The soft-drink battleground has now turned toward new overseas markets. While once the United States, Australia, Japan, and Western Europe were the dominant soft-drink markets, the growth has slowed down dramatically, but they are still important markets for Coca-Cola and Pepsi. However, Eastern Europe, Mexico, China, Saudi Arabia, and India have become the new "hot spots." Both Coca-Cola and Pepsi are forming joint bottling ventures in these nations and in other areas where they see …
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…Murphy, Helen. "Cola war erupts in Mexico", Corporate Finance, May 1993, pp. 6-7. Quelch, John A., Erich Joachimsthaler, and Jose Luis Nueno, "After the Wall: Marketing Guidelines for Eastern Europe", Sloan Management Review, Winter 1991, pp. 82-93. "Selling in Russia: The march on Moscow", The Economist, March 10, 1995, pp. 65-66. Stevens, Clifford. "Soft drink wars: Pepsi vs Coke", Central European, July/August 1993, pp. 29- 35. Winters, Patricia and Scott Hume. "Pepsi, Coke: Art of deal-making", Advertising Age, February 19, 1990, p. 45.