Cola Wars Continue: Coke and Pepsi in 2010 Questions: 1. Why, historically, has the soft drink indus

Cola Wars Continue: Coke and Pepsi in 2010
Questions:
1. Why, historically, has the soft drink industry been so profitable?
2. Why is the profitability so different between the concentrate business and the bottling business?
3. How could Coke and Pepsi compete in the growing non-carbonated soft drink category that demanded different bottling, pricing, and brand strategies?
4. How can Coke and Pepsi sustain their profits in the future?

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