MC LC

M U
Trong nn kinh t th trng, cc doanh nghip lun cn phi bit gi tr ca mnh trong cc
cuc cnh tranh.Cng ty cn pht hin cc i th cnh tranh ca mnh bng cch phn tch
ngnh cng nh phn tch trn c s th trng. Cng ty cn thu thp thng tin v nhng
chin lc, mc tiu, cc mt mnh/ yu v cc cch phn ng ca cc i th cnh tranh.
Cng ty cn bit cc chin lc ca tng i th cnh tranh pht hin ra nhng i th
cnh tranh d on nhng bin php v nhng phn ng sp ti.Khi bit c nhng mt
mnh v mt yu ca i th cnh tranh, cng ty c th hon thin chin lc ca mnh
ginh u th trc nhng hn ch ca i th cnh tranh, ng thi trnh xm nhp vo
nhng ni m i th mnh.Bit c cc cch phn ng in hnh ca i th cnh tranh
s gip cng ty la chn v nh thi gian thc hin cc chin lc cnh tranh v kinh doanh
hp l chim u th v ginh chin thng.
Cnh tranh chnh l c hi, l ng lc pht trin, n mang n nhng sc p, v c ri ro.
Cnh tranh l nh thc nhu cu ca th trng v khuyn khch mi ngi cng tr thnh
i th ca nhau, to ra nhng chin lc cnh tranh hiu qu c c hi pht trin v chin
thng. Tri qua nhiu nm hnh thnh v pht trin, hin ti, cuc chin gia 2 thng hiu
ung lng danh l Coca-Cola v Pepsi vn cha n hi kt. Cuc cnh tranh c th tr
nn rt khc lit nhng kt qu l c 2 u tr nn mnh hn.Cuc chin v nc gii kht
vn tr thnh huyn thoi ny lun l mt v d in hnh minh ha r rng cho cc bi
hc phn tch v i th cnh tranh m bt c ngi lm kinh doanh no cng phi bit ti.
Khng mt cuc chin no trong lng qung co cng thng nh gia hai nhn hiu nc gii
kht hng u ny. Hai i gia Coca Cola v Pepsi cng khai tuyn chin vi nhau trn c
bo, tp ch ln truyn hnh... Kt qu ca cnh tranh l lm cho cc doanh nghip tham gia
u tr nn pht trin hn. Ta u d dng nhn thy cuc chin Cola ny thu ht rt ng
"quan st vin", v khng bit bao gi mi c ngi thng k thua. Ch bit rng by gi,
di con mt ca cng chng th c hai u l nhng hng nc ngt hng u th gii.

A. Gii thiu v doanh nghip

I. Lch s, tm nhn & s mnh

1. Lch s thng hiu
8.5.1886: Ti Bang Atlanta Hoa K, mt dc s tn l John S. Pemberton ch to ra
mt loi syro mu caramel v ngi v tr l ca ng l Frank M. Robinson t tn cho
n l Coca-Cola
1891: ng Asa G. Candler mt dc s ng thi l thng gia mua li cng thc cng
nh v ton b quyn s hu Coca-Cola vi gi 2,300 USD
1892-1893: Candler cng vi nhng ngi cng tc thnh lp Cng Ty Coca-Cola ti
Georgia v ng k quyn s hu cng nghip cho thng hiu ny
1897: Coca-Cola bt u c gii thiu n mt s thnh ph Canada v Honolulu
1906: Nhm thng gia gm Thomas & Whitehead cng vi ng nghip J.T. Lupton
thnh lp nh my ng chai u tin Havana, Cuba
1919: Ernest Woodruff, mt ch ngn hng Atlanta mua li Cng Ty Coca-Cola v t
a Coca-Cola n mt tm cao mi
n thi im ny sau hn 100 nm thnh lp v pht trin,
Coca-Cola c mt hn 200 nc trn th gii.

