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Thums up Case Study

Autor:   •  February 6, 2017  •  Case Study  •  7,386 Words (30 Pages)  •  903 Views

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TERM CASE SUBMISSION

REPORT

In Partial Fulfilment of the Requirements of Credits

Of MBA in Rural Management

Company: Parle Agro

Submitted By:

Bipasha Ghosh UR15014

Nandini Raj UR15024

Sampad Acharya UR15037

Shashank Guwalani UR15041

Swati Mohanty UR15045

Instructor(s):

Professor Amar KJR Nayak

Professor A. Panda

Professor S.P. Mishra

Course:

Strategic Management

XAVIER SCHOOL OF RURAL MANAGEMENT

XAVIER UNIVERSITY BHUBANESHWAR

[pic 1]

September, 2016


Table of Contents

Strategic Management - Term Case Submission

Selected Organization:

Thums Up: The Brand that refused to die

Understanding the Indian Beverages Market

A brief History: Of how Thums Up came to be

External Analysis of Strategy

PESTLE Analysis

SWOT Analysis of the Brand: In the current Context

Analysis on the Porter’s Five Forces Model

When Parle sold out to Coca-Cola – Force Field Analysis of an important strategic decision

Internal Analysis of Organization for Strategy

Core Competence of the Firm

BCG Matrix for Parle Agro, Circa 1990-93

Resource Based View of the firm

Dynamic Capabilities

Diversification as a Strategy

Annexure


Strategic Management - Term Case Submission

Selected Organization: Parle Agro & HCCBPL (Hindustan Coca-Cola Beverages)

Time Period: 1990 – Present

Functional Area: General Management

Thums Up: The Brand that refused to die

During 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.

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