Coca-Cola and PepsiCo are direct or close competitors in the soft drinks industry, with 34.2% share of liquid soft drinks (LRB) held by Coca -Cola and 25.8% of the LRB market held by PepsiCo (Bailey, 2014). As close competitors, products can influence each other's market share through successful campaigns. This is why it is important to pay close attention to marketing strategies. The diversification presented by PepsiCo differs from that of Coca-Cola in the fact that they have a strong presence in the snack category, which allows them to fare better in the current difficult times, where the demand for soft drinks continually decreases. PepsiCo remains a considerable foe in the soft drinks business, and after purchasing two coffee chains that are indirect competitors to Coca-Cola, such as Starbucks, provide healthy competition to Coca-Cola's soft drinks, they may not be a great competition for Coca-Cola, but they are giving a dent to its beverage market and similarly, health drinks like Tropicana as well as energy drinks like Red Bull and Gatorade are indirectly stealing market share. These chains provide healthy competition to Coca-Cola soft drinks. They may not be much competition for Coca-Cola, but they give a dent to its beverage market. The chains offer customers healthier alternatives, unique choices and customer loyalty rewards that are not easily matched by Coca-Cola. Industry data suggests that potential customers will continue to move away from basic beverage selections in favor of customizable options offering better nutrition, which is what our article focuses on. Any contribution is acceptable, I just tried to cover a few general topics and thought we could refine them once the document is almost complete. Weakness Focus on soft drinks: Coca-Cola has expanded its soft drink ranges, it is still very dependent on soft drinks. their soft drinks. The company still focuses on selling Coke, Fanta, Sprite and other soft drinks. This strategy works in the short term, as the consumption of soft drinks will increase in emerging economies, but it will prove weak like the rest of the world in combating obesity and moving towards consumption of foods and healthier drinks. Slow growth. Negative Publicity: If you watch the news you will know that obesity is a major problem affecting people nowadays and soft drinks are one of the main reasons for fat consumption and Coca Cola is the most large manufacturer of soft drinks. The conclusion is that beverage consumption in developed countries may decline, as people will prefer a healthy alternative. Harmful ingredients to produce its drinks. Childhood obesity**. Coca-Cola has been criticized for its aggressive marketing to children and alleged adverse health effects. Studies have been conducted, coke is harmful if consumed excessively.