百事可乐战略管理

OutlineIntroductionIndustry AnalysisIndustry Segment AnalysisCompany Situation AnalysisRecommendationCompany BackgroundPepsiCo is a world leader in convenient foods and beverages,with revenues of about$25 billion and over 142,000 employees.PepsiCo brands are available in nearly 200 countries and territories.BackgroundThe company consists of the snack businesses of Frito-Lay North America and Frito-Lay International;the beverage businesses of Pepsi-Cola North America,Gatorade/Tropicana North America and PepsiCo Beverages International;and Quaker Foods North America,manufacturer and marketer of ready-to-eat cereals and other food products.History1898 Caleb Bradham bought the name Pep Cola for$100 from a company in Newark,New Jersey that had gone broke.He then changed the name of his new drink from Brads Cola to Pepsi-cola,and persuaded a neighbor who was an artist to create the first Pepsi-Cola logo.History1922 the Pepsi-Cola Company was insolvent.Finally,on March 2,1923,bankruptcy was declared,and Caleb Bradham returned to his pharmacy and faded into obscurity.History1923 Roy Megargel formed the Pepsi-Cola Company in the state of Virginia in 1923.History1931 The Great Depression of 1929 became the last straw in Megargels attempt to revive his company,and on June 8,1931,the Pepsi-Cola Company again suffered the agony of bankruptcy.HistoryOn August 10,1931,Charles Guth formed the Pepsi-Cola Company in the state of Delaware.In 1950 a management change brought Alfred N.Steele,a dynamic and bold leader,to the position of president of the Pepsi-Cola Company.By 1959,under Al Steeles watchful eye,sales went up over 200%.History1965 PepsiCo,Inc.is founded by Donald M.Kendall,President and Chief Executive Officer of Pepsi-Cola and Herman W.Lay,Chairman and Chief Executive Officer of Frito-Lay,through the merger of the two companies.History Pepsi-Cola was created in the late 1890s by Caleb Bradham,a New Bern,N.C.pharmacist.Frito-Lay,Inc.was formed by the 1961 merger of the Frito Company,founded by Elmer Doolin in 1932,and the H.W.Lay Company,founded by Herman W.Lay,also in 1932.Herman Lay is chairman of the Board of Directors of the new company;Donald M.Kendall is president and chief executive officer.The new company reports sales of$510 million and has 19,000 employees.History1977 PepsiCo acquires Pizza Hut,Inc.Pizza Hut was founded in 1958 by Dan and Frank Carney.1978 Taco Bell is acquired.Taco Bell was established in the mid 1960s by Glen