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A key factor in Coca Cola's success is its power in the industry. Although it has major competitors such as Pepsi and Virgin Cola, it owns the vast majority of soft drink selection. The company owns Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, sprite and the sports drink Powerade. This is good for the company but reduces the buying power of the consumers, as there is less choice, creating greater selling power to Coca Cola. This means that Coca C ola can stop any new competitors coming into the market because it has so many brands that a new company would have to spend billions on marketing a new a product to compete against Coca Cola. Coca Cola that has large profits may be able to reduce prices, which it could take but a new competitor would not. Its large portfolio means that it can sell to all...

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