Coca-Cola and PepsiCo are direct or close competitors in the soft drinks industry, with a 34.2% share of liquid refreshments (LRBs) held by Coca-Cola and 25.8% of the LRB market held by PepsiCo (Bailey, 2014). As close competitors, products can influence each other's market share through successful campaigns, which is why it is important to pay close attention to marketing strategies. The diversification presented by PepsiCo differs from that of Coca-Cola in that it has a strong presence in the snacks category which allows them to better cope with the current difficult times, when the demand for carbonated drinks is continuously decreasing. PepsiCo remains a considerable foe in the soft drinks industry and having purchased two bottlers, indirect competitors of Coca-Cola, coffee chains such as Starbucks offer healthy competition to Coca-Cola's carbonated drinks, they may not be much competition for Coca -Cola, but they are eating into its beverage market and similarly health drinks like Tropicana and energy drinks like Red Bull and Gatorade are indirectly taking away market share. These chains provide healthy competition to Coca-Cola's carbonated drinks: They may not be much competition for Coca-Cola, but they ******* make a dent in its beverage market. The chains offer customers healthier alternatives, unique choices and customer loyalty rewards that are not easily matched by Coca Cola. Industry data suggests that potential customers will continue to be moved away from basic beverage selections in favor of customizable options that bring more nutrition. To focus our article. Any input is fine, I just tried to address some general topics and thought we could narrow them down once the document is closer to completion. Weaknesses Focus on carbonated drinks: Coca-Cola has expanded its soft drink lines, it is still very dependent on their carbonated drinks. The business is still focused on selling Coke, Fanta, Sprite and other carbonated drinks. This strategy works in the short term as carbonated drink consumption will grow in emerging economies, but will prove as weak as the rest of the world in fighting obesity and transitioning to consuming healthier foods and drinks. Slow growth. Negative Publicity: If you watch the news you would know that obesity is a serious problem affecting people today. Carbonated drinks are one of the main reasons for fat intake and Coca Cola is the largest manufacturer of carbonated drinks. The bottom line is that beverage consumption in developed countries may decline as people would prefer a healthy alternative. Harmful ingredients to produce its drinks. Childhood obesity**. Coca-Cola has been criticized for aggressive marketing to children and suspected adverse health effects. Studies have been conducted on Coca Cola being harmful if consumed excessively.