(1) Identify a strategic change your company has gone through in the last decade.
In 2003, Pepsi-Cola unveiled a new advertising campaign, "Pepsi. It's the Cola," whichis the brand's first major campaign shift since 1999. This new campaign highlighted the popular soft drink that goes with everything from food to fun. In 1999 Pepsi's campaign was, "The Joy of Cola," and in 2000 it was changed to, "The Joy of Pepsi." Also in 2003, Pepsi promoted, "Pepsi Play for a Billion" where they gave 1000 consumers the change to play for $1 billion on a live television show in The WB.
Subscribe to:
Post Comments (Atom)
4 comments:
1) Identify a strategic change your company has gone through in the last decade.
One of the strategies that is working very well, is just keeping it the same, with a few small changes. the on going battle with pepsi, pepsi has 13 different products while coke has around 11. They unlike pepsi aren't getting away fromt he product that made them rich. While pepsi has mountain dew (and I prefer it over any other soda) most americans are preferring coke 2-1. One strategy that coke has is that is sells juice (minute-maid) while pepsi cola only sells soda.
2) What is the most recent acquisition your company has made? Identify and evaluate the strategic rationale behind this acquisition. Does it make sense? Pepsi, seems to be aquiring more businesses then Coke. While Pepsi is buying bottling companies and other companies, keeping them seperate from the concentrate centers. They are using the strategy I like to call if it's not broken don't fix it. By pepsi trying to broaden their product they could be taking a strategy like Thermo Electron, where they over comit themselves. Where Coke is focusing on their main product (Coke) and they also have a few other drinks such as minute made juice. These are two different products that won't make competition for each other.
4. Coca Cola has had to do numerous venture campaigns in order to bring up their slummping sales of the past several years. Slumping sales have been a direct result of obesity related issues in the United States. Sugar colas have been drastically cut from the American's diets over the past several years. In the Past few years though they have started comming out with new lines of drinks such as powerade, vita water, nutriwater, and other fitness sport drinks which have flooded the market as of recently. It is an emphasis on fitness and a healthy living which Coca Cola is marketing towards now. Even with the new Coke Zero... Its all about being healthy and active.
#3 The most recent strategic alliance Pepsi has undertaken is by aquring 80% a firm called Sandorall LLC. THis company is a juice making company in Ukraine.
THis is a good strategic alliance because the beverage industry in Ukrainen is growing at a rapid pace.
Post a Comment