COCA-COLE IN INDIA SOCIO-CULTURAL FACTORS ANALYSIS
Social and cultural environment refers to a social form has been formed under the values, religious beliefs, customs, ethics, and so combined. Any business in a certain social and cultural environment, where corporate marketing activities will be subject to environmental impact and socio-cultural constraint. This knowledge forms values, creates attitudes and influence behavior (Guidelines for Socio-cultural Analysis. Jonathan Renshaw ,Marie-Madeleine, Mailleux ,Sant`ana Volker von Bremen, 2001).Most scholars of culture would agree on the following characteristics of culture.In this essay I will explain the aspects that throw Coca-cola to difficulties in india.
India`s water shortage and contamination
Water scarcity has always been a problem for india. India`s water resource accounts for just 4% of the global water,, but it needs to feed 17 percent of the world's population. Moreover, India's total annual water consumption is expected to increase from 634 billion cubic meters currently to 1.18 trillion cubic meters in 50 years later. 40 years later. India can supply drinking water per capita will be less than half of 2001. In recent years. India's confronting growing water demand, but supply is dwindling. With the rapid population growth and economic development, coupled with a large number of agricultural areas of water irrigation, there will be a water supply crisis in India.

In India, Coca-Cola and Pepsi have been criticized. In addition to the alleged security problems inherent in the product, the water shortages and pollution problems which caused by products is the real key that made local people incensed. Thus, the cola giants have suffered not only a product quality crisis, but also the responsible corporate image for hundreds of years .

Indian Science and Environment centre, said many states in India, due to cola soft drinks production plants extracting large quantities of groundwater every year, leading to a serious shortage of local groundwater, which puts a serious water pressure on nearby villages. Meanwhile, the Coke plant freely buried chemical waste, causing a reduction to crops. Most importantly, two cola companies in India consume ten million liters of water every day but it is all free of charge. The Coca-Cola needs nearly 2.7 liters of water to produce 1 liter of Coke, which makes 63% of the water becoming polluted waste water, emissions continue to pollute the rest of clean water and land.

Industry double standards
Indian firms and public opinion argue most are the standards, including the implementation of production standards, and standards of devices used in water treatment. Local public opinion believes the standard of Coca-Cola Company in India is far behind the U.S. and EU countries`.

In addition, the Indian government released a report that 75% of all the local drinking water samples have residues 1.2 to 5.22 times of pesticide above the EU standard. (coke and pepsi in India suffered the controversy of double standards newspaper: first financial daily newspaper author: zhao hejuan 2006)

Maurice Fox, the marketing management of coca-cola in indian branch, suggested that it is unreasonable for companies to implement the global trade rules, but for controversy of safety standards , required to adopt local laws in India. (coke and pepsi in India suffered the controversy of double standards newspaper: first financial daily newspaper author: zhao hejuan 2006)

The problems of bureaucracy and media factors
As the bureaucracy in india runs seriously, a lawsuit could drag on India for decades. In india there were 24 million unresolved case in 2001. Decide cases according to the present rate, all resolved to take 350 years. India, many local laws and laws are often in the central conflict of each other, such as different levels of light, there are five or more labor laws, employers can not help but condone troubles.

Admittedly, it took a long time to respond the test results. Not only the reason of Indian government`s working efficiency, but also the unwareness of india`s fast news travel. Their reluctance to give details fanned consumer suspicion. They became bogged down in the technicalities of the charges, instead of focusing on winning back the support of their customers.
India`s investing marketplace and historical factors
Over the period of 1960s to 1970s.Thers were numerous obstacle hindering foreign investors entering India`s market and there exists many restrains on economic business because of the difficulties between Indian firms and foreign companies.

Primarily, due to Coca-Cola soft drinks and other foreign companies dominate the local market. In terms of the protection of traditional Indian culture. It is a threat to Indian cultural traditions. The local medium says that if they can ban the sale of Coca-Cola and other Western drinks, then it will greatly benefit the traditional Indian culture.

Subsequently ,investors in India, like United Airlines, had quit the Indian market since 1990s. Foreign investors complained that the Indian government`s imposing high taxes on foreign-funded enterprises, the implementation of the investment restrictions and self-contradictory among legal system ,coupled with the prevalence of all levels of government bureaucracy, make it difficult to gain profits for investors . (India's world image, yining zhao,2004) (http://apps.hi.baidu.com/share/detail/33446952)

Ultimately, stemming from India`s colonial legacy, there exists a conflict to foreign companies among local residents. MNCs, such as KFC,IBM, had confronted a failure in its relating markets.

REFERENCE:
1. “International management”, Fred luthans&Jonathan P.Doh,96-97
2. “Water Privatization and Implications in India” (Anitha Sampath, Balakrishnan Kedarnath, Chandrika Ramanujam, Hozefa Haidery, Rajesh Rao, Ravishankar Arunachalam, Sandhya Govindaraju, Vennila Thirumalavan, Vishv Jeet)
3. “Coca-globalization” following soft drinks from new York to new guinea, by Robert J,Foster, February 2008