RSM392H1 Lecture 4: CaseQ1 handin
Document Summary
The soft drink production can be broken down into three segments to better u(cid:374)dersta(cid:374)d the i(cid:374)dustr(cid:455)(cid:859)s strateg(cid:455). There are (cid:272)o(cid:374)(cid:272)e(cid:374)trate produ(cid:272)ers (cid:449)ho (cid:272)reate the (cid:373)i(cid:454) that makes each drink unique. There are bottlers who use the concentrate created and add the remaining ingredients who then go on to package the final product. The final component to the carbonated soft drink (csd) is the brand who the concentrate producers and bottlers are respectively playing their part in the production process for. Coke and pepsi are the dominant brand in the csd industry and help explain why the industry has proved to be so profitable. Coke and pepsi have built and fostered the csd industry to get it to where it is. Throughout the case study, one key point highlighted is the strong relationships coke and pepsi kept with the concentrate producers and bottlers. Both companies have been able to provide incentives to keep their various supplier happy.
