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Chemical

In: Business and Management

Submitted By Eliana
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Introducción El caso la guerra de las colas estudia la estructura industrial y la estrategia competitiva de Coca-Cola y Pepsi durante cien años de rivalidad. En 2006, ambas se enfrentaron a nuevos retos: aumentar las ventas de las bebidas carbonatadas colas y hallar nuevas fuentes de ingresos. Las dos empresas también modificaron sus estrategias de envasado, precios y marca. Recurrieron a los mercados internacionales emergentes para dar lugar al crecimiento geográfico y ampliaron sus carteras de bebidas alternativas, como té, jugos, bebidas isotónicas, bebidas energéticas y agua embotellada. Coca-Cola Company y PepsiCo llevaban años disputándose la mayor parte del mercado mundial de bebidas. Las batallas más importantes de esta guerra, se libraron en Estados Unidos, cuyo sector está valorado en 66.000 millones de dólares y donde el norteamericano medio consume 200 litros de bebidas carbonatadas al año. En una lucha competitiva entre 1975 y 1995, tanto Coke como Pepsi alcanzaron un crecimiento medio anual de un 10% gracias al aumento constante del consumo de bebidas carbonatadas en Estados Unidos y el resto del mundo. En este informe mostraremos como frente a la caída de la demanda de las bebidas carbonatadas colas, estas empresas no solo han mantenido sus ganancias, sino que las han incrementado de manera sostenida mediante estrategias de marketing exitosas, dentro de las que se cuentan: la innovación, las fusiones, las adquisiciones y otras que finalmente les ha permitido llegar a nuevos nichos de mercado.

Rentabilidad del negocio

En la industria de las gaseosas, las dos empresas líderes, están protegidas por altas barreras de entrada, siendo la primera las patentes sobre las fórmulas del concentrado para la fabricación de las bebidas gaseosas colas, y la segunda la imagen de marca. Esta característica de la industria de las gaseosas hace que se

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