Flores Gaëlle – Nunes Olinda – – Sanchis Marie Delphine

Gallais Simon – Zara Maxime

5 +1 Porter’s Forces

Competitive rivalry

Threat of new entrant

Buyer power

Threat of substitute

Supplier power

State

Conclusion

Currently, the main competitor is Pepsi which also has a wide

range of beverage products under its brand.

There are other soda brands in the market that become popular,

like Dr. Pepper, because of their unique flavors.

La compétitivité

Technical barriers:

- Certificate: The trademark is registered and has Patent.

- Owner technology: The recipe is totally secret.

Financial barriers:

- Capital: Ability to invest easily in manufacturing.

- R&D: Regular innovations on new research of new products

(ex: Coca Cola - "Zero, light, Black, without caffeine).

Trade barriers:

- Investment in marketing to retains customers: Sponsoring, Slogan

(ex: Sponsor of major world events like the Olympics games, World Cup Soccer,

Christmas, Big concert…)

- Wide rang of brands: (ex: Minute Maid, Nestea, Fanta, Powerade, Sprite).

- Channels of distribution: Access to large distribution channels on

supermarkets (Carrefour, Auchan, etc.), hotels and restaurants, street vendors,

among other king of distribution...

- Marketing advertising: The most used are TV, radio, newspaper advertising,

Menace des nouveaux

entrants

Lot of choices between different brands

Can easily take the competitors

Same price so Coca Cola needs to have the

perfect quality

Clients are faithful to the brand

Can’t give the price

Pouvoir des clients

Water with gas

Other soda

Tea, coffee

Juice

Menace des produits de

Substitution

Lots of suppliers on the market .

Their number/size is weak compare to the big

drink’s companies.

Manufacturing companies need them anyway

which is good for them in term of negociation.

Threat’s importance: medium

Pouvoir des fournisseurs

European political stability eases the

implantation of the brand but under control of a

myriad of normes, labels and certifications

Hostility for setting up plants in regions such as

Africa or Middle-East.

Criticism regarding health and environmental

issues

Intellectual property laws and stringent regulation

can impact the production process

L’Etat