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Factors Affecting the Entry Strategy Choice Made by the Global Beverage Companies in the Emerging Markets by the Example of PepsiCo and Coca-Cola

Student: Nataliya Gladchenko

Supervisor: Nikita Nazarov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

With the beverage industry being saturated in developed markets, emerging markets present a unique opportunity for international companies for growth and development (Euromonitor, 2018). However, as the emerging markets have its own specific features the entry is associated with certain risks as well. Looking closely on the beverage industry we should mention that emerging markets, such as China and India are the main growing markets and remains to be strategically important for the following years. Taking into account that PepsiCo and Coca Cola, as the largest players in the soft drinks industry, are turning to emerging markets and rapidly growing its presence in the developing regions, it is an intriguing to look at what specific factors of the emerging markets are most significant when international beverage companies have to choose an entry strategy for the emerging markets.

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