Cola Wars Continue: Coke and Pepsi in 2010

770 Words4 Pages
Why is the soft-drink concentrate industry so profitable? Will this continue? To answer these questions, analyze the industry structure using Porter’s 5 forces model. The industry analysis through Porter’s Five Forces reveals that market forces are favourable for profitability. Bargaining power of suppliers is relatively low over the industry while the power of buyers is strong. The competition between Coke and Pepsi is fierce, but it has little effect on the industry’s profitability. Entry is difficult both for reasons of scale and the strong brand identity of Coke and Pepsi. The emergence of substitutes poses little threat to the industry’s profitability. Power of Suppliers The bargaining power of suppliers in this industry is low, as there are many suppliers. The required commodities like sugar, and water are basic goods that are available quite easily. So, producers have little power over the pricing hence the suppliers in this industry are weak. Also, the suppliers have almost no strength to integrate forward, so the threat from them is low. Power of Buyers End consumers and retail channels can both be considered as buyers in this industry. The power of them over the price reduction is strong as there are many firms producing soft drinks; it is easy to find other supplier in the industry. Consumers for soft drink are historically brand-loyal, they make decision base on their taste preference rather than price. The buyer power of retail level are depends on the profitability in each segment. For example, supermarket is the main distribution channel for soft drinks and the buyers in this segment. The bottlers fight for shelf space to ensure visibility for their products, so the buyers in this segment are able to command lower price by providing the bottlers premium shelf space. Their power of bargaining is strong. Threat of New Entry The

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