2. Tm nhn
Tm nhn ca Coca-Cola ng vai tr nh mt khun kh l trnh
v dn dt mi kha cnh kinh doanh ca cng ty bng cch cho
h thy nhng g cn phi thc hin c th tip tc t c s
tng trng mt cch bn vng v cht lng.
V con ngi: To dng nn mt mi trng lm vic tuyt vi, ni con ngi ta c thi
thc c th hot ng trng thi tt nht ca mnh
V portfolio: Mang n cho th thi portfolio ca mt thng hiu nc gii kht c th thy
trc v p ng nhu cu cng nh mong mun ca khch hng
V i tc: Xy dng mt mng li khch hng v i tc thnh cng v cng h to nn
nhng gi tr bn vng cho nhau
V hnh tinh: L nhng cng dn c trch nhim, nhng ngi to nn s khc bit bng
cch xy dng v h tr nn mt cng ng bn vng
V li nhun: Ti a ha s qua li lu di vi cc c ng trong khi vn lu tm n nhng
trch nhim vn c ca mnh
V nng xut: L mt t chc tinh gn, nhanh nhy v c hiu qu cao

3. S mnh

S mnh lu di ca Coca-Cola biu th mc ch m h mun t c v l tiu chun

h cn nhc cho hnh ng v quyt nh ca mnh.
Lm ti mi th gii
Truyn cm hng to nn nhng khon khc lc quan v hnh phc
To ra gi tr v s khc bit

II. Gi tr thng hiu

Thng hiu Coca-cola l i din cho sn phm thnh cng nht trong lch s thng mi
v c nhng con ngi xut sc lm nn mt sn phm tuyt vi nh th ny. Qua hn mt
th k vi nhiu thay i v mt thi i mi ang m ra cng ang i thay khng ngng,
Coca-cola vn gi vng biu tng ca s tin cy, s c o vn c v s sng khoi tuyt
vi. Khi ngh n mt thng hiu thnh cng hn rng mi ngi s ngh ngay n Cocacola. Vi s lng gn mt t chai bn ra mi ngy, Coca-cola l thng hiu c bit n
nhiu nht trn th gii.
Trong sut 12 nm qua, Coca-Cola lun ng u bng xp hng
ny vi gi tr thng hiu lin tc tng t 65,3 t USD (1997) ln
xp x 71,8 t USD ca nm 2011. Gi tr ca thng hiu ny
c to nn bi s th hin xuyn sut yu t chia s hnh
phc v c bit n rng ri qua nhng hot ng ti tr ln
nh Cp Bng Th gii ca FIFA. Theo bo co thng nin
100 thng hiu dn u th gii nm 2011 ti New York do
Intrenbrand cng b th Coca-Cola ng u bo co thng hiu
c gi tr ln nht th gii.
Tng lai ca thng hiu Coca-Cola c xy dng da trn
trit l Live Positively, l cam kt to nn nhng thay i tch
cc trn th gii thng qua vic gn kt phng chm pht trin
bn vng vo tt c cc lnh vc hot ng v kinh doanh ca
doanh nghip.

III. Sn phm, dch v

Cho ti nay Cng Ty Coca-Cola cho ra mt hn 3500 sn phm a dng t thc ung c
ga cho n nc tri cy, nc ng chai, thc ung tng lc, tr, c ph, cc loi sa... trn
ton th gii.
Ch tnh ring Coca-Cola v cc sn phm bin th t n c 10 sn phm c phn phi
trn nhiu nc khc nhau:
1. Coca-Cola
2. Coca-Cola Black Cherry Vanilla
3. Coca-Cola Blk
4. Coca-Cola C2
5. Coca-Cola Citra
6. Coca-Cola light/Diet Coke
7. Coca-Cola with Lemon
8. Coca-Cola with Lime
9. Coca-Cola with Raspberry
10. Coca-Cola Zero

