| Abstract: | This case presents the challenges the Coca‐Cola Company faces in Brazil. Not only is Coke up against its nemesis, Pepsi, but it must also compete with hundreds of local brands, many of which do not pay taxes. These local brands are generically called tubaínas. The case provides background information on the history of Coke in Brazil, trends in the Brazilian soft drink market, and competition by Pepsi and the many local soft drink firms. In addition, Coke's strategies for competing are outlined. The main question raised by the case is what marketing strategies can Coke adopt to better compete in Brazil. © 2005 Wiley Periodicals, Inc. |
