可口可乐 百事可乐 竞争力分析 幻灯片 presentation

THECOLA-WARSGROUPTENFISHERFRANKALEXJAYEBOBcoca-colaCoca-Cola:InternationalSuccessfactorsMarketing:-advertising-brandloyalty“Glocal”strategy:-global&localmarketing-eliminatetheculturalbarrierscoca-colaInternaltrainingCrisismanagement-e.g.contaminationscare(inEurope,1999)Coca-Cola:InternationalSuccessfactors(Cont.)Keyinternationalsuccessfactors–PepsiStrategyGlobalexpansionHealthconsciousnessEvidences56.6billiondollarThemostimpressiblecorporation98.4billionVS97.9billionPepsiVSCoca-cola1.BigbottleVSsmallbottlein19392.NewgenerationVSclassicalin19633.“RefreshEverything”VS“Openthehappiness”in2009InnovationinbeveragePortfolioNewproduct,TropicanaPurePremiunwith100%high-qualityorange;MergewithLebedyanskytakinganewleadingliquidrefreshmentbeverageinRussia;PartnershipwithUnilevercombiningthebest-sellingLiptontea.PepsiCoVS.Coca-colaGrowthRateSource:CapitalIQ,adivisionofStandard&Poor’sBoarderbrandportfolioinsnakesandfoodMergerwithFrito-Laywhichisoneofthelargestsnake’smanufacturers;JointventurewiththeStraussGrouptoleadtherefrigerateddipscategory.MoreefficientdistributionnetworkDirect-store-delivery(DSD)systemCustomerwarehouseFoodserviceandvendingdistributionsystemFutureprospect–Coca-ColaMinimizingthecostSource:Coca-Colaannualreviewof2008Increasingprofit:UnderpricecompetitioninfinancialcrisisSustainabledevelopment-Coca-ColaSource:sustainablereviewofcoca-colain2008ReducingEnergyusing&WaterusingGrossincomeofLatinAmerica:from$2.926bnto$2.933bnGrossincomeoversea:from$3.012bnto$3.329bn(increasedby19.66%comparedwithsameperiodlastyear)Futureprospect-PepsiCo.(Source:Financialreportofthirdquarterin2008ofPepsiCo.)△ChangingPreference：formsodatoenergydrinkChange&Improvements-PepsiCo.setthetargetconsumergroupsontheyoungpeopleimprovethemanagementofsalesflexiblepromotionstrategyConclusionforCoca-Cola:GlocalstrategyManagementforcrisisInternaltrainingFlexibilityforPepsiEfficientdistributionnetworkBroaderbrandportfolioinnovationHealthconsciousness