Hello all,Tough times for our beverage Rule Maker. Even so, in tonight's segment of the Tom Gardner investment seminar, he pointed to Coke's gross margins over the past three years: 1998 1997 1996Coke 70.2% 68.3% 64.2%Big Red's climbing gross margins hadn't totally escaped my notice, but I certainly hadn't given it much thought. Until now. Coke has substantially reduced the material input costs of its products. That's a mighty achievement. I'm wondering...- Will/can this trend continue? - Will these improvements eventually allow equal expansion of net margins? Matt
1998 1997 1996Coke 70.2% 68.3% 64.2%
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