Bell.It is spun off along with Pizza Hut and KFC businesses as Tricon Global Restaurants,Inc.in 1997.History1984 PepsiCo is restructured to focus on its three core businesses:soft drinks,snack foods and restaurants.Transportation and sporting goods businesses are sold.1986 PepsiCo purchases Kentucky Fried Chicken,the leader in the quick service chicken market.KFC was founded by Colonel Harland Sanders.Colonel Sanders began franchising the company in 1952.Advertising1984 A new generation has emerged in the United States,around the world and in Pepsi advertising,too.Pepsi.The Choice of a New Generation announces the change,and the most popular entertainer of the time,Michael Jackson,stars in the first two commercials of the new campaign.The two spots quickly become the most eagerly awaited advertising of all time.1988 Michael Jackson returns to New Generation advertising to star in a four-part episodic commercial named Chase.Chase airs during the Grammy Awards program and is immediately hailed by the media as the most-watched commercial in advertising history.1991 Super model Cindy Crawford stars in an award-winning commercial made to introduce an updated Pepsi logo and package graphics.1992 Publisher Earl Graves and basketball superstar Earvin Magic Johnson are appointed Pepsi-Cola franchisees for the Washington,D.C.market.1993 Be young,have fun,drink Pepsi advertising,starring basketball superstar Shaquille ONeal,is rated as best in U.S.1999 Pepsi and Lucasfilm team up again as Star Wars:Episode I The Phantom Menace hits movie theaters.President and Mrs.George Bush,Lady Thatcher and Walter Cronkite also help to commemorate the occasion where the Pepsi legacy is honored and a new look for the millennium is unveiled.2001 Pop superstar Britney Spears appears in her first Pepsi commercial during the 2001 Academy Awards.2002 In December,American music and film sensation Beyonc Knowles joins the Pepsi family.2003 Gatorade adds NBA All-Star Yao Ming to line-up.Taiwanese pop band F4 stars in a 30-second Pepsi commercial titled Blue Fantasy BEVERAGESPepsi-Cola的品牌Pepsi-ColaCaffeine Free PepsiDiet PepsiCaffeine Free Diet PepsiPepsi Twist(regular&diet)Wild Cherry PepsiPepsi BluePepsi ONEMountain Dew Diet Mountain Dew Mountain Dew Code RedDiet Mountain Dew Code RedMug Sierra Mist(regular&diet)SliceLipton Brisk(Partnership)Lipton Iced Tea(Partnership)Dole juices and juice drinks(License)FruitWorks juice drinksAquafina purified drinking waterFrappuccino