Narrative 8-1
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 rubles. 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 the Narrative 8-1.To increase distribution,Coca-Cola provided the financing needed for the retailers to purchase refrigeration units,and the refrigeration manufacturer gave deep price discounts.What type of agreement did Coca-Cola enter into with this manufacturer?

Question

Quizplus · Accepted Answer

A strategic alliance is defined as an agreement in which companies combine key resources,costs,risk,technology,and people.Coca-Cola and this Indian refrigerator manufacturer are sharing resources to expand refrigerated storage/distribution networks.

Narrative 8-1 India Has the Fastest-Growing Demand for Consumer Products in the in the World