Thums up Case Study
Autor: Sampad & 2 Others • February 6, 2017 • Case Study • 7,386 Words (30 Pages) • 991 Views
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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