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Darden University of Virginia (USA)
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Coke versus Pepsi, 2001
Bruner, Robert F.; Chan, JessicaCase DARDEN-F-1340-EFinanceSet in December 2000, immediately following the merger announcement between PepsiCo Inc. and the Quaker Oats Company, this case asks students to examine the implications of the merger for the rivalry between Coca-Cola Co. and PepsiCo, and for value creation by each firm. Because the merger would allow PepsiCo to control Gatorade, which held an 83% share in the sports drink market, PepsiCo would further strengthen its already-wide lead over Coca-C...Starting at €8.20