IV. S t chc

V. Cc hot ng ni bt ca tp on Coca-Cola
Chin dch qung co
Khng ch dn u v gi tr thng hiu, Coca-cola cn dn u
v s lng qung co m hng tung ra trn ton cu trong hn 1
th k qua.
- u nhng nm 1900: Nhng qung co ca Coca-Cola trong thi gian ny ch yu dng
nhng c gi tr l hnh nh i din. i din hnh nh ca Coca Cola thi chnh l ngi
mu Hilda Clark cm cc nc ngt vi dng qung co Ung Coca-Cola 5 xu c pht
ra khp ni v rt c yu chung lc by gi.
- T 1930 -1960:Coca-Cola thng to ra hnh nh ca mt ng gi Noel hin i, vui v v
bo ngy vi ru trng trong b mu v trng ht sc gn gi, hon ton ph hp vi
mu sc c trng ca hng.
- T 1960-1980: Bt u t y, thng hiu Coca-Cola lan rng ra ton cu, n 163
nc trn ton th gii. Vi vic m rng nhanh chng, Coca-Cola i ti mt chin dch
qung co ln. S hp dn ton cu ca Coke c chia s trong qung co ca h vi
khu hiu: Id Like to Buy the World a Coke.y l qung co xut hin trong nm 1971
v sau ny tr thnh cm hng cho bi ht I d Like to Teach the World to Sing do New
Seekers trnh by. N c coi l mt trong cc qung co truyn hnh c yu thch v c
nh hng nht trong lch s.
- Thp nin 1980: Thp k ny nh du s ra i ca Coke Diet ng thi cng nh du s
ra i ca hng Coke mi. Nhng Coke mi c coi l mt trong nhng sai lm ln nht
trong lch s ca cng ty do s ty chay ca ngi tiu dng. Do , Coca-cola phi quay li
vi hng v Coca truyn thng.
- Nm 1993: Ngoi Santa Claus, mt trong nhng biu tng
ng nh nht ca Coca-Cola l Gu Polar. N xut hin t chin
dch qung co Northern Lights. Hnh nh qung co ch gu Bc
cc ang xem mt b phim, trong khi ung Coca-Cola
- T nm 2000 cho n nay:
The Coke Side of Life nm 2006 to nn 1 ch , 1 cn st
i vi nhng ngi hm m Coke, n to ra mt tc ng rt
tch cc. Bn ung Coke, bn cm thy tt. Coke nm bt c
bn cht ca cuc sng. N khuyn khch mi ngi m rng bn
thn, yu i, yu ngi v nhn thy th gii y mu sc xung
quanh.
The Happiness Machine
Mt trong s cc qung co thnh cng nht ca Coca-Cola chnh l chin dch Happiness
Machine, hoc mt s nc cn c gi l Happiness Truck. Happiness Machine s
dng cc yu t ca tip th du kch v qung co virus bng cch s dng YouTube.
Coca-Cola thc hin chin dch Happiness Machine nhiu ni trn th gii, bao gm
c London, n , c, Hungary, Hng Kng v rt rt nhiu ni khc nh Rio de
Janeiro v Philippines.

VI. Doanh thu, li nhun

Mi ngy Coca bn c hn 1 t thc ung. Hn 10450 chai c tiu th mi giy. Cng

ty kim c 4.347 triu USD trong nm 2003. Hin ti Coca c mt 7 chu lc v c
nhn bit bi 94% dn s ton cu. Coca s dng rt nhiu cng ngh t c v tr
hng u trong ngnh cng nghip nc gii kht, vic xc nh r rng cng ngh mi v
vic thnh lp cc mu nghin cu . Bng cng ngh, Coca- Cola hon thin Coke thnh
mt loi thc ung v ph bin n rng ri khp th gii. Cho n ngy nay, Coke vn dn
u ngnh cng nghip nc nc ung M. CocaCola hin nay l cng ty nc ung ln
nht trn th gii.
Nm 2007, hn 11 t USD c tr cho cc nh cung cp nguyn
vt liu. Vi 73000 cng nhn, gn 3.9 t USD tin lng v cc
khon khc c tr cho i ng cng nhn. Sn xut tiu tn ht
36.000.000 lt nc, 6560 t Jun nng lng c s dng. C
khong 1.2 triu cc nh phn phi bn cc loi thc ung cho
ngi tiu th; 2.4 triu my bn l t ng, gn 414 khch hng
c phc v, np 1.4 t USD tin thu, u t cho cng ng
hn 31.5 triu USD.
Tp on Coca Cola hin c mt ti 200 nc trn th gii, thng hiu Coca-Cola c coi
l ng gi nht trn th gii, vi gi tr hn 70 t USD (nm 2011)
Doanh thu qu 2/2011 ca Coca-Cola tng ln mc 12,74 t USD, doanh s bn hng trn
ton cu tng 6%.. Doanh s bn hng ti Bc M, khng tnh mt s sn phm mi, khng
tng trong qu 2/2011. Trong khi doanh s bn hng tng 2% trong qu 1/2011; 3% trong
qu 4/2010 v 2% trong qu 3/2010.
Mt yu t quan trng tc ng n li nhun ca Coca-Cola
trong qu 2/2011 l gi hng ha tng cao.

