Beginning of Essay
Inside the chairman’s office on the 25th floor of Coca-Cola’s stately headquarters in Atlanta, in the top left-hand drawer of his desk, Roberto Goizueta has for many years kept two charts. One describes Coca-Cola’s fundamental business: selling the concentra ....

Middle of Essay
.... need to look at them very much anymore." Poor Roger Enrico. He certainly can’t say the same about . Since he became PepsiCo’s chief executive in April, Enrico has been seeing a whole lot more red—Coca-Cola red—than he ever expected. Not to mention red as in ink, as in blood. PepsiCo has been badly wounded in the cola wars. Its casualties are high. Caroline Levy, who follows the soft drink industry for the investment firm Schroder Wertheim, says Pepsi is losing customers to in every major foreign territory. The company has always struggled overseas, but in the past few months it has lost key strongholds in Russia and Venezuela to . Even ....