可口可乐百事可乐竞争力分析.ppt

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1、THECOLA-WARSGROUPTENFISHERFRANKALEXJAYEBOBCoca-Cola:InternationalSuccessfactorsMarketing:-advertising-brandloyalty“Glocal”strategy:-global&localmarketing-eliminatetheculturalbarrierscoca-colaInternaltrainingCrisismanagement-e.g.contaminationscare(inEurope

2、,1999)Coca-Cola:InternationalSuccessfactors(Cont.)coca-colaKeyinternationalsuccessfactors–PepsiStrategyGlobalexpansionHealthconsciousnessEvidences56.6billiondollarThemostimpressiblecorporation98.4billionVS97.9billionPepsiVSCoca-colaBigbottleVSsmallbottle

3、in1939NewgenerationVSclassicalin1963“RefreshEverything”VS“Openthehappiness”in2009InnovationinbeveragePortfolioNewproduct,TropicanaPurePremiunwith100%high-qualityorange;MergewithLebedyanskytakinganewleadingliquidrefreshmentbeverageinRussia;PartnershipwithUn

4、ilevercombiningthebest-sellingLiptontea.PepsiCoVS.Coca-colaGrowthRateSource:CapitalIQ,adivisionofStandard&Poor’sBoarderbrandportfolioinsnakesandfoodMergerwithFrito-Laywhichisoneofthelargestsnake’smanufacturers;JointventurewiththeStraussGrouptoleadtherefrig

5、erateddipscategory.MoreefficientdistributionnetworkDirect-store-delivery(DSD)systemCustomerwarehouseFoodserviceandvendingdistributionsystemFutureprospect–Coca-ColaMinimizingthecostSource:Coca-Colaannualreviewof2008Increasingprofit:Underpricecompetitioninfi

6、nancialcrisisSustainabledevelopment-Coca-ColaSource:sustainablereviewofcoca-colain2008ReducingEnergyusing&WaterusingGrossincomeofLatinAmerica:from$2.926bnto$2.933bnGrossincomeoversea:from$3.012bnto$3.329bn(increasedby19.66%comparedwithsameperiodlastyear)Fu

7、tureprospect-PepsiCo.(Source:Financialreportofthirdquarterin2008ofPepsiCo.)△ChangingPreference：formsodatoenergydrinkChange&Improvements-PepsiCo.setthetargetconsumergroupsontheyoungpeopleimprovethemanagementofsalesflexiblepromotionstrategyConclusionforCoca

8、-Cola:GlocalstrategyManagementforcrisisInternaltrainingFlexibilityforPepsiEfficientdistributionnetworkBroaderbrandportfolioinnovationHealthconsciousnessThankYou!