This report provides a comprehensive strategic analysis of the rivalry between Coca-Cola and PepsiCo in the global beverage industry. It includes a literature review of strategic management concepts, an external analysis using PESTLE, and an internal analysis using SWOT. The report also conducts a competitive analysis, comparing the strategies of both companies in terms of availability, visibility, cooling, and range. Furthermore, it delves into industry analysis using Porter's Five Forces, assessing the bargaining power of suppliers and customers, the threat of new entrants and substitutes, and the intensity of industry rivalry. The report concludes by highlighting the key factors that influence the competitive landscape and the strategic approaches adopted by Coca-Cola and PepsiCo to maintain their market positions.