【案例名称】CoCa-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?

【作者】Charles Kings, Das Narayandas

【页数】9

【格式】PDF

【语言】英语

【出版日期】2000年2月7日

【修订日期】2000年12月12日

【学科】市场营销 (Marketing)

【案例编号】500068-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://hbsp.harvard.edu/cb/product/500068-PDF-ENG

【简介】

Chairman and CEO M. Douglas Ivester stumbles when he tells a Brazilian newsmagazine about a new Coke vending machine that can automatically raise prices in hot weather. Reaction around the world is swift and negative.

【学习目标】

Allows exploration of value pricing, fairness, price discrimination, brand equity, new product development, communications, and marketing strategy in a global setting.

【涉及课题】

Brands; Globalization; Marketing strategy; Pricing strategy; Product development; Public relations

【背景】

• Industry: Non-alcoholic beverages
• Company Employee Count: 30,000
• Company Revenue: $19 billion revenues
• Event Year Begin: 1999
• Event Year End: 1999
  

【下载】

http://www.mbabbs.com/thread-1536-1-1.html