Cola Wars Case Study
Coke and Pepsi have already had some international operations in major markets, such as Europe, South America and Asia. Especially in Asia, the market is much more fragmented. There are many local brands competing with Coke and Pepsi. Coke and Pepsi should also continue to promote their brands in these global markets and increase the overall market. The marketing campaign can be tailored to these markets.
Different regional market may have different flavor preference, and as both Coke and Pepsi strongly stand for American culture in varied degree, it is recommended that Coke and Pepsi partner with local soft drink firms and customize soft drinks with local tastes. Then they can leverage their operation and branding expertise to increase the operation efficiency and brand awareness to capture more local market.
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