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Coca-Cola India in 2003 |
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Introduction
Background NoteCoca-Cola's reentry into India was driven by both competitive factors and Coca-Cola's own global plans. Pepsi had entered India in 1990 and by 1993 had garnered a 25% market share. Coca-Cola could not stay behind. Moreover, the parent company had realised the need to expand its presence in emerging markets as growth was tapering off in developed countries. In late 1993, to make a quick entry into the market and neutralize Pepsi's early mover advantage, Coca-Cola decided to buy out a local soft drink company, Parle, which had a 60% market share.
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. |
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