Who is able to complete this discussion?

This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE DISCUSSION SHOULD BE DONE.

Discussion Part 1:

I have selected to be the VP of Marketing for Coke and explore some of the strategies that would need to be taken in gaining more share in the India market.

In India there is a very low market share for what is considered packaged drinks. Currently there is between a 4-5 percent of all beverages consumed in India are packaged, more people are choosing to drink tap water, tea, juices, and dairy products. In order to be successful Coca Cola would need to ensure that “company researchers broaden their definition of competitors in international markets to include competitive pressures that would not be present in the domestic market.” (Keegan & Green, 2020). This is a cultural and economic characteristic that impacts buying patterns in the India market.

There is market potential for success based off increasing consumer spending habits, and a rise in lower to middle class. When the India consumers have had more disposable income, they have shown to spend more on what is considered packaged drinks. Coke does have a current competitive advantage in that is portfolio mix does currently consist of drinks that offer a variety of fruit flavors and tastes to accommodate the local appetite. Sprite, Fanta, and possibly partnering with local vendors for other India only flavors, which is a similar approach in other countries, could prove very beneficial. Coke has shown that it can partner with local vendors for bottling of its products to reduce costs, but also give back to its local communities. This is another part of their strategy to ensure that they are being responsible to support their local communities.

 

Strengths

-Broad existing portfolio of products

-Brand Recognition

-Partnership with local vendors

 

Weaknesses

-Emerging market may take time to build

-Cultural tastes may not gravitate to traditional coke

 

Opportunities

-Reduce cost using local vendors for glass and packaging

-increasing market growth could allow to bring more portfolio items over

 

Threats

-Potential for other vendors to move into market

-Economic downturn could decrease sales/ potential future sales

 

Discussion Part 2:

I chose LUVS diapers as my focus from Proctor and Gamble and potential emergence into India as well. Its a latent market in that they uses other methods aside from diapers for natural infant hygiene (clothe diapers, etc). This means that there could be a need if the major environmental concerns could be met as well as done so in an economical way. A latent market means that there is not currently large market share or not market share of. This is critical information needed to decide if a company should enter or not. 

In order to identify if there is a need, the following analytical techniques should be applied.

1: Use multiple measures to predict future sales opportunity. Rather than rely solely on one piece of data, utilize several resources and data to help make the best possible decision.

2: Conduct a comparative analysis in other markets: There are other countries that are in a similar state as India that can provide insight into what others have tried, and what has succeeded.

3: Observations/ Control Study: This is an opportunity to start out on a smaller scale to evaluate and learn about the approach, price point, and marketing that will need to implemented to create success.

 

 

How Coca Cola Manages 90 Emerging Markets: William Holstein, 2011

https://www.strategy-business.com/article/00093?gko=6397d (Links to an external site.)

 

Keegan, W & Green, M. , 2020. Global Marketing