Examples such as Coca-Cola and Pepsi Co. who have been in the industry for several decades and have acquired significant amounts of capital and revenue, are able to control the market. By using various strategies such as pricing, advertising, and resource control, they are able to discourage other companies from entering the market or attempting to expand even within the market. Through control they are able to establish market standards that current or potential companies cannot compete with and must remain at the level they are currently at or move away from the market. Furthermore, since they are the dominant forces in the market, they are able to diversify and reach an unlimited number of consumers and potential consumers. For example, when going out, be it a bar, a restaurant or a sports complex, the drinks preferred by these establishments are Coca-Cola or Pepsi, also the choice of mixers for alcoholic drinks. Coca-Cola and Pepsi have been in strong competition against each other, however they have created a healthy competition to maintain the market