21. SPACE Matrix 1. Competitive Advantage Reputation -5 Mean= -4.50 Large Market Share -4 Wide Distribution Channel -5 Customer Loyalty -4 2. Financial Strength Financially Sound +5 Mean= +5 High Return of Capital +5 High Return On Assets +5 3. Industrial Strength High industry Growth Rate +5 Mean = +5.5 Potential Industry +5 Increase in Population +6 Increase in use of beverages +6 4. Economic Strength Economic Stability -2 Mean = -2 CA + IS = +1.0 FS+ES = +3