Buy custom Cola Wars Continued – Coke vs. Pepsi in 2006
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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 2016 |
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In recent years, soft drink vendors have diversified into new products that threaten to take share away from traditional sugar sodas, (diet soda, fruit juices, bottled water).
The soft drink industry sold to consumers through five principal channels: food stores, convenience and gas, fountain, vending, and mass merchandisers (primary part of “Other†in “Cola Wars…â€case)...
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Supermarkets, the principal customer for soft drink makers, were a highly fragmented industry. The stores counted on soft drinks to generate consumer traffic, so they needed Coke and Pepsi products. But due to their tremendous degree of fragmentation (the biggest chain made up 6% of food retail sales, and the largest chains controlled up to 25% of a region), these stores did not have much bargaining power...
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