A small number of dominant multinational firms in the carbonated soft drinks industry systematically launch a wide variety of new brand extensions, including zero-sugar, exotic fruit, and functional wellness formulations, occupying the vast majority of physical shelf space and digital retail banners.
Which of the following is the most likely outcome of this strategy?
An increase in the contestability of the market due to the emergence of highly specialised product segments.
An improvement in productive efficiency across the industry as manufacturing plants frequently switch between small, specialised production runs.
A rise in strategic barriers to entry, as the saturation of market niches and retail space limits the market share available to potential new entrants.
A decrease in the price elasticity of demand (PEDPEDPED) for each individual brand variation due to increased product differentiation.
