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案例分析对象：Coca-cola1.Analyzeits4PsProduct:Coca-colacameintobirthin1886,whichrankfirstintheglobalbeveragenow.Itispopularforitsrefreshingeffect.Theconsumersarewidelyranged,fromthechildrentotheold.Price:Coca-colacompanyhaveadoptedthepenetrationpricingsinceitcameintotheChinesemarket,whichmakesthemincreasesalesandmarketshare.Itisalsoprevalentforitsreasonablepriceamongthemass.Place:Itsmarketconceptisworthnoting.From3A(available,affordable,acceptable)to3P(pervasiveness,preference,pricetovalue),wecanfindthatit’sfocusonthebrandandthefaithfulnessforthecustomersratherthantheprice.Promotion:NowondercommercialsplayanimportantroleinthemarketingstrategyofCoca-cola.Famousstarsformcelebrityeffectasspokemen.Intermsofpublicrelations,Coca-coladevelopsagoodbrandimagethroughbecomingthetraditionaltorch-passingsponsor.Atlength,itbuildsanextensivecollaborationwithTencent,whichisbelievedawin-winsolution.2.HaveaSWOTanalysisS①Longhistory②Goodquality③Specialrecipe④InnovativespiritW①AsCoca-colacompanyisamultinationalcorporation,it’sdifficulttomanage.②Coca-colaisakindofhighglucosecarbonateddrink,thereforeitislowinnutritionalvalue.③Thetransportcostsofrawmaterialishigh.O①Itcansatisfytheyoungpeople’sneed,andhasaworld-widereputation.②Ithasalargemarketshare.③Thecompanytakesanactivepartinthepublicserviceactivities,suchasbeingthesponsoroftheOlympicGames.T①Astheawarenessofhealthisprevalent,peoplemaydrinklessofCoca-cola.②Itencountersfiercecompetition.Manydrinkwantstosubstituteit,andwecan’tneglectitsbiggestrival—Pepsi-cola.③Itisaffectedbytheailingeconomyoftheworld.3.AppendanadThetitleis“coolsummer”.Fromthepicture,wecanseethebottleofCoke-colaissurroundedbytheicecubes.ItcangivepeopleanimpressionthattheCokecanbeascoolastheicecubesinthehotseason.Sowhydon’thaveatry?