Published 2025-11-14
Abstract
This study examines the competitive landscape of the soft drink industry in Belize, focusing on the two dominant companies: Bowen & Bowen Ltd. and Pebco Belize Ltd. Using industry analysis tools—evaluating buyers, sellers, substitutes, rivalry, and potential new entrants—the research identifies key structural factors influencing market performance. A detailed SWOT analysis for both companies highlights Bowen & Bowen’s strengths in product quality, distribution, and customer loyalty, contrasted with Pebco’s challenges related to product consistency, supply limitations, and management constraints. Opportunities and threats within the broader industry, including demographic trends, substitute beverages, and potential foreign entrants, are also explored. The study concludes that while Bowen & Bowen currently holds a stronger market position, both companies must adopt strategic innovations, improve quality control, and enhance distribution to remain competitive. Recommendations emphasize improved Total Quality Management, increased investment, enhanced strategic planning, and strengthened marketing efforts, particularly for Pebco Belize Ltd. Overall, the analysis provides insight into how each company may better position itself within an increasingly competitive beverage market.