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Cola Wars Continue: Coke and Pepsi in 2006 Case Questions: Why has the soft drink concentrate business historically been so profitable? Using the Five Forces

Cola Wars Continue: Coke and Pepsi in 2006

Case Questions:

  1. Why has the soft drink concentrate business historically been so profitable?
  2. Using the "Five Forces" model as a framework, compare the concentrate business to the bottling business.
  3. Who has been winning the Cola wars and why?
  4. Which firm is in the best position to capitalize on current trends in the industry?

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