Coca-Cola and Dr Pepper Essay by garethw

Coca-Cola and Dr Pepper
An analysis and discussion of the U.S. merger guidelines relating to the proposed merger of Dr Pepper and Coca Cola in 1986.
# 59783 | 1,630 words | 1 source | MLA | 2005 | GB
Published on Jul 01, 2005 in Business (Companies) , Law (General) , Economics (General)

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In February 1986 two of the largest worldwide carbonated soft drink manufactures (CSD) announced their intention to merge operations. The companies were Coca-Cola and Dr Pepper - respectively the first and fourth largest sellers of concentrate for CSD in the United States. This paper examines how the Federal Trade Commission (FTC) moved to block the merger on the basis that it was anti-competitive and how this intention is formalized when the FTC obtains a preliminary injunction (PI) from a Federal District Court. It attempts to understand both parties' arguments though an examination of the history of the companies and the definition of the market at the time.

Case Summary

From the Paper:

"The FTC presented four witnesses: an executive from Procter and Gamble (which owned a soft drink company with a comparatively small market share); a Dr Pepper bottler, an owner and operator of snack- and lunchwagons, who bought soft drinks from bottlers and resold them to consumers; and an economist, as "expert" witness. Coca-Cola presented three defence witnesses: the President of Coca-Cola's American operations and two economists, as expert witnesses. The trial was presided over by Judge Gesell and lasted four days."

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