This case presents problems Coca-Cola Company faced in Brazil. Not only Coca-Cola against his nemesis, Pepsi, it also had to compete with hundreds of local brands, many of which do not pay taxes. These local brands commonly called tuba NAS. The case provides background information on the history of the cake in Brazil, the trend in the Brazilian market of soft drinks, as well as competition, Pepsi and many local soft drink company. In addition, the strategy of Coca-Cola for competing stated. Students were asked to review the information provided in the case and make recommendations on how Coca-Cola, to better compete in Brazil.
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by Dennis Guthery, David Gertner, Rosane Gartner Source: Thunderbird School of Global Management 18 pages. Publication Date: September 27, 2004. Prod. #: TB0117-PDF-ENG
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