The five forces is a useful tool in assessing the competitive landscape, and the ability of some players to capture and sustain profits in an industry value chain. The CSD $($soda$)$ business has long been a very profitable industry, and has been dominated by Coke and Pepsi for over $100$ years. A good part of our discussion focused on relationships between the two major CSD companies and different buyer groups. What aspects of our discussion of buyers help you understand why Coke and Pepsi have maintained their high profits in the soda business for so long?