For over a century, Coca-Cola and Pepsi-Cola vied for “throat share” of the world’s beverage market. From 1975 to 1995, Coke and Pepsi achieved average annual growth of around 10%. However, in the late 1990s, CSD consumption dropped and worldwide shipments slowed for both Coke and Pepsi.
As the cola wars continued into the 21st century, the cola giants faced a large number of challenges but biggest of them were to modify their bottling, pricing, and brand strategies.
The Concentrate business the industry incumbent/rivals The soft drink producers P ower of suppliers Low P ower of buyer s High （低） Barriers of entry High Threats of substitutes High( 中，在升 )