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However, Eastern Europe, Mexico, China, Saudi
Arabia, and India have become the new "hot spots." Both Coca-Cola and Pepsi are
forming joint bottling ventures in these nations and in other areas where they
see growth potential. As we have seen, international marketing can be very
complex. Many issues have to be resolved before a company can even consider
entering uncharted foreign waters. This becomes very evident as one begins to
study the international cola wars. The domestic cola war between Coca-Cola and
Pepsi is still raging. However, the two soft-drink giants also recognize that
opportunities for growth in many of the mature markets have slowed...
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