STRATEGIC INVESTIGATION

Strategic Investigation Project

[Name of the Institute]

Strategic Investigation Project

The topic chosen for the strategic investigation project is to compare choices between Pepsi and Coke. Coca and Pepsi are the biggest competitors around the world, where people are so loyal to the brand, that the other faces problems to cater the market. Sometime, the consumer ask for Coke, and the shop keeper gives Pepsi saying and the consumer drinks it while saying that he is drinking Coke. Thus, the brand name is so strong, that the other one sometimes faces the problem while capturing the market (Lambeth 1998, pp. 242-256).

In this case, managers and leaders have to properly design a strategic plan in order to make their brand more prominent to its customers, as compare to the other. This paper compares The Coca-Cola Company to PepsiCo, Inc. from an investigation perspective, including evaluating key ratios where necessary of the two companies', especially in terms of their drinks, and the consumer's preferences. What managers should do to make their brand more prominent and successful in the market.

Analysis between PepsiCo and Coca-Cola

The two largest manufacturers of cola products are Coca-Cola and PepsiCo. There is a fierce competition between these two companies, especially when it comes to their most popular brands, Coke and Pepsi.

We need to determine the factors behind consumers' choice for a specific drink

The project is to identify the factors for any one of the brand to be more popular among the customers, although both the brands do not have much difference. The aim and objectives of this strategic investigation project is to make the managers and leader of the respective alert, and aware of the factors that attract the consumers. This will help in improving the distribution and consumption of their products.

Another objective is to analyze the factors, and look on what the managers and leaders of the respective brands can do to win the war between them. One more objective of this paper is to determine the importance of brands in the market oriented management.

Brand Management is an important aspect of creating consumer perception about a brand

The management of the brand is very important in order to recall the brand in consumers mind. Apart from this it is important to position itself in such a way that consumers can associate themselves with the brand. This feature benefits the brand in terms of customers and the resulting economic value of the brand for a company to repatriate. The value of both brands, Coke and Pepsi in terms of the customers mind, is almost the same. In one of the researches, a blind test was done with the consumer. In this test the participants, who are also the consumers of Pepsi and Coke, were asked to taste both the drinks, without knowing their brand name. After tasting the drinks, they were asked to opt for any one of the brand. Around 51 percent of the participants selected Pepsi, 44 percent selected Coke, and the rest could not differentiate the ...