Analysis of Competitors within the Softdrink Industry
C.Competitive Environment Analysis
Coca-Cola and Pepsi are the two major industry players in the soft drink industry, they account for a total of more than 60 percent and more than 70 percent of the U.S. and world markets, respectively. (Refer to Table 1 below)
Table 1 World Soft Drink Market Shares (%)
Source: Beverage Marketing Corporation, c.f. Beverage World 3/15/97, p. 65.
Coca-Cola has long been a part of American culture for over a century. …
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