ready-to-drink coffee(Partnership)Starbucks DoubleShot(Partnership)SoBe juice drinks and teasAMP energy drinkOutside the U.S.Mirinda7UP(International)Pepsi LimnKasTeemPepsi MaxPepsi LightManzanita SolPaso de los TorosFruko EvervessYedigun ShaniFiestaD&G(License)Mandarin(License)Radical Fruit1996In supermarkets,the largest distribution channel,Pepsi-Cola volume grew twice as fast as the rest of the industry.Pepsi,Mountain Dew,and Mug brands all made big gains.In the United States,soft drink retail sales reached a new high of$54 billion.Pepsi-Cola products accounted for nearly$17 billion.19982000SNACK FOODSFrito-Lay的品牌的品牌Lays potato chipsLays Bistro Gourmet potato chipsLays Kettle Cooked potato chipsWavy Lays potato chipsBaked Lays potato crispsMaui Style potato chipsRuffles potato chipsBaked Ruffles potato crispsRuffles Flavor Rush potato chipsDoritos tortilla chipsBaked Doritos tortilla chips3Ds snacksTostitos tortilla chipsBaked Tostitos tortilla chipsSantitas tortilla chipsFritos corn chipsCheetos cheese flavored snacksRold Gold pretzels&snack mixFunyuns onion flavored ringsGo SnacksSunchips multigrain snacksSabritones puffed wheat snacksCracker Jack candy coated popcornChesters popcornGrandmas cookiesMunchos potato crispsSmartfood popcornBaken-ets fried pork skinsOberto meat snacksRustlers meat snacksChurrumais fried corn stripsFrito-Lay nutsFrito-Lay,Ruffles,Fritos and Tostitos dips&salsasFrito-Lay,Doritos and Cheetos snack crackersFritos,Tostitos,Ruffles and Doritos snack kitsCrujitos corn snacksFandangos corn snacksHamkas snacksNiknaks cheese sticksQuavers potato snacksSabritas potato chipsSmiths potato chipsWalkers potato crispsWalkers Square potato snacksWalkers French Fries potato sticksWalkers Monster Munch corn snacksMiss Vickies potato chipsMunchies snack mixGamesa cookiesDoritos DippasSonrics sweet snacksWotsits corn snacksBocabits wheat snacks 199619982000RESTAURANTSPepsiCo饭店业的主要品牌KFCKFC operates in 74 countries and territories throughout the world under the name Kentucky Fried Chicken and/or KFC.It was founded in Corbin,Kentucky by Colonel Harland D.Sanders,an early developer of the quick service food business and a pioneer of the restaurant franchise concept.By the time KFC was acquired by PepsiCo in 1986,it had grown to approximately 6,600 units in 55 countries and territories.Pizza HutPizza Hut operates in 84 countries and territories throughout the world under the name Pizza Hut and features a variety of pizzas with different toppings