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Cola Wars Case Study
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Abstract
Soft drink industry has enjoyed over 100 years of growth and success. Operating in almost all the nations of the world the industry is dominated by two giants namely PepsiCo and Coca-Cola Co. which for a long time have been rivals. As a result, new lines of products including both carbonated and non-carbonated drinks have emerged. As compared to other companies, PepsiCo and Coca-Cola Co. have survived many challenges faced by the industry and therefore have been in existence for long. The soft drink industry has four major players namely suppliers, retail channels, bottlers and Concentrate Producer (CP). The CP is in charge of concentrate syrup manufacturing whereas the bottler adds carbonated water and fructose corn syrup to the concentrate syrup. The bottler then bottles the final products and sends them to the distributor who supplies to the consumers. This report, therefore, seeks to analyze the soft drink industry with a significant focus on the PepsiCo and Coca-Cola Co. In particular, the report provides a comprehensive analysis of the marketing, strategy, human resource and financial aspects of the industry.
Keywords: PepsiCo, Coca-Cola Co, Concentrate Producer, bottler
Cola Wars Case Study
Introduction
Over the past years, the soft drink industry has emerged as one of the rapidly growing industries. The industry through its full range of products from various brands including both non-carbonated an…