tiate a second agricultural revolution. Pepsi has also hadto take on Indian partners. In the end, all parties involved seem to come outahead: Pepsi gains access to a potentially enormous market; Indian bottlerswill get to serve a market that is expanding rapidly because of competition;and the Indian consumer benefits from the competition from abroad and willpay lower prices. Even before the first bottle of Pepsi hit the shelves,local soft drink manufacturers increased the size of their bottles by 25%without raising costs. Conclusion: The new battleground for the cola wars isin the developing markets of Eastern Europe (Russia, Romania, The CzechRepublic, Hungary, and Poland), Mexico, China, Saudi Arabia, and India. WithCoca-Cola's and Pepsi's investments in these countries, not only will theyincrease their sales worldwide, but they will also help to build up theseeconomies. These long-term commitments by both companies will raise the levelof competition and efficiency, and at the same time, bring value to thedistribution and production systems of these countries. Many issues need tobe overcome before a company can begin to produce its goods in a foreigncountry. These issues include political, social, economic, operational, andenvironmental topics which must be addressed. When companies like Coca-Colaand Pepsi effectively analyze and solve these problems to everyone's liking,new foreign markets can translate into lucrative opportunities in the longrun....
