Growth in Beverage Industry

Task 1

Introduction

The beverage industry is growing at a faster pace and it is one of the major drivers of economic growth. The productivity and consumption of beverages have increased considerably giving rise to the market share. Two of the leading brands in the PepsiCo and Coca Cola which are among the leading beverages producers across the globe. PepsiCo is the leading American soft drink along with fast food producers across the globe with its headquarters in New York. One of the biggest competitors of Pepsi is Coca Cola, therefore, it has expanded its range of products in the beverage industry. PepsiCo is listed under the NYSE under the stock symbol of PEP and it had a stock price of $100 at the end of the year 2016 (Grds, 2016). The company has strong revenue of around $63 billion and has its main operations in the US. The business model of PepsiCo is different from its competitors which impacts its portfolio in terms of products. The product offerings are quite different from its competitors and it has a vast array of products which positively influences the net revenues (Nasdaq, 2019). On the other hand, Coca Cola one of the leading brands has its headquarters in Atlanta in the state of Georgia. It is one of the multinational marketers which have franchise which produces syrup across the globe. There are several products that are produced by the company which includes Coke and one of the best soft drinks that the company offers includes Fanta, Diet Coke, Minute maid and more among others. The company is listed in NYSE and it has a symbol which is KO. The company has wide varieties of products and it has a large chunk of its revenue from Europe, Africa, and the Middle East. Coca Cola is one of the largest companies across the globe with massive distribution strategies and effective decision-making process. The company is considering massive resources so that the demand can be met and revenue is earned. Coca-cola differs from its competitors because Coca Cola primarily focuses on beverages. Thus from the activities, it is determined that is the largest beverage company. Based upon the business model of both the company it is witnessed that consumers mind perceives Coke and Pepsi to be direct competitors. Both PepsiCo and Coca Cola focuses upon the consumer market and leans towards an effective decision-making process considering upon the layers of management (Nasdaq, 2019). The basic factor that positively influences the companies is its strong distribution system which is being networked across the globe. The controlling and operations are effective managed through massive distribution along with licensing agreements with brands. Both companies have a strong position in the beverage industry because of the ability to tap the consumer market and augment growth.

Critically compare and analyze the financial performance of PepsiCo and Coca Cola

PepsiCo and Coca Cola have witnessed growth over the years thus strengthening the financial performances based upon various factors. It is determined from the financial analysis that the net revenue for Coca-Cola dropped in the year 2015 from the years 2014 and 2012. The company revenue was $44,294, $45, 998 and $46,852 respectively for the years which depicts the fact the revenue dropped by 3.7 % from the year 2014. On the other hand, PepsiCo had net revenue of $63, 053, $66,683 and $65,415 respectively for the years 2015, 2014 and 2013. This implies that the average loss for the company was 5.3% in the year 2015 however the company had a profit of 0.4% in the year 2014 (Harry, 2016). From the analysis of the financial statement of both the companies, it is noted that the total revenue of PepsiCo is lowered as compared to Coca Cola. It is evident from the analysis that the revenue for both the companies decreased which is about -3.7 % and -5.3% respectively for PepsiCo and Coca Cola. Moreover, as per the comparative analysis income statements for both PepsiCo and Coca Cola is being considered. It is noted that the company operating income growth has reduced in the year 2015 by 10% and it has decreased by 5% in the year 2014 for Coca Cola. The operating income of Coca Cola for the year 2015, 2014 and 2013 was $8728, $9709 and $10,228 which show a decreasing trend. On the other hand, PepsiCo also saw a decreasing trend in the operating profit for the year 2015, 2014 and 2013 which is $5452, $6513 and $6740 respectively (Harry, 2016). The net operating profit decreased considerably for both the companies. For better analysis, it is worthy to note that total asset for PepsiCo in the year 2015 and 2014 were $69,667 and $70,509 respectively with a decrease of 1.1%. Coca-cola on the other hand have total assets of about $90093 and $92023 for the year 2015 and 2014. The financial position is being considered to analyze the present position of the companies.

