Analysis of Coca Cola in the 70’s and 80’s
- S. Pemberton is accredited with the invention of the world famous soft drink Coca Cola. As a career pharmacist, he invented the drink as a stimulant and tonic with an aim of relieving his clients of headaches and hangovers (Fournier, 2001). He had a weak vision for the company later selling it off to Asa Griggs Candler. Candler’s family later sold of the company to Ernest Woodruff in 1919. The Woodruff family is the company’s biggest shareholders. The American as well as the international soft drinks markets is dominated by Coca Cola and Pepsi. The two are rivals and tend to innovatively compete against each other for the largest American as well as global market share of the soft drinks industry (Fournier, 2001). The 70’ and 8o’s were a turbulent period for Coca Cola as Pepsi employed impressive market campaigns to eat into the older company’s dominance in the American market. This paper will present an analysis of Coca Cola during this period using the Porters five forces of industry analysis.
During the 70’s and 80’s, Pepsi and Coca Cola dominated the soft drinks ind