This paper explains that Coca-Cola is the most dominant firm in the carbonated soft drink industry with a
market share of 44%; the product lines of Coca-Cola, PepsiCo and Cadbury Schweppes are very similar and operate parallel to one another. The author points out that
renaming the diet version of Sprite to Diet Sprite Zero is one of the Coca-Cola Company's more recent strategies and is a
correct marketing "Flank-attack"
strategy. The paper relates that Cadbury Schweppes's niche in the carbonated soft drink market is its specialization in lower priced goods compared to Pepsi and Coca-Cola products with the exception being Dr Pepper, which is priced equally to Coca-Cola and Pepsi products. Table of Contents The Cola Wars Coca-Cola General &
Specific Strategy #1 Correct General & Specific Use #1 Future General & Specific Strategy #1 General Strategy #2 Correct General Strategy#2 Future General Strategy #2 Specific Strategy #2 Not-Correct Specific Strategy #2 Future Specific Strategy #2 General and Specific Strategy #3 Correct General & Specific Strategy #3 Future General and Specific Strategy #3 Expanding Market Demand and Share Defending Market Share, Pepsico Specific & General Strategy #1 Correct Use Specific General Strategy #1 Future Specific and General Strategy #1 Specific & General Strategy #2 Correct Use of Specific and General Strategy #2 Future Specific and General Strategy #2 Specific Strategy #3 Correct Use of Specific Strategy#3 Future Use of Specific Strategy #3 General Strategy #3: Official Sponsor Pro Sports Cadbury Schweppes Specific Strategy #1, # 2, & #3 General Strategy #1 Merchandising Correct General Strategy #1 (Specific #4) Future General Strategy #1 (specific #4) General Strategy #2 A&W Not-Correct Use General Strategy #2 Not -Correct Future Use General Strategy #2