Porter's Five Forces In The Soft Drink Industry Summary

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Porters Five Forces
Threat of New Entrants-Low
The Threat of New Entrants in the Soft Drink Industry is low. This comes from how well capitalized and how much is held in reserve by the top companies. This allows the companies to buy up the startup businesses and bring the small businesses into the fold of the larger players. If a company cannot be purchased, they are brought into corporate contracts that the big companies will make money off of, Dr. Pepper/Snapple is an example of this. Pepsi bottles Dr. Pepper/Snapple, but it is typically sold with Coca-Cola’s partnerships. Another issue with the entry into the market is the cost of operations for producing soda on a national level. While to produce soda to fill a niche market is doable to produce
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This low rating comes from the cost of the products, the availability, and the brand loyalty. The low cost of the products in the soft drink market and with the products sold by 3rd parties, the price of one drink is the relatively the same around the world with slight differences due to currency exchanges. Moreover, with the widespread availability of the products if a 3rd party sells the drink for too much money the consumer will go to the next seller to buy it for a cheaper price. Going with the availability, there are 4,640,000 vending machines in the United Sates and 56% of the sales were soft drinks (Statistic Brain, 2015). With the high availably it does not give the consumer a good barging stance on the price of soft drinks. The only real option that the consumer has in regards to bargaining power is the option to buy the generic brands like Kroger and Lucerne. Even though the option to buy the generic options are available to the consumer, the loyalty that each of the major brands is so strong and inexpensive, that it would require a significant economic drop for the consumer to switch to the lesser brands or cause the companies to cut

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