国际营销案例习题分析.pptVIP

北美饮料市场饱和，全球两大饮料业者可口可乐 (Coca－Cola）和百事可乐（Pepsi）不约而同地向其他领域寻求扩张机会。可口可乐目标海外市场，百事则希望壮大点心事业。成长飞快的瓶装水市场，更是两家公司短兵相接的战场。 We think their move to enter the bottle water market was very strategic and beneficial for both companies.With the many health concerns that are apparent today in the US and in all other cultures,its important for them to stay competitive.People are drinking more water,bottled in particular.It is a very logical step for the companies to enter the bottled water business. 可口可乐和百事可乐两家公司对原有的核心产品的关注度下降，转而进入瓶装水市场。对于此决策他们有相同的因素，也有不同之处。 我们从三个角度来对此进行评价： 一、市场 1.印度拥有11多亿人口，这里拥有广阔的农村市场和潜力巨