The document discusses the cola wars between Coke and Pepsi in the 1990s. It analyzes the soft drink industry structure and competitive environment using Porter's Five Forces model. Coke and Pepsi have established a duopoly in the industry, with high barriers to entry. Their rivalry has intensified as they compete for market share globally through advertising, new products, and targeting each other's territories. While margins may decrease due to competition, both companies have pursued growth in international markets to maintain profits.