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Category > Business & Finance Posted 22 May 2017 My Price 7.00

Coca-Cola attempted to enter the Indian market once again

Coca-Cola

In 2003, Coca-Cola attempted to enter the Indian market once again. Georgia-based Coca-Cola was attracted to IndiaA????1s market because IndiaA????1s per capita consumption of carbonated beverages is less than half of Pakistan and about five percent of ChinaA????1s. India has the fastest-growing demand for consumer products in the world. CokeA????1s first attempt a decade earlier had resulted in gross mismanagement, which led to the company losing $20 billion Indian rubles. In CokeA????1s first attempt to enter the Indian market, it purchased Thumbs Up, the leading India-based carbonated soft drink, and hoped to replace Thumbs Up with Coca-Cola while maintaining the Thumbs Up distribution strategy. The greatest indignity is that India is one of the few markets where Pepsi has outsmarted Coke. For its return to the market, Coca-Cola built five plants, cut costly staff, revamped transport, shrunk bottles, and made them lighter to increase a truckA????1s carrying capacity. It also increased its number of distributors and dumped a global advertising campaign that was irrelevant to the Indian market.

____    6.   Refer to Coca-Cola. What kind of strategy has Coca-Cola used for its second entry into the Indian market?

a.

global consistency

b.

market differentiation

c.

market restructuring

d.

local adaptation

e.

acculturation

____    7.   Refer to Coca-Cola. One way Coca-Cola increased distribution of Coke was to enter into a ____ with a refrigerator manufacturer. Coca-Cola provided the financing needed for the retailers to purchase refrigeration units, and the refrigeration manufacturer gave deep price discounts.

a.

franchise agreement

b.

direct investment

c.

strategic alliance

d.

brokered agreement

e.

new-venture strategy

Answers

Alpha Geek
(8)
Status NEW Posted 22 May 2017 08:05 AM My Price 7.00

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file 1495442268-Answer.docx preview (279 words )
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