Use the year 1995 as your reference year, and analyze the industry in which Coca Cola and Pepsi were active. In your response, use the information provided in the Cola wars continue case, and the conceptual frameworks about the external environment.

Identify the existing competitors in the industry. Evaluate destructive rivalry between them. Evaluate the threat of new entry into the industry. Identify the suppliers. Evaluate their bargaining power. Identify the buyers/customers. Evaluate their bargaining power. Identify the substitute producers. Evaluate their threat.