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DIAGEO PORTER'S FIVE FORCES TEMPLATE RESEARCH B_40 and Amazon AlexaA Must Have Tool for Decision Makers Diageo faces intense rival rivalry and moderating buyer power, while supplier power and new entrants remain limited by scale and regulation; substitutes and shifting consumer tastes pose growing risks to margins and growth. Suppliers Bargaining Power Fragmented raw material base Diageo sources grain, agave and grapes from thousands of global farmers, so no single supplier wields meaningful leverage; this fragmented
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