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From 1975 to 1990 both companies achieved an average annual growth of about 10%, while consumption grew in the U.S. and worldwide, but a turn of events in the late 1990s threatened the companies with consumption of carbonated soft drinks (CSD) dropping for a consecutive two years and worldwide shipments were also slowing. The decline is thought to be from the consumer’s want for alternatives to CSD’s like sports drinks, bottled water, juices, teas, etc. The solution to this problem relies on both of the companies’ abilities to boost flagging domestic sales, venture into emerging international markets, broaden their brand portfolio for new streams of revenue and include non-carbonated beverages in their “big plan”...
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