price
Coca Cola has a major competitor in the market is Pepsi. The two companies have market power to set prices because there are few competitors in the market as both an advantage at this point. Coke and Pepsi is a product that can be used to replace it. If Coca Cola excessive price increases, most people will turn to consumption of Pepsi, which have lower prices instead. At this point, based on the strategy of each company. The price of coke is based on the factors of production. While Pepsi based on Hybrid Everyday Value model.