Abstract
The groups Coca Cola Company and Pepsi Co are both major actors in the sector of soft drinks. The profitability of this industry is always present, in spite of a slight decline which we have seen since the beginning of the 21th century, with the consumption more and more important of non bubbly drinks. Several reasons can explain this phenomenon. During the last thirty years, the consumption of fizzy drinks unceasingly increased, at about 3% on an average per annum. In the United States, it is approximately 230 liters per annum, which is considerably huge and that perhaps explains why some companies continue to be successful. The Coca Cola Company is undoubtedly the uncontested and undeniable number one on the market of the soft drinks. With a little less than 30 billion dollars of turnover in 2007, the group has a whole heap of brands (approximately 400 marks) which are sold everywhere in the world. Coca Cola Company does not have other spheres of activities, like fast-food industry. We will examine its functioning and look beyond the numbers in this document.
