Cola Wars Continue: Coke and Pepsi in 2010

Instructions:

Read the Cola Wars Continue: Coke and Pepsi in 2010 case study

Answer the five questions listed below.

1.Identify each of the six steps of the agri-food supply chain for the carbonated soft drinks industry Hint: the commodity processors in the carbonated soft drinks industry are the concentrate producers. Also remember multiple steps can be performed by the same firm. (5 points)

2.Calculate the CR-4 for the carbonated soft drinks industry in 2009 using information from Exhibit 2. What type of structure does the carbonated soft drink industry have based on the CR-4? Note: to calculate the CR-4, sum the market shares of the top four companies in the industry. (5 points)

3.Use evidence from the case to identify whether the threat posed by each of Porters 5 Forces is low, moderate or high for the concentrate producers. Be sure to cite evidence from the case that supports your answers. (5 points)

Porters 5 Forces	Level of Threat?	Evidence
New Entrants	Low? Moderate? High?
Substitute Products
Buyer Power
Supplier Power
Rivalry

4.Identify and describe three key change forces affecting the carbonated beverages industry. (5 points)

5.Conduct a SWOT analysis for the concentrate producers by filling in the table below. Identify the opportunities and threats based on your answers to questions 3 and 4. Then identify strengths and weaknesses of the concentrate producers using additional information from the case. (5 points)

Opportunities	Threats
Strengths	Weaknesses