Cola Wars Case
Cola Wars Case
Cola Wars Case
CSD Model
Concentrate producers
Bottlers
Retail channels
Suppliers
Pepsi
Pepsi
Acknowledged Pepsi
Fanta, Sprite
Change in 99year old formula negative market response Original formula back under Coca-Cola Classic
Coke bought small, poorly managed bottlers and sold to CCE
Renegotiated contracts with suppliers and retailers
Merged redundant distribution, cut workforce by 20%
1990S END
RECOMMENDATIONS
New products for new age consumers
Focusing on the non-CSD market
Gaining international market share by giving
franchises out to local dealers in other countries
to have better focus on the customer segment
Fix the internal problems in the companies
THANK YOU