Coca-Cola Company Competitor Analysis

The product

“The products that The Coca-Cola Company sells are called nonalcoholic beverages which include numerous nonalcoholic sparkling beverages; various water products, including packaged, flavored and enhanced waters; juices and nectars; fruit drinks and dilutables (including syrups and powdered drinks); coffees and teas; energy and sports and other performance-enhancing drinks; dairy-based drinks; functional beverages; and various other nonalcoholic beverages. These competitive beverages are sold to consumers in both ready-to-drink and other than ready-to-drink form.” (Coca-Cola Company 10-K 2015) (4)

The competition market

The Coca-Cola Company Competes in the non-alcoholic beverages part of the commercial beverages industry. This

In almost every country in which they do business PepsiCo, Inc., is their primary competitor. Besides them there are a few other big competitors like Nestlé, Dr Pepper Snapple Group, Inc., Groupe Danone, Kraft Foods Inc. and Unilever. Nevertheless, are those companies a lot smaller than The Coca-Cola Company and PepsiCo, Inc,. We can see this when we compare their brand values and market shares.

In figure 1 you can see that The Coca-Cola Company has 25,9% market share and PepsiCo, Inc., has 11,5%. Other companies have market shares less than 3%. This proves our point that these two companies are leaders in this market.

In figure 2 you can see the brand value of Coca-Cola is incredibly high in comparison with the other brands. The Coca-Cola Company has more brands than only Coca-Cola, brands like Fanta, Diet Coke and Sprite are also part of the company. which makes their value even higher. PepsiCo, Inc., is also owner of a couple of brands including Pepsi, Mountain Dew and Diet Pepsi. This shows us that these two companies are very big in

That is why The Coca-Cola Company came up with the diet coke as a new idea.

The consumers react positively on this new idea and it became one of the biggest brands of the company.

Another example is when they tried to refine the Coca Cola recipe with “New Coke”. They want to refine the process because of the competition with Pepsi. However the consumers reaction was negatively so they went back to the original recipe after the idea was selected out in the selection phase.

So evolutionary economics help us understand the long-term evolution of The Coca-Cola Company. All changes can be explained by the VSR principle. Variation caused new ideas and refining of the processes with bad and good results. The good results lead to evolution into the current Coca-Cola Company.

Some of Coca Cola’s key routines and capabilities are the recipe, packaging, and advertising strategies. They refined their routines through the years for more success. So, all routines changed in the routines they are now through constantly refining their