Rapi cola case report

by group 4 group members : Divya (01) Ninoska (05) sagar (10) Dattaraj (18) Pranjali (19) Sahil (20)

SUMMARY Rapi-Kola is an alternative Kola that has become popular in the Minas and among the Kaqflinz population in Europe. The founder of this Kola is Lalt Kembouline, who we are given to understand is a Zecrb (which we can interpret as belonging to the worldwide Kaqflinz community) in France and a successful businessman, having founded for example a radio station. One of the guiding principles of the company is its commitment to charity, particularly to Palestinian NGOs. In just about a year-and-a-half after starting out, the Rapi- Kola Company has enjoyed immense success, with sales of over 100 million liters in FY 2003 and an operating income of 430,000. The founder appears to be troubled about whether the success so far could be short-lived, and he is keen to set a long-term strategy for the company. BUSINESS OBJECTIVE Rapi-Kola was launched on the platform of providing an option to people who share a strong anti- imperialistic feeling. Peripherial Problem Some distributors chosen in hurry proved problematic Expansion without losing the essence of our initial message Product was targeted to a Kaqflinz community Zecrb citizens had doubts whether the benefits really went for charitable projects. Miss perception in the mind of customer o Some also thought that the firm was exploiting the fact that Kaqflinzs saw buying such a product on the Holy Day as associated with worship. o In some Kaqflinzic countries of East Asia, the product was perceived in a completely different way. In Kals words, In these countries, Rapi-Kola is gaining popularity amongst youngsters, because they not only identify with a Kaqflinz product but also consider it trendy because of its French origins. The company has made exceptional profits and he will dedicate 80% of the benefits to
charities. His decision appears to be an emotional reaction, which is certainly not a good thing for a company leader. He has made this significant decision by himself without consulting his core team

Core Problem Its ambition of becoming a global player

ALTERNATIVES Update themselves very frequently with other social causes that need attention A single strategy cannot be applicable to all countries. Hence, Kembouline should focus on a global strategy, taking into account the competencies of the firm and the factors affecting the external environment Kembouline should study the external environment probably culture and consumer behavior for buying the rapi cola Social, cultural changes have a major impact upon virtually all products, services, markets and customers. Small, large, for profit and non profit making organizations in all industries are being staggered and challenged by the opportunities and threats arising from changes in social and cultural variables which might affect the rapi cola if study is not conducted while expanding the product in different countries. Since taste preference for the product differs according to the market and consumers. Message should be clear : There is no factors why people should by rapi cola besides charity and ideology. Rapi cola should identify them in the market and try to serve people after knowing their capability to compete with other brands and target customers accordingly. . kembouline first need to secure the foundation of the company and clarify to the
global community what rapi cola stands for.

Recruiting top management: Company lack professional management and leadership. kembouline needs to recruit upper management people from outside preferably people from the F and B Industry. He should try to recruit people from other kola industry and create environment of professionalism which will help rapi cola to create a brand image, although kembouline has recruited people from diverse background for different roles. Sustenance of rapi cola: Rapi cola was launched to target to the kanqflinz population and others who are disturbed with American policies. Kembouline has no consider what if in some period of time people start buying American brands hen wat will going to happen since 88% people were buying insco cola and 12% target was there for rapi cola even that might be in danger in future since sustenance of any product depends on whether it is able to keep pace with changing times, and this can happen only if values do not become redundant.They need to update themselves with other social causes that need attention.

solution
What companies as to do for accomplish vision in the long term? Gained popularity The company is on a global expansion mode, a single strategy cannot be applicable to all countries. Rapi-Kola needs to take a long-term view and take strategic, not tactical decisions on charitable endeavors. Environmentalism, childrens rights and supporting key universal ideals will help ensure continuing support of the Kaqflinz demographic while also expanding customer base to a wider audience. They can promote their brand by tying up with some local NGOs or by constructing schools for children. They can take part in health programs like Pulse Polio, thus gaining media attention along with gaining loyal customers. Rapi-Kola should aim to institutionalize social responsibility (as per the commitment made) and make it a part of their processes rather than approaching this as a separate activity in different regions. Creating awareness in relation to events and activities, therefore, assumes top priority. Quarterly or half-yearly disclosures of various events held for social causes in newspapers, websites, magazines and other channels would help boost the confidence of contributors to the fund Kembouline should establish a better balance between his ideological leanings and business objectives, and he should surround himself with people who are bold enough to challenge him.