Your charge is to choose either Coca-Cola or Pepsi as a client (nice assignment). You are getting
Question:
Your charge is to choose either Coca-Cola or Pepsi as a client (nice assignment). You are getting paid to provide consulting advice on the company’s market segmentation strategies in the soft drink industry. What would you suggest the company keep doing, and what needs changing?
This is an interesting discussion that compares the market segmentation strategies of Coca-Cola and Pepsi.
https://www.investopedia.com/articles/markets/081415/comparing-cocacola-and-pepsis-business-models.asp
You may not be a fan of soft drinks, but I’m sure you are aware of the competition between the two companies. They have been going at it for decades. This discussion may give you some background:
https://www.history.com/news/cola-wars-pepsi-new-coke-failure
And this is an article that lays out the allegiance to one or the other, and lists of loyal restaurants for both companies:
https://www.yahoo.com/lifestyle/where-every-chain-restaurant-falls-130000665.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuYmluZy5jb20v&guce_referrer_sig=AQAAABVUJMnO8F7isMG56mD48-aqjwvaPVUyiP1SE_su7XFx6RmOwU0wNN1ksD5I-KrBWnLwq-PfTEN83_Mz19tIEnQeI_7_XVDN0fZ6xsskrMJ__xPKhcKSt-vSk_1JK1K9hutxKQK-o7wVGyu2KVPXwEcO-EGKpOlZX0WZwSSJX8qm
Global Marketing management
ISBN: 978-0470505748
5th edition
Authors: Masaaki Kotabe, Kristiaan Helsen