Coca-Cola | EssayIvy.com

Coca-Cola and Pepsi

In the field of marketing competition is rivalry between companies selling similar

products or services with an aim of attain a certain set objectives. These objectives include

revenue, profit and market share growth. Completion in the market is very essential since it

motivates competing companies to increase sales volume mainly by utilizing the four

components of the market mix. To know and understanding market competitor is a crucial step in

designing the best marketing strategy. For instance, coca-cola and Pepsi are two biggest soft

drinking firms which have been in competition for market penetration, product development and

geographic expansion through unique marketing strategies.

Changing environment has seen coca-cola and Pepsi Company put up with various

internal and external forces that exert pressure on their operations. Internal environment forces

include factors which are within the organization; they can be controlled and managed by

management for the benefit of the company. On the other hand, external environment forces

consist of forces that are beyond the company direct control such as economic and social

conditions.

To create awareness about coca-cola products with a short run or long run goal of

increasing sales the company use different strategies. Middlemen and retailers are provided with

free samples and incentives with an aim of attracting them. In addition, Coca-Cola has more and

different products that are essential in expanding their market share. Pepsi on the other hand use

celebrity and scholarships to reach the young generation in the market. However, it also uses

similar promotion policies like coca-cola to increase it sales.

Core competencies are resources and strategic advantage of a business that distinguish it

from it competitors and enable it competition within the marketplace. Coca-Cola has it product

competencies from it unique brand name that is easy to pronounce and remember, the name is

written in bold and attractive design. The other competencies is found in the distinct taste that

Coke affords, it is different and sweet in all it products liked by many people. There is well

organized administration structure hence giving Coke administrative competency, administration

ensure there is good performance in the market to achieve its goal.

The core competence and sustainable competitive advantage in PepsiCo are unique to

achieve market competition. Include mergers and acquisition that help in reduction of direct cost

and attainin g it organic growth; there have been acquisition of juice and dairy. Pepsi has

introduced strategic alliance which is global. For instance, partnership in china with Tingyi in

order to expand it market in china. Company also has built a close relation with it suppliers and

distributors that help in meeting the company high demand of customers. Pepsi has focused in it

organizational culture that directly affects it performance in short term and long-term marketing

perspective (Dudovskiy, 2016).

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