Contextually, another aspect of the financial performances is being done through determining the earnings of the business over the years. Coca-cola has cumulative retained earnings of about $65.02 billion by the year 2015 and for PepsiCo, the earnings are $50.47 billion in the fiscal year of 2015. It is revealed from the analysis that Coca-Cola has been dominating the beverage industry whereas PepsiCo has lower growth as the company is new in terms of Coca Cola brand (Harry, 2016). The competition in the industry is increasing due to several reasons which include the selling of healthy foods and other carbonated items. PepsiCo is witnessing steady growth thus augmenting the performances owing to better strategies for revenue management. Comparing the earning to growth ratio it is noted that PepsiCo has a higher price to earnings to growth ratio as compared to Coca Cola. From the analysis of the growth ratio, it can be stated that the stocks are better as compared to Coca Cola. For effective analysis of both the companies’ ratio analysis is being considered upon.

Liquidity ratio – Liquidity is being analyzed to determine the ability of the company to pay debts. The ratio is useful to determine the ability of the company to pay debts in the process of business.

The current ratio of Coca Cola Company in the year 2013, 2014 and 2015 is about 1.09, 1.13 and 1.02 respectively. PepsiCo, on the other hand, has a current ratio of 1.10 for the year 2013, 1.24 for 2014 and 1.14 for 2015 respectively. From the analysis, it can be determined that companies have sufficient assets to meet the liabilities for better growth opportunities.

Solvency Ratio – It is about paying short term debts when required for better growth opportunities. The main intention is to keep the business credit better along with debt for better growth. The debt to equity ratio for PepsiCo is 1.06, 1.00 and 1.37 for the years 2013, 2014 and 2015 respectively. Coca Cola for the same period had a ratio which was about 0.45, 0.58 and 0.63 respectively. From the analysis, it can be determined that the debt to equity ratio when lower it implies that the company is financially stable as compared to companies with the higher debt-equity ratio increasing the risk (Saeidinia & et.al., 2012). Thus share capital for Coca Cola is more than the available debts and PepsiCo has an amount which is sufficient to meet the debts.

Profitability ratio- The financial metrics are determined through the use of profitability ratio which is vital to analyze the position of the company. As per Return on capital ratio, it is witnessed that PepsiCo in the year 2013, 2014 and 2015 had a ratio of 13.85, 14.09 and 14.24 respectively. Coca Cola after comparing the same is analyzed to have a ratio of 14.27, 12.58 and 9.86 for the year 2013 to 2015 (Scribd, 2017). Subsequently, after the analysis of the financial data, it is noted that higher return on capital implies that are more returns on capital employed. Thus from the analysis, it can be stated that PepsiCo is efficiently using every unit of the raised capital from the shared capital in comparison to its competitors Coca Cola. PepsiCo is efficiently managing the money thus witnessing the growth and Coca Cola is declining.

There are several other ratios which are analyzed to determine the position of the companies in the beverage industry. The ratio is depicted through the help of the table below:

From the analysis, it can be noted that both Pepsi and Coca Cola are utilizing the assets for the company in an effective manner. The profit is positive stating the fact that the business has profit on a regular basis. This implies that the position of the company is improving and PepsiCo is trending by utilizing its assets in a consistent manner (Scribd, 2017). Thus it can be stated PepsiCo has a strong future on the basis of the ratio analysis because both the companies are managing its resources and capital properly.

