The soft drinks category Coca-Cola GBoperates in the non-alcoholic beverage market. How these beverages are supplied to consumers varies enormously, from vending machines that supply single units to supermarket multipacks. In soft drinks alone, Coca-Cola GB has a broad range of over 80 products.  Building the range A business can enlarge its product range in two ways: internally, through new product development based on market researchexternally, by acquiring related companies, and if appropriate, building on their existing range. For example, in 1999 The Coca-Cola Company purchased, in various countries,…

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