The Coca Cola Company Portfolio

Palavras-chave: 1. marcas; 2. varejo; 3. valor (administração); 4. materiais de construção; 5. estudo de caso. vi vii ABSTRACT The study presents a conceptual and empiric vision examining the product brand management throughout the value chain, from the manufacturer to the end consumer, with the intermediation of the retail channel. The theory that supported the study was based on manufacturer and retailer marketing strategy concepts, leading to a better understanding of aspects…

licenciamento das mesmas. Palavras-chave: Marketing, Marca, Plano de Marketing, Estratégia e Licenciamento. 6 ABSTRACT This present study refers to a marketing plan for the company of sportive fashion Futebol Clube. It has the intention of helping on the expansion of the brand in the Brazilian territory, as well as on the reaching of their marketing objectives. It will be present concepts of marketing, marketing plan and its steps, marketing strategies, brands and brand…

65% 19% 33% Matérias-primas e componentes 45% 10% 53% 26% Figura 3 – Custos de distribuição comparada a outros custos da empresa. (BUCKLIN, C.; DeFALCO, S.; DEVINCENTIS, J. Are you tough enough to manage your channels? The Mckinsey Quartely, 1996, p.106 (apud ROSENBLOOM 2002, p. 25) Conceito e a importância da gestão dos canais de distribuição Na década passada, as empresas empreenderam grande esforço em reduzir custos de fabricação e de operações…

Osterwalder and Pigneur (2011). The tea sector grows exponentially in Brazil for having tea as a healthy substitute for both hot or cold beverages. The opening of a teahouse would be an innovative business in the city of Porto Alegre, which lacks places that sell the product and with different flavors. Business modeling is increasingly important before opening an establishment, and the Business Model Canvas was found as an important tool to starting point for decisions. The…

humano; O trabalho como formatador da identidade individual e coletiva; A busca da excelência; O cliente. Longevidade empresarial Resumo e tradução do Artigo “The Living Company” Dados da publicação: Harvard Business Review Texto " THE LIVING COMPANY " by Arie de Geus March-april, 1997 P. 51 a 59. The Living Company - A Companhia Viva , de Arie de Geus Desde 1983, um terço das empresas pertencentes a lista das 500 maiores da revista Fortune…

com uma visão muito ampla a respeito de suas responsabilidades diante não só dos clientes, mas também dos próprios não-clientes, concorrentes, comunidades envolvidas de alguma forma, entre outros. Um exemplo de empresa que atua nessa direção é a The Body Shop, grande fabricante e distribuidora global de cosméticos, originária do Reino Unido. Em sua página na internet pode ser lido que: "Nós sempre acredita- mos que negócios são primariamente feitos de relações humanas. Nós acre- …

controladora indireta da companhia. A atual composição acionária é fruto da reorganização societária implementada em 2003 pela AES Corp. e pelo BNDESPAR. 1899 Fundação da The São Paulo Railway Light Power Company Limited. 1923 A Brazilian Traction Light and Power Co. Ltd. Assume o controle da The São Paulo Railway Light Power Company Limited. 1956 Reestruturação da holding Brazilian Traction Light and Power Co. Ltd., que passa a ser denominada Brascan Limited. 1979 O governo…

primary objective to identify the segmentation and positioning strategies of companies focused on the kids market and to verify if these companies follow the recommendations of the literature. To attain this objective some stages needed to be transposed. First of all a literature review was conducted, aiming to respond the research question proposed. This review focused on the segmentation, positioning and kids market. This first effort was not successful, indicating the necessity…

ABSTRACT This dissertation discusses about strategy of innovation to the Chemical Industry of the State of Goiás (IQUEGO) and suggests an improvement proposal through Research, Development and Innovation (RD&I) in Molecular Biotechnology. The creation of Government/Company/University partnership is included in the viability proposal of RD&I. The Molecular Biotechnology Laboratory implantation strategy is presented based on the concepts of interdependent collaborative departments of an…

Patrocínio. ABSTRACT Road Racing events attract the attention of many different industries and consumer profiles yearly throughout the world. Many brands often invest large sums of money without having a clear understanding of how the sponsorship sports events may contribute to their brands. Brands are a symbol of origin and differentiation that carries emotional and rational factors. Some of these factors are combined and measured in order to form the business’ brand equity.…