3581 industry analysis

8/11/2019 3581 Industry Analysis

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Automatic Vending Machine Industry Analysis

Ryan H. S. Meinzer

2.14.06

OVERVIEW

Innoatieness! customization! and e"#ediency is $hat de%ines the Automatic Vending

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Machine Industry! SI& '()1 * +AI&S ''''11. ,esides the industry-s recent minor decline #rior

to the ne$ millennium! the industry has surely seen #ros#ectie gro$th e"ceeding 10 since. 2

/ith the steady emergence o% %ast#aced societies! eeryone is ecoming 3crushed %or time3

$hich is creating a demand o% conenience to 3ta5e the store to $here the #eo#le are.24

&onenience stores aren-t good enough anymore #eo#le $ant their #roducts e"actly whenandhowthey $ant them.

7he Industry-s %our ma8or com#etitors are &oca&ola &o.! 9e#si &o. Inc.! Mars Inc.! and

+estle! res#ectiely! $hich o$n a##ro"imately 42.' o% the mar5et share collectiely.2At the

head o% the com#etition are the arch rials &oca&ola &o. and 9e#si &o. Inc. $ho are continually

reada#ting their tactics in the industry to gain a larger mar5et share. &oca&ola &o.-s main

com#etitie adantage lies $ithin its size! $here 9e#si &o. Inc.-s lies $ithin its ariety o% #roduct

o%%erings.'! :

7echnological adancement is allo$ing the Automatic Vending Machine Industry to

eru#t $ith more conenient ending machines y sering the customer $ith cashless o#tions %or

an aundant range o% #roducts and serices ranging %rom candy ars and ;V;s to een the

charging o% cell #hones. 7echnology is also allo$ing the ending industry to sell more

so#histicated #roducts demanding a higher #rice #oint! resulting in increased #ro%it margins.24

&ashless o#tions are sering the industry $ith higher reenues! as 3consumer-s tendency


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8oining the Etrend to end- has many adantages oer the ty#ical retail #roider. Michael Fa$lor

o% @SA 7echnologies says 3the consumer is really driing this trend.249eo#le don-t hae the

#atience or time anymore to schedule an a##ointment $ith the conenience store. In the near

%uture! I #redict that there $ill e as many automatic ending machines as there are A7Ms across

the ma8or uran areas o% the $orld! steadily in%iltrating into the suuran regions as $ell.7he Automatic Vending Machine Industry is undenialy an attractie industry to enter

%or the aid young entre#reneur! gien they adhere to my minimal reCuirements * suggestions

continually noted throughout the %ollo$ing #aragra#h and restated u#on the conclusion. Reasons

%or this attractieness o% the Industry can e rie%ly e"#lained using 9orter-s ( Gorces.

7he minimal ca#ital reCuirements along $ith the minimal goernmental regulation to

8oin the industry o% Automatic Vending Machines are adantageous to the ne$ entrant yet

disadantageous %or the industry-s memers. Ho$eer! the ty#ical commodityased nature o%

the li5ely #roducts eing o%%ered y the industry cou#led $ith the e"tended amount o% su##liers

seres $ell %or the industry as su##liers hae ery lo$ argaining #o$er. ;ue to the commodity

ased nature o% the li5ely #roducts eing o%%ered in the industry! there is an inerse relationshi#

et$een the argaining #o$er o% su##liers and the argaining #o$er o% uyers. I% the uyers can

go almost any$here to uy the #roducts o%%ered through the ending machines industry! the

industry must al$ays e reoling around the #rice #oint at $hich the consumer demands! and

has little #o$er to re%ute. 7his is $hy the Automatic Vending Machine Industry must continually

o%%er more unique items more convenientlyin order to gain consistent gro$th. D"am#les o% such

is the o%%ering o% ;V;s as Mc;onald-s has! or een o%%ering serices as arious ending

machines in a#an hae done. It is crucial that these are o%%ered more coneniently! as is thee"am#le o% acce#ting #ayments through cell #hones. +ot only do %irms $ithin the industry hae

to com#ete $ith themseles! ut they hae to com#ete $ith other industries! #articularly retail! as

$ell. 7here are many sustitutes %or the ty#ical commodityased #roducts eing o%%ered through

the Automatic Vending Machine Industry. 7his threat o% sustitutes! along $ith the argaining

#o$er o% uyers are the rudimentary reasons $hy I hae continually em#hasized the necessity

%or the industry to o%%er moreunique#roducts li5e higherend #roducts $ith higher #rice #oints!

more convenientlyto their consumers y e%%ortless cashless o#tions o% e"change along $ith

innoatie cell #hone o#tions o% e"change that are currently eing introduced.

