How Should Coca-Cola Compete in the Alternate Beverage Market?

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Coca Cola may be the leader in the soft drinks market, but it is in second place in the global alterative beverage market, and third place in the US and the EU. This market includes sports and energy drinks as well as vitamin enhanced drinks. The paper presents an analysis the industry designed for Coca Cola, and uses the analysis to present a strategic recommendation. Five sources are cited in the bibliography of this ten page paper.