Your charge is to choose either Coca-Cola or Pepsi as a client (nice assignment). You are getting paid to provide consulting advice on the company’s market segmentation strategies in the soft drink industry. What would you suggest the company keep doing, and what needs changing?

This is an interesting discussion that compares the market segmentation strategies of Coca-Cola and Pepsi.

https://www.investopedia.com/articles/markets/081415/comparing-cocacola-and-pepsis-business-models.asp

You may not be a fan of soft drinks, but I’m sure you are aware of the competition between the two companies. They have been going at it for decades. This discussion may give you some background:

https://www.history.com/news/cola-wars-pepsi-new-coke-failure

And this is an article that lays out the allegiance to one or the other, and lists of loyal restaurants for both companies:

https://www.yahoo.com/lifestyle/where-every-chain-restaurant-falls-130000665.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuYmluZy5jb20v&guce_referrer_sig=AQAAABVUJMnO8F7isMG56mD48-aqjwvaPVUyiP1SE_su7XFx6RmOwU0wNN1ksD5I-KrBWnLwq-PfTEN83_Mz19tIEnQeI_7_XVDN0fZ6xsskrMJ__xPKhcKSt-vSk_1JK1K9hutxKQK-o7wVGyu2KVPXwEcO-EGKpOlZX0WZwSSJX8qm