Cola wars case study

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Strategies to Crack Well-Guarded Markets

Marketing Week | marketing news, opinion, trends and jobs

The most attractive markets are almost always the hardest to profitably break into. How can companies break into attractive markets, where incumbents erect many barriers to entry? To answer this question, the authors studied organizations that successfully entered the most profitable industries in the United States between and When they dissected the strategies that worked best, one common theme stood out: indirect assault.


The Coca-Cola Company has interests in the manufacturing, retailing, and marketing of nonalcoholic beverage concentrates and syrups. The company has operated a franchised distribution system since The Coca-Cola Company is the world's largest producer of plastic waste. In July , pharmacist John Stith Pemberton from Columbus, Georgia invented the original Coca-Cola drink, which was advertised as helpful in the relief of headache, to be placed primarily on sale in drugstores as a medicinal beverage, Pemberton continued mixing experiments and reached his goal during the month of May, the new product as yet unnamed nor a carbonated drink, was ready for the market and was made available for sale.
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