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Transcription of this question: 5.Coca-Cola IndiaThe American company Coca-Cola is investing financially and strategically in India. ThirteenIndian businesses have received contracts to prepare and package Coca-Cola drinks across India.Over 7000 distributors and 2.2 million retailers, supermarkets and restaurants are sellingCoca-Cola drinks. For Coca-Cola, success in India is an important part of the business’s strategy,as India has a population of over 1 billion people. A question faced by Coca-Cola is whether itshould use market development or market penetration strategies.Coca-Cola India has a wide product portfolio including Coca-Cola and other brands such asLimca and Sprite. Coca-Cola India directly employs over 25 000 people and has created indirectemployment for more than 150000 people through its vast logistics, supply and distribution.Coca-Cola India has recently piloted an online store for the growing e-commerce market throughthe website Coke2Home.com. The online store will provide consumers with an alternative channelto buy Coca-Cola drinks. Consumers can also learn about the full range of Coca-Cola’s drinks onthe website and sign up to receive special promotions via email or mobile phone message.Although the online store is working very well in some cities, there are still some difficulties:• Because delivery costs are high, Coke2Home.com accepts only large orders such as for partiesand celebrations.Many Coca-Cola retailers and supermarkets fear that Coke2Home.com will create a new formof competition.[Source: adapted from http•J/wmv_coca-coIaindia.com/and S Sharma, (31 May 2013), Mumbai Times Business, Times Of India](a)(c)(d)Define the term product portfolio.(i) Draw and label all elements of the Ansoff matrix.(ii) Explain one advantage and one disadvantage for Coca-Cola in India of using theAnsoff matrix as a decision-making tool.With reference to Coca-Cola, analyse the role played by multinational companies in theglobal business environment.Discuss the costs and benefits to Coca-Cola India of e-commerce.[2][2][5]

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