as well as pasta,salads,sandwiches and other food items and beverages.The first Pizza Hut restaurant was opened in 1958 in Wichita,Kansas,and within a year,the first franchise unit was opened.By 1977,when Pizza Hut was acquired by PepsiCo,its U.S.restaurant system had grown to nearly 3,200 units.Today,Pizza Hut is the largest restaurant chain in the world specializing in the sale of ready-to-eat pizza products.As of year-end 1996,the concept had grown to more than 12,300 units.Taco BellTaco Bell operates under the name Taco Bell and specializes in Mexican style food products,including various types of tacos and burritos,salads,nachos and other related items.The first Taco Bell restaurant was opened in 1962 by Glen Bell in Downey,California.By 1978,when it was acquired by PepsiCo,the Taco Bell system had grown to approximately 1,000 units.Today,Taco Bell dominates the U.S.Mexican QSR segment.By year-end 1996,there were more than 6,800 Taco Bell units in 17 countries and territories,with system-wide sales of$4.7 billion.1996PepsiCos restaurant business ranks second largest in the world in system sales.Worldwide quick service restaurant industry sales are about$160 billion PepsiCos restaurants are busy at different times of the day.By combining two concepts in one unit weve boosted sales and returns.Donald M.KendallDonald M.Kendall,Food products executive,born in Sequim,Wash.He distinguished himself as a bomber pilot in the Pacific in World War II and after the war became a New York City salesman for Pepsi-Cola.He rapidly rose in the corporate sales management hierarchy.As president of Pepsi-Cola International(1953-63)he tripled overseas sales and caused a sensation by arranging for Soviet premier Nikita Khrushchev to be photographed drinking Pepsi(1959).Under his aggressive and often ruthless leadership as president and CEO of the U.S.parent company(1963),PepsiCo initiated its famous Pepsi Generation(1964)and Pepsi Challenge(1975)advertising campaigns,both greatly increasing its sales to challenge those of archrival Coca Cola.The firms acquisitions(Frito-Lay,Pizza Hut,Kentucky Fried Chicken)made it the countrys largest snack/fast food company and 29th largest industrial corporation.Pepsi became the first U.S.consumer goods manufacturer to set up Soviet production operations(1974).MISSIONOurmissionistobetheworldspremierconsumerproductscompanyfocusedonconveniencefoodsandbeverages.Weseektoproducehealthyfinancialrewardstoinvestorsasweprovideopportunitiesforgrowthandenrichmenttoouremployees,ourbusinesspartnersandthecommunitiesinwhichweoperate.Andineverythingwedo,westriveforhonesty,fairnessandintegrity.BACKGROUNDCOCA-COLA