1. Define the industry using the industry value chain. Who are Coke and Pepsi? Are they bottler or concentrate producer or both in the value chain? Who are suppliers and buyers of Coke and Pepsi?

It is a competitive strategy which is followed by most of the companies which also fulfills there customers satisfaction by delivering that valuable product with care. Coke and Pepsi are the soft drinks producing companies which are having a rivalry going on from a very long time. They both are the successful companies even after having similar kind of product and both are having a great Goodwill in the minds of there customers. Both the companies are spread around the world. But the current scenario states that Pepsi co. is earning twice the revenue of Coke which is something really great. Both the companies are the king's in there own way and also both the companies are doing business very effectively and efficiently in the market. There was a time when these both companies ruled the market with there particular products. They both are bottler as well as concentrate producers in the value chain of industries. Suppliers and buyers of Coke and Pepsi are the normal consumers of Coke and Pepsi itself. Many consumers are those who just buy these products and consumes it and there are also some consumers who also supplies these products in the market. As we all know both the companies are spread across the world and they are also a very big in size. So many people buy these products and sell to the various retailers at a wholesale price.