Value Chain Analysis Using your understanding of how each company( COCA COLA, PEPSI, RED BULL) has directed their strategic planning to compete in different ways, identify where in the value chain each company has chosen to differentiate itself from its competitors. You may find the following headings useful in framing your analysis. -Market opportunity analysis â€“ Analysis of industry value drivers, resource implications and organisational alternatives. -Supply chain analysis â€“ Value production and coordination, value delivery and value servicing It must concern about Pepsi, Coca Cola and Red Bull companies
Big companies and small companies marketing strategies varies a little which are as follows:
1. Difference in Budget: if you compare the budget of big company’s like coca cola and small companies like Dr pepper, you will find out a huge difference for example Coca cola spend 3.96 billion US dollars in advertisement whereas Pepsi and Dr Pepper spends 2.3billion dollars and 473 million dollar. You can clearly see Dr Pepper is nowhere near the advertisement budget of coca cola.
2. Difference in creativity: In 2016 coca cola changed its marketing strategy and made all coca cola products as one global brand and name the campaign as “Taste the Feeling”. While smaller companies take different approach they tend to opt for those marketing strategy which are direct and measurable marketing action.