Soft Drink Industry in Brazil

¶ … soft drink industry in Brazil and the Coca-Cola Company in particular as a top Multinational Enterprise (MNE) within Brazil. The study compared Coca-Cola's marketing; operations, and overall profitability in Brazil with that of two main competitors there: AmBey and Kraft Foods. Research examined the past and present profitability of Cola internationally and in Brazil; past; present, and future political, economic, social, technological; and other challenges; and potential strategies for and obstacles to the current and increased profitability of Cola-Cola in Brazil. Further, the study analyzed present and potential future marketing, political, and economic challenges to the Coca-Cola Company in Brazil; the current competitive landscape of the Brazilian soft drink industry, and key areas of profitability and non-profitability of the Brazilian soft drink industry and Coca Cola in particular, now and in the future. The study conducted a financial analysis of the Coca Cola Company. That research examined the value chain of the soft drink industry in general, and then conducted a firm analysis of the Coca Cola Company in particular. The study further identified current and potential threats: economic, political, cultural, marketing, and others, to operations and profitability of the Coca Cola Company within Brazil, as well as present and potential future opportunities for the company's continued growth and profitability there. Further, the study emphasized the importance of the Coca Cola Company's understanding well the indigenous culture of Brazil, and the benefits of linking its products, now and in the future, to recognizable national symbols within Brazil.

Conclusion

The study focused on competitiveness and current and potential profitability of the soft drink industry in Brazil, and the Coca Cola Company in particular as one of three top competitors in the Brazilian soft drink industry, the others being AmBey and Kraft Foods. The research analyzed Coca Cola's Brazilian in-bound and out-bound logistics, including its distribution processes; external and internal operations, i.e., human resources, customer service; marketing strategies, and other value chain operations and processes. The research, using financial analysis, studied profitability of the Coca Cola Company in Brazil, especially vis -- a vis its competitors; the economy; the political landscape; technology (or the lack thereof); Brazilian culture, and specific Brazilian consumer preferences for soft drinks (new and existing preferences), and how the Coca Cola Company might better appeal to those preferences in the future. Based on that research, the study concluded that the foreign Multinational Enterprise (MNE) most likely to top its competition within a third world marketplace, such as Brazil's, is that foreign enterprise that best researches, and understands the local market there, and uses its insights and knowledge to link its products to popular and instantly-recognizable national symbols there.