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At Hindustan Coca-Cola beverage Pvt. Ltd
(Project report submitted in partial fulfillment for the degree of PGDM)
Prepared By Manas Ranjan Mishra Shovan kumar. Kar Amit Ranjan Roll No. : - IBS11PGDM015 Roll No. : - IBS11PGDM027 Roll No. : -IBS11PGDM014
Under the guidance of
Name of the External guide Mr. Bhabesh Prajapati Area Sales Manager (ASM) Hindustan Coca-Cola Beverage Pvt. Ltd Bhubaneswar
Name of the internal guide Mis. Dipika Mishra Professor of Economics and Research Methodology Innovation-The Business School, Khurda
Innovation-The Business School
We Manas Ranjan Mishra, Shovan Kumar Kar and Amit Ranjan do here by declare that project report on COCA-COLA is an honest attempt, to put entire findings on actual data gathered through survey of Bhubaneswar markets. The work presented in our original work and has not been copied from any other sources. This project has not been submitted for the award of any other degree from any other institution neither in full nor in part and has not been published anywhere else before.
Manas Ranjan Mishra IBS11PGDM015 Shovan Kumar Kar IBS11PGDM027 Amit Ranjan IBS11PGDM014
Innovation-The Business School
Any project can‟t be completed in isolation. It is always the outcome of co-ordination and support of the people of corresponding field. We would like to thank M/s Dipti Tripathy, chair person of Innovation The-Business School, Khurdha for giving us an opportunity to do this internship in Hindustan COCA-COLA. We are highly indebted to Mr. Santosh Kumar padhi for his guidance and contact supervision. We would like to thank Mr. Bhabesh Prajapati for his co-operation and giving us an opportunity to work on various area of Bhubaneswar. We are also grateful to Miss Papori Roy for giving us a great platform to perform. We are thankful to our internal guide Miss Dipika Mishra and Mr. Bhagabat Barik for their encouragement and valuable suggestion on this topic without whom the project would not have completed. We would like to express my special gratitude and thanks to all outlets in Bhubaneswar for giving us such attention and time.
Manas Ranjan Mishra IBS11PGDM015 Shovan Kumar Kar IBS11PGDM027 Amit Ranjan IBS11PGDM014
Innovation-The Business School
752055 BONAFIDE CERTIFICATE Certified that this summer internship project report titled “Competitive analysis and market development strategy Of COCA-COLA in Bhubaneswar market” is the confide work of “Manas Ranjan Mishra Roll Number IBS11PGDM015. Amit Ranjan Roll Number IBS11PGDM014” who carried out the project work under my supervision and guidance. SIGNATURE (Candidate‟s Signature) SIGNATURE (Signature of the Internal Guide) Innovation-The Business School .Innovation-The Business School Muktapur. Shovan Kumar Kar Roll Number IBS11PGDM027. Khurda .
it is one of the well grown soft drink company in India as well as in the world. The whole process is like meeting the retailers and new out lets and asking questions and collecting information. is the India‟s most popular and leading soft drink producer. The report on COCA-COLA is done to find out certain objective regarding the competitive analysis and market development strategy. Here we have found out the gap and problem which are faced by the retailers having competitor‟s products and how to switch over to COCA-COLA products. A recommendation also discussed at the last part.Executive Summary Among the Indian Beverage industries Hindustan COCA-COLA beverages Pvt. so the market share is 70% among other competitors. In this study I used both data from primary as well as secondary sources. Ltd. It also talks about problems which are faced by the retailers. The outcomes of this project are to properly analyze and to find out various aspects like company‟s position and competitor‟s position in the market. Innovation-The Business School . All those factors which are responsible for the problems created in COCA-COLA are discussed thoroughly in the analysis part and also findings are given accordingly. This analysis gives an idea about the market leader in the particular market and satisfaction level of retailers towards the brand and market response to the brand. As the survey is done particularly for Bhubaneswar city.
1 2 3 4 5 6 7 8 9 Contents Introduction Company Overview production process of COCA-COLA products distribution channel of COCA-COLA Objective of research Scope of research Research Methodology SWOT analysis PESTL analysis Page Number 2 3 6 7 8 9 10 11 13 10 11 12 13 14 15 16 17 18 9 BCG matrixes Porter‟s five forces model data analysis and interpretation 15 16 18 23 24 25 26 27 28 29 Findings from the survey suggestion Limitation of survey Conclusion Questionnaires Annexure Bibliography Innovation-The Business School . No.Table of Contents Sl.
