Cola wars continue: Coke and Pepsi in 2010 (HBS 9-711-462)

소개글

Cola wars continue: Coke and Pepsi in 2010 (HBS 9-711-462)
Case discussion questions
경영 사례 분석 문제풀이

목차

a. Use the 5-forces framework to explain why the soft drink concentrate industry has been so profitable.
b. Why is the soft drink concentrate industry dominated by two firms?
c. How has the competition between Coke and Pepsi affected the industry’s profits
d. Coke and Pepsi have created a very profitable industry that has lasted more than a century. What are the likely challenges to the stability of the industry structure in the coming decade?
e. Do you think Coke and Pepsi can repeat their success with CSDs in non-CSDs?

본문내용

There has always been demand for soft drinks since early ages when the substitutes for them were only water. But gradually people start demanding something more, which means quenching the thirst with freshness. Thus the need for soft drinks came in.

Bargaining power of suppliers
▪ Low power
Bargaining power of buyers
▪ Locked in bottlers
▪ Low power to consumers
Threat of substitute products
▪ Lots of substitutes, but advertising and widespread distribution limit their impact.
▪ Consumers prefers soft drink over any other beverage.

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