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In recent years, Coca-Cola attempted to enter the Indian market once again. Georgia-based Coca-Cola was attracted to India’s market because India’s per capita consumption of carbonated beverages is less than half of Pakistan and about five per cent of China’s. India has the fastest-growing demand for consumer products in the world. Coke’s first attempt to enter the Indian market a decade earlier had resulted in gross mismanagement, which led to the company losing $20 billion Indian Rupees. In that first attempt, Coca-Cola purchased Thumbs Up, the leading India-based carbonated soft drink. The company hoped to replace Thumbs Up with Coke while maintaining the Thumbs Up distribution strategy. For its return to the market, Coca-Cola built five plants, cut costly staff, revamped transport, shrunk bottles and made them lighter to increase a trucks carrying capacity. It also increased its number of distributors and dumped a global advertising campaign that proved irrelevant to the Indian market

In order to increased distribution of their product, Coca-Cola supplied finance to retailers so they could purchase refrigeration units and organised for the refrigeration manufacturer to give deep price discounts.

Required

First, you are to read carefully the case mentioned above. Second, you are then required to answer the following questions in the context of the information you have learnt in Module 1.

  1. What do you think were the challenges faced by Coco Cola when they attempted to enter the Indian market the first time? What did they do wrong.

Challenges faced by Coca-Cola in Indian market

This simulated workplace assessment activity is conducted to the standard expected in the workplace in order to demonstrate consistent performance of typical activities experienced in the management profession.

This assessment focusses on a real life scenarios where organisations were faced with challenges in management. There are two different assessments that focus on a range of management issues. You have to thoroughly read and understand the case studies and answer the questions that follow the case studies. The Key areas of focus include organisational strategy, global management, innovation and change. You are required to provide responses to the questions by simulating that you are the manager responsible for identifying and implementing solutions to the problems faced.  

Marking and feedback

This assignment contains 2 assessment activities containing specific instructions.

This particular assessment forms part of your overall assessment for the following units of competency:

  • BSBMGT517 Manage Operational Plan
  • BSBINN501 Establish systems that support innovation
  • BSBINN601 Lead and manage organisational change
  • BSBMGT518 Develop organisation policy

Grading for this assessment will be deemed “competent” or “not-yet-competent” in line with specified educational standards under the Australian Qualifications Framework. 

What does “competent” mean?

These answers contain relevant and accurate information in response to the question/s with limited serious errors in fact or application. If incorrect information is contained in an answer, it must be fundamentally outweighed by the accurate information provided.  This will be assessed against a marking guide provided to assessors for their determination.

What does “not-yet-competent” mean?

This occurs when an assessment does not meet the marking guide standards provided to assessors. These answers either do not address the question specifically, or are wrong from a legislative perspective, or are incorrectly applied. Answers that omit to provide a response to any significant issue (where multiple issues must be addressed in a question) may also be deemed not-yet-competent. Answers that have faulty reasoning, a poor standard of expression or include plagiarism may also be deemed not-yet-competent. Please note, additional information regarding Monarch’s plagiarism policy is contained in the Student Information Guide which can be found here 

What happens if you are deemed not-yet-competent?

In the event you do not achieve competency by your assessor on this assessment, you will be given one more opportunity to re-submit the assessment after consultation with your Trainer/ Assessor. You will know your assessment is deemed ‘not-yet-competent’ if your grade book in the Monarch LMS says “NYC” after you have received an email from your assessor advising your assessment has been graded.

Important: It is your responsibility to ensure your assessment resubmission addresses all areas deemed unsatisfactory by your assessor. Please note, if you are still unsuccessful in meeting competency after resubmitting your assessment, you will be required to repeat those units.

Strategies for market penetration

In the event that you have concerns about the assessment decision then you can refer to our Complaints & Appeals process also contained within the Student Information Guide.

Expectations from your assessor when answering different types of assessment questions

Knowledge based questions:

A knowledge based question requires you to clearly identify and cover the key subject matter areas raised in the question in full as part of the response. 

Skill based questions:

Where you are asked to write as though you were the manager, your answers must show your ability to:

  • understand the problem and address the situation
  • take responsibility for your actions
  • display a professional response
  • explain ideas clearly and simply

Good luck

Finally, good luck with your learning and assessments and remember your trainers are here to assist you 

Activity instructions to candidates

  • This is an open book assessment activity.
  • You are required to read this assessment and answer all 7 questions that follow.
  • Please type your answers in the spaces provided.
  • Please ensure you have read “Important assessment information” at the front of this assessment
  • Estimated time for completion of this assessment activity: 3-4 hours 

Background

In recent years, Coca-Cola attempted to enter the Indian market once again. Georgia-based Coca-Cola was attracted to India’s market because India’s per capita consumption of carbonated beverages is less than half of Pakistan and about five per cent of China’s. India has the fastest-growing demand for consumer products in the world. Coke’s first attempt to enter the Indian market a decade earlier had resulted in gross mismanagement, which led to the company losing $20 billion Indian Rupees.