VII. H thng phn phi

n thi im ny sau hn 100 nm thnh lp v pht trin,
Coca-Cola c mt hn 200 nc trn th gii. Trn th gii,
Coca-Cola hot ng ti 5 vng: Bc M, M Latinh, Chu u,
u & Trung ng, Chu , Chu Phi. Chu , Coca-Cola
hot ng ti 6 khu vc: Trung Quc, n , Nht Bn, Philipin,
Nam Thi Bnh Dng & Hn Quc (c, Indonesia, Hn Quc &
New Zealad, khu vc pha Ty v ng Nam Chu (SEWA).

B. Ni dung nghin cu
I. Phn tch im mnh im yu C hi Thch thc
1. im mnh

L cng ty c tn tui lu i a s cc nc
Sn phm a dng v phong ph
i ng nhn vin giu kinh nghim, c hun luyn chuyn mn k cng
C cc chin dch u t hp l v sng to
C nhiu khch hng trung thnh vi thng hiu Coca-Cola.
C thng hiu r rng v d nhn bit

 C ngun ti chnh v doanh thu vng mnh trong sut qu trnh hnh thnh v pht
trin.
Mng li bn hng ph khp ton cu. Hn 70% li nhun n t mng li bn
hng ngoi lnh th Hoa K.
Lin doanh vi Nestle nm 2001 (Beverage Partners Worldwide)
2. im yu
ang b mt dn uy tn do vng phi mt s v vic nh: ng thiu, trong chai c
ru mc, qu hn s dng, vic hng cho ra sn phm New Coke vi cng thc
khc hn vi ban u lm nhiu khch hng tht vng v ty chay sn phm buc
hng phi khi phc li cng thc ban u v cho ra sn phm Coke classic khi
phc lng tin ca khch hng.
Mi ngi ngh Coke th c hi cho sc khe v nguy c bo ph cho tr. Chnh v
th h hn ch cho tr ung nn lm gim doanh thu bn hng.
Mt s thng hiu nc ung khc ca cng ty (c hn 400 thng hiu nc gii
kht khc) khng c cng chng bit n nhiu hoc c khi khng bit n.
Nguyn nhn v cc thng hiu ny khng c qung b mnh nh Coca-cola
3. C hi
Vit Nam l mt quc gia nhit i nn nhu cu tiu th nc gii kht rt cao, t
coca cola c th m rng hot ng sn xut kinh doanh ca mnh.
Thu nhp ca ngi Vit Nam ngy cng tng ln nn nhu cu tiu th sn phm tiu
dng ca h cng tng ln, t coca cola c th nng cao doanh s bn hng ca
mnh.
Nhiu cng ty sn xut nc gii kht quy m nh khng sc cnh tranh b ph
sn nn coca cola c nhiu c hi chim nhiu th phn hn.
Nhiu im bn hng bn cc sn phm ca coca cola s lm nhiu ngi tiu dng
bit ti sn phm ca coca cola hn.
S nhn bit thng hiu cng l yu t quan trng nh hng n v th cnh tranh
ca Coke.Ngy nay nhn hiu Coke c hn 94% dn s trn th gii bit
n.Nhng hot ng marketing m Coke lm c nh hng tt n thng
hiu,gip hnh nh thng hiu ny tr nn tt hn trong mt ngi tiu dng.
Tng cng qung b cho cc thng hiu t c bit n ca cng ty.
Mt trong nhng c hi ln nht cho Coca-cola l a dng ha sn phm ca mnh
ph hp vi quan nim tiu dng hin i l s dng nhng thc ung khng cha
carbonate nh c ph, tr, nc gii kht, v.v
Cng ty c th sn xut cc sn phm sch gp phn nng cao nhn thc v sc
khe ca ngi tiu dng.