DESCRIPTION / SIC AND NAICS CODES

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7he Automatic Vending Machines Industry! SI& '()1 * +AI&S ''''11 is com#rised o%

estalishments inoled in the manu%acturing o% automatic ending machines. 7his includes all

o% the %ollo$ing! ut not limited to1

Automatic Merchandising Machines

&oin J#erated Vending Machines %or Merchandise

7his industry is a suindustry o% the ;iision ; Manu%acturing Industry! o% the Ma8or >rou#

'( Industrial and &ommercial Machinery and &om#uter eCui#ment.1

LOCALE OF THE INDUSTRY

7he industry is surely multinational! $ith the leading countries inoled $ith the industry eing

the @.S. and a#an.1:Jne o% the main reasons $hy a#an has a continuing inolement in the

Automatic Vending Machine Industry is due to the country-s limited s#ace.

20

7he @.S. has een

increasing its inolement in the industry oer the years! ut is does not seem to en8oy ending

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machines as much as the country o% a#an.20Duro#e also has a gro$ing inolement in the

industry! mainly due to its deelo#ment o% %ast #aced societies such as the @.S. and a#an $here

#eo#le need to %ind a more conenient aenue o% #urchasing miscellaneous goods.24

SALES REVENUE / PROFIT1

MARGIN / GROWTH STATISTICS / ETC.

Although the Industry sa$ a decline in ending machine sales %rom B24.4 illion in 1 to

B21.01 illion in 2004! more recently the Industry has seen sustantial #ositie gro$th.127here

$as a 1 decrease o% manu%acturers- shi#ments o% ending machines %rom 1 to 2000! $ith a

26 decrease o% s#eci%ically eerage ending machines %rom 1 to 2000.1';uring the same

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years! shi#ments o% Eother- ending machines increased y '! signaling the moement %rom the

more general eerage and %oodased ending machines to the more modern moement o%

utilizing such ending machines %or Eother- arious #roducts $hich $ill e %urther e"#lained

along in the A##endi". Grom 2000 to 2004! the industry sa$ oer 10 gro$th! most li5ely due to

the needed ada#tation to o%%er these Eother- #roducts2.

7he 2002 +ilson Re#ort! a #ulication that %ocuses on consumer #ayment systems! cited 3

ending machines as a leading gro$th area %or card #ayment3 and #redicted that 3the

numer o% such transactions could increase 40%old $ith the ne"t three years.2(7he numer o%

such transactions hasn-t increased 40%old! ut has surely seen tremendous gro$th o% no$adays it

is almost ecoming a necessity %or ending machines to integrate this ty#e o% Automatic

Innoation.24

SEGMENTS AND DRIVERS OF THE INDUSTRY

As mentioned aoe! one can correctly assert that the main drier in the industry is technology.

&raig Fe$is! mar5eting manager o% >loal Vending 9roducts estimates that those endors $ho

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#roide the cashless o#tion $ill generally en8oy u# to 10 $orth o% sales oosts.2(7he eer

gro$ing %ast #aced society is also an immense drier o% the industry! as more and more demand

%or these conenient ending machines is a resultant. 7he trend o% our societies to ecome less

E#eo#leoriented- is also a #ush on the E#eo#leless- method o% e"change et$een the #erson and

the ending machine! as one source suggests.24Fess #eo#le ma5e %e$er #rolems rightK Surely!

the decreasing amount o% s#ace in our ma8or cities is another %actor that aids to the in%iltration o%

the Automatic Vending Machine Industry! as is the case %or a#an! %or e"am#le.1:

TRENDS

Mainly! the trends in the industry are to o%%er a $ider ariety o% goods in the ending machines!

