Cola Wars Continue: Coke vs. Pepsi in the Twenty-First Century Case Solution

Examines the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. The new challenges of the 21st century include Banderas stimulate domestic cola sales and finding new revenue streams. The two companies have also begun to modify their bottling, price and brand. Addressed the international emerging markets to spur growth and expand their portfolios to include noncarbonated brands such as tea, fruit juices, sports drinks, and bottled water. For over a century, Coca-Cola and Pepsi-Cola fought for “participation in the throat” world of beverages in the market. Most intense battles of the cola wars were fought in the industry 60 billion dollars in the United States, where the average American consumes 53 gallons of soft drinks (CSD) per year. In a “competitive struggle on with care”, 1975-1995, both Coca-Cola and Pepsi have experienced an average annual growth of about 10% the consumption of CSD United States and around the world has increased steadily. This cozy situation was threatened in the late 1990s, however, when U.S. CSD consumption declined for the second consecutive year and worldwide shipments slowed for both Coke and Pepsi. The case examines whether Coca-Cola and Pepsi time of growth and profitability was coming to an end or whether this apparent slowdown was just another blip in the course of a century of enviable performance. A rewritten an earlier case by Michael E. Porter and David B. Yoffie release.
David B. Yoffie,
Wang yusi
Source: HBS Premier Case Collection
24 pages.
Date Posted: January 11, 2002. Prod #: 702442-PDF-ENG
Cola Wars Continue: Coke vs. Pepsi in solving cases XXI century

Cola Wars Continue: Coke vs. Pepsi in the Twenty-First Century Case Solution
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