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The industry soon realized that steel was much more expensive to ship and therefore their profits started to decline. Conversely, aluminum prospered.
Five firms dominated the metal can industry in 1989, with Crown Cork & Seal being one of the leaders. Pricing was competitive, there was an over capacity and a shrinking customer base, which as a result led many companies to offer volume discounts. Manufacturers started selling at lower prices to keep their market share, resulting in waning profits. A few large companies were the leading users of metal cans, and during the 1980's many of them consolidated...
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