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. Porter's 5 forces: specifically i. Horizontal dimension & how the cola giants have kept external forces at bay; and, ii. Rivalry: we've discussed how

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. Porter's 5 forces: specifically i. Horizontal dimension & how the cola giants have kept external forces at bay; and, ii. Rivalry: we've discussed how you can look inward and not protect the 'profit bubble' (or defend the castle & moat) because you are waging a war against your rival. Coke & Pepsi are at war and do wage a war, right

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