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Losing out to PepsiCo in the Gatorade battle left the company with a weakened strategy of beefing up its "fizless" soft drink products. Daft plans to launch coke's first U.S. coffee brand, Planet Java, but the problem now is that they have not dominated this market at all yet. The competition (Pepsi and Starbucks) are well established companies with very well recognized brand names. I think at this point, the most he can expect is for Coke to take half of the market share. For example, Sony came out with the first ?walkman' portable tape player. If apple had come out with a walkman as well they could have expected to take over half the market at most...
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