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Coca-Cola Company is considering you for an entry-level brand management position. You have been asked to prepare an analysis of the global and U.S. alternative beverage industry as part of the selection process. Please prepare a 3- 4 page report that includes a description of the industry’s strategically relevant macro-environmental components, evaluates competition in the industry, assesses drivers of change and industry dynamics, and lists industry key success factors. The company’s management also asks that you propose the basic elements of a strategic action plan that will allow the company to improve its competitive position in the market for energy drinks, sports drinks and alternative beverages.

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