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Pepsigotitsinternationalmarketingbreakin1959whenthenchairmanDonaldKendallhandedSoviet...
Pepsi got its international marketing break in 1959 when then chairman Donald Kendall handed Soviet President Nikita Krushchev a bottle as cameras clicked:that gave the company an entree into Eastern Europe. In 1972 Leonid Brezhner gave Pepsi exclusive franchise in the Soviet Union.
Since the collapse of the Berlin Wall in 1989,Coca-Cola has moved swiftly to overcome Pepsi's edge in Eastern Europe. Coke claims the lead in Hungary,Poland, the Czech Republic, Slovakia, Romania, Bulgaria and the former Yugoslavia.Pepsi is fighting especially hard in the former Soviet Union where it claims to retain the lead Coke, however, now outsells Pepsi by more than 13 to 1 in eastern Germany.
Pepsi's strongest recent showing has been in Mexico where the company reports its market share has jumped from 28% to 33% during the past two years. 'They're fighting over every extra case',says consultant Daniel Caraco of Arthur D. Little Mexicana. With its $750 million investment Pepsi intends to double plant capacity by 1998.
However the Coke-Pepsi battle turns out,people the world over will probably drink more of the beverages. 'Both companies are going to make their products more available. They're also going to lower prices. That means more consumers buying more soft drinks,'says Joseph Doyle, who follows the industry for Smith Barney in New York City. The average American consumes 720L of soft drinks a year-more soft drinks in fact than water. Non-Americans haver a long way to go before they reach that level-and that would translate into booming business for the two giants. 展开
Since the collapse of the Berlin Wall in 1989,Coca-Cola has moved swiftly to overcome Pepsi's edge in Eastern Europe. Coke claims the lead in Hungary,Poland, the Czech Republic, Slovakia, Romania, Bulgaria and the former Yugoslavia.Pepsi is fighting especially hard in the former Soviet Union where it claims to retain the lead Coke, however, now outsells Pepsi by more than 13 to 1 in eastern Germany.
Pepsi's strongest recent showing has been in Mexico where the company reports its market share has jumped from 28% to 33% during the past two years. 'They're fighting over every extra case',says consultant Daniel Caraco of Arthur D. Little Mexicana. With its $750 million investment Pepsi intends to double plant capacity by 1998.
