Reading chapters 4 and 5 as well as case ‘Cola Wars Continue: Coke and Pepsi in

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Reading chapters 4 and 5 as well as case ‘Cola Wars Continue: Coke and Pepsi in 2010’ and writing a paper regarding this topic.
it should be a reflection on the totality of your learning during the reading and capture your most important takeaways from the reading. The best way to prepare your memo is to carefully read and review the material and answer the assignment questions, and then take a step back to write your memo based on your self-reflection on the most important points you have learned during the reading.
The paper must cover following 5 questions.
1. Why, historically, has the soft drink industry been so profitable; especially for the leading concentrate producers?
2. Map out what activities occur at the different links in the value chain.
3. Compare the activities/economics of the concentrate business to the bottling business. Why is the profitability so different?
4. How has the competition between Coke and Pepsi affected the industry’s profit?
5. Can Coke and Pepsi sustain their profit in the wake of flattening demand and the growing popularity of non-CSDs?


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