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Word Count: 590
Control of market share is the key issue in this case study The situation is both Coke and Pepsi are trying to gain market share in this beverage market which is valued at over 30 billion a year 98 Just how is this done in such a competitive market is the underlying issueThe facts are that each company is coming up with new products and ideas in order to increase their market share The creativity and effectiveness of each companys marketing strategy will ultimately determine the winner with respect to sales profits and customer loyalty 98 Not only are these two companies constructing new ways to sell Coke and Pepsi but they are also thinking of ways in which to increase market share in other beverage categories Although the goal of both companies are exactly the same the two companies rely on somewhat different marketing strategies 98 Pepsi has always taken the lead in developing new products but Coke soon learned their lesson and started to do the same Coke hired marketing executives with good track records 98 Coke also implemented cross training of managers so it would be more difficult for cliques to form within the company 98 On the other hand Pepsi has always taken more risks acted rapidly and was always developing new advertising ideasBoth companies have also relied on finding new markets especially in foreign countries In the foreign markets Coke has been more successful than Pepsi For example in Eastern Europe Pepsi has relied on a barter system that proved to fail However in certain countries that allow direct comparison Pepsi has beat Coke In foreign markets both companies have followed the marketing concept by offering products that meet consumer needs 99 in order to gain market share For instance in certain countries consumers wanted a soft drink that was low in sugar yet did not have a diet taste or image 99 Pepsi responded by developing Pepsi MaxThese companies
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