The Main Strategies of Transnational Companies in the CIS Markets
The article analyzes the state and specifics of the market of soft drinks in CIS, the market leaders, including five TNCs (Coca-Cola, PepsiCo, Evian, Perrier, and Vittel) have been identified. Features of the main strategies of TNCs in the soft drinks market of the CIS countries are exemplified by Coca-Cola and PepsiCo. It was found that each company uses individual strategies and marketing tools that fit its position in the market and are consistent with the goals and objectives of the continuing presence in the region. Special attention is paid to the overall strategic direction and marketing tools that are held and used by TNCs in the times of crisis.