Coca Cola’s Marketing Challenges in Brazil: The Tubaínas War Case Analysis I. Summary The case study deals with Coca Cola’s attempt to pursue different strategies in order to stand up to the strong growth of the so called tubaínas. Tubaínas is defined as the numerous brands of inexpensive, carbonated and sweet beverages which are manufactured and distributed locally throughout Brazil by hundreds of small companies. Due to the significant growth of the tubaínas in Brazil, Coca Cola intended to
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up with a plan to turn things around, with or without increased capital investment. Context to problem includes Disney’s mixed results with parks outside US (Paris and Tokyo) and importance of HK park given Disney’s plan for a park in Shanghai. Analysis: Need to look at reasons behind poor performance in order to come up with a plan. Could organize the problems several ways (look at planning vs. tactical problems or 5 C’s, 4 P’s, etc.). Issues include: * Small size * Site problems (environmental
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