Extras din seminar

Launching A Luxury Brand For Coca Cola

Southeast Asia has been positive overall, up 3 percent at constant (currently at 1%). Singapore is attracting spending from China's Tier 2 and 3 cities (Bain & Company). The world bank LPI currently shows Singapore at 5th in the world ranking with a score of 4.14.

Where To Launch

Customer Trends

Women are the major treat purchasers of luxury items for themselves (67% of women compared to 55% of men), under-45s and parents with young children are most inclined to buy high-end items in order to indulge themselves.

Over-55 are most inclined to buy luxury brands because of their superior quality or craftsmanship.

Purchasing premium products as a reward (eg for celebrating an achievement or working hard) is most common among under-25s, those in full-time employment and parents with young children.

Strength

Wide geographic presence

Distribution operations

Brand name

Opportunity

Capacity expansion

Future plans

Bottling system

Weakness

Company debt

Law suits

Product diversification

Threats

Raw material sourcing

Competitors initiatives

Foreign exchange risk.

Market analysis

The global luxury market is collectively growing at 4 percent to an estimated €1.08 trillion in 2016. There is also evidence that luxury consumers are redirecting their spending toward new and more personal high-end experiences, such as luxury travel, food and wine, and even fine art. With high-quality design trends growing by 15% in Asia-pacific. (Bain & Company Luxury Study 15th edition)

Selected currency movements are affecting consumption in 2016. Brexit, the U.S. presidential election and European terrorism all impacted consumer confidence and touristic flows. However growth driven by Asia and emerging markets show positive macro-trends for Luxury markets. As the global luxury market settles into this new pattern.

Bibliografie

References

Coca-cola.com.sg. (2016). Coca-Cola Singapore. [online] Available at: http://www.coca-cola.com.sg/news/localnews.asp?NeID=380 [Accessed 20 Nov. 2016].

Manufacturingglobal.com. (2016). From factory to fridge: Inside Coca-Cola's supply chain. [online] Available at: http://www.manufacturingglobal.com/lean/358/From-factory-to-fridge:-Inside-Coca-Cola's-supply-chain [Accessed 20 Nov. 2016].

IACT. (2016). Lessons in Supply Chain Management from Coca-Cola Company - IACT. [online] Available at: http://iactglobal.in/blog/lessons-in-supply-chain-management-from-coca-cola-company [Accessed 20 Nov. 2016].

Antoinette M Fionda and Christopher M Moore, (2009), Journal of Brand Managemnt , Volume 16, pages 347-363. Available at: http://interbrand.com/best-brands/best-global-brands/2016/ranking/ [ Accessed date 20 November 2016

Hindustancoca-cola.com. (2016). Coca-Cola Distributors - Sales and Distribution of Coca-Cola Beverages. [online] Available at: http://www.hindustancoca-cola.com/distributor.aspx [Accessed 22 Nov. 2016].

Computer Sciences Corporation. (2016). Coca-Cola Supply Chain Management Success Story. [online] Available at: http://www.csc.com/application_services/success_stories/78846-coca_cola_supply_chain_management_success_story [Accessed 22 Nov. 2016].

Quality Assurance & Food Safety. (2016). Coca-Cola - Quality Assurance & Food Safety. [online] Available at: http://www.qualityassurancemag.com/article/qa0413-coca-cola-company-profile/ [Accessed 21 Nov. 2016].

Bain.com. (2016). The Global personal luxury goods markets holds steady at euro249 billion amid geopolitical uncertainty.[online] Available at: http://www.bain.com/about/press/press-release/the _global_personal_luxury_goods_market_hold_steady_at_249_billion_amid_geopolitical_uncertainty.aspx [ Accessed 18 November 2016].

Lloyd, J. and Cheah. I, . (2015). Factors Affecting Consumers Attitude And Purchase Intention of Luxury Brands. GFMC, 5(2), pp 728-733.

Worldbanks(2016). Global ranking 2016logistics performance index.[online] Available at : http://lpi.worldbank.org/international/global [Accessed 19 Novemeber 2016].