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Coke and Pepsi Learn to Compete in India By Diana Berger, Arthur Catlin, Ian Cavanaugh, Larry Cenotto, Dave Christiansen, and Matt Ross Background of Beverage Industry in India Coca-Cola’s past in India Present from 1958 until 1977 Industry Shakeup in 1988 State of the Industry in 1993 45% of market consisted of small manufacturers $3.2 million market share Low Demand for Carbonated Drinks Average of 3 servings a year/person in 1989 Average of 1404 servings a year/person in U.S. in 2003 Political Environment in India Political Environment in India Key Issues India seen as unfriendly to foreign investors for many years The “Principle of Indigenous Availability” Policy banning imports being sold in India The Liberalization of India’s Government in 1991 “New Industrial Policy” Trade rules regulations simplified Foreign investment increased Pepsi enters in 1986 Coca-Cola follows in 1993 Political Environment in India Indian Laws Unlawful to market under their Western name in India Pepsi became “Lehar Pepsi” Coca-Cola merged with Parle and became “Coca-Cola India” Different Laws for Pepsi and Coke Coca-Cola agreed to sell off 49% of its stock as a condition of entering and buying out an Indian company Pepsi entered earlier, and was not subject to this Political Environment in India Problems India forced Coke to sell 49% of its equity to Indian investors in 2002 Coke asked for a second extension that would delay it until 2007 India denied this Pepsi was held to this since they entered India in a different year. Coke asked the Foreign Investment Promotion Board to block the votes of the Indian shareholders who would control 49% of Coke Change in oversight of the FIPB Past lobbying efforts made useless Political Environment in India Could these problems have been forecasted prior to market entry? Probably not Inconsistent, and changing government How could these developments in the political arena have been handled differently? Coke could of agreed to start new bo
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