The firm's core competence may relate to human, physical or non-physical assets. For example it may use its brand reputation to support market or product extension. Soft drink and confectionary companies rely on their brand strengths to launch new products. Cadbury for example used its reputation for chocolate brand reputation to extend into related products such as desserts such as trifles, ice creams such as Cadbury 99 and cakes and biscuits.
Coca Cola also used its brand reputation and distribution networks to launch new varieties of soft drinks such as Diet Coke, caffeine free Coke and Cherry Coke as well as moving into other drink sectors such as water through its Dasani brand and into fruit juices such as Minute Maid. A full list of its product range can be found here.