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entering the soft drinks industry in india
Entering the Soft Drinks Industry in India

Global and International Business Contexts

Word Count: 2896

Contents
Contextual Analysis:
Page: 3: Background to India:
Page 3: Porter’s National Diamond: Factor Conditions
Page 3: Porter’s National Diamond: Demand Conditions
Page 4: Porter’s National Diamond: Firm Strategy, Structure and Rivalry
Page 5: Porter’s National Diamond: Related and Supporting Industries
Page 5: Porter’s National Diamond: Role of Chance
Page 5: Porter’s National Diamond: Role of Government
Page 6: Porter’s Five Forces: Buyer Power
Page 6: Porter’s Five Forces: Supplier Power
Page 6: Porter’s Five Forces: New Entrants
Page 6: Porter’s Five Forces: Substitutes
Page 7: Porter’s Five Forces: Rivalry
Page 7: The Diffusion Curve
Page 8: Recommendations
Page 9: Critical Evaluation of the Porter’s National Diamond Model
Page 10: Reference List

Contextual Analysis
Background to India
India is an enormous and diverse country with a population of over 1 billion people, making it difficult to make any generalisations about what Indians like and want from a soft drink (Background to Business in India, 2011). The soft drink industry in India has been growing rapidly since 2006 and in 2010 generated a profit of $3.8 billion and although the market is set to decelerate, by 2015 he market value will be $5.9 billion (Soft Drinks Industry Profile: India, 2011). From this, India is an attractive marketplace with many opportunities for a soft drinks manufacturer to want to expand in to.
Porter’s National Diamond: Factor Conditions
India has a very young population with over half being under the age of 25 (BSCAA , 2009) This is an advantage to the MNC wanting to expand their business in to India as research by Euromonitor (2011) suggests that young people aged 16-25 are more likely to purchase bottled soft drinks. Conversely, the diversity of the population in India must be stressed as it is such a
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