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Cola Wars Essay Preview: Cola Wars Report this essay Reasons for profitability in the soft drink industryOnly a few major players in the market (Coca-Cola, PepsiCo, DPS Group)Strategic partnerships with restaurants for exclusive pouring rightsHigh market demand Low cost of product(concentrate)High profit marginsSeveral areas for competition: grocery, discount retailers, vending machines, restaurantsEconomics: Concentrate vs. BottlingConcentrate:Low.