Why Soft Drink Industry Is Profitable Essay Example for Free

Why Soft Drink Industry Is Profitable Essay1. Why was the soft drink pains so profitable? Soft drink industry observed growth rate from its inception 1886 to 1990, the consumption of soft drinks saw remarkable growth, below data shows the growth in United States consumption. Year 1899 1970 1980 1990 Consumption 0. 6 22. 7 34. 5 47. 4 Consumption Gallons per person per year fiscal figures also back the growth story of the Soft Drink market. ROE % 1972 1975 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 Coke 22 21 20 21 18 19 23 24 27 29 31 49 36 Pepsi 16 18 20 20 14 17 12 30 22 24 24 23 22.ROE is even heightser across years and it increased to 36% for Coke and 22% for Pepsi in 1990 from 22% and 16% in 1972 respectively. The main reason for being profitable is that the United States market took the soft drinks overwhelmingly and gradually it became a part of their life manner also the manufacturing process for concentrate was simple and required small investment, significa nt cost were to advertise, promotion, market research etc, while bottling process was extremely capital-intensive and involved specialized, high speed lines, but there was no considerable investments required on Advertisements, promotions and market research etc. This way Concentrate Manufacturers and Bottlers complemented each other for high profit margins by sharing cost on in procurement, production, marketing and distribution. Many of their functions overlap for instance, Concentrate Manufacturers do some bottling, and bottlers conduct many promotional activities.Balance Sheet data for year 1986 shows that pretax profit as % of assets was $. 40 per case for Concentrate Producers and $. 37 for Bottlers. The Cola war between Coke and Pepsi contend significant role to increase the consumer base as both came up with new strategies and ideas to grab the market share from others that resulted to new markets and new consumers.