Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Bebidas deportivas"

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Estrategias de fijación de precios en mercados oligopólicos : bebidas deportivas Colombia 2009-2023
(Universidad EAFIT, 2025) Uribe Navarro, Jorge Eduardo; Chaparro Cardona, Juan Camilo
This thesis analyzes pricing strategies in the Colombian oligopolistic sports drinks market for the period 2009-2023, focusing on the comparison between observed practices and the theoretical equilibria derived from microeconomic game theory models. Using secondary data and estimates based on seemingly unrelated regression (SUR) systems, the study identifies demand functions and competitive interactions among the main brands in the sector: Gatorade, Sporade and Powerade. The theoretical framework is based on price competition models with product differentiation and best response functions, allowing for the modeling of strategic interactions between firms. The results show that, while the leading brand Gatorade operates close to the theoretical equilibrium, there are relevant deviations in the strategies of challenger brands Sporade and Powerade, which create opportunities for sectoral profitability optimization. Best response matrices and simulation scenarios are presented to illustrate the impact of different pricing policies on market share and profits. Finally, the study discusses the model’s limitations and proposes future research avenues, including the incorporation of additional non-price factors, the temporal dynamics of decision-making, and strategic interactions with retailers.