Marketing: Coca-Cola vs. Pepsi

Marketing – Coca-Cola vs. Pepsi
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August 14, 2018
Coca-Cola vs. Pepsi
1 Define channel institutions and their functions; delineate types of institutions in each level
Channel institutions are the different parties and organizations that participates and could become included within the marketing channel. This includes both members and non-members, where the first the first one includes negotiation and ownership. The latter members of the channel do not share the same privileges CITATION Mar17 \l 13321 (Mariadoss, 2017).
1 Explain why the channel structure is as is
1 The reason why Coca-Cola prioritizes local distribution channels is because it aims to supply the demands for its products quickly as soon as possible. As for PepsiCo, its channels include both company owned and franchise operations for its bottling and distribution plants, to mitigate risks and increase brand awareness
2 Identify strengths and weaknesses of each company
2 One of the strengths of Coca-Cola is its focus on the segmentation of its supply chain structure. This division helps the company to reach and supply the local demands quicker than its competitors. On the other hand, Pepsi (or PepsiCo’s) Direct-to-Store (DSD) delivery increases its ties with retailers that helping build strong connections with them.
2 Ch...