copyrights and trademarks to protect their other intellectual property rights. From the concentrate manufacturer's perspective, the bargaining power of buyers is low. Buyers are bottlers. Bottlers are usually franchisees and the bottler typically does not want to do anything that would make the concentrate producer reconsider their current arrangement. There is little or no threat of substitute products because the formula used to create the concentrate is proprietary as patented. The bargaining power of the suppliers to the concentrate manufacturers is relatively low because the raw materials needed to produce the concentrate are basic commodities that t
...