No.1 Coca-Cola is the most popular and biggest-selling soft drink in history,as well as the best-known product in the world.Created in Atlanta,Georgia by Dr.John S.Pemberton,Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water.Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States.In 1899,the company began franchised bottling operations in the United States.Today,you can find Coca-Cola in virtually every part of the world.The Coca-Cola Company has more than 300 beverages in its portfolio.COMPANYMISSIONThe Coca-Cola Company exists to benefit and refresh everyone it touches.Founded in 1886,our Company is the worlds leading manufacturer,marketer,and distributor of nonalcoholic beverage concentrates and syrups,used to produce more than 300 beverage brands.Our corporate headquarters are in Atlanta,with local operations in over 200 countries around the world.Industry Analysis行业分析Code:312111行业定义：Soft Drink Manufacturing This U.S.industry comprises establishments primarily engaged in manufacturing soft drinks and artificially carbonated waters.行业经济特性市场规模：1999年消费量合计达11.8亿kl，年产值约287亿美元。行业经济特性竞争范围：全球性竞争市场增长率：自1993年后6年间全球饮料年平均成长2.1%。到2003年预测全球总消费量由1999年1亿kl增长到12.8亿kl，每人平均消费量估计由1999年202公升上升至211公升。行业经济特性所处生命周期阶段：成长期饮料行业进入/退出壁垒：较低（碳酸饮料市场进入/退出壁垒：很高）主要竞争厂商全面优势群组：可口可乐、百事可乐和娃哈哈局部领先群组：汇源、统一、康师傅、农夫山泉昨日英雄群组：健力宝、乐百氏、旭日升其他企业群组：海南椰树等碳酸饮料主要竞争厂商顾客特性喝饮料人群的年龄分布数据提供：明略市场策划（上海）有限公司顾客特性数据及图片由零点市场调查公司提供分销渠道数据及图片由零点市场调查公司提供饮料行业面临问题产业平均竞争门槛提高广告宣传的边际效用递减产品本身的竞争地位提高（差异化战略！）得终端者得天下价格将长期成为竞争的焦点碳酸饮料市场清凉型、兴奋型；青少年是主力军；广告效应显著；品牌形象十分重要；有限制行业内部竞争两个公司占了美国70%的市场占有率，基本上垄断了市场。但是这两个品牌在顾客感受和印象上的差异很大；两个公司多年以来的竞争主要是围绕着货架、广告、下游产品、等，从来没有把原液的价格作为竞争或者战斗的手段。原因是它们进行竞争的目的不是要消灭对方，而是获得短期优势和利润；两大公司在竞争策略方面相互模仿和学习；而且在动态竞争的过程中从来都是“适度反应、对等模仿”。结果两个大公司共同赢得了可乐战。潜在进入者两大可乐公司在软饮料行业都具有悠久的历史，长期进行巨大的广告投入，历史和广告的共同影响是可口可乐和百事可乐这两大品牌成为美国文化的象征。两大公司领先占据有限的货架、售货机，而且几乎做到让消费者随手可得，那么就为后来者制造了巨大的障碍。特许经营制度两大公司不用巨大投资就获得了巨大的生产规模效益。每一个潜在进入者在进入之前都必须考虑单位经营成本是否有可能超过这两大公司。锁定的购买者灌装厂。灌装厂被两大可乐公司锁定的原因不仅仅是因为它们签定了特许经营合同，而且是因为它们几乎没有其他的选择。最终消费者。据说美国10%的可口可乐消费者每年消费了该公司50%的销售量替代品替代品繁多：其他口味的汽水、瓶装水（包括矿泉水、纯净水、蒸馏水）、茶饮品、果汁、速溶咖啡、奶类饮品和其他速溶饮品等产品。可乐作为文化的象征与代表，其地位依然稳固，但仍需重视消费者不同的口味和对健康的需求。供应商“秘密的配方”带来的优势。两大可乐公司之所以对供应商有那么大的讨价还价的权力，主要是因为他们有秘密配方，因此甚至没有人知道自己是两大公司的供应商以及是多重要的供应商。