Essay heading: 1. Why Is The Soft Drink Industry So Profitable?
Essay specific features
May 5, 1997
No of pages / words:
12 / 3283
Rating of current essay:
In fact, one could characterize the soft drink market as an
oligopoly, or even a duopoly between Coke and Pepsi, resulting in positive economic profits. To be sure, there
was tough competition between Coke and Pepsi for market share, and this occasionally hampered profitability.
For example, price wars resulted in weak brand loyalty and eroded margins for both companies in the 1980s...
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Coke and Pepsi responded by expanding their offerings, through alliances (e.g. Coke and Nestea),
acquisitions (e.g. Coke and Minute Maid), and internal product innovation (e.g. Pepsi creating Orange Slice),
capturing the value of increasingly popular substitutes internally. Proliferation in the number of brands did
threaten the profitability of bottlers through 1986, as they more frequent line set-ups, increased capital
investment, and development of special management skills for more complex manufacturing operations and
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