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Cola Wars Continue Essay

1837 words - 8 pages

COLA WARS CONTINUE
COKE and PEPSI IN 2006

Adityo Wibowo (10 / 310520 / PEK / 15397)
Yohan Suryanto P (10 / 310533 / PEK / 15410)
Muhammad Jusuf (26E1024)

MAGISTER OF BUSINESS ADMINISTRATION
FACULTY OF ECONOMICS AND BUSINESS
GADJAH MADA UNIVERSITY
2010

PROFIL PERUSAHAAN
Pada 8 Mei 1886, Dr.John Stith Pemberton, ahli farmasi berkebangsaan Amerika mencampurkan jenis sirup, obat elixir, French Wine of Coca, Bordeaux, kokain dan kafein (yang berasal dari biji kola). Ramuan itu adalah minuman soda pertama.
Saat Atlanta melarang mengkonsumsi alkohol tahun 1885, Pemberton mengganti French Wine of Coca menjadi anggur Prancis biasa lalu menambahkan gula murni, asam sitrat, dan ...view middle of the document...

Pada tahun 1941, perusahaan mengikuti selera popular pasar, nama dagang Coke memperoleh pengakuan periklanan yang sama dengan Coca-Cola, dan pada tahun 1945, Coke resmi menjadi merek dagang terdaftar.

Tahun 1898 apoteker New Bern, North Carolina, Caleb Bradham menciptakan minuman berkarbornasi dan dinamai Pepsi Cola. Waktu itu Elmer Doolin dari San Antonio Texas memproduksi Fritos Corn Chip dan Herman Lay mendistribusikan keripik kentang di Nasville. Tahun 1961, Elmer Dollin dan Herman Lay melakukan merger antara perusahaan mereka dan mendirikan Frito-Lay.
PepsiCo didirikan tahun 1965 ketika pemegang saham Pepsi Cola dan pemegang saham Frito-Lay setuju melakukan merger. PepsiCo memproduksi merek-merek terkenal : Pepsi Cola, Mountain Dew, Fritos, Lay’s, Cheetos, Ruffles dan Rold Gold dan memperoleh pendapatan tahunan sebesar US$510 juta.
Tahun 1971 pendapatan PepsiCo meningkat hampir mencapai US$ 1 Miliar. Tahun 1968 perusahaan melakukan akuisisi di luar makanan dan minuman ringan. Tahun 1977 PepsiCo mengakuisisi Pizza Hut selama 20 tahun ke depan, tahun 1978 mengakuisisi Taco Bell dan restoran cepat saji KFC pada tahun 1986. Wayne Calloway, CEO PepsiCo (1986-1996) bertindak sebagai manajer 3 divisi perusahaan yang berbeda secara bergantian sebagai bagian dari pengembangan perusahaan secara keseluruhan. Tahun 1990, Wayney Calloway menambah akuisisi restoran cepat saji Hot-n-Now, tahun 1992 mengakuisisi California Pizza kitchen.
Di tahun 1993 mengakusisi East Side Mario’s, D’Angelo Sandwich Shops, and Chevy’s Mexican Restaurant. Selama tahun 1980an dan 1990an PepsiCo Memperkuat portofolio makanan ringan dan minuman dengan mengakuisisi Mug root beer, 7UP International, Smart Food Popcorn siap makan, Mexican Cookie company, Gamesa, Sunchip. Tahun 1992 PepsiCo mengadakan perjanjian dengan Ocean Spray untuk mendistribusikan single-serving juices, tahun 1993 memperkenalkan minuman teh siap minum (ready-to-drink) Lipton.
Tahun 1994 meperkenalkan minuman botol Aquafina dan Frappuccino ready-to-drink coffes.Tahun 1997 Roger Enrico sebagai CEO pepsi yang baru melakukan akuisisi antara PepsiCo dengan Cracker jack, Tropicana, dan Smith’s Snackfood Company di Australia, So Be teas, dan beberapa merek minuman. Di Saudi Arabia Pepsico mengakuisisi Tasali Snack Food yang menguasai pangsa pasar snack asin di Saudi Arabia dan Quaker Oats Company.
PERSAINGAN YANG TERJADI
Tahun 1950, Alfred Steele mantan Marketing Executive Coke menjadi CEO di Pepsi. Dia membuat moto “kalahkan Coke” dengan mengarahkan target menjadi konsumsi keluarga melalui penjualan ke supermarket dengan mendukung pengembangan kemasan botol menjadi lebih flexible.

Dilanjutkan dengan kampanye “PEPSI Generation” pada tahun 1963 ketika Donald Kendall menjabat CEO di Pepsi-Cola dengan target “yang muda dan yang berhati muda”, dimana kampanye ini berhasil membuat Pepsi sedikit tertinggal di banding Coke (selisih tipis).
Sementara diakhir 1950-an, Coca-Cola membuat moto “Pilihan...

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