Coca-Cola India in 2003


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : BSTA073 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 12 Pages
Period : 2003
Organization : Coca-Cola
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : Beverages

Abstract:

In 1993, Coca-Cola entered India, a promising emerging market. But in its hurry to overtake the first mover, Pepsi, Coca-Cola made a series of mistakes. In 2000, Coca-Cola had to write down investments to the tune of $400 million.

Since then Coca-Cola has made a remarkable comeback, posting profits in 2003. The case explains Coca-Cola's turnaround in India and brings out the unique challenges which multinational corporations face in developing countries

Contents:

  Page No.
Introduction 1
Background note 1
Marketing 3
Operations 8
Human Resources 9
Future Outlook 9
Exhibits -

Keywords:

Coca-Cola in India, Cola wars, Pepsi cola, Coke, Douglas Daft, Hindustan Coca-Cola Bottling (HCCB), Beverages, Soft drinks, Advertising, Bottling, Multinational corporations in India, Pesticide contamination, Colas, Regionalisation

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