such as hot %oods and eerages! een ;V;s. Mc;onalds has attem#ted to o%%er ;V;s in its

arious ending machines.4Sta#les! 7arget! Loda5! and others hae attem#ted to o%%er their

customers #roducts ia ending machines such as 3cameras and 9ostits.20Some com#anies

are een o%%ering #harmaceutical drugs through automated ending machines! $hich! they say is

3im#roing the access to #rescri#tion drugs %or #eo#le in the rural areas.22

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7he emergence o% cell #hone technology is another s#eci%ic ty#e o% technologyased trend

sha#ing the Automated Vending Machine Industry. ,y 200:! Jnehundred o% &&,-s !000

ending machines $ill e ca#ale o% acce#ting moile #ayments %rom consumer-s cell #hones.2(

STRUCTURE

7here are 10) estalishments! and 10' com#anies in the Automatic Vending Machine Industry.1

J% these 10' com#anies! the to# 4 collectiely o$n 42.' o% the gloal mar5et share. 7his is

ery close to a concentrated industry! so it seems it $ould e ery di%%icult %or a ne$ entrant to

succeed.27his is not the li5ely case! ho$eer! as $ill e e"#lained in the suseCuent 9orter-s (

Gorces Model. ,esides the to# ( ma8or com#etitors! the mar5et is considered relatiely

%ragmented $ith the EJthers- segment accounting %or more than hal% o% the rest o% the mar5et!

none indiidually o$ning more than ( o% the mar5et share. 2

;rin5 is the largest sector o% the @SA ending machines mar5et! $hich re#resents 61.1 o% the

total mar5et.2Good is ne"t! $ith 2'.2! &igarettes $ith .1! and ,ul5 Vendors $ith the

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remaining 6.6.1

PORTERS 5 FORCES

7hreat o% +e$ Dntrants

7he threat o% ne$ entrants is #roaly the industry-s iggest threat. It is e"tremely easy %or any

entity to enter the industry o% automatic ending machines. 7he initial ca#ital to start an

automatic ending machine usiness is e"tremely lo$ oerall! $hich #roes to ma5e it easy %or

many ne$ entrants to enter the industry. Also! there is such a $ide ariety o% $hat can e sold in

a ending machine across the $orld! $ith ery minimal goernment regulation.

,argaining 9o$er o% Su##liers

A com#any $ithin the industry has little to $orry aout the leel o% $hich the su##liers may

control their oerall sales and*or #ro%it strategies. >enerally most all o% the #roducts that are! or

that in the %uture $ill e ale to e o%%ered are commodities $ith many sources o% distriution.

7his seres the su##liers $ith little argaining #o$er and the uyer industry com#anyN to hae

more argaining #o$er u#on otaining its #roducts %or its arious ending machines.

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,argaining 9o$er o% ,uyers

As noted in the #reious #aragra#h! generally most ending machines o%%er #roducts o%

commodities $ith many sources o% distriution to the end uyers customers o% industry

com#anyN. 7his means that the customers hae a sizale amount o% argaining #o$er! as they

could sim#ly go to the closest conenience store to #urchase the #roduct in the ending machine!

regardless o% i% it is a ty#ical %ood #roduct or not. 7he only $ay that a ending machine com#any

could deter this argaining #o$er o% uyers is i% they can o%%er more unique items more

conveniently. ;V;s sold in an automatic ending machine! %or e"am#le! $ould e a

coneniently o%%ered and desired #roduct that customers could not uy as coneniently through

other aenues such as the internet or stores that are only o#ened until certain hours o% the day.

Rialry Among D"isting Girms

As $ith most commodityased retail o%%erings! the automated ending machine industry does

not esca#e the %ierce rialry among com#etitors. /ith the he%ty amount o% sources o%%ering the

ty#ical ending machine #roducts comes the he%ty amount o% com#etition to sell those arious

#roducts. &om#anies in the Automatic Vending Machine Industry not only hae to com#ete $ith

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other com#anies $ithin! ut hae to com#ete $ith the su#er%luous amount o% conenience stores

o%%ering the same #roducts. 7his is $hy many endors are #ushing to o%%er their customers $ith

uniCue and een more conenient $ays o% #urchasing #roducts ia ending machines along $ith

o%%ering an e"tended amount o% ty#es o% #roducts aailale in the machines.

