可口可樂(lè)百事可樂(lè)競(jìng)爭(zhēng)力分析幻燈片presentation

1、THE COLA-WARSGROUP TENFISHER FRANK ALEXJAYE BOBcoca-colaCoca-Cola: International Success factors lMarketing: -advertising -brand loyaltyl“Glocal” strategy: -global&local marketing -eliminate the cultural barriers coca-colalInternal traininglCrisis management -e.g. contamination scare (in Europe,

2、1999) Coca-Cola: International Success factors (Cont.)Key international success factors Pepsi lStrategylGlobal expansionlHealth consciousnessEvidences56.6 billion dollarThe most impressible corporation 98.4 billion VS 97.9 billionPepsi VS Coca-colalBig bottle VS small bottle in 1939lNew generation V

3、S classical in 1963l“Refresh Everything” VS “Open the happiness” in 2009 Innovation in beverage PortfolioNew product , Tropicana Pure Premiun with 100% high-quality orange ;Merge with Lebedyansky taking a new leading liquid refreshment beverage in Russia;Partnership with Unilever combining the best-

4、selling Lipton tea. PepsiCo VS. Coca-colaGrowth RateSource: Capital IQ, a division of Standard & PoorsBoarder brand portfolio in snakes and foodMerger with Frito-Lay which is one of the largest snakes manufacturers;Joint venture with the Strauss Group to lead the refrigerated dips category.More

5、efficient distribution networklDirect-store-delivery(DSD) systemlCustomer warehouse lFoodservice and vending distribution systemFuture prospect Coca-ColalMinimizing the costSource: Coca-Cola annual review of 2008Increasing profit:Under price competition in financial crisisSustainable development - C

6、oca-ColaSource: sustainable review of coca-cola in 2008Reducing Energy using & Water usinglGross income of Latin America: from $2.926bn to $2.933bnlGross income oversea: from $3.012bn to $3.329bn (increased by 19.66% compared with same period last year) Future prospect - PepsiCo.(Source: Financi

7、al report of third quarter in 2008 of PepsiCo.)Changing Preference ： form soda to energy drink Change & Improvements - PepsiCo.lset the target consumer groups on the young peoplelimprove the management of saleslflexible promotion strategyConclusionfor Coca-Cola:Glocal strategyManagement for crisisInternal tra