Coca-Cola was founded 125 years ago and dominated the soft drink industry for a significant period of time. It is currently the industry leader with a market share of around 40% and 1.9 billion servings are consumed every day worldwide (Business Insider). The company is primarily known for its carbonated soft drinks, but it owns about 500 brands of soft drinks, juices, bottled waters, sports drinks and other types of beverages. Coca-Cola has a total of 17 brands that have individual sales of over $1 billion, including: Coca-Cola, Diet Coke, Powerade, Dasani, Fanta, and Minute Maid (Market Realist). Coca-Cola is served in over 200 countries around the world and can be enjoyed by all types of people; however, they are targeting. You could classify Coca-Cola as a FMCG company. Technically it could be thrown into that bucket, but Coca-Cola isn't actually competing with companies like General Mills, Procter & Gamble, or Reckitt Benckiser. Coca-Cola sells perishable drinks, non-reusable or disposable products. Coca-Cola is almost a medicine. As a matter of fact, the company's original marketing strategies revolved around the drink's ability to cure headaches. Its main competitors are PepsiCo, Dr. Pepper Snapple Group and, less obviously, Starbucks and Nestlé. By partnering with Dunkin Donuts in a new joint venture offering bottled coffee products, Coca-Cola enters a niche product market where Nestlé and Starbucks are its main competitors (WSJ). Therefore, if you were to classify Coca-Cola as something other than soft drinks, then you could classify it as a bottling company. We chose to stay in the beverage industry because it requires more skills to understand the chemistry and manufacturing involved with benefits in the unknown bottling industry than understanding how brand value drives competitiveness