The answer is: competition and consumer trends
Competition would most likely reduce a company's market share since some consumers are bound to prefer another company's product whether due to their prices, quality, or marketing strategy. Consumers trends affect the type of products that are popular in the market.
To address both of this issue, creating specialty sodas can be a perfect strategy. Since it differentiate hayso's product with other competitors and the differentiation could be designed to target current trend.