Soft Drinks . 9.India Dhariwal Industries Ltd . Parle Agro rolled out widespread advertising of its flagship brand Frooti. Although domestic players. they remained some distance behind COCA-COLA or PEPSICO.India Dabur India Ltd .Soft Drinks . they are expected to experience a reduction in their share of soft drinks in the forecast period. 6.Soft Drinks .India Parle Bisleri Ltd .India Hamdard (Wakf) Laboratories . This growth was helped by high double-digit volume sales growth in most categories as well as appreciably higher unit prices in 2011.INTRODUCTION Soft Drinks in India . while Hamdard Laboratories followed nuances of modern marketing for Rooh Afza. Soft Drinks company in India: 1. As the value sales of both of these companies came primarily from carbonates in 2010.India PEPSICO India Holdings Pvt Ltd . also held notable shares.Soft Drinks – India Pioma Industries Ltd .Soft Drinks . 5. While COCA-COLA entered two high growth categories in the shape of energy drinks and lemonflavoured juice drinks in 2010.Soft Drinks .Industry Overview In 2011. 8.India Parle Agro Pvt Ltd . 3. National brands engage in rebranding strategies to revive sales growth Several leading soft drinks brands made use of extensive marketing campaigns to revive fledging volume sales in 2010. soft drinks registered its highest off-trade value growth rate for the review period. Sports and energy drinks.Soft Drinks . bottled water. 4. 2. PEPSICO launched its carbonates brand PEPSI Max. Major players maintain dominance of soft drinks Soft drinks players COCA-COLA and PEPSICO were the leaders in overall soft drinks off-trade value sales in 2010. such as Parle Bisleri. while continuing to target its products towards children. ready to drink (RTD) tea and fruit/vegetable juice all maintained bullish growth even as abundant rainfall seemed to halt the spectacular recovery of carbonates witnessed in 2010.India Field Fresh Foods Pvt Ltd . 7.Soft Drinks .Soft Drinks . COCA-COLA India Pvt Ltd . Parle Agro and Dabur. Carbonates brands 7-Up and COCA-COLA also invested in excessive marketing to achieve higher brand visibility.India Innovation-The Business School . Domestic players will benefit from this development as consumers will opt for health-orientated soft drinks. Pioma Industries‟ concentrate brand Rasna also shifted product positioning.
33% when compared to the same period of last year.9 tens of millions.COMPANY OVER VIEW Company Information Full name Hindustan Coca-Cola Beverages Pvt Ltd Legal Address 13.55% of last year. The company was founded in 1999 and is based in Gurgaon. The results of the period decreased -7.19% and the Net Profit Margin (Net Income/Net Sales) went from 5. The Debt to Equity Ratio (Total Liabilities/Equity) was 104.65 tens of millions to INR 537.49% to 4. Abul Fazal Road. total net operating revenues increased with 17.07% to 8. COMPANY ANALYSIS: According to the Individual .14 when compared to the previous year.com COMPANY DESCRIPTION Hindustan COCA-COLA Beverages Private Limited produces cool drinks.Audited financial statement for the Year of 2011.576. . Hindustan COCA-COLA Beverages Private Limited operates as a subsidiary of The COCA-COLA Company. Innovation-The Business School .49 tens of millions which means 24.1 tens of millions at the end of the period against INR 213. Delhi.80 to 1.81% change. New Delhi.886.59% compared to 555. the Current Ratio (Current Assets/Current Liabilities) went from 0. Bengali Market. the Return On Asset (Net income / Total Asset) went from 14.56%. Operating result increased from INR 430.10% reaching INR 198. 110001 Status: Non-Listed Legal Form: Limited Liability Company Operational Status: Operational Website: http://www. India.17% to 8. Return on equity (Net income/Total equity) went from 78. Finally. from INR 3.76%.coca-colaindia.23 tens of millions last year.72 tens of millions to INR 4.
