ABSTRACT
The Double-Cola Company is one of several small soft drink companies that compete fiercely for market share in the beverage industry. Headquartered in Chattanooga, Tennessee, it produces Double-Cola, its flagship brand; Ski, an orange-lemon drink; Cherry Ski; the Jumbo line of eight fruit flavors; Double-Dry Ginger Ale; and a variety of diet and caffeine-free versions of the original brands. Although Double-Cola Co. products were once distributed nationally, they currently have regional distribution primarily in the Southeast and Midwest with a strong following in rural areas. Unfortunately for small soft drink companies such as the Double-Cola Co., the prize of less than one percent market share is won only by fighting a daily battle for survival, especially against industry giants Coca-Cola and Pepsi-Cola.
