Reference no: EM131058457

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There are several lucrative options that Coca-Cola has at their disposal, such as, wholesalers, distributors, retail corner store, supermarkets, gas stations, vending machines, restaurants, and nightclubs. Being one of the biggest soft drink companies they have the privilege of launching their new product through their already precise system of distribution.

In present years the retailers have substantially grown in size. This growth spurt in retailer size denotes that it has become lucrative for manufacturers to supply directly to retailers rather than through wholesalers. The big bargain superstore, super market chains, and retailers at the corporate level maintain a certain level of autonomy over manufacturers due to its consistent large volume sales. Coca-Cola can send their new flavor at an initial bargain price to their large volume buyers to add to their shelves. For the smaller retailers that request smaller quantities of our products they can allow their wholesalers to buy in bulk from the bottling companies and sells to the smaller retailers.