Strategic and Operational Issues of Coca Cola and PepsiCo

Coca Cola and PepsiCo are dominating the business globally and the companies are exhibiting a sense of brand consciousness across the world. There are few issues that are faced by the company which includes a lack of innovation. Both the companies face marketing problems and operational issues thus requires proper solution for greater effectiveness. Lack of strategic marketing which includes advertising and productive marketing impacts the business organisation. Coca Cola needs to strategically identify the marketing problems and enhance the opportunities by developing innovative ideas. Innovation strategy transformation is implemented towards positioning the company and creating consumer brands. Thus the company needs to market its products and wide ranges effectively to create positive mindset (Saeidinia & et.al., 2012). Coca Cola needs to implement strategic productiveness to increase the growth opportunities and reduce risks. It is vital to state that both Coca Cola and PepsiCo are setting up teams to tracks the market shares to enhance the productivity and growth opportunity. The brands are taking several operational measures to market the products. As strategic measures both the companies are focusing upon new products and brands to meet the consumer preferences. By understanding the changing needs of customers PepsiCo and Coca Cola are developing and utilising product developing strategies to meet the needs of customers (Saeidinia & et.al., 2012). The main idea is to influence customers and their decision to purchase products. To sustain the competition in the global market it is analysed that both Coca Cola and PepsiCo have reduced the cost of the bottles and at the same time have lowered the price. The positive aspect of the business Coca Cola is that it tends to have distribution system. Coca Cola is leading the distribution system as it is one of the largest beverage systems. PepsiCo on the other hand is taking massive distribution system for better licensing and manufacturing.

The strategic measure is to create consumer awareness through generating demand for products. Coca Cola has spent about six million in the year 2017 and PepsiCo marketing activities is amounting to over 4billion dollars. For the success of the company coca cola is bottling upon franchise leadership to have maximum penetration across the globe. On the other hand, PepsiCo is planning upon digital strategy in order to grow its brands such as Frito Lay and many more (Harry, 2016). Considering upon the aspect of business model it is worthy to note that PepsiCo has diversified portfolio thus trying to tap greater market area. However, Coca Cola is taking measures to meet the market by leveraging upon other factors. The business growth of PepsiCo is huge because of its digitalisation. The companies need to improve its strategies and diversified portfolio with greater effectiveness and growth opportunity. It is recommended that both the companies determine the price effect thus improving the operational activities and analysing the strategic growth for better growth. Thus the main issue that is to be addressed by the companies is that finances are to be managed effectively through the help of strategic planning and marketing policies.

Limitations and Assumptions

Coca Cola and PepsiCo is facing several issues across the globe and one of the most effective issues is that it is unable to meet the changing demands of consumers. The limitation is based upon the pricing of the products because the global brand is facing competition from its local competitors. The limitation of Coca-cola is that it significantly focuses upon the carbonated drink and have an undiversified product portfolio. It also faces little negative publicity which impacted its performances and growth opportunities across the globe. Another limitation is that Coca-cola has a high debt level due to the level of acquisition. On the other hand, PepsiCo has a diversified portfolio, therefore, the limitation is with regard to the management of the strategies in an organized manner. The company is slow to analyze the growth and changing habits of consumers thus impacting the business in the long run (Saeidinia & et.al., 2012). With the changing lifestyle of people today the carbonated drinks by Coca Cola and PepsiCo are perceived to be unhealthy thus impacting the business and its growth opportunities across the globe. The risk is regarding the management of the finances and the performances of the company with the growing competition. However, today both the companies are performing effectively by managing its finances through the help of the effective business model. The position of the companies is changing and both Coca-Cola and PepsiCo are taking strategic along with operational measures to meet the changing business environment across the globe.

Conclusion

From the analysis of the paper, it can be stated that Coca Cola is the largest company in the beverage industry with stable profit and revenue. PepsiCo, on the other hand, is emerging in the global market as a leader through its offerings. PepsiCo is one of the closest competitors of Coca Cola and it is posing threat for the investors. However, it can be comprehended that Coca Cola has assured a better return for its competitors. The operational costs are under proper control thus making the business favorable for investors. PepsiCo, on the other hand, has less marginal strategies which tend to ensure profitability in the industry. The position of both companies is better in the global market owing to its effectiveness. In the near future, PepsiCo might overshadow Coca Cola for its diversified products. Thus both the companies are leading the market and are gaining success.

