Business Level and Corporate Level Strategies for Pepsi Company

Business level and corporate level strategies for Pepsi Company
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Business level and corporate level strategies for Pepsi Company
Strategy might operate at various levels of a company, for instance the functional level, the business level, and even the corporate level. Beard and Dess (2011) noted that the strategy changes basing upon the strategy levels. In this paper, the business-level and corporate-level strategies for a company in the soft drink industry are analyzed in order to establish the company’s business-level and corporate strategy that are most vital for the selected company’s long-term success. Whether or not these strategies are a good choice is also stated and justified. Furthermore, the competitive environment of the chosen company is determined and the major competitor of the selected company is established and its business level and corporate level strategies are compared to the selected company.
Coca-Cola Company business level strategy
The chosen company is Coca Cola Company, a leading firm in the non-alcoholic soft-drink industry. The decisions made by a business organization as it attempts to create, maintain, and utilize its competitive advantages are generally referred to as business-level strategies. The business strategy affects the functional decisions like the selection of its distribution channels and promotions (Baldwin, 2012). In strategic decision-making, corporate level strategy, as Mathur and Kenyon (2012) pointed out, occupies the highest level. With regard to the business level strategy at Coca-Cola Company, the one that this corporation employs is differentiation. By differentiating its products from those offered by other companies in the soft-drink industry, Coca-Cola has been able to make itself unique from rivals that also produce non-alcoholic soft-drink beverages. This corporation has been able to manufacture products which are unique and highly valued by its clientele across the globe (Baldwin, 2012). In essence, this multinational firm differentiates its wide range of products by using unique and diverse promotion campaigns throughout the globe in countries where it is active. These advertising campaigns are largely aimed at attracting potential customers to purchase Coca-Cola beverages and to ensure that its existing consumers continue to be loyal to its products. It is worth mentioning that this business-level strategy works very effectively for Coca-Cola bearing in mind that many consumers have remained loyal to the Coca-Cola products for many years (Millington, 2015).
According to Millington (2012), a key aspect of Coca-Cola’s differentiation strategy entails the use of beverage bottles that come in many different sizes and shapes, depending on the targeted market. Many of Coca-Cola’s bottles are curvy and slender in shape and are liked by most of Coca-Cola’s clientele. The company’s ‘Share A Coke’ promotion campaign has also been a successful part of differentiation. In this campaign, the company provides its clientele across the world with the chance of ordering individualized Coke bottles. Coca-Cola launched this campaign in order to deliver personalized brand experiences ...