However the Coke-Pepsi battle turns out,people the world over will probably drink more of the beverages. 'Both companies are going to make their products more available. They're also going to lower prices. That means more consumers buying more soft drinks,'says Joseph Doyle, who follows the industry for Smith Barney in New York City. The average American consumes 720L of soft drinks a year-more soft drinks in fact than water. Non-Americans haver a long way to go before they reach that level-and that would translate into booming business for the two giants. 展开
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百事国际营销打破了1959年主席唐纳德·肯把当时苏联总统赫鲁晓夫庄严肃穆,点击一个瓶子里,相机为公司到东欧的必经之路。在1972年Brezhner独家特许德给百事可乐在苏联。
自从柏林墙的倒塌在1989年,可口可乐公司迅速采取措施克服百事的边缘在东欧。可口可乐公司声称,导致匈牙利、波兰、捷克共和国、斯洛伐克、罗马尼亚、保加利亚和前南斯拉夫。百事可乐是战斗特别困难的地方在前苏联声称保留铅可乐,然而,现在outsells百事超过13至1在德国东部。
百事可乐的最近已经在最强表现墨西哥公司报告在它的市场份额已跳从28%提高到33%,在过去的两年。“他们是在每一个额外的情况下说,但以理Caraco顾问”的小Mexicana理特。以其7.5亿美元投资百事打算双植物能力1998。
然而Coke-Pepsi战斗结果,全世界人口可能会多喝的饮料。“这两家公司都将使他们的产品更有效。他们也要更低的价格。这意味着更多的消费者购买更多软饮料说:“劳拉·多伊尔,跟随约瑟夫史密斯·巴尼的行业在纽约市。美国人的平均消费720 L软饮一个year-more软饮料事实上比水。非haver很长一段路要走,他们达到level-and转化成繁荣的商业为两个巨人。
自从柏林墙的倒塌在1989年,可口可乐公司迅速采取措施克服百事的边缘在东欧。可口可乐公司声称,导致匈牙利、波兰、捷克共和国、斯洛伐克、罗马尼亚、保加利亚和前南斯拉夫。百事可乐是战斗特别困难的地方在前苏联声称保留铅可乐,然而,现在outsells百事超过13至1在德国东部。
百事可乐的最近已经在最强表现墨西哥公司报告在它的市场份额已跳从28%提高到33%,在过去的两年。“他们是在每一个额外的情况下说,但以理Caraco顾问”的小Mexicana理特。以其7.5亿美元投资百事打算双植物能力1998。
然而Coke-Pepsi战斗结果,全世界人口可能会多喝的饮料。“这两家公司都将使他们的产品更有效。他们也要更低的价格。这意味着更多的消费者购买更多软饮料说:“劳拉·多伊尔,跟随约瑟夫史密斯·巴尼的行业在纽约市。美国人的平均消费720 L软饮一个year-more软饮料事实上比水。非haver很长一段路要走,他们达到level-and转化成繁荣的商业为两个巨人。
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百事可乐在1959年打破了国际营销市场,当主席唐纳德-肯递给苏联总统赫鲁晓夫一瓶百事可乐并且拍照的那一刻,就是该公司进入东欧市场的标志。在1972年Brezher独家特许百事可以在苏联开拓市场经营。
自从柏林墙在1989年倒塌之后,可口可乐公司已经迅速采取措施以克服百事在东欧市场的扩张。可口可乐声称要在匈牙利、波兰、捷克共和国、斯洛伐克、罗马尼亚、保加利亚和前南斯拉夫等国家的市场起到引领带头作用。与此同时百事可乐却处于艰难状况,尤其是在前苏联,那个它曾经声称要引领可口可乐的地方。然而,现在百事在德国东邦的销售量和可口可乐相比达到13:1。.
百事可乐的强大最近已经显示出来,在过去的两年里,它在墨西哥的分公司的销售份额已经跳跃到28%——33%不等。Mexicana 的顾问Caraco 说道:“他们是在以意想不到的速度发展。”百事进行7.5亿的投资,计划于1998年获得双倍的效益。
然而百事和可口可乐的战斗结果却是:世界上的人将会喝更多的饮料了。“两家公司都将使他们的产品更迎合广大消费者的口味,同时也会更便宜。这就意味着将会有更多的消费者购买。”在纽约跟随约瑟夫—史密斯的行业做的劳拉—多伊尔说道。美国人饮料的平均消费是一年至少比水多720升。当然,如果没有美国人的话,他们将要需要更长的时间达到这样的地步——成为繁荣商业的两大巨人。
自从柏林墙在1989年倒塌之后,可口可乐公司已经迅速采取措施以克服百事在东欧市场的扩张。可口可乐声称要在匈牙利、波兰、捷克共和国、斯洛伐克、罗马尼亚、保加利亚和前南斯拉夫等国家的市场起到引领带头作用。与此同时百事可乐却处于艰难状况,尤其是在前苏联,那个它曾经声称要引领可口可乐的地方。然而,现在百事在德国东邦的销售量和可口可乐相比达到13:1。.
百事可乐的强大最近已经显示出来,在过去的两年里,它在墨西哥的分公司的销售份额已经跳跃到28%——33%不等。Mexicana 的顾问Caraco 说道:“他们是在以意想不到的速度发展。”百事进行7.5亿的投资,计划于1998年获得双倍的效益。
然而百事和可口可乐的战斗结果却是:世界上的人将会喝更多的饮料了。“两家公司都将使他们的产品更迎合广大消费者的口味,同时也会更便宜。这就意味着将会有更多的消费者购买。”在纽约跟随约瑟夫—史密斯的行业做的劳拉—多伊尔说道。美国人饮料的平均消费是一年至少比水多720升。当然,如果没有美国人的话,他们将要需要更长的时间达到这样的地步——成为繁荣商业的两大巨人。
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