两大可乐公司在各个方面的规模效益以及由此所产生的巨大的讨价还价的能力也不容忽视可乐市场的驱动因素行业长期增长率的变化产品卖主的变化购买者产品偏好的变化产品革新营销革新技术诀窍的扩散社会态度的变化生活方式的变化Industry Segment Analysis核心能力生产能力：厂房、设备等硬件投资，生产量，市场份额，新产品，品牌名称 分销能力：渠道，市场占有率，品牌知名度，营销能力，国际业务与收购生产能力比较图（北美，96年）生产能力指标可口可乐百事可乐厂房、设备等硬件投资战略重点将营销广告作为战略重点生产量（加仑数）59154202市场份额429%306%新产品适合消费者的口味，同时能够引导消费偏好，引进日本的30多种新口味的饮料，适合了本土的消费者的偏好。适合消费者的口味，跟随消费者的偏好，开发了果汁、苏打水等替代性饮料。主要品牌Pepsi,diet Pepsi,Mountain Dew,Slice,Mug,All-sport,Liptons brew,Aquafina Grorgia,Lactia,Sokenbicha 分销能力比较图（北美，96年）分销能力指标可口可乐百事可乐渠道 食品店（48%）33.3%31.8%大型零售店（6%）31.230.0饭店矿泉水销量（27%）4130便利店（9%）35.435.0市场占有率43%（世界46%）31%（世界21%）品牌知名度第一名第四名营销手段曲线型瓶装和曲线型听装取得了巨大的成功，广告花费1.205亿美元广告，明星签名等营销手段，采用“立方体”“大满贯”等包装，广告花费6300万美元国际业务与收购可口可乐收购百事可乐在委内瑞拉的瓶装厂50%的股权，同时可口可乐和百事可乐的销售比例为4：1核心能力综合比较图核心能力综合比较图 Coca-colapepsi生产能力分销能力Company Situation Analysis财务分析资产分析营业分析营业分析年份年份增和平增和平均增长均增长率（率（%）199819971996199519941993净销售额净销售额（$m）1022,34820,91720,33719,06717,98415,706营业利润营业利润42,584 2,662 2,040 2,606 2,5062,141净收入净收入1nullnull114916061784588资产负债分析资产负债分析年年份份199819971996199519941993资资产产负负债债率率035025037038040043长长期期负负债债比比率率018025037036038038收益分析收益分析年份年份199819971996199519941993投资收投资收益率益率（%）161817181817每股市每股市价价（14%）40 7/1634 11/1629 5/827 15/1618 1/820 15/16每股价每股价值值4.354.624.294.644.343.97市盈率市盈率92746858425SWOT分析潜在优势潜在优势财务状况强大务状况强大品牌认知度、声誉品牌认知度、声誉 强大的广告和促销能力强大的广告和促销能力 产品革新技能产品革新技能 产品质量比竞争对手卓越产品质量比竞争对手卓越 市场战略优势市场战略优势地理覆盖市场和分销能力地理覆盖市场和分销能力 同其他公司建立了联盟同其他公司建立了联盟/合资公司合资公司财务状况强大务状况强大2003年，百事可乐名列全球五百强43位，可口紧跟其后，排名 44位。2002年百事整体表现更好，排名 41位，可乐落后3名，排名和今年相同。百事可乐在整体实力排名上压过可口可乐品牌认知度、声誉品牌认知度、声誉作为全球两大可乐巨头之一，2003年，百事可乐的品牌价值达到了118亿美元，比去年增长6%（可口可乐704.5亿美元，2000年725亿美元，比1999年缩水13%）。百事可乐在全球化的拓展过程中，更加注重与本土文化的结合，树立本土形象。1998年印巴冲突剧烈，一名印度军官在打了胜仗之后，激动地对着白雪覆盖的喜马拉亚山谷大喊，喊出来的竟是百事可乐的广告词。悬在可口可乐头上的一把双刃剑：由于可口可乐强大的品牌优势和极度浓郁的美国文化象征，使可口可乐在反美浪潮中首当其冲。美伊大战后，土耳其国内弥漫着一片反美情绪。7月初，十一位土耳其士兵被美军拘捕，反美情绪高涨，不少土耳其人罢买美国货，当地的可口可乐市场亦首当其冲，而土耳其著名食品商Ulker，借势推出土产可乐Cola Turka，在一片爱国声中占尽上风，推出的短短两个星期就占据了当地25%的市场份额。强大的广告和促销能力强大的广告和促销能力“新一代的选择”1996年的前6个月，百事可乐花费了6300万美元为百事可乐和减肥可乐做广告。百事2002年赞助的体育赛事的总席位达到6.4万个，而可口可乐是4.2万个。百事可乐预定在2003年的广告预算高达一亿零三百万美元产品革新技能产品革新技能产品革新技能产品革新技能百事可乐已经拥有包括Pepsi-Cola，Diet Pepsi，Pepsi One，Mountain Dew，Wild Cherry Pepsi，以及7UP在内的34个饮料品牌。1985年，百事可乐斥资3.8亿美元买下了但是已经成为软饮料行业第三位的7UP，为了迎击百事可乐的这一战略行动，同年，可口可乐花费巨资4.67亿美元买下了PEPPI DOCTOR，由于行动仓促，比百事可乐多花费的8000万美元。八十年代，展开连串明星大战，又推出低糖可乐，力撼健怡可乐（Diet Coke），百事可乐市场占有率首度超越可口可乐。non-carbonated beverages,the fastest-growing part of the beverage industry.Aquafina,with volume up 32%,remained the number one single-serve bottled water in the United States.Lipton again was the number one ready-to-drink tea.Frappuccino defined the ready-to-drink coffee segment.We also brand added new brands,launching FruitWorks and,in January 2001,acquiring the tremendously successful SoBe drinks enhanced with herbal ingredients.