the soda business involves many companies with a vested interest in its success.
The stakeholders in the soda business include the soda companies themselves of course but also those that supply sugar and other raw ingredients – make syrup – produce carbon dioxide – fabricate the cans and bottles – can and bottle the products – make dispensers and vending machines – deliver ingredients and supply and service the factories – dispensers and vending machines.
Sodas help support the restaurants – convenience stores – grocery stores – sports facilities and movie theaters that sell drinks to customers as well as the advertising agencies employed to market the products and the media venues in which advertisements appear.
A seemingly infinite number of individuals – nonprofit organizations – educational institutions – health and environmental groups and business associations benefit from soda company philanthropy – partnerships and marketing.
Because all of these entities depend on sodas for their livelihoods or function they constitute an unusually wide-ranging support system for Big Soda.
Indeed one of Coca-Cola’s guiding rules is to ensure that everyone who touches its products along the way to the consumer should make money doing so.
This is a business strategy guaranteed to ensure deep and lasting devotion.