In 2019, if you were to buy $100 worth of Coke at a supermarket, how much of the $100 stays in the pocket of the supermarket? How much does the bottler keep? What about the CP (Concentrate Producers) and any other players in the value chain? Use Exhibit 11 to answer this question.

% of Revenue Supermarket Sales 100% Cost of Coca-cola sold 80% Gross Profit Margin 20% General & Admini strative' 9% Marketing & Selling 7% 4% Operating Income Coke Bottler Sales to Supermarkets 100% Cost of Goods Sold 60% Concentrate 20% 30% Packaging Sweeteners 6% Other 4% Gross Profit Margin 40% 10% Direct Marketing Expense Selling & Delivery 15% General & Admininstrative 6% Operating Income 9% Coca-Cola Net Sales to Bottlers 100% Cost of goods sold 22% Gross Profit Margin 78% Direct Marketing Expense 21% Selling & Delivery 0% General & Admini nstrative 25% Operating Income 32%