7hreat o% Sustitute 9roducts

Ds#ecially $ith the adancement o% technology comes the threat o% sustitute #roducts that may

e o%%ered in the automatic ending machines across the $orld. As mentioned e%ore! instead o%

the ty#ical eerage! snac5! and cigarette ending machines! a com#any could %ind a niche in the

;V; ending machine to #ossily gain more #o$er%ul sales and es#ecially #ro%it margins than

its %oodased ending com#etitors. D"am#les li5e these $ill ecome endless as ne$er

technologies allo$ customers to #urchase higher end #roducts as they $ill e enaled to use their

deit*credit cards to #urchase goods through the machine.

@#on analysis o% 9orter-s ( Gorces o% the Automatic Vending Machine Industry! it is my

conclusion that this industry is a ery iale industry to ecome inoled in. 7he lo$ cost o%

ca#ital is es#ecially a##ealing! as raising initial %unds to start a usiness is one o% the

entre#reneur-s most #ainsta5ing tas5s. 7his minimal ca#ital reCuirement allo$s the entre#reneur

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to Eact small! ut still thin5 ig- as he*she could start $ith only a %e$ machines $hereas to

gradually gro$ their Cuantity o% machines o%%ered at their o$n #ace $ith the incoming #ro%its

%rom their sales through these machines. /ith minimal initial ca#ital one could also %easily

%ocus on a niche to sell such automated ending machines to the goernment %or their #ur#oses

and hit a goldmine as the goernment $ould most li5ely o%%er to #urchase a he%ty amount o% the

machines! granted they suit their needs. ,ecause the com#etition is morethan%ierce in ending

machine com#anies $ho o%%er mostly commodity goods! it $ould e more adantageous %or a

startu# to %ind a niche mar5et into a more uniCue o%%ering o% goods through their ending

machines.

COMPETITION AMONG INDUSTRY LEADERS

&om#etition among the %our ma8or industry leaders is Cuite %ierce! es#ecially $ith the archrials

&oca&ola Incor#orated and 9e#si Incor#orated. 7his rialry et$een the t$o ma8or industry

leaders has long een #realent! and is not li5ely to dissi#ate as $e enter the more modern

technologically so#histicated era that lies ahead. As soon as one com#any o%%ers a more uniCue

#roduct in their ending machines! the other is sure to immediately counteract $ith o%%ering an

een more uniCue #roduct! along $ith an almost identical #roduct o% the rial-s initial #roduct.

As %or the other industry leaders! they are 8ust as $ell on to# o% o%%ering the most uniCue

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KEYS TO INDUSTRY SUCCESS

Jerall! the 5eys to the industry-s success are mainly its 38ustintime a##roach to

distriution31:! demogra#hic trends1:! li%estyle changes24! and technological adancements.2(In

more cro$ded areas $ith less storage s#ace a#anN! #eo#le are ecoming more inclined to uy

their goods E8ust in time- on %oot rather than storing their goods in their houses! and are thus more

li5ely to uy arious goods through ending machines on their $ay home to dinner. As our

society ecomes more %ast#aced! #eo#le are deelo#ing the gro$ing need to uy their sought

goods exactly $hen they $ant it! how they $ant it. 7echnological trends are creating the more

cash%ree enironment o% today! $hich ending machines are already catering too $hich is

oosting their sales! as #eo#le tend to s#end more on their deit*credit card than y cash.24

DISTRIBUTION PATTERNS

Jne o% the main reasons $hy a#an! s#eci%ically! has seen such a ast amount o% ne$ #roducts

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THE FOUR MAJOR COMPETITORS AND MARKET SHARE

9er mar5et share2

&oca&ola &o. 1(.)

9e#si &o. Inc. 12.'

Mars Inc. ).'

+estle (.

Jthers (:.(

PERSONAL RANKING OF FOUR MAJOR COMPETITORS

My #ersonal ran5ing $ould e as %ollo$s

9e#si &o. Inc.

&oca&ola &o.

Mars Inc.