 2 th trng Chu u v Trung Quc l 2 th trng tim nng pht trin.

a dng ha sn phm sang cc sn phm thc phm dinh dng s gip gia tng
lng tiu th sn phm nc gii kht.
Nn y mnh hp tc vi cc chui ca hng bn thc n nhanh.
4. Thch thc
Coca cola c qu nhiu i th cnh tranh. Cc i th ln ca coca cola c th k
n nh: Pepsi, Number One vi nhiu sn phm cnh tranh trc tip vi coca cola
nh: 7 up, Mirinda, Tr xanh 0o, C2 ( Mc d hin ny Pepsi v Coke ang chim
n 40% th trng v nc gii kht nhng vn ang c khch hng quan tm
n l sc khe s l mi e da khng nh. Tt nhin, c hai Coke v Pepsi a
dng ho dng sn phm vo th trng, cho php h c thm th phn ng k v
b p tn tht no pht sinh do bin ng trn th trng).
Lun phi ci tin k thut, pht trin cng ngh, nghin cu th trng, pht trin
sn phm mi,..
Lut php ca cc nc lun theo di k cc mt nh hng n sc khe ngi tiu
dng trong cc sn phm ca Coca-cola.
Nhn thc ca ngi tiu dng thay i, h quan nim ch s dng cc sn phm tt
cho sc khe, khng dng cc thc ung cha carbonate, thay vo chuyn sang
dng nc tri cy, c ph, tr v cc loi nc khong ng chai,v.v
Chi ph cho nguyn vt liu sn xut (metal v ng) tng mnh.
Li nhun ca mt hng nc ung carbonate gim do 2 thnh phn c cc bc
s khuyn co khng nn dng thng xuyn l: ng gy nn bnh bo ph v
xi r c fructose cao gy ra bnh tim.
II. Phn loi i th cnh tranh

Chng ta c th phn bit thnh bn mc cnh tranh cn c

vo mc thay th ca sn phm:
1. Cnh tranh nhn hiu
Coca-Cola bit rng Pepsi - Cola l i th cnh tranh ch yu
ca mnh v hai i gia trong lng nc gii kht ny u kinh
doanh cng 1 mt hng ch yu l nc ngt co gas. Gi 1 lon
Coca ch chnh hn gi 1 lon Pepsi cht t m cht lng, cp
thng tng ng vi nhau, do vy 2 cng ty ny lun l s la
chn thay th u tin ca ngi tiu dng. Ngoi ra, Coca cn c

cc i th cnh tranh ngm l Cadbury Schweppes, Chng

Dng

2. Cnh tranh ngnh:

Xt mt cch rng hn, Coca Cola xem tt c cc hng sn xut
nc gii kht c gas trn th gii u l nhng i th cnh tranh
ca mnh. V d ngoi nc ngt c gas th Coca cn cnh tranh
vi nh cc loi nc khong c gas nh Vnh Ho, Lavie,
Vital hay tr xanh c gas Ikun ca Tn Hip Pht,.
3. Cnh tranh cng dng:
Ngoi nhng hng nc gii kht c gas th Coca cn cnh tranh
vi cc loi thc ung khng gas nh tr, nc tng lc, sa,
nc tri cy, nc sui, c ph Ti Vit Nam th Coca cnh
tranh vi Tr tho mc Dr. Thanh,tr xanh khng ca Tn Hip
Pht; C2 ca Bluesea; sa ca Vinamilk, Tribico, vinacafe,
Nescafe, to cho ngi tiu dng c nhiu c hi la chn gia
cc sn phm thay th ln nhau.

