The Threat of the entry of new competitors
Advertising and Marketing
Soft drink industry needs huge amount of money to spend on advertisement and Marketing. In 2000,Pepsi,Coke and tueir bottler's invested approximately $ 2.58 billion. in 2000,the average advertisement expenditure per point of market share was $ 8.3 million. this makes it exceptionally hard for a new competitor to struggle with the current market and expand visibility.