Coca cola's basic strategy is they you should never be more than an arms length away from a cold, refreshing coke. in order to achieve this strategy they try to make coke products available for sale through as many outlets as possible. you can buy bottled coke in the grocery store, fountain coke at a restaurant, single cans and bottles at convenience stores and gas stations, and individual cans from vending machines while you are waiting in line for a ride at an amusement park. because the goal of the supply chain is to maximize coke is willing to bear the expense of having several different channels of distribution?