Coke vs. Pepsi
Coke vs. Pepsi Fighting for Foreign MarketsThe soft-drink battleground has now turned toward new overseas markets. While once the United States, Australia, Japan, and Western Europe were the dominant soft-drink markets, the growth has slowed down dramatically, but they are still important markets for Coca-Cola and Pepsi. However, Eastern Europe, Mexico, China, Saudi Arabia, and India have become the new "hot spots." Both Coca-Cola and Pepsi are forming joint bottling ventures in these nations and in other areas where they see growth potential. As we have seen, international marketing can be very complex. Many issues have to be resolved before a company can even consider entering uncharted foreign waters. This becomes very evident as one begins to study the international cola wars. The domestic cola war between Coca-Cola and Pepsi is still raging. However, the two soft-drink giants also recognize that opportunities for growth in many of the mature markets have slowed. Both Coca-Cola, which sold 10 billion cases of soft drinks in 1992, and Pepsi now find themselves asking, "Where will sales of the next 10 billion cases come from?" The answer lies in the developing world, where income levels and appetites for We
For example, 2,800 local soft-drink bottlers, many of whom are state-owned, control nearly 75% of the Chinese market. Coke and Pepsi in Russia:In 1972, Pepsi signed an agreement with the Soviet Union, which made it the first Western product to be sold to consumers in Russia. Coke and Pepsi in Poland: Poland, with a population of 38 million people, is the biggest consumer market in central and eastern Europe. Moreover, Pepsi produces its bottles locally through an investment in the glass industry. Lastly, some drink Pepsi because, in the past, only top officials were allowed to drink it, but now everyone can. Its investments may exceed $250 million, and it has completed the infrastructure building. Pepsi, which only entered China in 1982, is trying to be the leading soft-drink producer in China by the year 2000. When Pepsi established a bottling plant in Romania in 1965, it became the first U. The concepts which are becoming more important in Eastern Europe include color, product attractiveness visibility, and display quality. However, Pepsi has also had some problems. Coca-Cola is closing in on Pepsi's lead in this country with 1992 sales of 19. Pepsi's 5 Saudi factories worked 24 hours a day to keep the troops refreshed. Conclusion: The new battleground for the cola wars is in the developing markets of Eastern Europe (Russia, Romania, The Czech Republic, Hungary, and Poland), Mexico, China, Saudi Arabia, and India. In the end, the ultimate winner will be the Eastern Europeans who will have access to some of the world's best soft drinks.
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Acceptance Essays
