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And roughly 80-85 plants required for full distribution across US.
Aggressive spending by the two big players on their trademarks over time, with innovative and sophisticated marketing campaigns, market research and product planning leaves very little scope for the other players.
Quantifying the same, Pepsi Cola and Coca-Cola spent a combined total of $240m in 1999 and $337m in 2000(Exhibit 2). This means that a new entrant would have to spend a very large amount to create its own brand presence.
The intensity of competitive rivalry
The two biggest players in the soft-drink industry have been Coca-Cola and Pepsi Cola
1) Total advertising spending for Coca-Cola = $207...
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