Narrative 7-1
India has the fastest-growing demand for consumer products in the world. In recent years,Coca-Cola attempted to enter the Indian market once again. Coca-Cola's first attempt to enter the Indian market a decade earlier was grossly mismanaged,which led to the company losing 20 billion Indian rupees. In that first attempt,Coca-Cola purchased Thumbs Up,the leading India-based carbonated soft drink. The company hoped to replace Thumbs Up with Coke while maintaining the Thumbs Up distribution strategy. For its return to the market,Coca-Cola built five plants,cut costly staff,revamped transport,shrunk bottles,and made the bottles lighter to increase a truck's carrying capacity. It also increased its number of distributors and dumped a global advertising campaign that proved irrelevant to the Indian market.
-Refer to Narrative 7-1. Which kind of strategy has Coca-Cola used for its second entry into the Indian market?
A)global consistency
B)market differentiation
C)local adaptation
D)acculturation

Question

Narrative 7-1
India has the fastest-growing demand for consumer products in the world. In recent years,Coca-Cola attempted to enter the Indian market once again. Coca-Cola's first attempt to enter the Indian market a decade earlier was grossly mismanaged,which led to the company losing 20 billion Indian rupees. In that first attempt,Coca-Cola purchased Thumbs Up,the leading India-based carbonated soft drink. The company hoped to replace Thumbs Up with Coke while maintaining the Thumbs Up distribution strategy. For its return to the market,Coca-Cola built five plants,cut costly staff,revamped transport,shrunk bottles,and made the bottles lighter to increase a truck's carrying capacity. It also increased its number of distributors and dumped a global advertising campaign that proved irrelevant to the Indian market.
-Refer to Narrative 7-1. Which kind of strategy has Coca-Cola used for its second entry into the Indian market?
A)global consistency  
B)market differentiation  
C)local adaptation  
D)acculturation

Quizplus · Accepted Answer

Coca-Cola has used local adaptation strategy for its second entry into the Indian market by building local plants, cutting costs, revamping transport, shrinking bottles and making them lighter, increasing the number of distributors and dumping a global advertising campaign that did not suit the Indian market.

Narrative 7-1 India Has the Fastest-Growing Demand for Consumer Products in the in the World