4. Cnh tranh chung:

Coca xem tt c nhng cng ty ang kim tin ca cng mt
ngi tiu dng u l i th cnh tranh ca mnh nh thay v
mua Coca th ngi tiu dng c th la chn mua bnh snack,
kem, sa chua, m n lin, tr sa,
III. Phn tch i th cnh tranh
1. Phn tch chin lc cnh tranh v chin lc kinh doanh ca i th:
1.1. Chin lc kinh doah ca PepsiCo.
Tp on PepsiCo hot ng kinh doanh trong ba phn khc hng tiu dng chnh:
Nc gii kht (Pepsi-Cola)
Chui nh hng (Taco Bell, g rn hiu KFC, v Pizza Hut)
n nh (snack food nh Frito-Lay)
1.1.1

Phn khc Nc gii kht

Phn khc nc gii kht l phn khc lu i v rng nht trong danh mc ca PepsiCo.
Cng ty nc gii kht Pepsi-Cola sn xut v bn ra th trng cc loi nc gii kht, bao
gm: Pepsi-Cola, Mountain Dew, v Slice. Cng ty Pepsi-Cola l cng ty nc gii kht ln
th hai trn th gii ch sau Coca-Cola.Cc sn phm dn nhn ca Pepsi-Cola l: Pepsi,
Pepsi dnh cho ngi n king (Diet Pepsi), Mountain Dew, 7UP.Pepsi thit lp vic bn
hng, v thit lp mt chun mc cm xc khch hng trong ngnh cng nghip nc gii
kht qua vic qung co, phn phi, marketing m rng hot ng

Pepsi s dng 4 chin lc quan trng tng doanh s bn hng.

Mt trong nhng chng trnh qung co ni ting nht l chin dch Pepsi mt
th h mi
Chin lc th 2 l chin lc tp trung mnh vo sn phm Pepsi dnh cho ngi n
king vi tn gi Diet Pepsi, v tp trung m rng th trng nc gii kht dnh cho
ngi n king. y c coi l mt chin lc makerting hiu qu ca PepsiCo.
M rng th trng cho sn phm Mountain Dew, nhn hiu nc gii kht ln th 7
M. Trong 2 thp k, Pepsi ch trng n vic pht trin mi v v hnh nh cho
sn phm.
Chin lc th 4 l m rng vic bn hng thng qua vic pht trin cc sn phm
mi v cc dch v chm sc nhm khch hng khc nhau. Cc sn phm mi k n
nh l Diet Pepsi, Diet Mountain Dew, H2oh!, Pepsi-AM v Mountain Dew Sport.
Pepsi-Cola c mt mng li phn phi rng nht cho sn phm nc gii kht ca mnh
vi hn 900 cng ty ang vn hnh v cc nh my nhng quyn thng mi ng chai
trn th gii.Pepsi cng c h thng phn phi nng cao hiu qu hot ng v p
ng tt hn cho nhng ngi bn l nc gii kht.Hn na, vic m rng mng li
phn phi cn to ra mt li th cnh tranh trong vic a sn phm mi nhanh chng ra
th trng. nng cao hiu qu hot ng, Pepsi pht trin mi quan h di hn vi
cc nh cung cp, a vo hot ng cc nh my sn xut mi v k thut kho hng
tit kim chi ph (khong 25 nghn USD). Nm 1989, Pepsi-Cola cn phn chia cc nh
my sn xut nc gii kht M theo 4 khu vc a. Trn th gii Pepsi-Cola cng
phn chia lm 6 khu vc nng cao, pht trin thm c hi trong nhng khu vc .
1.1.2

Nhm kinh doanh nh hng

Nhm nh hng bao gm 3 h thng nhng quyn thng mi ln trn th gii l: Pizza
Hut, Taco Bell, v g rn hiu KFC. Nhm nh hng ca tp on PepsiCo l h thng
nh hng ln nht th gii t nm 1990 cho n nay.Vi mc tiu bin nh hng PepsiCo
ngy cng pht trin rng ra trn th gii. PepsiCo s dng nhiu v kh cnh tranh
nng cao v th trong ngnh cng nghip nh hng. theo kp ngnh cng nghip thc
n nhanh v xu hng thc phm m bo sc khe v dch v tt, PepsiCo bt u cung
cp cho ngi tiu dng nhng thc n c gi tr, cc thc n tt cho sc khe gip
tng doanh s bn hng v li nhun. Th 2, PepsiCo nhn mnh gi tr sc mnh ca
thng hiu v sn phm mi kch thch vic bn hng. Qung co cng l 1 phn
quan trng trong chin lc.Bn cnh Pepsi cn ch trng m rng vic phn phi
qua cc phng php mi tm kim ngi tiu dng mi trong nhng khu vc khc
nhau tng doanh s bn hng v tng th phn.
1.1.3