+estle

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My reasoning-s are mainly #redicated u#on thefuture o% the com#any gien its current a##roach

to the industry. 9e#si &o. Inc. has al$ays een more o% an innoatie com#any than its rial

&oca&ola &o.! $hich u#on $hat I eliee! is the only $ay that endors in the %uture $ill e ale

to hae a com#etitie edge. Sure! &oca&ola &o. has ettertasting #roducts een in my o#inion!

ho$eer the o##ortunity cost o% achieing these etter tasting #roducts $ill su#ersede the alue

o% the sustitute o#tions that 9e#si &o. $ill most li5ely hae such as innoatie $ays to #urchase

and more aluecreating #roducts such as com#limentary #roducts $ithin the same ending

machine. I rated Mars Inc. 8ust under &oca&ola &o. ecause Mars Inc. is a com#any o% o#ened

mindedness through my e"#erience in the $or5 #lace as $ell as a com#any o% su#erior #ricing

strategies.(&oca&ola &o. $ill surely hae Mars Inc. eat $hen it comes to net reenues! ut

Mars Inc. $ill hae the chance to get closer to &oca&ola Inc. i% &oca&ola Inc. doesn-t ream#

its #roduct o%%erings $hereas to ta5e ris5s to o%%er a $ider ariety o% #roducts to the mar5et.

+estle $ill similarly hae the o##ortunity to reach Mars Inc.-s leel o% mar5et o$nershi# as

+estle is a com#any $ho s#ecializes in o%%ering a ary dierse #roduct o%%ering! $hich $ill sere

as a ery ene%icial %orce to gain mar5et share in the u#coming Automatic Vending Machine

Industry.

(

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COMPETITIVE ADVANTAGES OF THE FOUR MAJOR COMPETITORS

Coca-Cola Co.

Size'

Jthers ;istinctie &haracteristicsO PualityO 7asteO &ustomer Foyalty'O

Aailale Gunds4

Pepsi Co. Inc.

/ide Variety o% /ellLno$n 9roducts J%%erings:

Jthers Mar5eting:

Mars Inc.

Ginancial Strategies(

Jthers uniCue #roducts(

Nestle

ValueAdded 9roduct Strategy6

Jthers dierse and aundant #roduct o%%erings6O Internationally Say6

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4

:

:

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PEST MODEL

9olitical * Fegal

7here are surely goernmental regulations on $hat can e distriuted inpublicending

machines! ut there are di%%erent regulations on $hat can e distriuted inprivateending

machines. Gor #ulic ending machines! goernmental regulation aries y state and*or country.

It is currently illegal in the @.S. %or eer to e #ulicly aailale in ending machines! ut it is

not illegal in most #arts o% a#an. >enerally s#ea5ing! e"cluding sustances * #roducts that hae

age limits attached to them! it is relatiely ine"#ensie and sim#li%ied %or a endor to ma5e legal

#roducts aailale to the #ulic ia automatic ending machines.

Dconomic

7his industry is not too seasonal! as most o% the #roducts eing o%%ered $ithin the industry are

commodities. Fi5e$ise! due to the nature o% commodity #roducts! the industry $ill not e too

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a%%ected y any economic recessions as dis#osale * discretionary income o% customers $ill not

e a%%ected in relation to uying the ty#ical lo$e"#ensed commodities in the ending machines.

In the %uture! ho$eer! $hen higherend #roducts and een serices $ill e o%%ered through the

automatic ending machine industry! $ill the industry e more #rone to losses in the instance o%

an economic recession.

Sociocultural

7he Sociocultural as#ect o% the macro enironment %or the Automatic Vending Machine Industry

is #roaly the largest %orce %or the industry to consider! ne"t to 7echnological. &hanges in

;emogra#hics most de%initely $ill change $hat the industry is o%%ering! as $ell as the ineitale

changes in li%estyles! ages and li5ely #o#ulation shi%ts that $ill e occurring in the een %aster

#aced congested societies that are eru#ting across the $orld.

7echnological

I consider this the largest %orce o% in%luence to the industry as a $hole to e the 7echnological

%orce. 7echnology is changing not only which#roducts are eing o%%ered ut howthey are eing

o%%ered daytoday. 7oday! com#anies in the Automatic Vending Machine Industry must e ahead

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o% the technological cure to stay com#etitie in the ho#es to gain an een larger mar5et share.

