Coca Cola Y Pepsi En India

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Submitted By alidalc
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“Coca-Cola y Pepsi aprenden a compartir en India”

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* La experiencia de ambas empresas en la India durante los años 90 y principios del nuevo milenio no fue muy feliz. Experimentaron problemas inesperados, aprendieron que “lo que funciona aquí” no siempre “funciona allá”. * En 1993, más del 45% del sector de los refrescos embotellados de India estaba formado por pequeños fabricantes. * Coca-Cola había estado presente en el mercado Indio desde 1958 hasta que se retiró en 1977, después de una disputa con el gobierno que obligaba a la compañía a ceder el 60% de la empresa a nacionales y revelar su fórmula secreta del jarabe de su refresco. Cuando Coca-Cola se fue, Parle se convirtió en la compañía líder del mercado. * En 1988 muchas empresas de la industria de refrescos cerraron, debido a que el gobierno hizo público una investigación donde revelaba que el BVO (un ingrediente utilizado en los refrescos) era cancerígeno. Lo anterior causó que sólo los más grandes pudieran adaptarse, innovar y seguir existiendo en el mercado Indio. * Existe otra categoría de refrescos con sabor a frutas y sin gas. Esta categoría se encuentra en crecimiento debido a los estilos de vida más saludables. * En 1991 India experimentó una crisis económica muy grave. La producción industrial cayó y la inflación aumentaba. Un nuevo gobierno entró en Julio de 1991 y aplicó medidas par estabilizar la economía. Para 1994, la economía de la India se encontraba restaurada y los inversionistas extranjeros estaban viendo con nuevos ojos a dicho país. * PepsiCo ingresó al mercado indio en 1986. Adoptó una estrategia de precios de penetración y rápidamente ganó el 26% de participación de mercado. * En mayo de 1990, Coca-Cola regresó a India. En 1993 Coca-Cola adquirió a Parle (Líder del mercado de la india). * Tanto Coca-Cola como Pepsi basan sus…...

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