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2 m OLIDIX CONSULTANTS
pm Competitive Analysis
OLIDIX CONSULTANTS
2 m Our Task
pm Phase 2
pm Phase 2
pm Suggest Recommendations
OLIDIX CONSULTANTS
3 m CONTENTS
pm 2 Our Industry
pm 2 Competitive Analysis
pm 3 Market Research
pm Ô Issues
pm 0 Recommendations
pm G Bibliography
OLIDIX CONSULTANTS
Ô m 2 Our Industry
pm Other MCG industry producers could include: Toiletries, groceries, magazines, Newspapers, even
in this day and age mobile phones
pm ast Moving Consumer Goods are products that have a quick turnover, and at a relatively low
cost
pm ( Mingrong, L 200G)
OLIDIX CONSULTANTS
ë m Current Position
pm Oligopoly
OLIDIX CONSULTANTS
0m
pm Typology (Consumer Classification)
pm Targeting
pm Audience Motivation
pm Taflinger, in his book, µTaking Advantage¶, argued that audience motivation is a visual or aural
influence on one¶s subconscious mind and emotions
pm Important to consider:
pm Market trends :
pm The rise of functional soft drinks: Juices, enriched vitamin water and nutraceuticals
(NutraIngredients com, 2003)
OLIDIX CONSULTANTS
8 m 2 Competitive Analysis
pm Coca-Cola
pm Water
pm Juices etc
pm Brand differentiations
pm Modernity vs Tradition
OLIDIX CONSULTANTS
9 m Company Analysis
pm To be the worlds premiere consumer product company focused on convenient foods and beverages
we seek to produce healthy financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in which we operate And
in everything we do we strive for honesty fairness and integrity"
OLIDIX CONSULTANTS
20 m
pm or our primary market research to be of use to our competitive analysis, we had various questions
we needed answering and therefore split our survey into three parts
pm Branding
pm Promotion / Advertising
pm Taste test
22 m ë Issues«
pm rard to differentiate product in terms of taste as product variety is very limited within cola based
beverages
pm Coca-Cola has such a strong base of loyal customers, who identify with the cola brand
pm Consumer tastes are changing, away from carbonated drinks towards functional soft drinks (Mintel,
et al 2009)
OLIDIX CONSULTANTS
23 m ë Competitive Aids
pm Porter¶s ë orces
pm S W O T Analysis
pm Cost-Leadership
pm Product-Differentiation
OLIDIX CONSULTANTS
2Ô m Porters ë orces
pm Competitive Rivalry
pm Power of Suppliers
pm Power of Customers
pm Threat of Substitutes
OLIDIX CONSULTANTS
2ë m SWOT Analysis
pm Strengths: Large market share, purchasing economies of scale, customer loyalty, world wide brand
recognition, huge distribution network
pm Weaknesses: Smaller market share than main rival Coca-cola, inability to substantially product
differentiate, hard to compete with Coca-Cola¶s strong brand identity and customer loyalty
pm Opportunities: Adapting to market trends (Pepsi health drink) could create an advantage, opportunity
to be known as a socially responsible producer however this incurs costs which may not be met with
the current economic climate,
pm Threats: righ levels of competition from main rival Pepsi will lose market share if other companies
adapt to market trends faster
OLIDIX CONSULTANTS
20 m Porter¶s Strategy
pm While strategy may be about competing and surviving as a firm, it is products, not corporations that
compete, and products are developed by business units (Porter, 2980)
pm Cost-Leadership
pm Product-Differentiation
OLIDIX CONSULTANTS
2G m Porter¶s Strategy Continued«
pm Cost-Leadership
pm Product-Differentiation
OLIDIX CONSULTANTS
28 m 0 Recommendations
pm We believe that there are two main areas that The Pepsi Cola Company could improve on in order to
maintain a competitive advantage over its rivals
OLIDIX CONSULTANTS
29 m Cost-Leadership Strategy
OLIDIX CONSULTANTS
20 m New Product Development
pm Produce a range of µhealthy¶ alternatives under the brand name µPepsi resh¶
pm Our suggestion would be a range of Vitamin enriched waters under the name µPepsi resh¶
OLIDIX CONSULTANTS
22 m G Bibliography
pm Websites:
pm MCG Definition:
pm Consumer Trends
OLIDIX CONSULTANTS
22 m Oligopoly definition http://moneyterms co uk/oligopoly/ âlast accessed 23/02/2009> Porters Strategy
http://www quickmba com/strategy/porter shtml âLast accessed 2Ô/02/2009> Books : Krugman, P
Wells, R Graddy, K (200G) Economics: European edition 200G USA: Worth Publishers Inc raig, M
(200Ô) Brand Royalty: how the worlds top 200 brands thrive and survive London: Kogan Page ltd
Online Reports : Sicher, J (2008) Beverage Digest: Top 20 CSD Results for 200G [online] Available
from: http://www beverage-digest com/pdf/top-20_2008 pdf [Accessed: 20/02/2009] Sidel (2000/9)
CSD Market Trends [online] Available from: http://www sidel com/products/what-do-you-
package/csd/csd-market [Accessed: 20/02/2009] Mintel 2009, Carbonated Soft Drinks - UK - ebruary
2009 [online], (p 2), Available from:
http://academic mintel com/sinatra/oxygen_academic/search_results/show&/display/id=3938G2 [Accessed:
02/03/2009] OLIDIX CONSULTANTS
23 m
pm Mintel (2009), ruit Juice and Juice Drinks - UK - November 2008 [online], (p 2), Available from:
pm Nexis UK (2008), Drink Makers' Optimism Not Dry; Coke, Pepsi sales down; Plans Up [online], (p
2), Available from: http://www lexisnexis com:80/ uk / nexis /results/ docview / docview do?
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[Accessed: 22/02/2009]
pm
pm Nexis UK (2008), Pepsi Sales are lat, but Bottler's Profit Edges Up [online], (p 2), Available
from: http://www lexisnexis com:80/ uk / nexis /results/ docview / docview do? docLinkInd =true&
risb =22_Të92G23228G&format=GNBI&sort=BOOLEAN& startDocNo =2& resultsUrlKey
=29_Të92G232290& cisb =22_Të92G232289& treeMax =true& treeWidth =0& csi =0GÔ2& docNo
=2 [Accessed: 22/02/2009]