COMPARATIVE ANALYSIS OF MARKETING STRATEGIES AIMED AT ACHIEVING RESILIENCE AND AGILITY OF COMPANIES: A CASE SUDY OF COCA-COLA AND PEPSI

Paige Olausen

Authors

Paige Olausen CalCampus, NH, (UNITED STATES OF AMERICA)

Keywords:

Comparative Analysis, Marketing, business resilience strategies, agility, sustainability

Abstract

Coca-Cola and Pepsi are two of the most popular and widely consumed carbonated beverages in the world. Despite their fierce competition and differences in products and marketing strategies, both companies share remarkably similar and world-class excellence in supply chain management practices . A comparative analysis of Coca Cola Company vs. PepsiCo reveals that both companies have a strong competitive position for continued expansion into new regions and segments . The business resilience strategies of Coca-Cola and Pepsi consist of many areas and aims to strengthen their business. Their business resilience vision is to deliver a best-in-class business resilience approach that identifies opportunities and drives sustainability and agility.

References

Talkwalker. 2023. Coke vs Pepsi: Marketing Strategies Talkwalker. https://www.talkwalker.com/blog/coke-vs-pepsi

Brand Vision. 2020 Coca-Cola vs. Pepsico: Which one has the best marketing strategy. https://www.brandvm.com/post/cocacola-vs-pepsico

Adams, P. 2022. How Coke and Pepsi’s rivalry shaped marketing - and where it goes next. Marketing Dive. https://www.marketingdive.com/news/coke-vs-pepsirivalry-brand-marketing-metaverse/621711/

Little, B. 2023. How the “blood feud” between Coke and Pepsi escalated during the 1980s cola wars. History. com. https://www.history.com/news/cola-wars-pepsi-new-cokefailure

Shenon, P. (1994, February 7). New Vietnam Combat: Coke vs. Pepsi. The New York Times. https://www.nytimes.com/1994/02/07/business/newvietnam-combat-coke-vs-pepsi.html

Solomon, & Stuart. 2003 Marketing: Real people, real decisions. Pearson Education Limited.

Lucas, A. (2023, October 28). Coke and Pepsi stocks are both struggling - but one beverage giant has more to worry about than the other. CNBC. https://www.cnbc.com/2023/10/28/coke-and-pepsiearnings-comparison-as-ko-and-pep-stocks-fall.html

History of the birthplace of Pepsi in New Bern, NC. The Pepsi-Cola Company. 2022 https://pepsistore.com/history/

History of Coca Cola. 2023 https://www.cocacolacompany.com/about-us/history .

Radović-Marković, M. 2023 A THEORETICAL REVIEW OF ORGANIZATIONAL RESILIENCE: CONTRIBUTIONS AND SCOPE CONDITIONS. Journal of Entrepreneurship and Business Resilience, 6(2), 7–13. Retrieved from https://jebr.fimek.edu.rs/index.php/jebr/article/view/104

Joffe, L. 2021) GLOBALIZATION, CULTURAL DIVERSITY AND RESILIENCE OF THE ORGANIZATION. Journal of Entrepreneurship and Business Resilience, 4(2), 100–108. Retrieved from https://jebr.fimek.edu.rs/index.php/jebr/article/view/26

Vapa., B.& Vapa J. 2022 ANALYSIS OF THE SMES INTERNATIONAL PROMOTION FACTORS IN THE FUNCTION OF ENHANCING ORGANISATIONAL RESILIENCE. Journal of Entrepreneurship and Business Resilience, 5(2), 15–23. Retrieved from https://jebr.fimek.edu.rs/index.php/jebr/article/view/78

Radović Marković, M. 2019 IMPACT OF GLOBALIZATION ON COMPETITIVENESS IN WESTERN BALKANS. Journal of Entrepreneurship and Business Resilience, 2(1), 7–11. Retrieved from https://jebr.fimek.edu.rs/index.php/jebr/article/view/59.