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百事可乐是全球第二大饮料制造商,但是无论从市场份额还是市场认同度上,百事都无法与可口可乐相抗衡:可口可乐1993年普通股流通市值和税前盈利率均约为百事可乐的两倍。 百事可乐的总裁韦恩·卡洛威认为,饮料市场相当成熟,很难直接夺得对手的市场。而食品习惯的改变使快餐消费者迅速增加,此时如果依托百事可乐积累的资金实力介入快餐业,不但能改善百事可乐的业务结构,而且能够通过快餐店的营销网
Pepsi is the world’s second largest beverage manufacturer, but Pepsi cannot compete with Coca-Cola in terms of market share or market recognition: Coca-Cola’s 1993 common equity circulation and pre-tax profitability were both about twice that of Pepsi. Wayne Carloway, president of PepsiCo, believes that the beverage market is quite mature and it is difficult to win the opponent’s market directly. The change in food habits has enabled fast-food consumers to rapidly increase. If the financial strength accumulated by relying on Pepsi is involved in the fast food industry, it will not only improve the business structure of Pepsi-Cola, but also pass through the marketing network of fast food restaurants.