产品质量比竞争对手卓越产品质量比竞争对手卓越60年代，百事可乐最初开始在德州的达拉斯进行可口可乐与百事可乐的品尝活动，口味测试的结果的推广和传播，使可口可乐与百事可乐的销售相对比在5年的时间里从5：1变为3：1。可口可乐内部员工的测试，56%的人认为百事可乐的味道要比可口可乐的味道好。1985年，可口可乐推出新可口可乐，一片哗然。“更甜、更滑所以更成功”的新可乐以失败告终。针对健康和减肥的新消费趋势，百事可乐推出了低热量低脂肪的Baked Lays和Diet Mountain Dew，在饮用水、果汁和体育饮品方面建立了市场领先地位市场战略优势市场战略优势打造核心品牌 Devotion to building its core carbonated soft drink brands,particularly Pepsi-Cola,7UP and the Mirinda flavor line.开拓新兴市场开拓新兴市场 Strategic focus on the most populous emerging markets,which offer big long-term growth opportunities.地理覆盖市场和分销能力地理覆盖市场和分销能力同其他公司建立了联盟同其他公司建立了联盟/合资公司合资公司stronger distribution system.During the year,PCIs anchor bottlers,PBG and PepsiAmericas,strengthened their international operations.Other important bottling network upgrades were made in markets such as Argentina,Brazil,Mexico and Australia潜在机会潜在机会客户群扩大或进入新的细分市场和地客户群扩大或进入新的细分市场和地域市场域市场 国际市场尤其是发展中国家饮料市场国际市场尤其是发展中国家饮料市场的强大发展潜力的强大发展潜力所建立的有关联盟或合资公司扩大了所建立的有关联盟或合资公司扩大了市场的地理覆盖面和竞争能力市场的地理覆盖面和竞争能力客户群扩大或进入新的细分市场和客户群扩大或进入新的细分市场和地域市场地域市场非碳酸饮料市场和健康、减肥潮流的持续进行非碳酸饮料市场和健康、减肥潮流的持续进行国际市场尤其是发展中国家饮料市国际市场尤其是发展中国家饮料市场的强大发展潜力场的强大发展潜力国际市场总量比美国市场达70%，而随着全球分销渠道的增加和促销活动的开展，国际市场上的人均软饮料消费率必然会提高，把蛋糕继续作大。百事可乐的国际市场发展迅速，1995年，行业销售额增长3%的情况下，百事的国际市场销售额增长了19%。所建立的有关联盟或合资公司扩大所建立的有关联盟或合资公司扩大了市场的地理覆盖面和竞争能力了市场的地理覆盖面和竞争能力In fountain beverages,Tricon Global Restaurants,our largest fountain customer,signed a multi-year agreement to make Pepsi-Cola the preferred beverage supplier for its system of 20,000 Pizza Hut,Taco Bell and KFC restaurants in the United States.merger of Whitman Corporation and PepsiAmericas combined our second-and third-largest U.S.-based bottlers and substantially strengthened our manufacturing and distribution system.潜在的资源弱势和竞争缺陷潜在的资源弱势和竞争缺陷国际市场份额小国际市场份额小 利润率利润率国际市场份额小国际市场份额小虽然百事可乐牌饮料在194个国家都有销售，近年来也一直在积极进行国际市场的扩张，但是相对于可口可乐来说，百事可乐的全球化脚步还是有点磨蹭。1995年，国际市场销售额占了可口可乐软饮料销售额的71%，而百事可乐的国际市场销售额则只占了总销售额的34%。国际市场份额小国际市场份额小1994-1995年可口可乐公司和百事可乐公司在一些国家的市场增长率和95年市场占有率比较：据前十位的市场销售增长率（%）可口可乐市场占有率（%）百事市场占有率（%）美国24331墨西哥16121日本10345巴西555110中东欧未知4021德国-2565加拿大23734中东未知2338中国未知2010英国123212世界平均946212003年百事可乐收入来源 利润率利润率2003年，虽然百事可乐全球五百强排名为与可口可乐之前，但是在利润上可口可乐却以40亿美元大大超过百事的33 亿美元。百事共有员工14.2万，现金收入18亿美元。可口可乐员工为5.6万，现金收入高达21亿美元。可口可乐的人均现金收入是百事可乐的三倍。外部威胁外部威胁强大的新竞争对手很可能会进入市场强大的新竞争对手很可能会进入市场替代品抢占公司的销售额替代品抢占公司的销售额强大的新竞争对手很可能会进入市场强大的新竞争对手很可能会进入市场利润丰厚的饮料市场让很多的厂家趋之若鹜，百事可乐和可口可乐在进行市场扩张的同时，也遭遇到很多地区性的可乐和饮料品牌的狙击。