Culture and Distribution


This case analysis is designed to encourage you to analyze the distribution strategies of two multinational firms selling related products in Africa, with a focus on cultural issues related to those strategies.

Case Assignment

Compare and contrast the distribution decisions of multinational corporations PepsiCo and Nestlé in India. In particular conduct research and identify significant cultural issues which would be relevant to the development of those strategies.

Ensure that you repeat the assignment wording (shown in bold above), in full and verbatim on the title page of your paper.

Excluding your title and references pages, your paper should be no more than three pages long.


Use information from the background readings as well as any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.

The following will be assessed in particular:

Your demonstrated understanding of the various forms of market entry mode and the issues associated with each.
Your ability to conduct an analysis on the basis of which you make a recommendation for a mode of market entry.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:

Critical thinking
Effective communication skills
Proper use of Citations and References
Sources relevant to the case:

Srivastava, M.. (2010, September). For India’s Consumers, Pepsi Is the Real Thing. Business Week.

Anonymous (2008). Pepsi versus Coke: an unhealthy obsession: They are global, but are they relevant? Strategic Direction, 24(1), 6-8.

Chang, L., Terhune, L., & McKay, B. (2004, August 11). A Global Journal Report; Rural Thing — Coke’s Big Gamble in Asia: Digging Deeper in China, India; As Growth Slows Elsewhere, Beverage Giant Targets Nations’ Vast Hinterlands; New CEO Has Seen the Pitfalls. Wall Street Journal (Eastern Edition).

Rathore, B. (2006 September 1). The Indian drinks industry 2006: Management briefing: Soft drinks. 13-16.

Sundarajan, M. (2010). DISTRIBUTOR SALES FORCE PERFORMANCE MANAGEMENT. Vision, 14(4), 323-326.

Mukherjee, J., & Basu, A. (2010). DISTRIBUTOR SALES FORCE PERFORMANCE MANAGEMENT. Vision, 14(4),

Anonymous (2009 March 13) Research and Markets: Nestle, As a Part of Its Expansion Strategy, Revealed Plans to Invest INR6.0bn (US$69.7mn) In India In 2009. Business

Datta, P.T. Jyothi (2003 August). Distribution problems hit ‘Pure Life’ – Nestle India to exit water business. Businessline.

Bhushan, R. (2001 December). India: Reinventing Nestle. Businessline. 1.

Anonymous (2000 August). India: Beating distribution weariness. Businessline. 1.

In addition,

see the optional and supplementary resources in the Background1 and
note that your assignment requires you to conduct additional research and, thus, you are encouraged to find and use additional reputable readings beyond those indicated above. Please avoid Wikipedia.

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