Florida Bebidas acknowledges the consumer's freedom of choice, emphasizes its powerful position in its operations, and indicates that production efficiency is subservient to consumer reaction. In order to remain competitive, Florida Bebidas increased its product lines and manufactured bottled water, natural fruit drinks, juices, nectars, flavored alcoholic beverages, and carbonated drinks. Currently, it employs 2.638 people.
In contrast to many other companies, Florida Bebidas penetrated different markets such as real estate industry and tourism industry (since 1950s). Today, its three main subsidiaries are in Florida Bebidas, Florida Inmobiliaria, and Florida Capitales. To remain competitive and profitable, Florida Bebidas invests in beverage and bottling industries outside Costa Rica. Florida Bebidas is involved in a vast, complex manufacturing and distribution operation producing a wide variety and assortment of consumers' and producers' goods. This productive mechanism is designed to satisfy a myriad of consumer wants and desires. Complex manufacturing operations are balanced by a complex group of marketing operations. The result is a maze of marketing networks designed to tie the actual and potential demands of the marketplace to company operations.