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Sugar could be purchased from many sources on the open market, and if sugar became too expensive, the firms could easily switch to corn syrup, as they did in the early 1980s. Actually, Coca Cola uses high fructose corn syrup within U.S. and sucrose for outside U.S.
* Raw materials can be available from many sources around the world.
3) Bargaining Power of buyers (Medium)
* Principal sale channels can be divided into supermarkets, national mass merchandising chains, fountain sales, vending machines and gas stations.
* Channels like vending machines, gas stations and super markets have low bargaining power, mostly because there are few substitutes...
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