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Coca Cola and the bottlers are separate companies who have a disagreement on pricing. Alice needs to determine the pricing position taken by each company.
Alice raises questions about the number of bottlers, syrup producers and their ability to jointly or independently set prices.
Profitability is discussed as Alice determines the drivers of profit. While the observations are correct, Alice is struggles to generate unique insights.
A pricing assumption is made and Alice tries to explain what pricing strategy each company will pursue. She does not quickly articulate her initial hypotheses.