Do suppliers have any real power vis--vis the concentrate manufacturer? Who are they? 9. What about the buyers? How much power do they have? Who are the buyers for the concentrate manufacturer? 10. How can companies make so much money in the middle of a "war"? 11. Who has won the cola wars? Who has lost? Why? 12. What have been the "weapons of war"? 13. How intense is the competition? What are the "weapons" they use to fight? 14. Why doesn't the war escalate out of control? How do Coke and Pepsi keep the war "within bounds"? 15. Who has been winning the war? 16. Who has been winning since the Pepsi Challenge was launched? 17. Who has been losing