Flores Gaëlle – Nunes Olinda – – Sanchis Marie Delphine Gallais Simon – Zara Maxime
5 +1 Porter’s Forces
Competitive rivalry
Threat of new entrant Buyer power
Threat of substitute Supplier power
State
Conclusion
Currently, the main competitor is Pepsi which also has a wide range of beverage products under its brand.
There are other soda brands in the market that become popular, like Dr. Pepper, because of their unique flavors.
La compétitivité
Technical barriers:
– Certificate: The trademark is registered and has Patent. – Owner technology: The recipe is totally secret.
Financial barriers:
– Capital: Ability to invest easily in manufacturing.
– R&D: Regular innovations on new research of new products
(ex: Coca Cola – “Zero, light, Black, without caffeine).
Trade barriers:
– Investment in marketing to retains customers: Sponsoring, Slogan
(ex: Sponsor of major world events like the Olympics games, World Cup Soccer, Christmas, Big concert…)
– Wide rang of brands: (ex: Minute Maid, Nestea, Fanta, Powerade, Sprite).
– Channels of distribution: Access to large distribution channels on supermarkets (Carrefour, Auchan, etc.), hotels and restaurants, street vendors, among other king of distribution…
– Marketing advertising: The most used are TV, radio, newspaper advertising,
Menace des nouveaux entrants
Lot of choices between different brands
Can easily take the competitors
Same price so Coca Cola needs to have the perfect quality
Clients are faithful to the brand Can’t give the price
Pouvoir des clients
Water with gas Other soda Tea, coffee Juice
Menace des produits de Substitution
Lots of suppliers on the market .
Their number/size is weak compare to the big
drink’s companies.
Manufacturing companies need them anyway which is good for them in term of negociation.
Threat’s importance: medium
Pouvoir des fournisseurs
European political stability eases the implantation of the brand but under control of a myriad of normes, labels and certifications
Hostility for setting up plants in regions such as Africa or Middle-East.
Criticism regarding health and environmental issues
Intellectual property laws and stringent regulation can impact the production process
L’Etat