Essay, Research Paper
El riesgo de la entrada de nuevos competidores en el sector de bebidas carbonatadas es bajo. Ya que se necesitan muchos recursos econ?micos para poder crear marca y el reconocimiento de la marca, es una ventaja competitiva en el sector que diferencia los refrescos entre los consumidores.Por el contrario el riesgo de la entrada de productos sustitutos si parece ser notable. En el 1992 las ventas en estados unidos de bebidas carbonatadas aumentaron solo 1.5% mientras que las bebidas de la ?nueva era? entre las que se encuentran los zumos, el agua embotellada y las bebidas a base de t? crecieron un 17%El poder de negociaci?n de los clientes se ha ido incrementando a medida que han ido surgiendo productos sustitutivos. La disputa por una mayor cuota en el mercado ha tra?do consigo muchos descuentos. De ah? que los fabricantes de bebidas carbonatadas hayan visto erosionados sus m?rgenes. Otro ejemplo del poder de los clientes lo vemos enLos proveedores no parecen ejercer mucha presi?n sobre la competencia en el sector de bebidas carbonatadas. Las empresas del sector compran dos productos principales los envases y los edulcorantes. En los noventa la mayor?a de las bebidas carbonatadas eran envasadas en latas. Las latas eran los envases menos costosos por unidad debido a que Rusia estaba inundando el mercado mundial de aluminio y los precios se hab?an desplomado. Del mismo modo ? las latas se ve?an como bienes de consumo y en el sector de producci?n exist?a un exceso cr?nico de oferta ? en varias ocasiones los proveedores presentaban var?as ofertas para un contrato como consecuencia los m?rgenes de estos eran bajos. Hist?ricamente exist?a ?nicamente un tipo de edulcorante ( az?car o el alm?bar de ma?z) pero con la aparici?n de las bebidas gaseosas diet?ticas se introdujeron edulcorantes artificiales los precios de estos productos eran altos ya que estaban protegidos por patentes y no fue hasta los noventa cuando la patente venci? y los precios bajaron. En los noventa, el sector de bebidas carbonatadas se encontraba altamente concentrado. Las seis mayores compa??as ten?an una participaci?n del 89% del mercado estadounidense y las dos primeras controlaban el 73% del mercado.
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