Essay About Coca-Cola And Term Case Submissionselected Organization

Thums up Case Study
TERM CASE SUBMISSIONREPORTIn Partial Fulfilment of the Requirements of CreditsOf MBA in Rural Management Company: Parle AgroSubmitted By:Bipasha Ghosh UR15014Nandini Raj UR15024Sampad Acharya UR15037Shashank Guwalani UR15041Swati Mohanty UR15045Instructor(s):Professor Amar KJR NayakProfessor A. PandaProfessor S.P. MishraCourse:Strategic ManagementXAVIER SCHOOL OF RURAL MANAGEMENTXAVIER UNIVERSITY BHUBANESHWAR[pic 1]September, 2016Table of ContentsStrategic Management – Term Case SubmissionSelected Organization: Thums Up: The Brand that refused to dieUnderstanding the Indian Beverages MarketA brief History: Of how Thums Up came to beExternal Analysis of StrategyPESTLE AnalysisSWOT Analysis of the Brand: In the current ContextAnalysis on the Porter’s Five Forces ModelWhen Parle sold out to Coca-Cola – Force Field Analysis of an important strategic decisionInternal Analysis of Organization for StrategyCore Competence of the FirmBCG Matrix for Parle Agro, Circa 1990-93Resource Based View of the firmDynamic CapabilitiesDiversification as a StrategyAnnexureStrategic Management – Term Case SubmissionSelected Organization: Parle Agro & HCCBPL (Hindustan Coca-Cola Beverages)Time Period: 1990 – PresentFunctional Area: General ManagementThums Up: The Brand that refused to dieDuring the era of liberalization, when In 1993 Coca-Cola re-entered India after a prolonged absence, spurring a three-way Cola War with Thums Up and Pepsi. That same year, Parle sold out to Coke for US$60,000,000. Some assumed Parle had lost the appetite for a fight against the two largest cola brands; others surmised that the international brands seemingly endless cash reserves overwhelmed Parle. Thums Up had an 85% market share when sold. While Coke bought out Thums Up only to kill it, by cutting advertising and production for Thums Up to drive customers to their flagship brand, it soon realised that Thums Up customers would turn to Pepsi instead of Coke.