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What should Coca Cola do to appease the Indian government and ensure its survival in the market?

First of all we would like to mention, the incident of the Kerala´s plant was not an isolated case, more cases during the last 10 years have being appearing against Coca Cola in India.

As the global market is moving into a Global Corporate Citizenship Coca Cola also needs to align into social campaigns.

Aggressive Marketing focus on sustainability

What effect will this case have on Coca Cola operation´s in India?

Coca Cola changed the marketing strategy due to their image in India, now promoting campaigns not only environmental but as well social in order to become a social responsible company

Although the company lost millions of usd, the second largest market in the world, the effort to have market share worth it.

Invest on research and develop of new technologies for their plants, create social responsible programs in order to be involved with the local community

What lesson does this case have for other multinational that want to enter the Indian Market?

Nowadays on a globalized market that not only the product is the most important, also the conditions and the process of its production; more MNE are developing campaigns in order to promote global citizenship not also in developed countries, as well on emerging markets as we saw on this case.

As well the MNE before entering into India realized a marketing research, the MNE most do a detailed research regarding environmental and sustainability of their companies and the interaction with the 2nd largest market.

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