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Cola Wars Analysis

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Universidad Adolfo Ibañez | Cola Wars continue | Coke and Pepsi in the Twenty-First Century |

ANÁLISIS 1. ¿POR QUÉ ES LA INDUSTRIA DE LAS GASEOSAS TAN RENTABLE?

En el año 2000 el consumo per-cápita de bebidas (soft-drinks) es de 53 galones al año. Lo que representa cerca de un tercio del total de consumo de bebestibles de Estados Unidos. Dentro del mercado de las bebidas, Coca-Cola se mantiene de primero con un 44.1% del mercado, seguido por Pepsi con un 31,4%, concentrando ambos cerca del 76% de la industria de las bebidas, que factura UDS 10.000 millones aproximadamente al año 2000.
Es importante recalcar la diferencia en cuanto a los productores de concentrado y las embotelladoras. Los productores de concentrado son las marcas, es decir Coca-Cola y Pepsi, en cambio las empresas embotelladoras compran franquicias a estas marcas y fabrican las bebidas para luego venderlas a las cadenas minoristas. (Por ejemplo en Chile tenemos la Embotelladora Andina).
Los costos de publicidad y marketing son compartidos por embotelladoras y productoras de concentrado, sin embargo, los costos de venta y distribución corren casi exclusivamente por cuenta de las empresas embotelladoras, quedando éstas con un margen de un 35% sobre las ventas para las productoras de concentrado y de un 9% para las empresas embotelladoras. Esto es fundamentado por sus altos costos operativos. Financieramente hablando el negocio es rentable desde todo punto de vista, sin embargo la ganancia de la embotelladora es muy marginal comparado con el de la productora del concentrado y que franquicia el producto, aunque por el nivel de la marca y su gran consumo, las ganancias no son menores.
Desde el punto de vista estratégico, la industria se ha vuelto competitiva debido a la flexibilización de ambas marcas con sus franquicias, sin embargo, aún poseen un nivel de control y manejan bien las…...

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