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Le Duopole Coca-Pepsi

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Le Duopole Coca-Pepsi Sommaire Présentation de l’entreprise..............................................................................................................3 Histoire de la société :..................................................................................................................3 Mission :......................................................................................................................................3 Objectif :......................................................................................................................................3 Stratégie :.....................................................................................................................................4 Le microenvironnement...................................................................................................................4 Les fournisseurs...........................................................................................................................4 Les intermédiaires : les sous-traitants, l’internationalisation........................................................5 Les clients....................................................................................................................................6 Concurrence :...............................................................................................................................6 Distributeurs :..............................................................................................................................7 Pepsi-Cola & les médias :............................................................................................................8 Opinion publique :.....................................................................................................................10 Le monde financier :..................................................................................................................10 Les groupes d’intérêts et les pouvoirs publics:...........................................................................13 Macro environnement....................................................................................................................14 Macro-environnement : les facteurs démographiques qui influent sur l’entreprise Pepsi-Cola :...............................................................................................................14 L’évolution économique.............................................................................................................15 Les facteurs politiques :.............................................................................................................17 L’évolution technologique..............................................................................................................17 Marketing...................................................................................................................................17 Le marketing sur internet.......................................................................................................18 La production.............................................................................................................................19 L’emballage............................................................................................................................20 La gamme de production........................................................................................................21 Développement durable.............................................................................................................23 Analyse SWOT..............................................................................................................................24 L’environnement interne :..........................................................................................................24 Les forces...............................................................................................................................24 Faiblesse :..............................................................................................................................25 L’environnement externe :..........................................................................................................25 Les opportunités :...................................................................................................................25 Les menaces...........................................................................................................................25 Les 5 forces de PORTER...............................................................................................................28 Les nouveaux entrants :..............................................................................................................28 Le Pouvoir de négociation des fournisseurs :.............................................................................28 Le pouvoir de négociation des clients :......................................................................................28 Les produits de substitution :.....................................................................................................29 La concurrence intra sectorielle :...............................................................................................29 Le rôle de l’Etat :.......................................................................................................................29 Conclusion.....................................................................................................................................31 Bibliographie.................................................................................................................................31 Sites internet..........................................................................................................................31 1 Présentation de l’entreprise Histoire de la société : Pour trouver l’origine de la société il faut remonter à la fin du 19è siècle et plus précisément en 1893. En effet à cette date un pharmacien du nom de Caleb Bradham, vivant aux Etats-Unis dans l’état de Caroline du Sud, crée une boisson au goût agréable et qui est susceptible de soigner les mots d’estomac. Rapidement les vertus rafraichissante et revitalisante de cette boisson se diffusent dans le pays entier et c’est en 1988 que débute la commercialisation du Pepsi-Cola avec la création de la société « Pepsi-Cola Company ». Pepsi Co est aujourd’hui une entreprise multi catégorielle qui intervient dans 4 secteurs alimentaires: Boissons, jus de fruits, chips, céréales. Cette entreprise est présente dans plus de 160 pays et elle propose une large gamme de boissons gazeuses : - Pepsi, Pepsi Twist (le cola au citron) - Une gamme complète de soda light : Pepsi light, Pepsi max, Pepsi Twist Light, 7up light, le 1er lemon-lime light, Pepsi ice cucumber (commercialisé uniquement au Japon). Aujourd’hui Pepsi-Cola est une multinationale Américaine spécialisée dans le secteur agro- alimentaire. Avec un chiffre d’affaire de 26671 millions d’euros en 2003 et un bénéfice de 4781 millions d’euros, PepsiCo s’est hissé dans le top 30 de l’industrie alimentaire en France. Mission : Les missions de PepsiCo sont diverses, on distingue des finalités économiques, sociales et sociétales. Parmi les finalités économiques, la principale mission pour Pepsi est de devenir leader mondial dans l’agroalimentaire et principalement pour la nourriture rapide et les sodas. Au niveau des finalités sociales, l’entreprise veut offrir une bonne rentabilité à ses investisseurs, aussi elle s’efforce d’offrir des perspectives de développement et d’enrichissement aussi bien à ses employés qu’à ses partenaires commerciaux. PepsiCo propose à ses employés de s’intégrer au sein de l’entreprise grâce à la culture de l’entreprise, et un esprit d’intégrité. On peut aussi noter des finalités sociétales puisque dans chaque chose qu’elle entreprend, la société Pepsi agit avec honnêteté, impartialité et intégrité. De plus elle prend très au sérieux la protection de l’environnement puisque elle a intégré au sein de son entreprise son propre programme pour la sauvegarde de l’environnement. Les grandes lignes de ce programme consistent en la protection des espaces naturels ainsi que la réduction et le contrôle des émissions de produits polluants. Objectif : Le principal objectif de la société est de rester dynamique c’est pourquoi, une grande partie de sa publicité est réalisée sur de nouveaux médias et le web est désormais son principal canal de communication. Ce canal est utilisé dans le but de renforcer la fidélité des jeunes adultes (15-35 ans) à 2 la marque Pepsi et de créer une relation durable avec eux. Pour atteindre tous ses objectifs marketings elle utilise aussi en complément la communication via le téléphone mobile. Pour se faire, les principaux objectifs marketings de Pepsi ce sont tournés vers le sport et plus particulièrement vers le football. En effet, les investissements publicitaires ont plus que doublés pour cette année. De plus, pour toucher le jeune public, Pepsi s’associe avec Warner music pour toucher un plus grand nombre de personnes et accroitre ses parts de marchés. Enfin Pepsi s’est aussi fixé d’augmenter la rentabilité de ses part de marché. Stratégie : Pour arriver à ses fins la société vise un effet de synergie, elle veut développer la proximité et l’interactivité entre la marque et ses clients, promouvoir l’image et l’audience
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