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Coca Cola Distribiuton Solutions

In: Business and Management

Submitted By setenta74
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“Los administradores de Coca Cola y Pepsi, tuvieron que aprender por la mala que lo que funciona aquí no siempre funciona allá…”
Antecedentes
* En la india, mas del 45% de la industria de los refrescos en el 93’ consistía en pequeños fabricantes * La compañía había estado presente en el mercado hindú desde 58’ hasta 77’ * Había disputas entre el gobierno y la compañía * Coca cola prefirió retirarse de la india antes de revelar sus ingredientes y reducir sus activos un 40% * El mecado de los refrescos en la india esta compuesto por seis segmentos de productos exitosos únicamente * La guerra del golfo en Kuwait provocó una reseción drástica en países asiáticos-arabes * La inflación en el 94’ había superado las reservas de divisas siendo este un problema significante.
Problemáticas: El entorno político en la india ha demostrado ser muy importante para el desempeño de las compañías PepsiCo y Coca Cola India. ¿Qué aspectos especiales del entorno político representan papeles importantes?¿Era posible identificar estos problemas antes de la entrada al mercado? En caso de que la respuesta sea no, ¿Las compañíaspodían haber manejado de mejor forma los acontecimientos en el terreno político?
En el 1986, Pepsi entro al mercado de la India y se asocio con dos empresas locales, Voltas y Agro Punjab, lo que la unión trajo el nombre de Pepsi Foods Lid. Coca Cola en el 1990, estuvo en seguimiento con empresas de la India, hasta que la empresa líder del mercado Parle, le vendiera el 100%. El competir en la India, requiere de conocimientos previos de la cultura y costumbres del país, además de habilidades y del estudio de mercados locales... Lo que funciona en un país, no funciona en otro país.
En el ámbito político, ambas empresas tuvieron barreras al entrar al mercado indio, por su medio ambiente legal y político, que era a consecuencia de su historia económica.

consecuencias:
Coca Cola tiene una ventaja sobre la Pepsi, ya que fue una empresa que entro al mercado Indio anteriormente, aunque las circunstancias de la época, motivaron al retiro de la misma, la Coca Cola tiene un conocimiento de la cultura de la región India.
Pepsi, al entrar asociada con dos empresas, tiene una ventaja, y es que se dedico a no solo la comercialización de los refrescos de cola, sino que amplio su portafolio al mercado de jugos de frutas y agua embotellada. La desventaja que presentaron fue que Coca Cola, tuvo que reducir el precio de su producto hasta un 25% del costo original, para que pueda ser asequible, además, ambas empresas no podían comercializar los productos con el nombre original, sino que debían modificarlo y adaptarlo al mercado Indio, lo que dificulto la estrategia a ambas empresas.

Políticas de Producto: Coca Cola y Pepsi lanzaron líneas de productos que eran diferentes a apelar al gusto del consumidor de la India, pero apesar de los obstáculos, ambas compañías lanzaron productos que ya estaban disponibles, como laa bebida de cola, de frutas y agua carbonatada, después encontraron una brecha y lanzaron otras líneas, como el agua embotellada y gaseosas de lima.

Soluciones: Ambas compañías se adaptaron al mercado local e hicieron promociones en gran medida durante la celebración del festival Navrarti, Coca Cola hizo promoción y regalo viajes con destino a Goa (un famoso vacacional en la India), Pepsi hizo promociones durante los juegos de Cricket un día en que participaba la India contra Zimbabwe, también patrocino los juegos de Futbol e hizo campañas con figuras famosas del deporte de ese país, lanzo una nueva imagen edición limitada de una bebida color azul llamada Pepsi Blue. Coca Cola se enfoco en la publicidad estilo de vida, en donde la Coca Cola buscaba unir vínculos con el mercado de la juventud.

Políticas de precio: Coca cola redujo sus precios a un nivel nacional de un 15% a un 25% para que su producto sea asequible al publico, mientras que Pepsi, utilizo botellas retornables de vidrios, para poder recuperar los costos.
Arreglos de distribución: Ambas compañías utilizaron bien estratifícame=mente sus plantas de producción y los centros de distribución, ya que contaban con socios locales

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