Phn khc thc phm nh (Snack food)

PepsiCo mua li Frito-Lay vo nm 1965. Cc sn phm ca Frito-Lay ni ting trn th gii

bao gm: Doritos, Ruffles, Lays, Fritos, v Cheetos. Cng ty khng phi i mt vi i th
ln no nhng phi cnh tranh t nhiu hng trong khu vc, c bit v gi c.
PepsiCo thc hin 3 chin lc pht trin vic bn hng:

 M ra th trng mi qua bao gi v phn phi. (VD: khoai ty rn c ng trong hp,

v c bn ch yu qua cc ca hng)
Qung co l 1 chin lc quan trng, Frito-Lays chi 60.2 nghn USD mi nm cho
qung co.
Frito-Lay tip tc nng cao vic qun l, phn chia cc cng ty trong nc M vo 4
phn khc nng cao hiu qu v tng nh hng a phng.
1.2. Chin lc cnh tranh ca Pepsi
Thay v i u trc tip vi ng trm Coca-Cola, PepsiCo quyt nh s dng chuyn thut
tn cng mn sn tng doanh thu v v th ca tp on, ng thi nh s li nhun kim
c u t vo cuc chin qung co cng vi tp on Coca-Cola
t c li th cnh tranh trong tng phn khc, tp on Pepsi xy dng 3 bc tranh
chin lc sau:
- Thng hiu chnh gi v tr ng u, pht trin th trng
-

H thng hot ng hiu qu

M rng cc dng tin vi ri ro thp, tin u t ln trong mi phn khc

Cc bc tranh chin lc k trn phn nh c k nng marketing v kh nng phn

phi ca tp on PepsiCo. Mt chuyn gia phn tch ngnh ni rng Sc mnh ca
PepsiCo chnh l kh nng sn xut v tiu th hng t hng ha tng thm mt cch hiu
qu.
V thc hin c cc chin lc k trn th Pepsi thc hin cc bc tn cng sau:
Vt ln trc nh i tt n u, mnh dn chuyn hng kinh doanh
Nhn thy ngi tiu dng ngy cng bt ho hng nhng sn phm ung c cht
carbonat to gas, Pepsi quyt nh chuyn hng kinh doanh vo lnh vc nc ung vi cc
thng hiu u bng nh Aquafina. Ngoi ra PepsiCo cn c thm cc loi nc p tri cy
vi thng hiu Tropicana. Hn na sau khi c c Quaker Oats, tp on PepsiCo tr nn
mnh hn hn trc.PepsiCo c thm 8% th phn ca sn phm nc ung Gatorade dnh
cho ngi tp th thao.Vic i trc cng gip sn phm Gatorade ca Pepsi chim gi ti
80% th phn, trong khi nc Powerade ca Coke ch ginh c 15%.
Chin lc chuyn hng kinh doanh em li 60% th phn n nhanh M v cho
Pepsi. Pepsi gi khng cn l hng nc gii kht, trn thc t Pepsi chuyn mnh thnh
hng thc phm, bn km ung. Cc thng hiu bnh quy, bnh mn ca Quaker Oats
cng gp phn ng k lm thay i c cu sn phm ca tp on PepsiCo.
u t vo qung co, s dng nhng chuyn gia qung co bc thy
PepsiCo rt ch trng ti qung co thng hiu v cc hot ng marketing ni chung.
thi k no, Tp on PepsiCo cng c nhng chuyn gia marketing c bit xut sc nh
Roger Enrico, ngi tin nhim ca Steven Reinemund -mt bc thy trong lnh vc
Marketing, v Larry McIntosch, 12 nm l Ph ch tch ph trch Marketing v xy dng
thng hiu.
Trn thc t, PepsiCo ang chy ua quyt lit vi Coca Cola v cc lnh vc khc thng
qua c qung co.Chi ph qung co, marketing v qun l ca hai i gia ny u cao
hn chi ph nguyn vt liu u vo. Steven Reinemund lun ch trng cc hnh thc

