Le Match Coca Vs Pepsi Essay

4645 words - 19 pages

Le match Coca-PepsiCoca est le leader mondial du marché et représente donc un exemple pour Pepsi et d'autre part, et plus important Coca est en fait le seul véritable concurrent de Pepsi au niveau mondial. Derrière les 2 géants le trou est fait, Cardbury-Schweppes, Numéro 3 du secteur a vendu, fin 1998 ses activités boisson hors USA à... Coca. Virgin Cola, le trublion du secteur fait encore de la figuration. Pepsi a ,en fait, une position de challenger par rapport a Coca mais celui-ci lui mène la vie dure. Les 2 géants du cola se livrent une guerre industrielle sans égal. Ce combat dure depuis plus d'un ...view middle of the document...

Ces activités ont depuis été logées dans Tricorn une entité indépendante cotée a Wall Street, afin de générer du cash pour mieux contrer Coca.La situation mondiale se présente comme suit : sur le marché américain la marque bleue résiste :elle possède 30% du marché contre 43% pour Coca. Mais hors des états unis Pepsi est largement distancé : il se vend dans le monde entre 3 et 3,5 produits Coca pour 1 produit Pepsi. Pepsi en tant que challenger a du mal a résister a l'attitude agressive de Coca mais le combat n'en est pas moins acharné.Quelques chiffres :-Pepsi : - Président : Roger Enrico- Chiffre d'affaires(boissons uniquement) : 63 milliards de FF- Présent dans 177 paysCoca-Cola : - Président : Douglas Ivester- Chiffre d'affaire : 105 milliards de FF- Présent dans 200 pays3.Analyse du « place » / politique de distributionLe système d' embouteillageLa caractéristique la plus marquante du système de distribution des soft-drink repose dans le système d'embouteillage. En fait, les compagnies ne vendent pas directement leur produit au consommateur, elles se contentent de produirent un sirop concentré qu'elles livrent à leurs embouteilleurs qui eux se chargent d'y ajouter de l'eau gazeuse, se chargent de la distribution et encaissent une partie des bénéfices. Coca et Pepsi imposent tout de même leur normes de qualité et dans une certaine mesure leurs objectifs. Les compagnies d'embouteillage sont en principe indépendantes donc n'appartiennent ni ne sont gérées par Coca ou Pepsi. Elles sont juste autorisées à vendre leur produit. Ce système de franchise représente un énorme avantage qui est que les compagnies de soft-drink ont ainsi des possibilités d'extension maximales à de moindre coups. Cela leur permet également de gérer leurs affaires à une échelle global tout en gardant une approche locale. Cela implique donc une responsabilité mutuelle entre la compagnies et les embouteilleurs. Par exemple, la compagnie s'occupe de la politique de communication générale alors que l'embouteilleur finance les diverses promotions locales.Dans ce type d'organisation Coca a au fil des années bâti une machine industrielle extrêmement sophistiquée baptisée « Coke system ». Jusqu'en 1981 Coca se contentait de vendre son sirop à ses franchisés mais depuis lors la compagnie a multiplié les prises de participations minoritaires. Ce système lui permet de décupler sa force de frappe à moindre frais. Sa logistique industrielle est en effet poussée à l'extrême, au fil des années ses embouteilleurs sont...

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