Problems and Issues This case describes the complexity of PepsiCo's competitive position in the Mexican soft-drink market during the late 1990's. Between 1993 and 1996 PepsiCo and Coca-Cola waged a classic cola war in Latin America. The goal for both companies was to gain market share and by the end of 1996, Coca-Cola had clearly won the Latin America cola war. In 1993 PepsiCo enjoyed a 42% market share in Venezuela thanks to the success of its bottling partner, the …showed first 75 words of 2784 total…

…showed last 75 words of 2784 total…its market share return. Once these strategies are implemented and successful, PepsiCo should then concentrate on gaining share in the Latin American market from share leader Coca-Cola. References: "Coke v Pepsi", January 29, 1994, The Economist, pp. 67-68. DeNitto, Emily. (1994) "Pepsi, Coke think international for future growth", Advertising Age, p. 44. Moffett, M., & Soto, T. (1996). PepsiCo in Mexico: Anatomy of an Affiliate's Exposure (Case Study A06-97-0003). Thunderbird. The American Graduate School of International Management.