Task 2

Introduction

Approaches of internationalization bring opportunities for business and higher profitability for a company. Various studies indicate that internationalization allows an organization to target new markets and expand its customer size, which ultimately enhances productivity (Schuiling and Lambin, 2012). Therefore, most of the organizations consider entering into new countries and promote their top-notch products. It is also found that there are many factors, which should be considered by the marketing and strategic managers while exhibiting the practices of internationalization. The report is exploring various factors, which are associated with the internationalisation of Tesco in the business markets of Nepal. The report provides a brief introduction to the company. Along with this, information on value chain analysis, key factors affecting promotional tactics of Tesco and unique propositions for the products are discussed in the report. Not only this but, there is also focus on market entry strategy, potential risks as well as the ways to mitigate them.

Overview of the Company

Tesco (Tesco PLC) is one of the top organizations in the world in the retail industry. The organization was established in the year 1919 and manages its business from headquarter in London. After its establishment, Tesco expanded its business across the world by acquiring several other companies such as Charles Phillips and many others (Tesco, 2019). These acquisitions allowed the organization to open a number of supermarket stores in different countries, which included the USA, Australia, South Africa and many more. Not only this but, Tesco also diversified its business by entering into new fields such as grocery delivery and many others. Considering the current marketing situation of Tesco, the study reveals that there are over 6800 stores of the organization in different countries. Along with this, Tesco is the employer to over 450000 employees throughout the world (Tesco, 2019). Based on the revenue figures, it is found in studies that Tesco has the third-largest revenue in the global retail industry. Tesco has the supreme brand image in the UK and is considered as the topmost organization in the retail industry of the country. According to the annual report of the year 2019, the sale of Tesco in the year 2018 was £56.9 billion. The organization is perceived as best in a class retailer in the UK and many other countries by the customers. This way, it can be analyzed that Tesco has extremely high business figures and brand image in its business markets.

New Market Environment

Newmarket, which has been selected for internationalization of Tesco, is Nepal. The country is situated in the Himalayan range and has several potential cities, which could serve as a suitable market for Tesco such as Kathmandu and many more (Jha, 2014). The country stands on 93rd position in the world based on land area. Nepal is visited by tourists around the world for its natural beauty and expedition. Currently, there is no store of Tesco in Nepal due to which it can be considered by the organization for international business.

Marketing Research

There are several elements of marketing research for Tesco to target Nepal as a prominent country for internationalization. These elements are analyzed in the following manner.

Competitors: However, there is a number of competitors of Tesco in its existing markets such as ASDA, Morrison, Sainsbury and many more; but, none of these organizations are operating their stores in any city of Nepal (Speh and Hutt, 2012). For this reason, the launch of a supermarket store in Kathmandu and many other prominent cities of the country can be a Greenfield investment to Tesco. The study indicates that there are some supermarket stores in the Kathmandu, which are managed and operated by local businessmen. Therefore, Tesco may acquire immense opportunities to enhance its business by opening its stores.

Capacity to pay: It can be understood as the capacity of the people or targeted customer in a market to purchase the products offered by an organization. High capacity to pay in a business market allows an organization to acquire more business opportunities and enhance its sales (Spotts, 2014). It is found that Nepal is visited by a significantly large number of people from all parts of the world for tourism, mountain expedition, and many other purposes. Along with this, the per capita income of the people in Nepal in current times is over $2800. There are a large number of people in the country belonging to the middle class, upper-middle-class and elite class of the society. Therefore, it can be a beneficial market for Tesco to manage its operations and gain sustainability.

Value Chain Analysis

In order to manage its business successfully in the business markets of Nepal, Tesco may consider the approaches of value chain analysis. There are two types of activities in value chain analysis, which are explained in the following manner.

Primary Activities

Tesco needs to focus on inbound logistics to acquire ample amount of business opportunities in Nepal. For this purpose, the organization is required to establish efficient plans to procure suppliers. Southeast countries are the biggest manufacturing market for Tesco (Piller and Bellemare, 2016). Therefore, the organization can easily manage its supply to the production units in Nepal.

Operations of Tesco in Nepal will include the production of the raw material to the products, which are mostly consumed by the customers in the country. Tesco may consider developing cultural apparels, which can be preferred by the customers. Along with this, the production of standardized products can also be considered.

