Chien Luoc Kinh Doanh Cua Pepsi

7/31/2019 Chien Luoc Kinh Doanh Cua Pepsi

1/17

CHIN LC KINH DOANH

C

A TP ON PEPSI

-COLAGV: Bi Th Thanh Nga

V Th Tr My ( Nhm 4)


2/17

B cc trnh by

1. Gii thiu

2. Cc chin lc kinh doanh

3. Kt lun


3/17

1. Gii thiu

Pepsi-Cola ra i nm 1902 ti M. Sn xut v bn ra th trng cc loi nc gii kht, baogm: Pepsi-Cola, Diet Pepsi, 7UP,Mountain Dew, v Slice

L k sinh sau nn lng tiu th v danh ting ca Pepsi-

Cola u km xa Coca Cola. Vi n lc ca mnh, n 1988 pepsi vt ln top 10doanh nghip ln nht nc M v l cng ty nc giikht ln th hai trn th gii, tr thnh i th truyn kipca Coca cola.


4/17

2. Cc chin lc kinh doanh catp on Pepsi-cola

2.1 Chin lc cnh tranh.2.2 Chin lc tng trng bng con ng hi

nhp.

2.3 Chin lc marketing - qung co thnghiu.


5/17

2.1 Chin lc cnh tranh.

2.1.1 Cnh tranh trn th trng quc t. T nm 1950 n nm 1955 Pepsi Cola p dng 5 quyt

sch quan trng. Mt l ci thin khu v thc ung khng cn thua km

Coca Cola.

Hai l thit k li kiu dng chai thy tinh v thng nht cctiu ch ca cng ty. Ba l thit k li hot ng qung co, nng cao hnh tng

ca thng hiu. Bn l, tp trung lc lng nh chim th trng rng ln

mang thc ung v nh s dng m Coca Cola xem nh. Nm l, t 25 thnh ph ca M l th trng mc tiu

trng im khai trin cuc chin ginh git vi CocaCola.


6/17

2.1.1 Cnh tranh trn th trng quc t

T nm 1955-1975 Vn dng cc th on tip th mnh m m rng

tiu th, trc tip nh chim th trng m Coca Colaang chim gi.

Tin hnh cuc thi nm th sn phm .


7/17


Nm 1985 Coca Cola k nim 100 nm ngy ra i tuyn b thay

i pha ch khin ngi tiu th ti tp khng ngh s thayi ny, hnh tng Coca Cola b suy gim trm trng.

Nhn c hi ny, Pepsi lm kch bn qung co truynhnh v pht sng sut mt thng tri. Ni dung nhm chtrch sai lm ca coca cola,kch thch ngi tiu dng sdng sn phm ca mnh. Qua Pepsi Cola vt quaCoca Cola v t khng nh thng hiu ca mnh.


8/17


Kt qu t c n nm 1955, doanh s tng ln nhanh chng, th phn cngtng mnh.

n nm 1985, tng kim ngch kinh doanh tng hn bn lnso vi nm 1955.

Nm 1975 tn tui ca Pepsi tng ln rt mnh lm cho thphn cng tng ln nhiu.

n nay, theo thng k, Pepsi chim 32% trong tiu th thtrng 27 t USD, khng km lm so vi 40% ca Coca.

Trong cuc thi ua qung co trn truyn hnh gn 10 nm nay,Pepsi lun lun ng trong tp 5 tn tui hng u, cn Cocach xp hng th 8.


9/17

2.1.2 Cnh tranh trn th trngVit Nam

o Khong u thp nin 90 Pepsi k c hp ng xm nhpth trng Vit Nam, ch cn vi mt chiu thc n gin lkhuyn mi i h gi, Pepsi ngay lp tc thng lnh th trngVit Nam t Nam ra Bc.

o Tip , Pepsi tin ti thit lp h thng phn phi trn ton ci

Vit Nam. Pepsi cn tip cn hu ht cc qun c ph (niqung b v tiu th mt lng rt ln nc ngt ca Pepsi).

o Pepsi cn qung co vi du khch ti Vit Nam, ch cn dukhch ra khi phi trng thy ngay mt tm pa-n cc lnqung co cho hng Pepsi cho n.


10/17


L k n sau, Coca-cola thc hin chin lc i h gi ginh git th phn.

