Coke and Pepsi case
In today’s extremely competitive market place, two players have influenced the
industry; The Atlanta based Coca–Cola and the New York based Pepsi Company
Inc.
Throughout the globe, these major players have been fighting it out for a bigger
chunk of the ever-growing soft drink market. This battle has been witnessed in
India too, between these two giants.
Coca-Cola Corporation had been present in the Indian market from 1958 until
it’s withdrawal in 1977 following a dispute with the government over its trade
secrets. In May 1990, Coca–Cola attempted to reenter India by means of a
proposed joint venture with a local bottling company owned by the giant India
conglomerate, Godrej. The government turned down this application just as
