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The Cola Oligopoly Introduction An industry structure with a small number of large firms producing products that ranges from highly differentiated to standardized is an oligopoly. The world's soft drink market is dominated by two main players; Coca Cola and Pepsi Cola. Despite the fact that Coca Cola was founded almost 80 years before Pepsi Cola, they have both become the leaders in the soft drink market. Even though they produce beverages other than cola, they have been successful throughout their existence because of their names and their ability to promote their products. A focus on Shanghai, China, offers a clear understanding of the way these companies work, think and act. Coca Cola being 'The Real thing', more than a century old, `Always Coca Cola', considering their past and their methods of being successful in the market, which as they say, has never changed. Pepsi, 'The Challenger', even now poses...

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