A couple of points I would add are its impossible to pick a...

A couple of points I would add are its impossible to pick a bottom so while 11.00 could be it I see plenty of reasons why it may go down further yet.while you would not expect an outcome like the sensis white and yellow pages it shows what can happen to a business that seems like a license to print money. CCA is a dinosaur in many ways and it will need a whole culture revolution to stay ahead of the competition.The top management should take full responsibility for the results and be held accountable by the shareholders. I have a close association with coke and what you see at ground level is not pretty. Before buying more shares or holding take a trip and visit some of their customers and ask them to rate coke against the competition,I think your decision will be obvious quite quickly . one last thing I am not a disgruntled employee but am close enough to see a part of the business and what you see is quite bizarre.