SYNOPSIS Project on: Western Beverages Pvt. Ltd; Western Beverages Pvt. Ltd; was incorporated in 1996.

The Registered Office is in Margao Salcette Goa. Its Board of Directors consists of qualified and well experienced Goa Entrepreneurs. Initially WBPL started its operations as a franchise of Cadbury Schweppes India Ltd. a Subsidiary of Cadbury Schweppes England. Since 2006 the Company launched its own registered Trade Mark Brands Taan & Twist. It is a single industry manufacturing carbonated & non-carbonated beverage products. In 5 years the Company has marketed its Brands in Goa and the Cities in the Western & Southern Region of India. Goa is their home turf. Their Products battle it out with multinational Brands Coke & Pepsi. In addition there are over 40 local bottlers spread over the entire state. In such a scenario WBPL have an up hill task to grow their business in the next 5 years. Current Statistics (p.a) Turnover: 5 Cr Sales Volume: 4 lacs units Market Share: 19%

Objective of the Project To evaluate the Companys Strategic Position and thru Market Research and Analysis present recommendations so as to increase its Turnover and Market Share.

Methodology

Application of Porters Five Forces Framework will compose a qualitative evaluation of the Companys strategic position. Using the checklist as a starting point an analysis will be on specifics. Threat from New Competitors WBPL was the pioneer to launch soft drinks in single serve take away Pet bottles. Since the last 2 years other local manufacturers have also introduced similar products.

Threat from Substitute Products Since the launch of its inimitable Taan Lemonade Pepsi Cola & Coco Cola have introduced substitutes like nimbooz etc. Threat from Buyers Bargaining Power The major rivalry of the multinational brands results in monopolizing buyers.

Threat from limited Suppliers of Input Raw Materials Small Buyer when compared to National Brands. Cost of Purchases from outside the state. Threat from Competitive Rivalry The challenges faced with focal point on Packaged Drinking Water. Level of Advertising

Source of information: Company website Questionnaires: to store keepers, distributors . Illustration techniques: Charts Tables Pictures Chapter Design: 1. 2. 3. 4. 5. 6. 7. Introductory Chapter: Synopsis Research Process: Methodology Collection of raw data Data analysis and interpretation Summary of findings Suggestions to Top Management Conclusions