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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