The vast Indian operations comprise 25 company-owned bottling operations and 24 franchisee-owned bottling operations. ● COCA-COLA ● Diet COKE ● SPRITE ● FANTA ● Thums Up ● LIMCA ● Maaza and KINLEY are Trademarks of The COCA-COLA Company Cultures and Values: The Secret Of Formula Commitment. nourishing the global community with the world‟s largest selling soft drink since 1886. every system is available for continuous improvement. our Business Planning and our Brand launches.000 people. supply and distribution system. Thums Up. Drawing upon our collective energies. our brands have assumed an iconic status in the minds of the consumers. enabled by our Manifesto for Growth. a network of contract-packers also manufactures a range of products for the Company. this Secret Formula drives us to achieve greater results collaboratively and thoroughly enjoy ourselves while doing it! The pace. Our colleagues involve themselves in our opportunities for participative leadership volunteering for work groups that assist decision-making in critical processes. A learning atmosphere. In the same year. returned to India in 1993 after a gap of 16 years giving a new thumbs-up to the Indian Soft Drink Market. our Values Agenda. Participative Leadership Right from our interactions in the market. SPRITE. tempered by Passion and seasoned with a great deal of Fun is the COKE way of life. and indirectly creates employment for many more in related industries through our vast procurement. to our Employee Engagement Programs.History: The COCA-COLA Company. COCA-COLA serves in India some of the most recalled brands across the world including names such as COCA-COLA. energy and passion of our people constitute the invisible glue that make us one of the most sought after workplaces. the Company took over ownership of the nation's top soft-drink brands and bottling network. validate and improve ourselves. Diet COKE. Our Engagement programs enable us to examine. Maaza and KINLEY (packaged drinking water). and employee processes. Innovation-The Business School . FANTA. constantly. LIMCA. That apart. No wonder. Product and Services: The business system of the Company in India directly employs approximately 6. helps us seek and replicate the learning‟s from within and outside our organization.
delight‟ Quality „What we do. imagine. create.Values: We are guided by the shared values that guide us a Company and as individuals Leadership „The courage to shape a better future‟ Passion „Committed in heart and mind‟ Integrity „Be real‟ Accountability „If it is to be. we do well‟ Innovation-The Business School . it‟s up to me Collaboration „Leverage collective genius‟ Innovation „Seek.
PRODUCTION PROCESS OF COCA-COLA PRODUCTS Figure: 1 .production process of COCA-COLA products Innovation-The Business School .
KHORDHA SALES AND DISTRIBUTION OPERATIONS DISRINUTERS OUTLETS OUTLETS Figure: 2 .DISTRIBUTION CHANNEL OF COCA-COLA MANUFACTURING PLANT.Distribution channel Innovation-The Business School .
To help Market Developer in new outlet activation. To collect facilities related information of competitor‟s high volume outlets (HVO).OBJECTIVES OF RESEARCH To know the competitors status. Innovation-The Business School . To make the product available at the existing outlets. To convince the competitor‟s outlets to have COCA-COLA products. To know the strategy applied by the competitors.
To know the demand and supply gap directly from the retailers. Lacking and factors for dissatisfaction has been studied from various outlets which can be taken care and improved. which can be used in strategy formulation in Bhubaneswar market. Problem in motivation and promotion at the point of sell has been found out.SCOPE OF RESEARCH By this study as well as attitude towards COCA-COLA has been found out. Innovation-The Business School .
Those are 84 outlets in different areas of Bhubaneswar market. Data are collected through survey in Bhubaneswar market. SAMPLING METHOD: Convenience sampling and Purposive sampling SAMPLE AREA: Luwis road Jaydev vihar Master canteen Ashok Nagar Bapuji Nagar Unit-ii From Unit-iv to PMG square Sailasree vihar Niladree vihar KIIT square Chandaka Industrial Area DATA COLLECTION: Data are collect through primary and secondary sources. PRIMARY SOURCES: The primary data required for this project was collect through questionnaires. In this research only few items can be selected from the population for our study purpose.REASERCH METHODOLOGY SAMPLE UNIVERSE: All retailers having PEPSI products and new out lets will be taken as the sample universe. SAMPLE SIZE: All the items considered in any field of enquiry constitutes a universe of population. This method consisted of preparing a structured questionnaires and collecting data from retail outlets. SECONDARY SOURCES: The secondary data are collected through different web sites and books. STATISTICAL TOOLS: BAR CHART COLUMN CHART PIE CHART Innovation-The Business School .
