1) Identify and describe the SPECIFIC five forces in this industry (barriers to entry/potential entrants, rivals, suppliers, substitutes, and, of course, customers). For example, "The rivals are Coke, Pepsi, XXX, YYY, and ZZZ."

2) Why has the soft drink industry been so profitable? Cite some evidence to support each of your assertions.

3) Can Coke and Pepsi sustain their profits in the wake of flattening demand and the growing popularity of non-carbonated drinks? Tell me why you think so and cite some evidence.

Once you compose and post your answers, you'll have the opportunity to do a PEER REVIEW of another's answers. Your review ought to either 1) take a supportive position, but adding more evidence and argument to bolster the piece (not just "rah-rah!") or 2) take a contrarian position, again using evidence and argument to argue the other view, while being kind. I'm really looking for a dialectic -- it's a really strong form of classical persuasion composed of three parts: 1) the thesis, 2) the antithesis, and 3) the synthesis of the two. The THESIS promotes YOUR main idea and gives argument and evidence for it. The ANTIthesis actually acknowledges the contrarian view, citing its argument and evidence. The SYNTHESIS combines the two, but, of course, takes the line that your thesis beats the antithesis, laying out why. Adopt the style and 1) your grade will be strong, and 2) you will be a force to reckon with, whether you go into business, politics, or finance.