Coca-Cola India in 2003

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Case Details:

Case Code : BSTA073
Case Length : 12 Pages
Period : 2003
Organization : Coca-Cola
Pub Date : 2003
Teaching Note :Not Available
Countries : India
Industry : Beverages

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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.

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Excerpts

Marketing

Von Behr launched several new marketing initiatives, influenced by the direction the parent company was taking under CEO, Douglas Daft. Daft believed rapid globalisation had made the company highly centralized in its decision-making and insensitive to local needs...

Operations

Under Donald Short, Coca-Cola's operations had been divided into North, Central and Southern regions. Each region had a president at the top, with divisions comprising marketing, finance, human resources and bottling operations. The heads of the divisions reported to the CEO...

Human Resources

When Donald Short arrived in 1997, Coca-Cola had 60 employees in India. By 1999, it had risen to well over 300 at the Gurgaon headquarters alone. Coca-Cola decided to prune managerial positions at the upper and middle levels in the headquarters...

Future Outlook

After taking over from Von Behr, Sanjiv Gupta faced several challenges. To take forward the 'think local, act local' strategy, he asked all Coca-Cola managers to make more field trips to understand the market better...

Exhibits

Exhibit I: Indian Soft Drink Market: Production
Exhibit II: Indian Carbonated Soft Drinks Market: Market share of Coca-Cola & Pepsi
Exhibit III: Coca-Cola: Brand Portfolio
Exhibit IV: Coca-Cola: Marketing Strategy
Exhibit V: CSE Findings

1] Robert W. Woodruff served as head of Coke for 50 years (1923-1985). The Robert W. Woodruff award was awarded to the Coca-Cola operation that exhibited outstanding business performance in terms of volume, profitability and quality.
2] Henceforth, the parent company would be referred to as The Coca Cola Company and the Indian unit as simply Coca Cola.

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