Lp tc, Pepsi cng thc hin chin lc tng t. Hai hngcui cng li phi a ra nhng chiu thc tip th-qung cotrn cc phng tin truyn thng i chng ti Vit Nam.

Pepsi cn t chc ngy hi bng thng qua show qungco trn truyn hnh,vi khu hiu: Ung Pepsi l ng h ituyn quc gia Vit Nam vn ra u trng quc t .

Cng cn phi ni thm, khu v ca Pepsi cng hp vi

ngi Vit hn l Coca-cola: chai to hn (c cm gic b ngoinh vy), nc ung cng ngt m hnph hp vi tml tiu dng ca ngi bn a.


11/17


Kt qu t c:

Trn th trng tiu th ton cu, sn phm Coca-Cola baogi cng nhnh hn Pepsi, ring ti Vit Nam, tnh hnhhon ton ngc li.

Coca-cola mun thng Pepsi ti th trng Vit Nam th hphi thit lp c mng li phn phi nh Pepsi (iuny kh, v Pepsi da trn nhng i l c sn, khng tntin u t trang thit b).


12/17

2.2 Chin lc tng trng bng conng hi nhp

Nm 2001, Pepsi thc hin mt v sp nhp tp onkhng l, Pepsi b ra ti 14 t USD mua li tp onQuaker Oats vi nhng sn phm ang cnh tranh vichnh Pepsi.

V mua bn khin Pepsi gp khng t s phn i t cquan cartel l c quan chuyn gim st, cp php cc phiv tng t chng c quyn trong kinh doanh. Pepsi phi rt vt v gii trnh u tranh phi v ny csun s.


13/17

2.2 Chin lc tng trng bng conng hi nhp

Kt qu t c: Pepsi c thm 8% th phn ca sn phm nc ung Gatorade

dnh cho ngi tp th thao. Ngoi ra Pepsi cn c thm ccloi nc p tri cy vi thng hiu Tropicana.

Tit kim c nhiu chi ph qun l, c bit l chi ph hnh

chnh v chi ph phi kinh doanh khc thng qua ti u ho cchot ng.

Quy m doanh thu ca Pepsi vt Coca Cola, li nhun catp on cng nhiu hn trc ng k, gi c phiu ca Pepsi

trn th trng chng khon tng 15,2% ln hn 41 USD chomi c phiu

Trong nm 2002, c phiu ca Pepsi tng vn vt v tim cao nht trong lch s hn 100 nm thnh lp ca mnhvi gi 53,5 USD .


14/17

2.3 chin lc marketing-qung co thng hiu

Hn 2 nm lin, Pepsi k hp ng qung co vi n ca sBritney Spears. Tp on hp tc qung co vi cc ca s nhcPop, nhiu ca s dng nhc ny nh Michael Jackson, RayChales hay Lionel Richie tng qung co cho cc sn phmca Pepsi.

Pepsico cn k mt hp ng qung co tr gi nhiu triu USDvi ca s mi ni Beyonce Knowles ca ban nhc Destinnys.

Vi chiu bi qung b , Pepsi khng nh mnh l thcung dnh cho nhng th h tip ni, nhng th h nng ng,tr trung. Vic qung b nh vy cng ng ngha vi vic "ch"Coca Cola l sn phm ca th h trc, th h gi ci.


15/17

2.3 Chin lc marketing-qung co thng hiu

Kt qu t c: Trong qung b th Pepsi ccoi l i th ca mt hng ln cng l mt thnhcng ln v n gy c s ch ca mi ngi. Cvy Pepsi ln mnh v c v th rt n nh trong

ngnh nc ung nh ngy hm nay.


16/17

3. Kt lun

Lch s pht trin kinh doanh ca PepsiCola gn lin vi cucchin tay i vi i th truyn kip coca cola.

V cht lng sn phm th kh c th ni rng Pepsi ngon hnhay Coca Cola tuyt ho hn. Chnh v vy, cuc cnh tranhgia Pepsi v Coca cola l cuc u tr gia nhiu yu t:

chin lc kinh doanh, kh nng marketing, qung co Qua y chng ta cng thy pepsi l ng ln rt khn

kho,bc u khi nghip khng ly trng chi m phn loi i tng khch hang 1 cch kho lov

khai thc trit lng khch hng tim nng.


17/17

Chien Luoc Kinh Doanh Cua Pepsi

Documents

Transcript of Chien Luoc Kinh Doanh Cua Pepsi