Outbound logistics for Tesco in Nepal include the use of transportation lines to delivery of the products to the stores so that there is no product crisis in the market (Pirrie and Mudie, 2012).

Market and sale are other activities to be focused by Tesco. The organization may consider social media promotion, print media promotion, sales discount offers, cash-back and many other approaches for this purpose.

Tesco also needs to focus on after-sale services for customers to acquire efficiency in Nepal.

Support Activities

1. Tesco also needs to focus on firm infrastructure while operating in the business markets of Nepal. The attractive ambiance is required to be considered for developing supermarket stores.

2. Further, Tesco also needs to resource the employees from the local cities. Hiring and selection of the talented workforce can be helpful in achieving its objectives (Lamb, 2012). Along with this, the organization also needs to exhibit human resource practices such as performance management, motivation, and many others.

3. The organization also needs to focus on the use of technology while operating in Nepal. Computer, scanning devices, and many other technologies can be helpful in meeting these objectives.

4. Approaches to procurement are also essential for Tesco in Nepal (Hyman and Sierra, 2013). The organization must put efforts to establish an effective supply chain management model.

Key factors affecting the promotion of new products

There are many factors, which may affect the promotion of the products offered by Tesco in Nepal. These factors are analyzed in the following manner.

Culture: Nepal is known for its distinctive culture around the globe. People in the country prefer consuming apparels and other products, which reflect their mountainous culture. This factor may significantly affect the promotion of the products offered by Tesco in the country (Richter, 2012). People may not be preferred or consume the promoted products of the company, which belong to super modern cultures such as the US, UK and many more.

Price: Another significant factor affecting the promotion and sale of the new products of Tesco in Nepal is their price. Higher prices may allow the customer to develop different interests towards the products. Therefore, it will be essential to the organization to consider low pricing strategies and promote it in Nepal to acquire more business.

Promotional medium: In comparison to the developed countries such as US, UK, Australia and many more; fewer people in Nepal make use of social media channels, which is mostly preferred by Tesco (Wrigley and Lowe, 2014). On the contrary, traditional approaches should be considered by Tesco to attract more customers and acquire sustainability. However, social media promotion can be considered for the young population in Nepal, which mostly uses Facebook, Twitter, and many others.

The Unique Proposition for a New Product in the Market

To enhance its business in Nepal, Tesco may consider the following unique proposition.

The organization may focus on offering sublime service quality to the targeted customers in Nepal. For this purpose, Tesco may consider developing customer relationship management department, which will troubleshoot the issues raised by the customers (Schuiling and Lambin, 2012). This way, more customer satisfaction is likely to be observed in Nepal, which will enhance the probabilities of sales of its products.

Along with delivering effective customer services, Tesco also needs to provide qualitative products to the customers. It can be analyzed that the interests of the customers may reduce if they speculate the low quality of their products, despite fewer prices (Carter and Lee, 2012). Therefore, Tesco can target the markets of Nepal with the products which have acquired top product ratings by the customers in other markets.

Consideration of the above two propositions may allow the organization to acquire values in the targeted country and expand its business successfully in international markets.

Financial Resources for the Development of Product and Introduction to New Market

There are many financial resources considerable to Tesco for developing the products and entering into the business markets of Nepal. These resources are explained in the following manner. Tesco sells its shares on different share markets and financial centers around the world. Some of these centers include the London Stock Exchange, FTSE, and ISEQ (Tesco, 2019). The business made by the organization in different markets fluctuates the values of the stocks on the financial centers. Upward trends in stocks of the company allow it to generate finances, which can be used by Tesco to develop the new products and enter successfully into the business markets of Nepal. Tesco is one of the largest organizations in the world in terms of revenue generation and financial parameters. However, to enter into the business markets of Nepal, the organization may consider financial institutions such as banks and many others to support the establishment of stores with financial aids (Tesco, 2019). The organization can also pay its debts easily along with the growth of business in the country.