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2@SA Vending Machines. ;atamonitor Industry Mar5et Research Annual 2000 9na ,usiness and&om#any Resource &enter. 9ulic Fi.! 7em#le @niersity 2*11*06

24/olson! Shelley. Industry Foo5s Ahead Automatic Innoation. GoodSerice ;irector (*1(*200'Vol. 16 Issue (! #2! 1#! 2c. ,usiness Source 9remier. 9ulic Fi.! 7em#le @niersity. 2*12*062

'!7he &oca&ola &om#any. Hooers Ge. 1'! 2006.

Qhtt#**#remium.hooers.com*suscrie*co*oerie$."htmlKI;10'(:

:9e#si&o! Inc. Hooers Ge. 1'! 2006. Qhtt#**#remium.hooers.com*suscrie*co*oerie$."htmlKI;111662

2(Fioletti! e%%. &ash JutK ,eerage /orld 1*1(*200'! Vol. 122 Issue 2! #4:! 2#! 1c. ,usiness Source9remier. 9ulic Fi.! 7em#le @niersity 2*10*06

169e#si 9ushes /ireless Soda ,uy. R&R /ireless +e$s 21 4! an. 0:! 2002. ISS+ 0:44061).&rain &ommunications Inc.. ,usiness and Industry ;ataase. 9ulic Fi.! 7em#le @niersity. 2*12*061

1)

American Moile D"#lores 7elemetry. /ireless /ee5 16! uly 26! 1. ISS+ 10)(04:'. Reed,usiness In%ormation. ,usiness and Industry ;ataase. 9ulic Fi.! 7em#le @niersity 2**06

20&onley! Fucas. &oino# +ation. Gast &om#any ;ec. 200( Issue 101! #42! 1#! :c. ,usiness Source9remier. 9ulic Fi.! 7em#le @niersity 2*10*062

1;escri#tion %or '()1 Automatic Vending Machines. @.S. ;e#artment o% Faor Ge. 1'! 2006Qhtt#**$$$.osha.go*#ls*imis*sicTmanual.dis#layKid:'Utadescri#tion

1:a#an. +utraceuticals /orld ' 1N(4! an. 2000. ISS+ 1('106:1. Rodman 9ulishing &or#.,usiness and Industry ;ataase. 9ulic Fi.! 7em#le @niersity 2**061

1Automatic Vending Machine Industry @.S. &ensus ,ureau 2002 Dconomic Sensus. ,usiness andIndustry ;ataase. 9ulic Fi.! 7em#le @niersity 2*10*06

12Vending Machine 9lacements! 200'. ,usiness and &om#any Resource &enter 200'. 9ulic Fi.!7em#le @niersity 2*12*06

1'Vending Machines. @S &ensus ,ureau 2000. ,usiness Source 9remier. 9ulic Fi.! 7em#le@niersity 2*1'*061

4

4&oca&ola and &mode Vending Machine +D Asia Jnline Aug. )! 2004.

Qhtt#**%uturesla.com*archies*2004T0)T01archie.html222Rundle! Rhonda F. >etting ?our ;rugs Grom a Vending Machine. /all Street ournal DasternDdition 6*21*200(! ol. 24( Issue 120! #;1;6! 2#! 1 cartoon! 1c. ,usiness Source 9remier. 9ulicFi.! 7em#le @niersity 2*1'*061

1(Automatic Vending Machin M%g. @.S. ;e#artment o% &ommerce ,ureau o% the &ensusOInternational 7rade Administration. 2002.Qhtt#**$$$.ita.doc.go*td*industry*otea*industryTsector*talesTnaicsK''''11.htm Ge. 10! 20062


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(Mars! Incor#orated. Hooers Ge. 1'! 2006.Qhtt#**#remium.hooers.com*suscrie*co*oerie$."htmlKI;402:(

6+estle S.A. Hooers Ge. 1'! 2006. Qhtt#**#remium.hooers.com*suscrie*co*oerie$."htmlKI;41)1(

3581 industry analysis

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