The soft drinks and beverage industry has attracted a lot of companies and equally brought huge competition as each player within the industry tries to carve a niche within the giant industry (Kin & Mauborgne, 2005). One of the companies that have historically enjoyed comparative success and hence survival amidst a cut-throat competition is the Coca-Cola company. Success for any industry hugely relies on its abilities to capitalize on the critical success factors and attract customer preferences (Armus, 2005). Convincingly, the Coca-Cola Company through its strategic capabilities has managed to stand the profound competition within the industry and managed to stay relevant. ...
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