MGT - strategic management Title Cola Wars Continue : Coke...

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strategic management the 21 st Century Sumit Thakur
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A bstract : This report is based upon the information provided from the Harvard business school case - “Cola Wars Continue: Coke and Pepsi in the Twenty-First Century” . Both Coca Cola Company and Pepsi Co. are the largest players in the Carbonated Soft Drinks (CSD) industry. Cola war is the term used to describe the campaign of mutually Both Coke & Pepsi have segmented the soft drink industry into two divisions, via – 1. Production of soft drink syrup. Coke & Pepsi have chosen to operate primarily on the production of soft drinks syrup, while leaving independent bottlers with more competitive segment of the industry. The purpose of this report is to gain insight into the possible strategies that can be applied, in order to expand the overall throat share in the future. History revealed that a highly competitive strategy that was utilized in the past by both companies resulted in cannibalization. Because of this, the report is described from the perspective of both Coca-Cola and Pepsi. This report focuses on increasing the overall share and finding new opportunities in the unrevealed markets. Structure of soft drink industry : Concentrate Producers Soft drink Company Bottlers
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Overview of the case : Major players of the soft drink industry were 1. Concentrate producers 2. Bottlers 3. Retail channels 4. Suppliers The value chain – Concentrate producers Main activities Developing the Program Main activities Focus Blending new material ingredien ts Packing in plastic containe rs Shipmen Product Planning Marketin g research advertisi ng Combine carbonat ed water and syrup Bottling/ canning Delivery to customer Product managem ent Product positioning Continual brand availability maintenan ce
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Suppliers Retailers Bottlers 1. Concentrate producers – Blended raw material ingredients, packed the mixture and shipped these
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This note was uploaded on 04/01/2012 for the course MGT 4893 taught by Professor Staff during the Spring '08 term at The University of Texas at San Antonio- San Antonio.

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MGT - strategic management Title Cola Wars Continue : Coke...

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