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CCompetitive Environment Analysis Coca-Cola and Pepsi are the two major industry players in the soft drink industry they account for a total of more than 60 percent and more than 70 percent of the US and world markets respectively Refer to Table 1 below Table 1 World Soft Drink Market Shares Company199519941993 Coca-Cola Co472456448 PepsiCo Inc221218217 Cadbury Schweppes798078 Other 228246335 Source Beverage Marketing Corporation cf Beverage World 31597 p 65 Coca-Cola has long been a part of American culture for over a century Its products image is laden with sentimentality--image many people have taken deeply to heart It is displayed on T-shirts hats and collectible memorabilia This extremely recognizable branding is one of Coca-Colas greatest strengths Furthermore cost management product differentiation and marketing have become important for Coca-Cola as market growth slows and market share becomes the key determinant of profitability In foreign markets the product life cycle is in more of a growth trend Cokes advantage in this area is mainly due to its establishment of strong branding and is now able to use this area of stable profitability to subsidize the domestic Cola Wars Pepsis success on the other hand is attributable to its experienced management team a competitive product line a global marketing realm and the continuous efforts by their research and development to research trends in the industry and to be creative in exploiting those trends Pepsis culture is informal and entrepreneurial Their people are empowered to make the decisions necessary to grow the business They seek to achieve outstanding results through innovation long-term partnerships and an open work environment that respects the individual and promotes personal and professional growth The companys strategy is to concentrate its resources on growing their businesses both through internal growth and carefully selected acquisitions Their strategies are continually fine-tuned to address the opportunities and risks of the global marketplace The biggest source of added value for Coca-Cola and Pepsi products
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