Stakeholder Analysis Of Coca-Cola And Pepsi

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Coca-Cola's direct competitor is PepsiCo whose strength is low carbonated & energy drinks, weakness is snack foods. PepsiCo uses celebrities to attract customers. 60% of its profits come from snack foods & 40% from drinks, PepsiCo has growing profits by 15% per annum. With Coca-Cola's strength being in fizzy drinks, competitors would try to capitalize on its weaker products. Coca-Cola has recently acquired Subway soft drink business, which was previously served by Pepsi. Coke is the most popular beverage in the world, while Pepsi enjoys it only at home. By comparison, rival Pepsi-Cola's brand value is a mere $11.78b.

Stakeholder analysis:
Most business have to consider the impact of their activities on stakeholder & Coca-Cola is no exception.
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It’s easier to name the countries where coke is not available. Everywhere else including such trickly markets as

Pakistan, Cambodia, Liberia, Zimbabwe, Liberia & Colombia- Coke is a beloved consumer staple. The brand is so strong & entrenched that even the anti-American sentiments of 9/11 & after have not hurt the sales. Coca-Cola’s brand valuation increased from $68.95b in August 2001to $70.45b in 2003.Coca-Cola remains the top global brand ,achieving the top ranking in business Week’s Global Brand Scorecard once again in 2003. A small set of recommendations would help achieve Coke attain greater heights as discussed below.
Recommendations and
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They have the resources available for this opportunity but they must develop marketing strategies that have local appeal as this is essential for their success. Through their brand reputation & vast marketing experience, Coca-Cola has the ability to extend the recognition of their brand & logo . However it would be best to leverage brand equity & their financial resources, to accelerate global market penetration with a view to long term profits. Coke must continue to evolve its market share. The effectiveness of TV ads is declining due to media fragmentation &use of devices like TIVO that let viewers zap commercials. So it is advisable for Coke should divert money previously spent on TV towards more experimental activities like setting up of lounges in teen malls & offer exclusive music videos, video games & sell coke drinks from Coke

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