Consider the market for cola soft drinks where Pepsi and Coke are dominating this market with well above 90% markets share combined.    Under what market structure do Pepsi and Coke operate? What microeconomic model can best describe the behavior of Pepsi and Coke? Explain the main theme of this model. Given the obvious market share of both Pepsi and Coke, on what grounds would you justify the multibillion-dollar annual advertising spending by those two companies?

ENGR.ECONOMIC ANALYSIS
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Chapter1: Making Economics Decisions
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Consider the market for cola soft drinks where Pepsi and Coke are dominating this market with well above 90% markets share combined. 
 
Under what market structure do Pepsi and Coke operate? What microeconomic model can best describe the behavior of Pepsi and Coke? Explain the main theme of this model. Given the obvious market share of both Pepsi and Coke, on what grounds would you justify the multibillion-dollar annual advertising spending by those two companies? 
 

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