Question: Cola Wars Continue: Coke and Pepsi in 2010 article 1. Why, historically, has the soft drink industry been so profitable? Put differently, how much do

Cola Wars Continue: Coke and Pepsi in 2010 article

1. Why, historically, has the soft drink industry been so profitable? Put differently, how much do you think the five forces shape up in the cola industry? That is, the intensity of the competition, supplier power, buyer power, threat of new entrants, and threat of substitutes.

2. How do the five forces shape up differently for the firms that bottle Coke and Pepsi?

3. How can Coke and Pepsi sustain their profits in the wake of flattening demand and the growing popularity of non-CSDs (non-carbonated soft drinks)?

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