Innovation-The Business School . Lacking in proper communication with the retailers. Lack of coverage in inside markets. Problems in supply chain management. Unable to concentrate on each and every retailer due to huge distribution.SWOT ANALYSIS STRENGTH THREATS SWOT OPPORTUNITY WEAKNESS STRENGTH High market share Popular for its taste Branding obvious and easily recognized A lot of finance customer loyalty International Trade WEAKNESS Unable to meet retailers demand with respect to stocks.
To concentrate more on new outlets.OPPORTUNITY To increase production capacity due to huge demand. More Brand recognition. Increase promotional activity for less selling products. Buy out competition. Unconditional discount from the competitor to beat the market share. Late response for activation of new outlets. Unable to provide cooler to the beginners where competitor can take the advantage. Innovation-The Business School . THREATS Competitors may take over market share due to insufficient stock.
interested exchange rate. The company first analyzes the economic condition in the country before venturing into that country. SOCIAL FACTORS COCA-COLA which is a B2C company is directly related to the customer. The accounting standards used by the company changes from time to time which have a significant role in the reported results. It is an agency in the United States Department of Health And Human Services. Their head quarter is in USA and it has started opening offices in foreign countries as well. Apart from FDA the other political factors includes tax policies and accounting standards. It includes the economic growth of the countries. ECONOMIC FACTORS The economic factors analyze the potential areas where the farm can grow and expand. It introduces minimum number of products according to the culture of the country and the attitude of the people. The net operating profits for the company outside US stands at around 72%. The company also takes into consideration of the regulation imposed by FDA on plastic bottle products.PESTL ANALYSIS POLITICAL FACTORS Globally. Innovation-The Business School . the purchasing power among people increases. It is very important to know about the culture before marketing in a particular country. inflection rate. Along with this the company uses 63 various countries other than US dollar. so social changes are the most important factor to consider. COCACOLA. wage rate and unemployment in the country. in the past identified this correctly and rightly started its distribution across various countries. It gives the company or the marketer a good chance to market the product. When there is an economic growth in the country. COCA-COLA beverages being a non-alcoholic industry fall under the FDA (Food and Drug Administration). Each and every country has a unique culture and attitude among the people. The job of FDA is to check and certify whether the ingredients used in the manufacturing of COCA-COLA products in the particular country is meeting to the standards or not in the COCACOLA the company takes all the necessary steps to analyze thoroughly before introducing any ingredients in its products and gate prior approval from the FDA. COCA-COLA has about 3300+ products in their stable. when entering into a country it does not introduce all the products.
TECHNOLOGICAL FACTORS Technological factor has very less effect in soft drink industry. employment law and health and safety law. In COCA-COLA the business is subjected to various laws and regulation in the numerous countries in which they do the business. LEGAL FACTORS The legal factors include discrimination law. Diet COKE etc. introduction of recyclable and refillable bottles. and environment protection labor practices. The technical advancement in the bottling industries includes. In products it led to the development of new products like Cherry COKE. product safety. anti-trust law. advertising and labeling. container deposits. The advancement in technology in the company has led to : introduction of new ways for the availability of COCA-COLA. Innovation-The Business School . the laws include competition. customer law. stylish and popular among the youngsters. introduction of cans which are trendy. it introduced general vending machines all over the world.
MAAZA. Dogs may generate enough points to sustain but they are very rare. Good performance has seen in very few outlets among all. And they have experienced the growth in the sales volume and demand. MINUTE MAID) DOGS Businesses that have low relative share and low expected growth rate. About 40% of outlets are doing well with this products and rest have stated these are not that demanded by the consumers. But problems can be solved if some necessary effort will be done. SPRITE) CASH COW In this segment products having consistent growth and good market share should be kept.BCG Matrix STARS In this segment products having high market share and high growth should be kept. SPRITE is being sold more than others. (COCA-COLA) Innovation-The Business School . Around 90% of outlets have stated that COKE is not at all demanded by the consumer. Around 95% of outlets have stated that THUMP UP. (FANTA. a competing force extraordinary effort in order to grow point share. MAAZA. (LIMCA. KINLEY) QUESTION MARK Businesses with low point share but which may have a high growth rate. (THUMP UP. This suggests that they have potential but may require huge ever.
