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1. ±â¾÷¼±Á¤ ÀÌÀ¯

2. ȸ»ç¼Ò°³ / ÁÖ¿äÈ°µ¿

3. ÄÚÄ«ÄÝ¶ó ¸¶ÄÉÆÃ

4. °æÀï±â¾÷°úÀÇ Â÷ÀÌ

5. SWOTºÐ¼® / STPºÐ¼®

6. ÄÚÄ«ÄݶóÀÇ ¼º°ø¿äÀÎ

1 . 11³â¿¬¼Ó ºê·»µå°¡Ä¡ 1À§ Â÷Áö

2 . ¼¼°è¿¡¼­ °¡Àå ¸¹Àº »ç¶ûÀ» ¹Þ´Â û·®À½·á

3 . ¼¼°èÃÖ´ë û·®À½·á ȸ»ç.

4 . 200°³ ±¹°¡¿¡ ÁøÃâÇÑ ¼¼°è ÃÖ´ë ±Û·Î¹ú ±â¾÷
1 . ±â¾÷¼±Á¤ ÀÌÀ¯


2 . ȸ»ç¼Ò°³
ȸ»çÁ¤½Ä¸íĪ : The Coca-Cola Company

ÃÖ°í°æ¿µÀÚ : E. ³×ºô À̽ºµ¨(E. Neville Isdell)

¾÷ Á¾ : û·®À½·á Á¦Á¶

¼³ ¸³ ÀÚ : J. S. ÆÔ¹öÅÏ (1831¢¦1888)

¼³ ¸³ ³â µµ : 1886 ³â

º» »ç : ¹Ì±¹ Á¶Áö¾ÆÁÖ ¾ÖƲ·£Å¸

¸Å Ãâ ¾× : 34Á¶¿ø ¼øÀÌÀÍ 7Á¶¿ø

ÇÑ ±¹ Áö »ç : Çѱ¹ ÄÚÄ«ÄÝ¶ó º¸Æ²¸µ ¢ß

3 . ÄÚÄ«ÄÝ¶ó ¸¶ÄÉÆÃ
¿Ã ¸² ÇÈ
Å©¸®½º¸¶½º
¿ù µå ÄÅ

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- Äɸ¯Å͸¦ ÅëÇÑ ¸¶ÄÉÆà Àü·«
4 . °æÀï±â¾÷ °úÀÇ Â÷ÀÌ
Æé ½Ã

- À¯¸í ¿¬¿¡ÀÎ, ½ºÆ÷Ã÷½ºÅ¸ ±¤°í

- ÀÚ»ç »óÇ°ÀÌ ¶Ù¾î³ª°í ¸ÀÀÖ´Ù´Â
Ãø¸éÀ» °­ÇÏ°Ô ¾îÇÊÇÏ´Â ±¤°í

5 . SWOTºÐ¼®
°­Á¡ ( Strength )
¾àÁ¡ ( Weakness )
³ôÀº ºê·£µå °¡Ä¡
¼º°øÀûÀÎ ÇöÁöÈ­
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ÁÖ·ÂÁ¦Ç°Á᫐ Àü·«ÀÇ ÇÑ°è
Ç¥ÁØÈ­ Àü·«ÀÇ ÇÑ°è
Á¶Á÷ÀÇ ¹®Á¦Á¡
´Ù´Ü°è °áÁ¦ ½Ã½ºÅÛ
±âȸ ( Opportunity )
À§Çù (Threat )
À¯Åë°æ·ÎÀÇ ´Ù¾çÈ­
Áö¸®Àû ¹× ±â»óº¯È­·Î ÀÎÇÑ ½ÃÀå È®´ë
½ºÆ÷Ã÷¸¶ÄÉÆÃ(°¢Á¾Çà»ç ÈÄ¿øÈ°µ¿)
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¼ÒºñÀÚÀÇ °Ç°­ ÁöÇâÀû ¼Òºñ¼ºÇâ

5 . STPºÐ¼®

Segment 1
Segment 2
Segment 3
Segment 4
Positioning
¾àÇÑ ´Ü¸À
LightSweet
°­ÇÑ ´Ü¸À
Strong Sweet
üÁß ÀǽÄ
Diet
°Ç°­ ÁöÇâ
Health
Targeting
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üÁß¿¡ ¹Î°¨ÇÑ ¼ÒºñÀÚ
°Ç°­ÁöÇâÀû
¼ÒºñÀÚ
Product


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2 . 2Â÷ ¼¼°è´ëÀüÀ» °è±â·Î »ç¾÷ È®Àå

3 . ¼¼°èÀûÀÎ ½ºÆ÷Ã÷ Çà»ç ¹× ¹®È­, ¿¬¿¹ Çà»ç ÈÄ¿ø

4 . Àü¼¼°è 1200°÷ÀÇ °øÀå ¼³¸³ ¹× ÀÏÀÚ¸®Ã¢Ãâ
6 . ÄÚÄ«ÄݶóÀÇ ¼º°ø¿äÀÎ

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