The Game

THE INDIAN MARKET
Despite its huge population, India had not been considered by foreign
drinkable producers to be an important market. In addition
to the deterrents imposed by the regimen through its austere
trade policies, rules, and regulations, local demand for carbonated
drinks in India was real low compared with countries at a similar
stage of economic development. In 1989, the average Indian
was buying only three bottles a year, compared with per-capita
THE beverage BATTLEFIELD
In 2007, the President and CEO of Coca-Cola asserted that Coke
has had a quite an rough run in India; but now it seems to be getting
its positioning right. Similarly, PepsiCos Asia chief asserted that
India is the beverage battlefi historic period for this decade and beyond.
Even though the government had opened its doors bulky to foreign
companies, the experience of the worlds two giant balmy drinks
companies in India during the 1990s and the beginning of the new
millennium was not a happy one. Both companies experienced a
range of unexpected problems and diffi cult situations that led them
to recognize that competing in India requires special knowledge,
skills, and local expertise. In many ways, Coke and Pepsi managers
had to learn the hard way that what whole kit and boodle here does not
always work there.



The environment in India is challenging, but
were learning how to crack it, says an industry leader.
THE INDIAN SOFT DRINKS
INDUSTRY
In India, over 45 percent of the soft drinks industry in 1993 consisted
of small manufacturers. Their combined business was worth
$3.2 million dollars. Leading producers include Parle Agro
(hereafter Parle), Pure Drinks, Modern Foods, and McDowells.
They offered carbonated orange and lemon-lime beverage drinks.
Coca-Cola flowerpot (hereafter Coca-Cola) was only a distant
memory to most Indians at that time. The social club had been present
in the Indian market from 1958 until its withdrawal in 1977 following
a dispute with the...If you want to get a full essay, edict it on our website: Ordercustompaper.com



If you want to get a full essay, wisit our page: write my paper