The 'Cola Wars Continue: Coke and Pepsi in 2010' case scrutinize the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. In a "carefully waged competitive fight," from 1975 to the mid-1990s, both Coke and Pepsi had attained average annual growth of around 10%, as both U.S. and global CSD consumption consistently climbed.
Yet, starting in the late 1990s, U.S. CSD consumption started to decline and new non-sparkling drinks become popular, threatening to change the companies' brand, bottling, and pricing strategies. The instance considers what needs to be done for Pepsi and Coke to ensure profitability and sustainable growth. A rewritten version of an earlier case.
PUBLICATION DATE: December 09, 2010 PRODUCT #: 714C04-PDF-CHI
This is just an excerpt. This case is about STRATEGY & EXECUTION
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