Conduct a competitor/threat analysis. Assess the resources and capabilities of Coca-Cola and Pepsi. What are their strengths and weaknesses respectively? Are they similar in terms of the types and amount of resources they possess? How do the types and amount of resources affect the firms ability and likelihood to attack and respond? Specifically, which firm initiated more attacks? Why? What were the assumptions each competitor held toward the industry and the rivals? What were the motivations to initiate attacks? Which firm is more innovative in initiating competitive actions? Which firm takes a greater variety of competitive actions?