Since at least the 1950s the “cola wars” between Coke and Pepsi have been ongoing. This case is set in early 2010. Demand for carbonated soft drinks (CSDs) has been declining in the United States and non-CSD beverages are emerging as serious substitutes. Both companies are facing new challenges of competing in non-CSD products and businesses. Both companies are facing questions of strategy for the future, for continuing revenue growth and profitability. Pepsi, in 2009, and Coke, in 2010, have started to buy back their franchised bottling operations.

What to Look For

Information and findings on managerial concerns, preferences and objectives (MCPOs) for performance and position(ing) as follows:

• MCPO 1. Customer value connections for products or services
• MCPO 2. Customers, segments, markets and competitors