The industry overall does not present many threats from external technological forces. Due to the long stay in the industry, Pepsi and Coca-Cola have definitely accumulated an abundance of brand loyalty and brand value that can allow them to survive for a long time and this would allow them to use the brand value when differentiating their products . business by leveraging the brand name. Globalization has given a boost to Pepsi and Coca Cola from emerging economies. This gives them a great opportunity to take advantage of consumption in emerging economies compared to the US market. Both Coca Cola and Pepsi have the non-carbonated beverage market they can expand into for growth opportunities as demand for sugary carbonated beverages begins to grow.