Figure: 3 BCG matrixes Innovation-The Business School .
Many kinds of substitutes appear. 2. Innovation-The Business School . Strong brand name. Trend to healthier drinks. Threat of Suppliers Low. Loyal customers. Threat of Substitutes Strong. (bottled water. Threat of New Entrants Agreements: prohibit bottlers from taking on new competing brands for similar products. Heavy advertising. 3. sports drinks and coffee etc) Increase of numbers and varieties of water and sports drinks. Difficult for the new entrants: at a lower margin. Quicker to market with products. Better control distribution. Backward integration: buying significant percent of bottling companies.PORTER’S FIVE FORCES MODEL 1. COCA-COLA Enterprises. Substitute products are quality and innovation. COCA-COLA integrated COCA-COLA Enterprises earlier in 2010. Low switching costs. Coffee and tea – caffeine. Done by independent bottlers. Retailers enjoy significant margins: 15-20% on soft drinks. Does not do any bottling itself.
power struggle COCA-COLA owns four of the top five soft drink brands : COCA-COLA. FANTA. The competitive pressure from rival sellers is the greatest challenging faced by COCACOLA. Diet PEPSI ranked 258th (the highest ranking of soft drink). Buy large volumes . The Brand Keys‟ Customer Loyalty Leaders Survey (Brand Loyalty. and SPRITE. Buyers: Large grocers. Decreased demand for unhealthy soft-drinks .larger bargaining power. Diet COKE ranked 336th (the highest ranking of COCA-COLA‟s product). Brand name loyalty. Main competitor : PEPSICO . 5.4. and restaurants.bargain a lower price. Bargaining Power of Buyers Moderate. supermarkets. Global market: COCA-COLA has higher sales. Innovation-The Business School . convenience stores. 2010). Competitive Rivalry Strong. Diet COKE.
DATA ANALYSIS AND INTERPRETATION Competitor’s status: From this research we obtained that COCA-COLA is having 70% market share with respect to other competitors in Bhubaneswar market. COCA-COLA: 70% PEPSICO: 30% Market Share of Coca-Cola Coca-Cola PepsiCo 30% 70% Figure: 4 Competitors status with respect to COCA-COLA F Number of High Volume Outlet (HVO) of PEPSICO in the researched area: Innovation-The Business School .
Number of High Volume Outlet (HVO) of PEPSICO in the researched area: Total number of outlets: Number of HVO: 84 14 90 80 70 60 50 40 30 20 10 0 Total No. of outlets-84 No of HVO -14 Sales Figure: 5 Status of HVO of PEPSICO Innovation-The Business School .
They are also paying electricity charges for the cooler that have provided to some outlets. Total no of PEPSI and Combine outlets Outlets having cooling system by PEPSICO 84 79 100 90 80 70 60 50 40 30 20 10 0 percentage of outlets having cooling facility Not having cooling facility from Pepsi Sales Figure: 6 Status of cooling system provided by PEPSICO Innovation-The Business School .FIGURE ABOUT PROVIDING COOLING SYSTEM BY PEPSICO: From this research we found that about 95% of PEPSI outlets are being provided with required cooling system. And also we conclude that PEPSICO is facilitating cooling system initially without caring about the status of that particular outlet.
From the survey we have concluded that there are about 45% of retailers who want to switch and the graphical chart is like this below Total PEPSI Outlets: No of convinced outlets: 42 18 60 50 40 30 20 10 0 Not intrested to switch intrested to switch for for Coca-Cola Coca-Cola Figure: 7 Percentage of PEPSI outlets interested for switch COCA-COLA Innovation-The Business School .RATIO OF OUTLETS WHO ARE INTERESTED FOR SWITCH TO COCA-COLA Most of the outlets are quite satisfied with PEPSICO‟s services but some are there who are really interested to go for COCA-COLA due to high demand of customer.
But LIMCA and FANTA are not so appreciated by the customer like other products which may need extra ordinary promotional activities.CUSTOMER DEMANDS TOWARDS COCA-COLA PRODUCTS Though COKE could not perform well in the market where as product like THUMPS UP is the market champion. Likewise SPRITE and MAZZA are also doing so well and contributing in a perfect way. X-axis represents the sell in the market Y-axis represents the products Figure: 8 Daley sales projections of COCA-COLA products Innovation-The Business School . DAILY SALES PROJECTION OF COCA-COLA PRODUCTS 9 8 7 6 5 4 3 2 1 0 Thumps up sprite coke Mazza Fanta Limca Here.
