PAPER Topics

Start of Term Paper
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 ....

Middle of Term Paper
... Raising his eyebrows, he dismisses the world’s most famous No. 2 with trademark dispassion. "As they’ve become less relevant," Goizueta says, "I don’t 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 m ...