Market Entry Strategy for Internationalization of Nepal

There is a number of strategies, which can be considered by Tesco to make efficient entry into the business markets of Nepal. Some of these prominent strategies are explained in the following manner.

Acquisition: Along with its historic development and growth, Tesco has acquired a number of organizations in the world, which were local players in their business markets. Some studies suggest that there are small level local supermarket stores in Nepal, which are operated by small business owners (Cupman and Harrison, 2016). In order to enter successfully in the markets of Nepal, strategic managers in Tesco may consider acquiring those supermarkets. However, the organization also has the capability to launch fully owned supermarkets directly into Nepal; but, strategies of acquisition are likely to benefit the company in terms of getting human resources, land, reducing contractual obligations and many others.

Direct Investment: Due to intense brand image and revenue figures, Tesco may consider the strategies of direct investment to enter into the business markets of Nepal. For this purpose, the organization can establish its manufacturing as well as open stores in Kathmandu and other prominent cities of the country where the business of Tesco may bloom (Speh and Hutt, 2012). Direct investment may allow the organization to face some contractual obligations due to foreign trade policies of Nepal government; but, it provides a full claim to the profitability and revenues.

Joint Ventures: It is another strategy considerable to Tesco for entering into Nepal. Joint venture refers to the approach in which two or more organizations manage joint operations to target a business market (Spotts, 2014). Tesco may consider this strategy in which it can enter with cooperating with organizations such as Morrison, ASDA or any local company to launch its store and operate in Nepal.

Out of the three market entry strategies, the direct investment can be the most suitable strategy to Tesco to enter into Nepal. This strategy is likely to provide a full claim over profitability. Moreover, the organization has an ample amount of financial and other resources to afford direct investment strategy.

Potential Risks for the Proposed Business Idea

There are certain risks associated with the above-proposed idea for Tesco in Nepal, which are analyzed in the following manner.

Government Policies: Business of Tesco may get affected by the trade policies which are developed and implemented by the government of Nepal (Cupman and Harrison, 2016). It can be analyzed high taxes over the sale of foreign products offered by Tesco may increase difficulties and operating income of the company.

Cultural Compliance: Products offered by Tesco in different business markets reflect English culture more. On the other hand, Nepal is a country with traditional values. Therefore, products offered by the organization may not be liked by the people living in the country.

Supply Chain Efficiency: Nepal is a country located in high mountain ranges. Transportations mediums in the country include land transportation and air transportation. There are no large airports in Nepal in the upper mountain ranges of the country, which could land large aircraft (Jha, 2014). Therefore, there can be issues with supply chain management for Tesco in the country.

Prices of products: However, Nepal is a hub for tourism in the Himalayan range; but, the country has significantly low per capita income. Therefore it will be difficult for Tesco to sell high priced products.

Ways to Mitigate Risks

To address the above risks, the following considerations can be made in Tesco.

The organization needs to consider government policies and acquire negotiations over long term operations within the country (Carter and Lee, 2012). The organization needs to focus on higher sales to compensate the taxes and other liabilities.

Tesco needs to carry out research on the development of apparels and products, which suits the culture of Nepal and can be accepted by the people.

The organizations need to consider developing manufacturing units also along with the launch of a supermarket store. This way, supply chain risks can be managed.

Tesco needs to consider low pricing strategies while entering into the business markets of Nepal (Hyman and Sierra, 2013). Reduction in prices can be compensated with a high number of sales.

Conclusion

It can be concluded from the above report that Tesco is one of the most renowned companies in the global retail industry. The organization may consider entering the markets of Nepal by focusing on various activities of value chain analysis such as inbound and outbound operations, sales, human resource and many more. It is found that factors such as prices, promotion medium, and many others may affect the efficiency of promotion of Tesco. The organization may focus on product quality and customer service as a unique proposition. Further, it can also be said that out of several market entry strategies, the direct investment can be the most suitable strategy for Tesco to enter into the markets of Nepal. There can be certain risks such as supply chain risk, cultural compliance and others for which Tesco may consider approaches of establishing manufacture unit and many more.

References

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