Coca Cola Pricing Strategy
Coca-Cola does not have one price all over the world and the reason behind this pricing strategy can be encapsulated in two main arguments:
Not all countries in the world have a thriving economy
The currency exchange rate can make all the difference
Let us now understand what these arguments mean. If India ever followed the uniform pricing strategy all over the world, it would not only lose a large chunk of customers but also lose out seriously to its competitors in those local markets. Every country, regardless of its size and economy, does have local producers offering a vast or limited variety of refreshment drinks. These drinks are normally priced low since they are every-day drinks and need to be consumed often, sometimes more than once a day. If the local producers ignore the per capita income of the country, they would never be able to use a sensible pricing strategy and hence the income of its target market is highly important factor in deciding price for local drinks.
When Coca-Cola enters these markets, it has a very tough competition to reckon with. On the one hand, it must keep in mind the prices of similar drinks in the market, and on the other, it must not ignore other factors like per capita income, economic potential, recent market growth etc. Coca-Cola...
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