Please analyze the following scenario by incorporating your learning and answer the question:
● Coca-Cola and PepsiCo are the leading competitors in the market for cola products. In
1960 Coca-Cola introduced Sprite, which today is among the worldwide leaders in the
lemon-lime soft drink market and ranks in the top 10 among all soft drinks worldwide.
Prior to 1999, PepsiCo did not have a product that competed directly against Sprite and
had to decide whether to introduce such a soft drink. By not introducing a lemon-lime
soft drink, PepsiCo would continue to earn a $200 million profit, and Coca-Cola would
continue to earn a $300 million profit.
● Suppose that by introducing a new lemon-lime soft drink, one of two possible strategies
could be pursued:
○ PepsiCo could trigger a price war with Coca-Cola in both the lemon-lime and cola
markets
o Coca-Cola could acquiesce and each firm maintains its current 50/50 split of the cola
market and split the lemon-lime market 30/70 (PepsiCo/Coca-Cola).
o If PepsiCo introduced a lemon-lime soft drink and a price war resulted, both
companies would earn profits of $100 million. Alternatively, Coca-Cola and PepsiCo
would earn $275 million and $227 million, respectively.
o If PepsiCo introduced a lemon-lime soft drink and Coca-Cola acquiesced, they could
split the markets.
● Please explain, as a manager at PepsiCo,
○ How you can convince your colleagues that introducing the new soft drink is the most
profitable strategy by explaining the reasoning and theoretical analysis
analyze the following scenario by incorporating your learning and answer the question
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