For example in Essentials of Management “convenience stores were aggressive in pressuring alternative beverage manufacturers and food distributors for low prices and slot fees.” The convenience store primarily sold two to four brands of alternative beverages beyond those offered by Pepsi or Coca-Cola, and required vendors to pay an annual fee in exchange for providing bottle liners on the freshest shelves. “According to Essentials Strategic Management, food and beverage distributors typically allow alternative beverage manufacturers to negotiate slotting rates and any discounts directly with store buyers.” (p. 267) In 2010 Pepsi Co was the fourth largest food and beverage company in the world with 2009 revenue of $43 billion according to Essentials Strategic Management