qung co mi, c tnh sng to hp dn khch hng v khng bao gi b l cc c hi

khi c cc s kin ln, c bit cc s kin th thao quan trng ti M v quc t, mnh
tay chi nhiu khon ct x qung co khng l cho cc nhn vt ni ting. C th, trong
nm nay, PepsiCo s dnh ra thm 500-600 triu USD cho hot ng marketing, ch yu
l dnh cho mng bnh snack v nc ngt c bin li nhun cao.
Pepsi lp tin phong trong tng qung b nhanh chng c xem nh mt chin
dch qung co c ho hc mong i nht ca mi thi - chin dch Th h mi
vi ngi sao nhc Pop Michael Jackson ang trn nh vinh quang. K t lc ny, Pepsi
tr thnh mt trong nhng thng hiu gn kt nhiu nht vi nhng ngi sao ca thi
i. C th k tn trong s ny nhng thn tng m nhc ni ting hay nhng minh tinh
c yu thch nht ca gii tr nh: Lionel Richie, Cindy Crawford, ban nhc n Spice
Girls, Britney Spears, Shakira, Robbie Williams, David Beckham, Beyonc Knowles,
Pink v Enrique Iglesias xc nhn cht lng ca thng hiu ny.

Khc bit ha
L thng hiu u tin v to nn th trng, Coca-Cola hon ton c quyn dng
nhng t nh nguyn thy hay in hnh ni v mnh, do , Pepsi phi i theo
mt hng khc, chnh l khc bit ha. Vo nm 1941, ng h nhng n lc
chng chin tranh ca chnh ph Hoa K, dy mu ca Pepsi gm mu yu nc, mu
trng v mu xanh dng. Trong nhng nm gn y, thng hiu ny dn chuyn sang
duy nht mt mu xanh dng, tng phn r rng so vi mu ca Coca-Cola (Pepsi

tngtung ra th trng mt loi thc ung mi gi l Pepsi Blue khc bit hon ton vi
th nc ca Coca). Cn t Pepsi hin c vit theo kiu ch cch tn, trong khi
Coca Cola khng th tch ri khi kiu ch vit ngon ngoo ca hnh nh thng
hiu nguyn thy.

V dng nh s khc bit cng r rng th khong cch gi tr gia hai thng hiu
Pepsi v Coca-Cola cng lc cng thu hp li.Coca-Cola l c in cn Pepsi l mi m.
Qung co ca Coca-Cola l nhm vo nhng gi tr vt thi gian cn ca pepsi l
nhm vo danh ting v s hi hc. Cch xy dng thng hiu khc bit ny gip
phn bit hon ton hai sn phm ht sc tng t vi nhau.Hn na vic tp trung vo
cc ngi sao qung co ca Pepsi cng thnh cng rc r v gip nh hnh tnh
cch cho Pepsi nh mt thng hiu ngy nay ca th h MTV, tng phn mt cch
tinh t vi s nhn mnh n tnh lch s ca Coca-Cola (Mc d Pepsi cng c kt hp
tnh lch s trong qung co nh mu qung co V s Gic u (Gladiator) nm 2004 vi
cc ngi sao Britney v Beyonc, nhng Pepsi s dng chng theo cch hon ton khc
hn vi Coca-Cola - tnh lch s i vi Pepsi l mt ngun hi hc v vui nhn phn
hin i ch khng nhm nhn mnh tnh k tha nh ca Coca-cola). Pepsi l mt trong
nhng thng hiu u tin chuyn ha t vic bn mt sn phm sang bn mt phong
cm sng ton vn cng vi s ra i ca Th h Pepsi.