The pressure of substitute products is the ability to meet demand than other products in the industry, additional factors in price, quality, other factors such as cultural, social, environmental, technology also influences the threat of substitutes. These are the adverse conditions for the industry. The existence of alternative products such as tea, coffee and other beverages, the forms are a major threat to the company, limiting the ability to set high prices and yields of product due to high competition. that means Pepsi must divide the market share with rivals, more difficult in reaching customers.
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