In the late years of the 19th century, a new industry was getting born. An industry that was to become established as a major player in the market later in the next century - the Soft Drink industry. Today it is dominated by two main competitors – Coca-Cola Co. and PepsiCo, Inc., and a number of small soft drink producers. The Coca-Cola company rapidly evolved to a giant soft drink producer in the beginning and mid-20…showed first 75 words of 579 total…

…showed last 75 words of 579 total…the two companies started to acquire most of the bottling franchisees that bottled their products in order to achieve synergies and reduce the cost of the soft drinks production. Both companies have built their strategies in consensus with the changes in the surrounding environment. Issues like health awareness and value seeking have been incorporated in the two companies’ line of response. Economic trends, such as globalization, have also been reflected in the two firms strategies.