Mounting competition between Coca-Cola (Coke) and Pepsi Cola (Pepsi) had a very long standing in the American history. Both cola have thus made themselves a household name in the global market, almost 200 countries since their introduction at the turn of the 19th century. The history of beverages industry begins in May 1886, when Atlanta chemist Doe Pemberton developed a drink mix with caramel coloured ingredients, coca leaves, kola nuts and cocaine. The drink was first designed as a drug to help people feel better. Some time later, carbonated water was added to the syrup and that is how Coca-Cola was invented.
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Caleb Bradhem, a New Bern, N. C pharmacist, created Pepsi in the late 1890s almost ten over years after Coke was introduced into the beverages industry. Since then, these two cola company had been vying for the market share in its birthplace and also globally. Being the world leading manufacturer, marketer, and distributor of the non-alcoholic beverages, the Coca-Cola Companys and its subsidiaries employs 31,000 people around the world. PepsiCo, Inc. is among the most successful consumer products companies in the world had a workforce of 151,000. It was founded in 1965 through the merger of Pepsi Cola and Frito-Lay.
Tropicana was acquired in 1988. The workforce of PepsiCo, Inc consist of: Pepsi-Cola Company, the worlds second largest beverage company Frito-Lay Company, the worlds largest manufacturer and distributor of snacks chips Tropicana Products, Inc. , the worlds largest marketer and produces of branded juices With the potential of 6 million customer globally, these 2 companies had strive hard to compete against each other with the marketing campaign and strategies. When Roberto Goizueta took it helms in 1980, the Coca-Cola Company was in a mess, especially in responding strategically opportunities and threats.
The corporate-wide culture of risk avoidance and passiveness had limited the growth opportunities of the company. Pepsi introduce its campaign in Dallas, Tex, 1975, the Pepsi Challenge. Around the nation, both cola were brought to the street for consumer to taste and Pepsi had emerged as the winner of this campaign. Even the soft drink market was dominated by these two cola company, the onslaught of the Pepsi Challenge in the seventies and eighties had left coke battered and weary. The environment factors of marketing
In the competitive world of marketing, the forces of environment factors governed the success of the company. These environmental factors are generally referred to the physical forces such as air quality, water pollution, disposal of solid waste and conserving natural resources, which are term as external environmental forces to the organisation and is uncontrollable. However, within the organisation, there lie the external and internal environmental forces that are controllable by the organisation itself. The two distinctive external environmental forces are macroenvironment and microenvironment.