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INTERNATIONAL TRADE CASE STUDY COCA COLA'S MARKETING CHANLENGGES IN BRAZIL THE TUBAINAS WAR FANY 043200800 JOEY GILDAS 04320100006 LAURENZIA LUNA 04320100018 MARC LAOH 04320100040 PRISCILLA ALEXANDRA WAKKARY 04320100046 EMILIO KRISANTUS GUMANSALANGI 04320100053 LIPPO KARAWACI APRIL 2012 CHAPTER I BACKGROUND Our case study is about Coca Cola and its efforts to attempt different strategies to undercut the growth of "Tubainas". But before we go in depth about their so called war, we must first briefly understand what Coca Cola is and its organization in general. The Coca Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The Coca Cola Company also sells soda fountains to major restaurants and food service distributors. Based on best global brand 2011, Coca Cola was the world's most valuable brand. Its influence on the beverage world is unquestionable and is evident in most parts, if not the whole world. This paper talks about Coca Cola and their challenges in their second largest international market against the local soda called tubainas. Tubainas refers to several brands of fairly cheap, carbonated and sweet beverages sold locally throughout Brazil, which is in many ways just like Coca Cola. For more than half a century, hundreds of micro, and a few medium-sized, manufacturers produced and distributed the so-called tubainas on a lo ...
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