Coca-Cola Georgia-based Coca-Cola is reentering the Indian market. Coke is attracted to India's market because India's per capita consumption of carbonated beverages is less than half of Pakistan and about five percent of China's, yet India has the fastest-growing demand for consumer products in the world. Coke's first attempt to enter the Indian market over a decade ago was plagued by gross mismanagement, and the company lost 20 billion Indian rupies. In that first attempt, Coke 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, Coke built five plants, cut costly staff, revamped transport, and reduced the size and weight of bottles in order 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 Coca-Cola. What kind of strategy has Coca-Cola used for its second entry into the Indian market?

Question

Quizplus · Accepted Answer

Coca-Cola used local adaptation by tailoring its strategy to better fit the Indian market, such as revamping transport, adjusting bottle sizes, and changing its advertising approach to be more relevant locally.

Coca-Cola Georgia-Based Coca-Cola Is Reentering the Indian Market