This document discusses the cola wars between Coca-Cola and Pepsi from the 20th century into the 21st century. It analyzes the soft drink industry using Porter's Five Forces model. The document outlines that while Coke and Pepsi saw major growth in the late 20th century, consumption began declining in the late 1990s. It also notes that as the cola wars continued into the 21st century, the companies faced challenges in modifying their bottling, pricing, and branding strategies to adapt to changes in the industry and rise of substitutes. Finally, it provides references used in the analysis.

1. Cola wars Coca & Pepsi Group 4 Zhang Yuanyuan : 70381@student.hhs.se Zhong Wei :70382@student.hhs.se Chi Mingli :70365@student.hhs.se Guo Xing :70368@student.hhs.se

4. 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 )

11. The Bottler business P ower of suppliers Low 高 the industry incumbent/rivals The soft drink producers Barriers of entry Low 高 P ower of buyer s High Threats of substitutes High 低