a&(area pr(+'!#e# aa&e a 're'! p!er#' #ar paa # &!#$& a a& e'(&&# -a apr(p#a! +e 1D $#&#(ae +e +(&ar#. Pe &a #'ep!& r$a!(r&# e'(& -a +6&a! +# (. a&(area pr(+'!#e# aa&e pe!r a& 1% a "(! +e apr(#$a!#3 2D $#&#(ae +(&ar#. P6&#'& '($a!(r a;ee a '$pere apa $#era&a #$6!e&#a!a. e'<#+erea (#&(r "a6r#'# #e$a $a# $&! 'ap#!a& #3e!#! $a# $&! e'<#pa$e! a $a# $&!a #$p&#'are pe!r '($#!a!e. Pr(+e&e p&#$e!are 3a+!e prepea # (# &('r# +e $'a. Iar a'e! &'r #e$a +e ae$eea !#&#zarea $a# $&!(r $a!er## pr#$e #ar ar($e&e repreze!a 'ea $a# #$p(r!a!a 'a!eg(r#e +e(are'e ''e& pr(+&# +ep#+ea # $are $ara +e p(p&ar#!a!ea ar($e# a&e. C& #ar # 188D # arper Magaz#e. I a& 18%2 apr(#$a!#3 $#&#(ae +e !#'&e era 3a+!e # "#e'are a. I$6!e&#erea pr(+&# "##! pe!r +#!r#6!#a 'a!re +e!a#&#!# a #'ep! apr(#$a!#3 # 18%. B(< R#&e # I!(r#a a "a'e r$a!(area (6er3a!#e5 I'ep!r#&e $#&e a&e #+!r#e# ' 6a!r# 'ar6(a!a!e #$6!e&#a!e +# A$er#'a a +e3e#! e3#+e!e 'a+ #!(r#'& a 'a!a! re"er#!e pe'#"#'e +e per(ae a &('r# 'e a'!#3eaza # a'ea!a #+!r#e # a## a# +e "(r$are. C<#ar # # reg##&e $e!r(p(&#!ae +e era #!a!e pr#'#pa&e&e ('#e!a!# +e #$6!e&#ere +e ape $#era&e a6e!a a'e!(r !#pr# +e rap(ar!e
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