Coca Cola India
Table of contents
Executive Summary i
The Coca-Cola Company Firm Profile ii
The Beverage Industry in India iii
India’s Societal System vii
Macroeconomic Indicators and Demographics. vii
Market System Aspects ix
Infrastructure and Legal Order ix
Cultural Dimensions x
India’s Societal Predisposition xi
Ideologies xii
Indian Caste System xii
Values xiii
Religion xiv
Political xv
Economic xv
Strategies and Policies xvi
Constraints xvi
Coca-Cola Strategy xvii
Future Strategic Initiatives xvii
Market Penetration Strategy xviii
Consumer and Market Focus Strategy xviii
Marketing Strategy xx
Conclusion xx Executive Summary India, as one of the world’s largest emerging markets, is quick to be seen as a source for new corporate growth and expansion by both large and small companies alike and The Coca-Cola Company is no exception. Since its second foray into the Indian market, The Coca-Cola Company has seen significant growth in its operations there, with average annual gains of 21 percent. As the company becomes more entrenched within the Indian market, it must continue to navigate the cultural, economic and political idiosyncrasies found in India to ensure continued growth and to sustain its competitive advantage over its rivals. For The Coca-Cola Company, long-term success hinges upon a myriad of factors that include expansion into the rural markets of India where inadequate infrastructure, widespread poverty and the legacies of the country’s caste system continue; product development and marketing strategies that cater to both the taste preferences of the Indian consumer and societal pressures for healthier alternatives; and acquisitions and partnerships that broaden the company’s internal distribution network while simultaneously giving the company access to long-standing relationships, which is important in a country that places a greater emphasis on relationships over rules and profits.
As The Coca-Cola Company implements its strategies
Executive Summary i
The Coca-Cola Company Firm Profile ii
The Beverage Industry in India iii
India’s Societal System vii
Macroeconomic Indicators and Demographics. vii
Market System Aspects ix
Infrastructure and Legal Order ix
Cultural Dimensions x
India’s Societal Predisposition xi
Ideologies xii
Indian Caste System xii
Values xiii
Religion xiv
Political xv
Economic xv
Strategies and Policies xvi
Constraints xvi
Coca-Cola Strategy xvii
Future Strategic Initiatives xvii
Market Penetration Strategy xviii
Consumer and Market Focus Strategy xviii
Marketing Strategy xx
Conclusion xx Executive Summary India, as one of the world’s largest emerging markets, is quick to be seen as a source for new corporate growth and expansion by both large and small companies alike and The Coca-Cola Company is no exception. Since its second foray into the Indian market, The Coca-Cola Company has seen significant growth in its operations there, with average annual gains of 21 percent. As the company becomes more entrenched within the Indian market, it must continue to navigate the cultural, economic and political idiosyncrasies found in India to ensure continued growth and to sustain its competitive advantage over its rivals. For The Coca-Cola Company, long-term success hinges upon a myriad of factors that include expansion into the rural markets of India where inadequate infrastructure, widespread poverty and the legacies of the country’s caste system continue; product development and marketing strategies that cater to both the taste preferences of the Indian consumer and societal pressures for healthier alternatives; and acquisitions and partnerships that broaden the company’s internal distribution network while simultaneously giving the company access to long-standing relationships, which is important in a country that places a greater emphasis on relationships over rules and profits.
As The Coca-Cola Company implements its strategies
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