STR 581 WEEK 6 FINAL STRATEGIC PLAN
PRESENTATION COCA COLA EXAM SCRIPT
2026 FULL SOLUTION PRACTICE
◉ What was the average annual revenue growth for Coke and Pepsi
during the cola wars? Answer: Around 10%.
◉ What was the total value of the carbonated soft drink industry in
the United States in 2010? Answer: $74 billion.
◉ What significant change occurred in U.S. per-capita CSD
consumption by 2009? Answer: It started to decline, reaching the
lowest level since 1989.
◉ How many gallons of CSDs did the average American drink per
year by 2009? Answer: 46 gallons.
◉ What were the two main challenges faced by Coke and Pepsi in
the 21st century? Answer: Boosting domestic CSD sales and
competing in the growing non-CSD category.
◉ What was the average annual CSD consumption in the U.S. in
1970? Answer: 23 gallons.
,◉ What contributed to the growth of CSD consumption from 1970 to
2000? Answer: Increased availability of CSDs and the introduction of
diet and flavored varieties.
◉ What was the market share of the cola segment in the CSD
category in 2009? Answer: 55%.
◉ What are the four major participants in the production and
distribution of CSDs? Answer: Concentrate producers, bottlers, retail
channels, and suppliers.
◉ What is the role of concentrate producers? Answer: They blend
raw material ingredients, package mixtures, and ship them to
bottlers.
◉ What is a significant cost for concentrate producers? Answer:
Advertising, promotion, market research, and bottler support.
◉ What is a customer development agreement (CDA)? Answer: An
agreement where Coke or Pepsi offers funds for marketing in
exchange for shelf space.
◉ What is the typical cost to build a concentrate manufacturing
plant? Answer: $50 million to $100 million.
,◉ What do bottlers do in the CSD production process? Answer: They
purchase concentrate, add carbonated water and sweeteners, and
package the product.
◉ What is 'direct store door' (DSD) delivery? Answer: An
arrangement where delivery salespeople manage CSD brands in
stores.
◉ What are cooperative merchandising agreements? Answer:
Agreements where retailers agree to specific promotional activities
in exchange for payments from bottlers.
◉ What was the cost range for bottling and canning lines? Answer:
$4 million to $10 million each.
◉ What was the significance of the cola wars for Coke and Pepsi?
Answer: They drove innovation and competition in the beverage
market.
◉ What did Roger Enrico, former CEO of Pepsi, say about the
relationship between Coke and Pepsi? Answer: He stated that
without Coke, Pepsi would struggle to be a lively competitor.
, ◉ What was the trend in CSD market share for non-cola drinks from
1990 to 2009? Answer: It increased as cola's market share dropped.
◉ What was a key factor in the decline of CSD consumption in the
2000s? Answer: Health concerns and the rise of alternative
beverages.
◉ What types of beverages are considered alternatives to CSDs?
Answer: Beer, milk, coffee, bottled water, juices, tea, powdered
drinks, wine, and tap water.
◉ What was the impact of declining real prices on CSD
consumption? Answer: It made CSDs more affordable, contributing
to their growth.
◉ What is a concentrate in the context of CSDs? Answer: A flavor
base mixed with sweeteners and carbonated water to create soft
drinks.
◉ How did the U.S. soft drink industry change over time? Answer: It
consolidated, with Coke and Pepsi claiming a combined 72% of the
market by 2009.
◉ What was the estimated cost of DPS's production facility
completed in 2010? Answer: $120 million
PRESENTATION COCA COLA EXAM SCRIPT
2026 FULL SOLUTION PRACTICE
◉ What was the average annual revenue growth for Coke and Pepsi
during the cola wars? Answer: Around 10%.
◉ What was the total value of the carbonated soft drink industry in
the United States in 2010? Answer: $74 billion.
◉ What significant change occurred in U.S. per-capita CSD
consumption by 2009? Answer: It started to decline, reaching the
lowest level since 1989.
◉ How many gallons of CSDs did the average American drink per
year by 2009? Answer: 46 gallons.
◉ What were the two main challenges faced by Coke and Pepsi in
the 21st century? Answer: Boosting domestic CSD sales and
competing in the growing non-CSD category.
◉ What was the average annual CSD consumption in the U.S. in
1970? Answer: 23 gallons.
,◉ What contributed to the growth of CSD consumption from 1970 to
2000? Answer: Increased availability of CSDs and the introduction of
diet and flavored varieties.
◉ What was the market share of the cola segment in the CSD
category in 2009? Answer: 55%.
◉ What are the four major participants in the production and
distribution of CSDs? Answer: Concentrate producers, bottlers, retail
channels, and suppliers.
◉ What is the role of concentrate producers? Answer: They blend
raw material ingredients, package mixtures, and ship them to
bottlers.
◉ What is a significant cost for concentrate producers? Answer:
Advertising, promotion, market research, and bottler support.
◉ What is a customer development agreement (CDA)? Answer: An
agreement where Coke or Pepsi offers funds for marketing in
exchange for shelf space.
◉ What is the typical cost to build a concentrate manufacturing
plant? Answer: $50 million to $100 million.
,◉ What do bottlers do in the CSD production process? Answer: They
purchase concentrate, add carbonated water and sweeteners, and
package the product.
◉ What is 'direct store door' (DSD) delivery? Answer: An
arrangement where delivery salespeople manage CSD brands in
stores.
◉ What are cooperative merchandising agreements? Answer:
Agreements where retailers agree to specific promotional activities
in exchange for payments from bottlers.
◉ What was the cost range for bottling and canning lines? Answer:
$4 million to $10 million each.
◉ What was the significance of the cola wars for Coke and Pepsi?
Answer: They drove innovation and competition in the beverage
market.
◉ What did Roger Enrico, former CEO of Pepsi, say about the
relationship between Coke and Pepsi? Answer: He stated that
without Coke, Pepsi would struggle to be a lively competitor.
, ◉ What was the trend in CSD market share for non-cola drinks from
1990 to 2009? Answer: It increased as cola's market share dropped.
◉ What was a key factor in the decline of CSD consumption in the
2000s? Answer: Health concerns and the rise of alternative
beverages.
◉ What types of beverages are considered alternatives to CSDs?
Answer: Beer, milk, coffee, bottled water, juices, tea, powdered
drinks, wine, and tap water.
◉ What was the impact of declining real prices on CSD
consumption? Answer: It made CSDs more affordable, contributing
to their growth.
◉ What is a concentrate in the context of CSDs? Answer: A flavor
base mixed with sweeteners and carbonated water to create soft
drinks.
◉ How did the U.S. soft drink industry change over time? Answer: It
consolidated, with Coke and Pepsi claiming a combined 72% of the
market by 2009.
◉ What was the estimated cost of DPS's production facility
completed in 2010? Answer: $120 million