In that first attempt, Coca-Cola purchased Thumbs Up, the leading India-based carbonated soft drink. The company hoped to replace Thumbs Up with Coke while maintaining the Thumbs Up distribution strategy. For its return to the market, Coca-Cola built five plants, cut costly staff, revamped transport, shrunk bottles and made them lighter to increase a trucks carrying capacity. It also increased its number of distributors and dumped a global advertising campaign that proved irrelevant to the Indian market

In order to increased distribution of their product, Coca-Cola supplied finance to retailers so they could purchase refrigeration units and organised for the refrigeration manufacturer to give deep price discounts.

Required

First, you are to read carefully the case mentioned above. Second, you are then required to answer the following questions in the context of the information you have learnt in Module 1.

  1. What do you think were the challenges faced by Coco Cola when they attempted to enter the Indian market the first time? What did they do wrong?

Coca-Cola is a well-known leading Georgia-based Company who is good at producing the carbonated products. In the recent years, the company tried to enter the Indian market again after the failure in their first attempt. According to the case study, India is considered as the place where demand for consumer products in the world was growing fast. Though, the company was not able to establish their business effectively because they faced numerous challenges.

According to me the major challenges which were mainly faced by the coke company include the gross mismanagement of operations in India. This mismanagement made the company to face the loss of $20 Billion Indian rupees. I observed that Coca-Cola company was not able to manage the water supply, bottle challenge, competitors in the market and many related issues (Bundhun, 2017). The company found the shortage of water due to which they started extracting groundwater which created an impact on the resource of the country (India Resource Center, 2016). Coke Company was not able to manage the bottle challenge in which they found different size and shapes of the bottle for drinks. Moreover, Pepsi Company gave a tough challenge to Coco cola as a rival in the Indian market. This reflects that there was lack of leadership and management skills.  

I believe, to compete in the market, the company decided to Coca-Cola purchased Thumbs Up (company deals in carbonated drinks) and started expanding the distribution network so that they can sell their drinks in their market. In order to increase the distribution of products, the company offered a finance facility to retailers so that they can make the purchase of refrigeration units. In addition, the company organised the refrigerator manufacture to give a huge discount. The company dumped the global advertising campaign due to which people were not aware of the brand and their products. This advertisement was dumped because it was proven irrelevant for the Indian market. All these challenges were faced by the company at some point in time due to which Coca-Cola faced major loss.

You are the manager responsible for a successful penetration of the market. What strategies would you focus on? Why

Being the manager of company I am responsible for a successful penetration of the market in which they generate the awareness related to the product with the motive to increase the market share. In addition, the penetration helps the company in accomplishing the goals and objectives of the company. I would focus on some market penetration for which I decided to implement the strategies that could help the company to survive in the market. The strategies that I would focus for successful penetration of market are given below: -

•           Price Adjustment: - The strategy related to the price adjustment is one of the most effective strategies that are mainly used for penetration. I would have tried to reflect that Coca-Cola company offer products and services at low prices instead of their other competitors present in the market. This adjustment needs the evaluation of the prices of the competitor’s product (Shethna, 2016). This strategy helps the company in increasing the sales of the product. 

•           Augmented promotion: - This strategy includes the rise in the promotion of the product. In the new market, it is essential for the company to generate the awareness for the product. Therefore, it was expected from the company to make an effective and emotional advertisement for the customers after considering their needs. The choice of Coca-Cola Company matters a lot while making their campaign for long term or short term.

•           Increase in distribution channels: - Coca-Cola Company was able to bring the rise in the distribution of Thumps in the Indian market. Instead of this, according to me it was essential for the company to focus on opening new distribution channel which includes telemarketing, e-mail marketing and many others (Piercy, 2014).

The above given are a few strategies that can be followed for successful penetration within the company. The reason behind the selection of these strategies is the relation with the case of the Coca-Cola. Moreover, these strategies of penetration would have brought the major changes in operations and working of the company within the Indian market.

How would you implement these strategies to ensure that it is different to the first attempt?

According to me manager of the company is responsible for the implementing the strategies effectively and efficiently within the organisation. Considering the case study of Coco-Cola in Indian market it was required to implement the penetration strategies to bring the difference to the first attempt. The implementations of strategies are discussed below: -

Price Adjustment

The implementation of the price adjustment will bring the changes as this will increase in sales and consumption of the product in the Indian market. Some of the steps for implementing this strategy are given below: -

The initial step that I will take to implement the strategy is to analyse the price kept by the competitors in the market which includes Pepsi. Comparing the price might support the Coca-Cola Company to offer products at the best price. Later, the company should generate the awareness about the product that they are offering at the lowest prices. This awareness related to the price was not generated by the company in their first attempt when they entered the market of India.

