Coca-Cola is currently the most popular and biggest-selling soft drink in the history. Its producer, The Coca-Cola Company (TCCC) is also currently the number one soft drink company in the world. TCCC has sold soft drinks more than double what has Pepsi sold in 2011. Boasting more than 500 brands, robust distribution network, and global scale of operation, TCCC is enjoying a relatively comfortable position in the soft drink industry. However, TCCC’s heavy dependence on carbonates, which represented 71% of its total off trade volume sales in 2011, can expose them to significant risk in the medium term. This is especially true in the US, where carbonates sales are expected to experience steady decline. Externally, the biggest threat comes from intense competition between existing players, such as Danone, Nestle, and Pepsi Co. Most of the big players in this industry are big companies with big brand portfolio who compete with TCCC on various markets around the world.