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Essay / Research Paper Abstract
This 6 page paper is written in two parts. The first part gives a general overview of the non alcoholic beverage market in the US and the opportunities and threats present for the companies within that sector. The second part of the paper examines Coca-Cola, looking at the strengths and weaknesses of the company and its’ main competitor; PepsiCo. The bibliography cites 10 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEKObev1.rtf
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Unformatted sample text from the term paper:
drinks. It is operating in a changing market, where carbonated drinks sales are falling and drinks associated with a more healthy lifestyle seeing growth. With strong brand image and market
power the only competitor that present a serious threat is PepsiCo. PepsiCo is a very different company, it has been unable to gain a number one spot despite trying to
compete for many years, but it has gained the number one diet drink. PepsiCo also appears to have been more forward-looking in the way it is predicted market changes and
the shift to healthier drinks. Overall, Coca-Cola is in a very strong position, with a large number of strong brands backed up by financial strength and a strategy which limited
exposure to risk with the use of bottling companies. The company is in a strong position to compete in the future. 2. Market Profile The market for beverages is large
and growing. In total, according to the Beverage Marketing Corporation in the US there are 192 gallons of liquid consumed each year by every person in the US, weekly this
is about 3.7 gallons and in daily terms this equates to about 2 litres a day (American Beverage Association, 2007). This is made up of a large range of drink,
and the general classification includes all drinks from tap water and non alcoholic beverages, including carbonated drinks, fruit juices, tea and coffee, through to alcoholic rinks such as wine beers
and spirits. The range of drinks available reflects a very diverse range of tastes and demand. 13% of all drinks that are consumed are alcoholic, which means that about
87% are non alcoholic, making this the larger segment of the market. However this is also a very large and diverse market. The largest single segment of the industry is
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