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마케팅전략(strategy)-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,instance(사례),…

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마케팅전략(strategy)-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,instance(사례),swot,stp,4p
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마케팅전략-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p , 마케팅전략-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p경영경제레포트 , 마케팅전략 콜라 펩시 마케팅 브랜드 브랜드마케팅 기업 서비스마케팅 글로벌 경영 시장 사례 swot stp p


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마케팅전략(strategy)-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,instance(사례),swot,stp,4p



마케팅전략,콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,p,경영경제,레포트

-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p_pptx_01_.gif -콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p_pptx_02_.gif -콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p_pptx_03_.gif -콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p_pptx_04_.gif -콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p_pptx_05_.gif -콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p_pptx_06_.gif





_SLIDE_1_
Cola Wars Continue
Strategic Management
Coke and Pepsi
_SLIDE_2_
Contents
1. History of Cola Wars
2. Case summary
-5 forces model of CSD Industry
-Non-Price Competition
-Differentiation Strategy
3. Suggested questions
4. Extra questions
5. Q & A
_SLIDE_3_
Part 1
History Of Cola Wars
_SLIDE_4_
History
_SLIDE_5_
Early history

1886

1892

1898

1899


1920

1923
Developed by John Pemberton
First bankruptcy
Developed by
Caleb Bradham
First bottling franchise
First Mover advantage
7X
_SLIDE_6_
The great depression & World war 2
1932


1933


1939


Supporting
the world war
Second bankruptcy
“Twice as much for a nickel”
Cost leadership
_SLIDE_7_
Challenging Pepsi heats up the war
(1945-1960s)





(1960s ? 1970s)



(1970s-1980s)
Became second-largest CDS selling brand
The largest brand in market, still
“Pepsi Generation”
Oversea market
Product diversification
Pepsi’s effort
paid off
_SLIDE_8…(투비컨티뉴드 ) _
Continuing cola wars & diversification of product
(1980s-1990s)

Product diversification
New Coke
Turned in to a failure
_SLIDE_9_
0.2% growth rate in 2000s
Adapting to the times
5-7% growth rate in 1980s
( 2000s)

_SLIDE_10_


Competitor Analysis
Cola wars continue : Coke & Pepsi

Market
Commonality


Soft Drink
Industry


Resource
Similarity

Coke and Pepsi Cola









Mutually Direct Competitors

Awareness
_SLIDE_11_

Competitor Analysis
Cola wars continue : Coke & Pepsi




Motivation
Ability
_SLIDE_12_
Part 2
Case Summary
-5 forces model of CSD Industry
_SLIDE_13_
Why, historically, has
the soft drink industry been so profitable?
Part 2
_SLIDE_14_
Cola wars continue : Coke & Pepsi
Huge capital requirements:

Typical concentrate manufacturing Plant
= $50- $100 million USD


Bottling Plant with multiple lines
and automated warehousing
= +$100 million USD
다.

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