This Case is about COMPETITIVE STRATEGY, FINANCIAL MARKETS, MARKETING
PUBLICATION DATE: December 09, 2010 PRODUCT #: 714C04-PDF-CHI
The ‘Cola Wars Continue: Coke and Pepsi in 2010′ case analyzes the business structure and competitive strategy of Coca Cola and Pepsi over 100 years of competition. In a “carefully waged competitive battle,” from 1975 to the mid-1990s, both Coke and Pepsi had reached average annual increase of around 10%, as both U.S. and global CSD consumption consistently increased. Nevertheless, beginning in the late 1990s, U.S. CSD consumption began to decrease and new non-sparkling drinks become popular, threatening to change the firms’ brand, bottling, and pricing strategies. The instance contemplates what must be done for Pepsi and Coke to ensure profitability and sustainable growth. A rewritten version of an earlier instance.