Substitute Products In the Sort Beverage Market

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"Introduction
The soft drink industry is a highly visible consumer market with competitors such as Coca-Cola and PepsiCo pursuing international marketing strategies. These beverages can be purchased at retail stores and consumed in the home, on the road, or in offices; in addition, soft (non-alcoholic) beverages can be consumed in restaurants and other establishments (such as convenience stores) where they are sold in cups or mugs rather than bottles. According to Michael Porter's analysis, substitute products have a direct effect on the competitive environment of a particular industry, and this is particularly true in the soft beverage market. Intense competition occurs at the individual product level, such as the so-called Cola Wars between Coke and Pepsi, but there is also competition among various types of products as consumers ..."

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