In the early 1990s, Gatorade dominated the market for sports drinks, a segment in which it had been the original innovator. For decades, Coca-Cola had been a leader in marketing, bottling, and distributing soft drinks. However these drinks did not include a sports drink. Soon after Gatorade appeared, Coca-Cola developed and marketed its own sports drink, Powerade. In this example, Coca-Cola Question 28 options: built new core competencies to protect and extend its current market position. built new core competencies to create and compete in markets of the future. leveraged core competencies to improve current market position. redeployed and recombined core competencies to compete in markets of the future.

In this example, Coca-Cola built new core competences to protect and extend its current market position.

Coca-cola developed and marketed Powerade by building new core competences in the manufacturing and marketing of sports drinks.

Its purpose for building the new core competences was so that it could protect and extend its current market position as a leader in the marketing, bottling, and distribution of soft drinks.

Thus, Coca-cola did not leverage its core competencies to improve its current market position, nor did it build, redeploy, or recombine core competencies for its future market competition in the soft drinks industry.

Thus, Coca-cola wanted to protect its current market position in the soft drinks industry because of the presence of Gatorade.

Learn more about protecting current market position here:

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