Abstract
Coca-Cola and PepsiCo have been world leaders of the soft drinks market for more than 100 years. Coca-Cola brand has been created by John Pemberton in 1886 in Atlanta. The Pepsi-Cola brand has been created in 1898 by Caleb D. Bradham. Thanks to their strong reputation and the infatuation of their customers, their sales have dramatically increased and lead them to be at the forefront of the scene. Since their creation, these two giants of the industry are involved in a constant business war. They have made their presence felt in the whole world, thanks to a strategy adapted to different cultures. Enabled by an increase in sponsorships and several horizontal acquisitions, they have acquired a major place into their consumer's habits. Coca Cola Company is the first supplier of carbonated soft drink without alcohol in the world and it is also one of the biggest companies in the world. The firm currently employs 90,500 persons and has 71,000 associates all around the world.
