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Cola Wars Study

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Cola Wars Study
Cola Wars: PepsiCo Dr. Michelle Biavatti 13 de octubre de 2009 Omar Sandoval Piña 119084 Mikel Novella Salazar 116656 Marisol Perez Chow 118631 Jorge Villanueva Almanza 121027 Gerardo Rafael Nomara Parra 119176 Índice Resumen Ejecutivo………………………………………………………………………. 3 *Identificación de la industria……………*……………………………………………… 4 Análisis Externo General………………………..……………………………………… 4 Modelo de las Cinco Fuerzas de Porter……………………………………………… 6 Ciclo de vida de la industria y rentabilidad…………….…………………………… 8 Amenazas y Oportunidades……………………..…………………………………….. 9 Recursos y capacidades ……………………..……………………………………… 12 Análisis VRIO……………………..………………………………………………………. 12 Análisis FODA……………………..……………………………………………………... 14 Modelo Hambrick & Fredrickson……………………..………………………………. 17 Conclusiones y propuesta de estrategia……………………..…………………….. 18 Pros y contras de la estrategia propuesta……………………..…………………… 18 Resumen Ejecutivo. Dentro de éste trabajo, analizaremos la situación actual de la industria de las bebidas carbonatadas. Esta industria se ha visto amenazada principalemente por un aumento en la demanda de bebidas no carbonatadas, aunque también la rivalidad dentro de la industria es una amenaza importante que tomaremos en consideración para la aplicación de nuestra estrategia. Comenzaremos tomando en cuenta la industria en el que se lleva a cabo la competencia entre firmas establecidas, los recursos de Pepsi para afrontar las amenazas y aprovechar las oportunidades que se presentan en dicha industria. Con esta información analizaremos las fuerzas, las oportunidades, amenazas y debilidades a las que se enfrenta Pepsi y propondremos una estrategia para neutralizar y convertir en fortalezas las debilidades y las amenazas. Las estrategias aquí propuestas están basadas en el modelo propuesto por Hambrick y Fredrickson, orientadas a las arenas en las que se desempeña la empresa, los pasos a seguir para la aplicación de éstas, los
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