65% retailers have given their opinion that Coco-cola has been emphasizing on its highly demanded products. Some of the new outlets are being inspected and still waiting for the response about activation. Innovation-The Business School . From the analysis 80% retailers are satisfied by the timely supply of Coco-cola products & it avails expected no. Retailers are satisfied by giving their opinion that Coco-cola is considered about the problems of retailers as its own problem. The distributer gives the associated services with all range of Coco-cola soft drinks products. Some of the retailers are unhappy with the late response of the company personnel about providing cooler and other facilities. Coco-cola is selling with a good standard. of carets. Still there are some retailers who have complained about the distribution on time.FINDINGS FROM THE SURVEY From the analysis the information collected from the outlets say that out of all verity of soft drinks.
Even some outlets have a complaint of late delivery due to insufficient stock. Apart from the mixed outlets we have collected necessary data from 42 PEPSI outlets. As our research is done by taking a small sample within a less time period so it gives some detail structure about market performance of COCA-COLA. Innovation-The Business School . We had made necessary questionnaires as far as the project‟s topic is concerned which is competitive analysis and market development strategy.CONCLUSION In this summer internship project we have visited around 84 outlets over 4 different populated areas. In this survey we have found that most of the new outlets are willing to have the dealership but somehow they are being unrecognized due to miss communication between company personnel and retailers. So finally we conclude that if the production volume will be increased and proper supply chain will be maintained then major problems can be solved. Along with it is also important to have regular touch with the retailers to identify the service related problems. As COCA-COLA is the most recognized and well appreciated brand it has got 70% market share as compared to other competitors in Bhubaneswar.
so the attention should be given towards those products and the availability of the product. & rack will create more demand of the product than competitor. like There should be regular communication between the distributer & consumer. Innovation-The Business School .SUGGESTION Through the company and its personnel try to attract more customers towards the company. The more supply of sign board. Beside the above suggestion one thing can also be suggested that we have enough number of outlets and we should take care of them pretty well so that we should not let them think about any other competitors. There should be more production in the summer session to fulfill the market demand. but there are big areas to focus to retain the consumer. The proper distribution of the product to the demanded places. The views of customer. retailer should collect to find the need of the market. The salesman and the distributer should be well trained so that the retailer and consumer can know the regular offer and get attracted. The demand of two or three product is high.
LIMITATION OF PROJECT The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. The psychological condition varies from place to place because in many places outlet owner was not supportive. The training was carried out in the peak season so concerned company personnel could not concentrate more on this project due to their own work pressure. Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer. Innovation-The Business School . The area of survey was Bhubaneswar and it was concentrated on urban area only.
Annexure List of Figure: Figure No. 6 7 15 18 19 20 Percentage of PEPSI outlets interested for switch COCA.21 COLA sales projections of COCA-COLA products 22 Innovation-The Business School . 1 2 3 4 5 6 7 8 Figure Name production process of COCA-COLA products Distribution channel BCG matrixes Competitors status with respect to COCA-COLA Status of HVO of PEPSICO Status of cooling system provided by PEPSICO Page No.
. 3. Support required to switch for COCA-COLA: Volume needed: ……………………………………………………. Need of cooling equipment: ………………………………………..QUESTIONNAIRES 1. Discount needed: …………………………………………………. Address: …………………………………………………………… 2. Name of the outlet: ………………………………………………… Contact person: ……………………………………………………...: ………………………………………………………. Status of the PEPSI outlet: Status of the cooling equipment: …………………………………. HVO: Yes No Total volume: ……………………………………………………… Getting a discount of: ………………………………………………….. Mobile No. 4. Detail of the outlet. Remarks: …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… Innovation-The Business School ...
in www.google. S Namakumari.co.com Books: Author‟s name.BIBLIOGRAPHY Reference www. Keller. 4th edition marketing management Author‟s name.org www.Azhar Kazmi 3rd edition Strategic Management and Business Policy Innovation-The Business School .wikipedia. Jha 13th edition Marketing management Auther‟s name. Koshy.V S Ramaswami.theCoca-Colacompany.Kotler.
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