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| Topic: |
Business
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| Number of pages / Number of words: |
9 / 2243 |
Essay's paper body
Coke and Pepsi are the first movers in the industry and have more than 100 years of existence in the market. They have both kept their formula as a trade secret and built a strong brand image. It is also difficult for a new bottler to enter the CSD industry, given (i) the amount of capital investment required, (ii) the interdependence that exists between concentrate producers and bottlers, (iii) the exclusivity of territories in which bottlers distribute products, and (iv) the access to retail channels, with which Coke and Pepsi sustained favorable and long term relationships...
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They have both kept their formula as a trade secret and built a strong brand image. It is also difficult for a new bottler to enter the CSD industry, given (i) the amount of capital investment required, (ii) the interdependence that exists between concentrate producers and bottlers, (iii) the exclusivity of territories in which bottlers distribute products, and (iv) the access to retail channels, with which Coke and Pepsi sustained favorable and long term relationships...
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