the four-firm concentration ratio in the u.s. soda market in 2009 are as follows Coca cola -42.7% Pepsi - 30.8% Dr.pepper snapple group - 15.3 % Royal crown - 2.1 % From the above data we can clearly find that Coke has an uphill battle—they have huge amounts of marketing muscle, financial resources.Against Coke and Pepsi, guerrilla warfare is the only thing that might work.