Augmented promotion

Being the manager of the company I will be responsible for promoting the products in the market. This strategy will support for generating the awareness in the market along with this the time period for the campaign is decided by the company. The implementation of this strategy includes the following steps: -

The company need to identify the channel of promotion for generating the products in the market. Once the channel of promotion is selected the company needs to design the promotion that they are willing to conduct with the help of the selected channel. After this, the company can display the advertisement through the selected channel. The implementation of this strategy will bring the difference because earlier the company ignore the promotion of product within the market.

Increase in distribution channels

The implementation of this strategy includes different steps which are required to be followed by the manager of the Coca-Cola Company. These steps are discussed below: -

This strategy will bring the difference than the first attempt as the company tried to increase the number of retailers through which they can distribute the products. Though, this is the fact that retail distribution is a single channel of distribution. It is essential for Coca-Cola Company to evaluate the different channels through which the consumer can make the purchase of a product as online source and telemarketing of products.

What will you do to ensure that the company adapts to the local requirements and the local environment?

In the current era, the manager of the company needs to ensure that the company adapts to the local requirements and local environment as this is the only way to survive in the market of India. There are different ways through which the I can ensure it and some of ways are discussed below: -

·         Analysing the workplace culture: - I can evaluate the workplace culture which helps them that they are adapting the local environment of the Indian market or not.

·         Customer satisfaction: - It is very essential for the coca cola company to lead to customer satisfaction. I can check that the customers are satisfied with the products and services offered to them by the company. This satisfaction will reflect that the company is adopting the local requirements.  

·         Reviewing the product: - The review of the product will reflect the changes and innovation done by the company on the product. If the company has done certain changes or innovation in the product according to local people needs then the company is adopting the local requirement.

·         Analysing Operations of company: - According to me, I needs to analyse the operations which reflects that changes has been done or not. These changes reflect that the company is adopting the local environment of the country.

How would you train your staff | employees to work in the new cultural setting

I will provide the training to their employees so that the company can perform their business operations in the new culture of India.

Training sessions: - Coca-Cola Company should conduct the training sessions for generating awareness about the culture of India. This will help the employees to work in the new cultural setting.

On the job training: - The employees of the company will get occupied in on the job training in which they will perform the work with training (Dhar, 2015). This will help them in learning and understand the culture setting with work.

Generating awareness about new culture: - Coca-Cola needs to generate the awareness about the major elements of news culture which include: -

·         Awareness of language

·         Proving details for local culture, art, history and others

·         Defining the cultural standing of the country that includes power, collectivism and masculinity vs. feminism and others.                       

References

Bundhun, R. (2017) Coca-Cola losing its fizz in India 

Dhar, R.L. (2015) Service quality and the training of employees: The mediating role of organizational commitment. Tourism Management, 46, pp.419-430.

India Resource Center (2016) Deteriorated Groundwater Conditions Lead to Closure 

Piercy, N. (2014) Export Strategy: Markets and Competition (RLE Marketing). New York: Routledge.

Shethna, J. (2016) 10 Market Penetration Strategies 

Speedy, B. (2013) Discounting is unsustainable, says DJs amid 2.2pc fall in Q3 sales.

Cite This Work

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My Assignment Help. (2021). Coca-Cola's Entry Into Indian Market: Challenges And Strategies For Penetration (essay).. Retrieved from https://myassignmenthelp.com/free-samples/bsbmgt517-leadership-and-management/scenarios.html.

"Coca-Cola's Entry Into Indian Market: Challenges And Strategies For Penetration (essay).." My Assignment Help, 2021, https://myassignmenthelp.com/free-samples/bsbmgt517-leadership-and-management/scenarios.html.

My Assignment Help (2021) Coca-Cola's Entry Into Indian Market: Challenges And Strategies For Penetration (essay). [Online]. Available from: https://myassignmenthelp.com/free-samples/bsbmgt517-leadership-and-management/scenarios.html
[Accessed 22 July 2024].

My Assignment Help. 'Coca-Cola's Entry Into Indian Market: Challenges And Strategies For Penetration (essay).' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/bsbmgt517-leadership-and-management/scenarios.html> accessed 22 July 2024.

My Assignment Help. Coca-Cola's Entry Into Indian Market: Challenges And Strategies For Penetration (essay). [Internet]. My Assignment Help. 2021 [cited 22 July 2024]. Available from: https://myassignmenthelp.com/free-samples/bsbmgt517-leadership-and-management/scenarios.html.

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