Coca Cola vs. Pepsi Co.
For many years, the term ¡¥cola wars¡¦ has been used to describe the hard fought battle for market share that has been waged by Coca-Cola and Pepsi¡¨ (Etzel, Walker, & Stanton, 2004, p. 82). Pepsi has been more proactive in expanding its marketing mix by introducing noncarbonated beverages specifically targeted to the health conscious. It is apparent that Coke has always been one step behind Pepsi as witnessed by its struggle to market a variety of its own disparate brands instead of its powerhouse sodas (Eztel et al., 2004, p. 82). Coke and Pepsi have continued to utilize different marketing strategies to gain market share for both noncarbonated and carbonated products. Each company has engaged in company acquisitions which had a competitive impact on the already existent ¡§cola war¡¨. The marketing principles to be addressed in this case include the influence of macroeconomic forces on marketing opportunities, global marketing, ethics and legal forces, and diversification by acquisition.¡§Successful marketing depends largely on a company¡¦s ability to manage its marketing programs within its environment (Etzel et al., 2004, p. 31). Macroenvironmental forces that influence
Levitt, T. (1975). Marketing myopia. In J. E. Richardson. (Ed.). Annual Editions Chronicle. Retrieved November 25, 2003 from Lovel, J. (2003, June 2). Lawsuits. Coke breaking laws to boost sales. Atlanta Business Coke still accounts for 60% of the company¡¦s global sales, and advertising hits include ¡§Coke Is It¡¨, ¡§Always Coca-Cola¡¨, and ¡§The Real Thing¡¨ (Etzel et al., 2004, p. 84). As Coke continued to diversify its product offerings, it became difficult to advertise on a global basis. There were taglines created by Coke, specifically ¡§Life Tastes Good¡¨, that were deemed to be ineffective. Some of the advertisements turned out with this tagline were not considered to be in line with Coke¡¦s wholesome image. For example, one Italian ad featured nude bathers (Etzel et al., 2004, p. 84).
Some topics in this essay:
Coke Pepsi,
Marketing Principles,
Burger King,
Editions Marketing,
Britney Spears,
Oats Skillful,
et al,
etzel et,
etzel et al,
et al 2004,
al 2004,
London Pepsi,
Japan Russia,
Coke¡¦s CEO,
Implementation Tactics,
marketing mix,
2004 83,
al 2004 83,
al 2004 84,
2004 84,
2004 82,
foreign markets,
international marketing,
market share,
al 2004 82,
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Approximate Word count = 2942
Approximate Pages = 12 (250 words per page double spaced)
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