第12课--市场竞争外刊经贸知识选读-每课重要知识点-串说-课文翻译.pdfVIP

第 12 课--市场竞争外刊经贸知识选读-每课重要知识点-串 说-课文翻译 第 12 课市场竞争 Soft Drink Wars: the Next Battle 软饮料战：下一次战争 The reformulation of Coke has given the feuding cola giants a chance to go at each other again. 可口可乐的重新配方为长期别和的可乐巨头提供了一具新开战的机遇。 But Coca-Cola and PepsiCo are spoiling for yet another f ight, and this time they’re picking on the little guys: n on-cola makers like Seven-Up and Dr Pepper. By Monci Jo Williams 然而可口可乐和百事可乐一心想举行另一场战斗，这一次它们选中了小企业： “七喜”和“佩拍博士”。 In the U.S.soft drink industry, where 1% of the market is worth $ 300 million in retail sales, Coca-Cola and PepsiCo don’t wage mere market share battles.They fight holy wars.These days the fighting is on two fronts.One is on the vast plains of the cola business, where the reformulation of Coke has Pepsi on the defensive.The other is in the back alleys of the smaller, non-cola market.Until now these have been dominated by other companies.As growth of high-calorie colas slows, however, Coca-Cola and PepsiCo are invading new territory. 在美国的软饮料行业，1％的市场份额就意味着3 亿美元的零售额，可口可 乐公司和百事可乐公司举行的别仅仅是争夺市场份额的斗争，他们举行的是“圣 战”。目前他们的斗争有两条战线。一条是可乐生意的广大战场，在这儿可口可 乐的重新配方使百事处于守势。另一条战线是在较小的非可乐市场的后巷里。迄 第 1 页/共 16 页 今为止，这些市场仍被其他公司所支配。由于高热量可乐的增长缓慢，可口可乐 公司和百事可乐公司打算入侵新的领域。 Coca-Cola is moving in with two new products: Cherry Coke, a canned version of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice.Pepsi’s new product is Slice, a lemon-lime soft drink that also contains fruit juice.If these products live up to their early performance in test markets—a big if—they could produce $ 3 billion a year in retail sales.The skirmishes between the cola giants will precipitate a battle for supermarket shelf space and for the loyalty of battlers.The big guys will press bottlers to drop competing brands to make way for their new products. 可口可乐靠着两种新产品投入了战斗：一种叫做“樱桃可乐”，是原来的冷 饮柜的宠儿的罐装版