The world’s leading distributor, manufacturer and marketer of non-alcoholic beverage is indeed Coca-Cola. Although majority of time Coca-Cola has held the larger market share in this region, at times Pepsi has led by providing very aggressive and wittier advertising strategies (D’Altorio, 2010). In 2009, Coca-Cola has revenues of $31 billion and sales in more than 200 countries. The company is best known for Coca-Cola, which had been called the world most valuable brand. Coca-Cola’s has a large distribution system that includes independent bottlers partially owned by Coca-Cola, and company owned bottlers, which made Coke an almost unstoppable international power house. Cola-Cola is a globally known company that has produce and sold beverage specifically for certain regions such as Bonaqua sparkling water for the Europe region, Georgia ready to drink coffee in Japan, and Hugo fruit and mile protein drinks in Latin America. Coca-Cola is indeed one of the world’s largest and vast developing beverage companies. In this case study analysis I will evaluate Coca-Cola industry competition, macro-environmental strategies, success factors and drivers of changes and industry dynamics. Competition
Coca-Cola had over 3000 beverage products and had about 500 brands in its portfolio (www.thecoca-colacompany.com). In 2009 Coca-Cola introduced alternative beverages in Europe due to strong demands, resulting in not being listed among the leading seller of alternative beverages, with combined sales of Powerade, Full Throttle, NOS, Rehab, TaB, and Vault Energy drinks. As one of the world’s leading manufacturers in beverage sales, there are always competitive rivals trying to be number one. In an article written by Tony D’Altorio, he states PepsiCo is one of the world’s most familiar consumer food and beverage companies, offering brands like Frito-Lay, Gatorade, Tropicana and Quaker. It’s the best known for its flagship soft drink brand, making its rivalry with Coca-Cola...
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