Cola Wars

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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
Awherever American boys were fighting, they'd 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.

In 1972, Pepsi signed an ...

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