> What are the economic characteristics that make Kraft a good business? WB: Most big food businesses are good businesses in that they earn good returns on tangible assets. If you own important branded assets in this country, and you have good assets, it is not easy to take on those products. Just imagine Coca-Cola. They sell 1.5 billion servings every day. It has been in everyone’s mind since 1886—associated with go…
And I'd imagine not many people associate "happiness and refreshment" with Coca-Cola anymore.
They are wealthy and have unprecedented massive distribution. They can buy up any new upstarts before they even think about becoming a real competitor. And physical drink distribution is much, much more expensive to scale than something like an software competitor. It took Coca Cola 100 years to build their current network.