What other alternative options Coca-Cola and Pepsi can have to make healthier options for the consumers? Most of these issues take place in the United States, however do their issues also apply to other countries?

The key issues for the case of Cola Wars are that those two rivals were the top two companies in the carbonated soft drinks market industry. It would be difficult for other companies to compete to their level of rivalry. Another issue that those two companies were facing is the widespread around the nation about the health risks carbonated soft drinks were causing. Obesity, heart problems, and diabetes were the major health risks for adults and children. This made the two companies have to learn to adapt to those health concerns. They both added other types of beverages into their organization. They reduced caffeine and sugar, not to mention that they would get taxed by the government. Another issue is that market shares with other beverage companies might have been good for those two top competitors, but other companies like Dr. Pepper tried to compete. However, Dr. Pepper has not reached Coca-Cola and Pepsis level in competition. In addition, to that issue is that other companies like retail chains started generic brands to compete with those popular carbonated soft drinks. Its an issue because the retail companies have their own manufactures and supplier warehouses as their complete advantage. Also, to include they would have their own product delivery distribution to the stores. Some solutions are to continue gaining market shares to other beverage companies that are healthier. Another solution would be to create other flavor options into their own company.