可口可乐百事可乐竞争力分析.pptVIP

THE COLA-WARS GROUP TEN FISHER FRANK ALEX JAYE BOB coca-cola Coca-Cola: International Success factors Marketing: -advertising -brand loyalty “Glocal” strategy: -globallocal marketing -eliminate the cultural barriers coca-cola Internal training Crisis management -e.g. contamination scare (in Europe,1999) Coca-Cola: International Success factors (Cont.) Key international  success factors – Pepsi Strategy Global expansion Health consciousness  Evidences 56.6 billion dollar The most impressible corporation 98.4 billion VS 97.9 billion Pepsi VS Coca-cola Big bottle VS small bottle in 1939 New generation VS classical in 1963 “Refresh Everything” VS “Open the happiness” in 2009 Innovation in beverage Portfolio New 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-selling Lipton tea. PepsiCo VS. Coca-cola Growth Rate Source: Capital IQ, a division of Standard Poor’s Boarder brand portfolio in snakes and food Merger with Frito-Lay which is one of the largest snake’s manufacturers; Joint venture with the Strauss Group to lead the refrigerated dips category. More efficient distribution network Direct-store-delivery(DSD) system Customer warehouse Foodservice and vending distribution system Future prospect  – Coca-Cola Minimizing the cost Source: Coca-Cola annual review of 2008 Increasing profit: Under price competition in financial crisis Sustainable development - Coca-Cola Source: sustainable review of coca-cola in 2008 Reducing Energy using Water using Gross income of Latin America: from $2.926bn to $2.933bn Gross income oversea: from $3.012bn to $3.329bn (increased by 19.66% compared with same period last year) Future prospect