Coca-cola and Pepsi war

Coca-cola and Pepsi war

BACKGROUND
Our case study is about Coca Cola and its efforts to attempt different strategies to
undercut the growth of “
Tubainas
”. But before we go in depth about their so called war, we
must first briefly understand what Coca Cola is and its organization in general. The CocaCola Company is an American multinational beverage corporation and manufacturer,retailer and marketer of non-alcoholic beverage concentrates and syrups.The Coca Cola Company also sells soda fountains to major restaurants and foodservice distributors. Based on best global brand 2011, Coca Cola was the world's mostvaluable brand. Its influence on the beverage world is unquestionable and is evident in mostparts, if not the whole world. This paper talks about Coca Cola and their challenges in theirsecond largest international market against the local soda called
tubainas
.
Tubainas
refers to several brands of fairly cheap, carbonated and sweet beveragessold locally throughout Brazil, which is in many ways just like Coca Cola. For more thanhalf a century, hundreds of micro, and a few medium-sized, manufacturers produced anddistributed the so-called
tubainas
on a local or regional basis.The growth of
tubainas
in Brazil frustrated Coca Cola, so in order to maintain theirperformance and strength of Coca Cola in Brazil they tried to find the way to undercut or todefeat the growth of
tubainas
. They believed that if the company succeeded in pressing thegrowth of the
tubainas
, then it would make more profit for the company.
The problem between Coca Cola and
tubainas
was actually about the price. Brazilwith its high population, had a too wide range of people to consume water especially sodawater, for example Coca Cola sodas. The quality of Coca Cola in some ways is better than
tubainas
, it can be seen by the people who consume Coca Cola in Brazil, but the problem isthe price of
tubainas
is cheaper than Coca Cola. This means that
tubainas
is the problem interms of its...

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