如中国的健力宝和非常可乐，虽然实力与两乐相比有天壤之别，但是本土文化也给他们的扩张带来了不容忽视的竞争力。尤其是面对反美情绪，两乐在面对本土品牌是几乎是无能为力。强大的新竞争对手很可能会进入市场强大的新竞争对手很可能会进入市场1994年夏，英国的维尔京集团和多伦多科特公司合资生产维尔京可乐，取得了很大的成功。占领了加拿大市场23%的市场份额，是可口可乐和百事可乐的零售下降了30%.与日本拥有5000家分店的伊藤阳华堂连锁店签订协议，占领了该连锁灌装饮料50%的份额。成为两乐在国际市场上的一个不容忽视的竞争对手。替代品抢占公司的销售额替代品抢占公司的销售额饮料市场正被不断地进行市场细分，来自替代品的威胁也越来越大。尤其是纯净水、果汁、茶饮料、啤酒等替代品的挑战。在中国市场，饮料市场销售额40%的碳酸饮料和以20%份额居第二的饮用水，瓶装饮用水在98年成为饮料销量第一替代品抢占公司的销售额替代品抢占公司的销售额在台湾和日本，茶饮料已超过碳酸饮料成为市场第一大饮料品种。台湾95%的饮料企业都生产茶饮料。AC尼尔森的一项调查表明，最近几年，中国茶饮料市场发展速度超过300%，茶饮料已成为仅次于碳酸饮料的第三大饮品，涨势迅猛。在1997年仅20万吨左右，2001年产量超过300万吨。价值链分析价值链分析原材料采购浓 缩液 制造销售及市场营销分销装瓶产品研究与开发、技术及系统开发 人力资源管理 一般管理利 润 空间软饮料行业的价值链只要包括两个环节：浓缩糖浆的制造、瓶装和地方分销。利润来源有两个：一是向灌装厂出售浓缩液；二是从灌装厂利润中分得红利，这部分的利润来自终端零售市场。浓缩糖浆是由饮料业的长期领导者可口可乐、百事可乐、佩博及皇冠生产的。百事浓缩液现价为每单位6400元，1个单位浓缩液可以生产1800标箱的百事可乐。1个单位的浓缩液实际可生产125升瓶成品581件（每件12瓶）。由此可见，1单位浓缩液生产的产品，厂家可获得销售收入约计为36700元，其中浓缩液一项支出占了销售收入的20左右。分销渠道分销渠道软饮料的瓶装和分销是饮料业资本最为集中的部分，这部分一般由地方瓶装厂商把持，这些瓶装厂商大部分是独立经营的大型浓缩品生产商的特许经销人。百事可乐拥有美国大部分的瓶装业务，包括瓶装厂、仓库、分销中心以及用于运输和销售的车辆等。百事可乐公司也在海外市场有选择的建立起了大型的“瓶装厂基地”，并且拥有大部分瓶装厂基地的所有权。分销渠道分销渠道渠道食品店大型零售商业渠道饭店便利店占饮料分销的份额486279百事占有的份额318303035可口可乐的份额33331241354美国1995年居前十名的连锁饭店公司营业额饭店数麦当劳公司2991415205布格金公司84007547必胜客790010648肯德基72759407贝尔三明治49255950温蒂公司45004406哈蒂公司33603456赛百味公司30009893多米罗比萨饼26505079牛奶王后公司24845540公司战略分析公司战略分析被被 追追 求求 的的 竞竞 争争 优优 势势市市场场目目标标广广泛泛跨跨越越购购买者群买者群狭狭窄窄的的购购买买者细分市场者细分市场聚焦差别化战略聚焦低成本战略总体低成本战略广泛差别化战略低成本低成本差别化差别化最有成本战略竞争优势竞争优势新一代的选择的市场定位：年轻、活力、超越开发新产品、新口味的能力：分销能力，与连锁店建立起来的良好关系利益相关者分析利益相关者分析分销商：渠道流通权消费者：终端选择权 政府：对糖的控制及相关政策可口可乐公司情况分析财务分析SWOT分析价值链分析战略竞争优势股东分析1、财务分析从80年代中期至1993年，可口可乐的股票价值从40亿多一点升至560亿美元，可口可乐已成为美国文化的象征。其无穷的品牌价值就是无限的资源和财务资本，世界没有哪个公司又如此强大的市场影响力和如此多的忠实者，可口可乐是世界上最值钱的商标！2、SWOT分析STENGTHWEAKNESSOPPORTUNITYTHREATPotential Strengths差别竞争力差别竞争力 可口可乐的可口可乐的品牌品牌就是一个很好的竞争优势，就是一个很好的竞争优势，他的商标是世界上最值钱的，以及消费者对他的商标是世界上最值钱的，以及消费者对这个品牌的这个品牌的忠诚度。最重要的就是它自身的忠诚度。最重要的就是它自身的神秘配方。神秘配方。Potential Strengths更好的生产能力和竞争能力可口可乐作为全球最大的饮料生产商和供应商。质量是产品最重要的因素。可口可乐公司非常注重整个的生产过程，从选购原材料到生产品控的过程，都定时检测，不光在厂里，也派人到市场买回产品来检测产品的质量。Potential Strengths规模经济-成本降低由于可口可乐公司作为饮料行业的“龙头老大”，其市场价值从1980年的40亿美元跳跃式地增长到1996年的1500亿美元，拥有全球软饮料市场份额的46。如此大规模的生产必然导致成本的降低，从而获得更大的经济利益。Potential Weaknesses没有明确的战略方向已经成为该行业的老大，超越了竞争对手，何去何从，没有一个明确的定位Potential Weaknesses领头羊的地位在减弱随着百事可乐的异军突起，可口可乐的地位越来越受到威胁，市场格局不再是一家独霸而是二分天下。Potential Opportunities向潜在的顾客群提供服务虽然可口可乐已经家喻户晓，但是并不是所有的人都能消费的起可口可乐。针对这一潜在市场，可以提供一些低价位的产品，以满足其需求并且可以扩大自己的市场份额。Potential Opportunities开发相关产品可口可乐主要做的是碳酸饮料可以开发新的市场eg果味饮料纯净水矿泉水八宝粥等Potential threats强大对手的进入百事作为可口可乐最强大的对手，它的出现对可口