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Pepsico Co

In: Business and Management

Submitted By hguzman
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Este caso describe la complejidad de la posición competitiva de PepsiCo en el mercado de refrescos de México a finales de 1996.
Las estrategias empleadas por la administración superior de PepsiCo en 1993 para ampliar su cuota de mercado frente a su tradicional "enemigo rojo", de Coca-Cola.
Las diversas dimensiones de la estrategia de PepsiCo - comercialización, gestión, financiera, estratégica por el deterioro ocurrido a raíz de la inesperada caída en el peso mexicano en diciembre de 1994.
Centrándose en las consecuencias financieras de la devaluación del peso, el caso describe la respuesta de PepsiCo, que sólo pareció aumentar las cargas financieras impuestas a la cuota de mercado de Pepsi vacilante.
“La guerra de las Colas” en México entre Coca Cola y Pepsi Cola, la guerra interminable por la presencia mundial.

Pepsico, se encontraba en el segundo lugar mundial después de Coca Cola ésta con un 46% de participación en el mercado de las gaseosas y Pepsi con un 21%.

La guerra en Latino América comenzó en 1996, cuando Pepsico presentaba pérdidas en el mercado de Ecuador, perdiendo participación.
Después de las estrategias tomadas por PepsiCo para ganar mercado en 1993, éstas fueron opacadas por la devaluación del peso mexicano, donde pepsi tuvo pérdidas enormes.

La estrategia de PEPSICO era la de penetrar en el mercado como en paquete, además de imponer el envase tipo pep, lo cual no fue bueno ya que sus productos eran mas caros que los de Coca Cola.

Tuvo un gran endeudamiento, descuidó a los países latinoamericanos donde si contaba con la mayoría del…...

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