Given the business strategy and objectives, TCCC can choose to explore new opportunities and hedge against threats by making acquisitions, launching in-house initiatives, or partnership agreement. TCCC’s company history suggests that TCCC’s in-house initiatives are very successful in the carbonated segment. Fanta and Sprite, introduced in 19xx and 19xx, are currently one of the top global carbonated drinks. Coke Zero and Diet Coke are also very well received in the market, though one might argue that these drinks are only minor variations of the original Coca-Cola. In bottled water and sports drinks, TCCC’s Powerade and Dasani are relatively successful though not as strong as their position in the carbonated segment. Ciel, a bottled water brand developed by TCCC, is also doing very well in the Latin America market. However, in other segments, such as juices, TCCC has been relatively successful through acquisitions. Minute Maid, which was acquired in 1960, has a volume sale of 3.2 billion liters and is currently number 1 in its category. TCCC also acquired Odwalla, a smoothie 100% Not-From-Concentrate (NFC) juice company, in 2001 for $181 million. Over the years, TCCC also has got into partnership agreements with various companies, such as Nestle, DrPepper, and Monster. Most of these alliances, however, are not on product development and more on joint distribution agreement in various countries or part of TCCC’s charity or sustainability projects. This reflects the fact that launching a new beverage does not require a significant capital or Research and Development effort, unlike the high technology sector, where strategic alliances on joint product development are more common.