4. In the period from the mid-1980's through the end of the century the structural changes Coke and Pepsi adopted focused on consolidating and buying up smaller brands of CP's. Certain brands were often sold back and forth several times. As the two giant companys continued to grow during this period, it became evident of this dual power structure within the CSD industry.
4a. The rationale behind this structural change rested mainly on eliminating Porter's force of the threat of rivalry to this dual power structure.
5. The current economic landscape has threatened the abilities of certain markets to function with confidence and accuracy. This general distrust within the environment has large corporations such as Coca Cola and Pepsi concerned about their standing amongst their consumer base. However, globalization has helped ease this problem with new markets opening in new places all the time. The middle east in recent times has been a place where these two companies may be able to exploit and sustain their competitive advantage within this industry.