Research Paper on:
Cola Wars; A Case Study

Unformatted Sample Text from the Research Paper:
that has been fraught with legal cases and competitive practices. Coca Cola would not environment the name Pepsi until they had gained a dominant market share over them in the  supermarkets. This indicted a changing market places, and to understand the current position of the cola wars; we need to first look at the soft drinks market and the CDS  segment within that market. In understanding the market we can then consider more carefully the position of both these cola producers. The CDS is a part of a  larger sector of soft drinks. These include the coals and other fizzy drinks, but also encompass fruit juices, squashes, water and milk or milk drinks. Therefore, this is a market  with a high level of substitute products. The The carbonated soft drinks market is the largest segment of this market. The current  value of the CSD market is worth $60 billion, Coca Cola and Pepsi are the dominant brands, combined they have a total of 76% of the UD soft drinks market.  The structure of this market is in four segments, there are the concentrate manufacturers, these manufactures have a relatively low requirement for  investment, a top cost of $50 million for a concentrate plant will service the entire United States. The concentre is then sent to the bottlers, who sweetening and dilute the  concentrate, placing it into bottles. The bottlers were once a diverse range of smaller companies, but merger and acquisition, and encouragement from the main brands has resulted in the formation  of a few larger bottlers handling the majority f the bottling of the products. Both Coca Cola and Pepsi followed this strategy, and although they have an interest, they have