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This poses a threat to the industry because prospect market will decrease in number or may chose an alternative drink.
Increasing Costs
There has been a gradual increase in the prices of raw materials, bottling equipment and delivery equipment for soft drinks. Unlike prospective competitors who had purchased their materials a long time ago at a much lower cost, they will have to buy at current inflation prices. This is a disadvantage to the group because their focus is in keeping their costs and prices down.
Economic Condition
The soft drink market is shrinking because of the present economic condition...
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