In Lesson 8, we learned about pricing strategies in imperfectly competitive markets, and in Lesson 9 we investigated the structure of oligopoly markets and their business strategies. There are many firms operating in different oligopoly markets. One big example of such markets is the soft drink market in the United States. The rivalry between Coca-Cola and Pepsi has a long history. The companies in this market compete with each other in not only domestic but also international markets. The Economist article “Coca-Cola’s New Boss Tries to Move Beyond Its Core Product (Links to an external site.)” gives information about Coca-Cola’s recent business strategies to increase its profits and market share.
Article: “Coca-Cola’s New Boss Tries to Move Beyond Its Core Product (Links to an external site.),” The Economist, May 18, 2017 (or download as a PDF).
Directions
Please discuss all of the following questions in your initial discussion submission.
- The article lists some of Coca-Cola’s different business strategies. Please list three of them in your comments. Which business strategy do you think can help the company the most to increase its market share? Why? Explain your answer.
- Different studies show that people, especially in younger generations, are more health-conscious in recent years and care about what they eat and drink. Do you think that the soft drink market in the United States can continue to be a dominant power source in such an environment? What do you suggest soft drink companies do to continue their successful business model? Explain your answer. Try to find some examples.
Participation Expectations
Your initial discussion submission to the questions above must be at least 400 words and specifically reference some concept or content from the coursework lesson. You must complete your initial comment by the end of Lesson 8. See the Course Schedule for dates. Please note that you cannot edit, change, or delete your submissions. Thus, please double check your submission before you submit it.
After completing your initial submission, you will be able to see the comments by your peers. Read these posts your peers have made, and reply to at least two students by providing them with suggestions to improve their answers, making comments, or asking questions about their comments. Peer responses should reflect one or more of these types: 1) agreement with extension, 2) an alternative perspective with rationale, or a 3) respectful challenge with counter argument. Each of your peer responses are expected to be at least 100 words (in total, at least 200 words). You must complete your peer comments by the end of Lesson 9. See the course schedule for dates.
Rubric
Weight of the assignment is 4% of the final grade. Please note that the accompanying rubric will be used for your complete submissions including the initial comments and peer comments. To view the rubric, click the three dots icon towards the top right of the page and select Show Rubric. Seventy percent of your grade is for initial comments and 30% of grade will be for peer comments. If you don’t respond to peer comments, you will lose 30% of your discussion grade.
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