Coca-Cola Amatil is one of the dominant market players in the Australian soft drinks market. It is the largest manufacturer and distributor of soft drinks and non-alcoholic beverages in Australia, which command 72 percent of the market. The Coca-Cola Company owns a minority interest in Coca-Cola Amatil. Coca-Cola Amatil's managing director is Terry Davis, and the board chairman is David Gonski.The products that are produced and distributed by Coca-Cola Amatil include Coca-Cola, Diet Coke, Coke Zero, Sprite, Sprite Zero, Fanta, Lift, Deep Spring mineral waters, Mother, Appletiser, Grapetiser, Kirks soft drinks, Mount Franklin bottled water, Pump bottled water, Vitamin Water, Powerade, Nestea, Neverfail water coolers, Goulburn Valley juices, Fruit Box, Grinder's Coffee and SPC Ardmona. The Australian beverage company faces stiff rivalry from Schweppes and other smaller players.
Coca-Cola sales are driven by economic factors such as pricing, long-term trends, brand loyalty and awareness and seasonality
Soft drink refers to a non- alcoholic drink whose main ingredient is water. Most soft drinks are sweetened and carbonated. In addition, some have vitamin or higher energy (energy drinks) additives. The retail environment of soft drinks is strengthening and major players are introducing new products. The new products are made for consumers who are health conscious and who need convenient beverages. Fraser (2010) revealed that carbonated drinks take over 56 market share of non-alcoholic drinks, bottled water takes 25 percent, the sports drinks takes about 19 percent and the remainder is taken by juice and energy drinks. The soft drink industry in Australia has experienced relatively steady and moderate growth rate in the last five years of about 1 percent per annual. However, the sale of carbonated soft drinks is declining because majority of health-conscious consumers are moving away from high-calorie and sugary beverages to fruit juices, water and non-carbonated