Marketing Cola Globally Term Paper by Master Researcher

Marketing Cola Globally
An overview of the international marketing strategies of Coca-Cola and Pepsi.
# 41511 | 1,086 words | 4 sources | MLA | 2002 | US
Published on Oct 24, 2003 in Business (Companies) , Business (International) , Business (Marketing)

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The paper discusses the opportunities and roadblocks facing Coca-Cola and Pepsi in international markets. The paper focuses on Russia and Romania and looks at the successes and challenges facing both these soft drink giants. The paper concludes that it is difficult to say who is winning the cola wars.

From the Paper:

"The domestic cola war between Coca-Cola and Pepsi is still raging. However, the two soft-drink giants also recognize that opportunities for growth in many of the mature markets have slowed. Both Coca-Cola, which sold 10 billion cases of soft drinks in 1992, and Pepsi now find themselves asking, "Where will sales of the next 10 billion cases come from?" The answer lies in the developing world, where income levels and appetites for Western products are at an all time high.
"Often, the company that gets into a foreign market first usually dominates that country's market. Coke patriarch Robert Woodruff realized this 50 years ago and unleashed a brilliant ploy to make Coke the early bird in many of the major foreign markets. At the height of World War II, Woodruff proclaimed that wherever American boys were fighting, they would be able to get a Coke. By the time Pepsi tried to make its first international pitch in the 50s, Coke had already established its brand name and a powerful distribution network.
"In the intervening 40 years, many new markets have emerged. In order to profit from these markets, both Coke and Pepsi need to find ways to cut through all of the red tape that initially prevents them from conducting business in these markets. This paper seeks to examine these markets and the opportunities and roadblocks that lie within each."

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