Cola Wars (2) ECN5210 Winter 2021 It's really a simple question, but not necessarily straightforward to answer. HOW have Coke & Pepsi have managed to maintain very high profitability over the course of their existence. There are 2 tools I want you to use. . Porter's 5 forces: specifically i. Horizontal dimension & how the cola giants have kept external forces at bay; and, ii. Rivalry: we've discussed how you can look inward and not protect the 'profit bubble' (or defend the castle & moat) because you are waging a war against your rival. Coke & Pepsi are at war and do wage a war, right