Sodacious

INTERNATIONAL BUSINESS ACADEMIC YEAR 2010 – 2011

Project: Sodacious

Table of contents
Introduction .................................................................................................................................................... 2 Indian economy............................................................................................................................................. 3 Analysis of the opportunities ...................................................................................................................... 5 Analysis of the risks ........................................................................................................................................ 7 5-dimensions framework............................................................................................................................. 7 The India soft drink market .................................................................................................................... 8 The Characteristics & analyse of the market ........................................................................................ 9 Currently situation in the market.......................................................................................................... 10 Sodacious’ target market ........................................................................................................................... 11 Mode of Entry in the market ...................................................................................................... 13 JointVenture in India .................................................................................................................................. 14 Estimations costs & profits from this new venture ......................................................................... 15 Marketing....................................................................................................................................................... 17 Marketing objectives ................................................................................................................................... 17 The future ...................................................................................................................................................... 20 The conclusion............................................................................................................................................ 22 The Bibliography ....................................................................................................................................... 23

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I.

Introduction

Sodacious is a medium-sized producer of healthy life-style beverages. This company locatesin the United States and found a market niche that is the perfect target for this new product. Despite its first mover advantage in the US, Sodacious could not maintain it and lost its market share because of the emergence of similar products. The company is nowadays therefore trying to enter international markets. After a hard research of potentials countries, the selected country has been India.Its potential population and economic growth do of India an attractive country to investors. We expect to demonstrate why India is an attractive market to Sodacious. There are many reasons to enter in this market but mainly for Sodacious the major reason is the Indian consumer’s growing healthy concerns1. There is a huge opportunity to tackle. In order to evaluate this new overseas potentialmarket, macro and micro data will be first of all analyzed. After a general overview of the Indian economy currently and its perspectives to the future; the sales potential and the possible resources of the company in India are asses. In addition, some risks and adjustments will be made in order not to overestimate this potential. The five forces framework will then add some details about these...