Tapping into Middle Eastern Markets for Soft Drinks Industry of Bangladesh

Though in a relatively infant stage, the soft drink industry of Bangladesh has been thriving. Coupled with high-tech machinery, a stable production process (i.e., aseptic plant) and maintaining international standards have led some companies to export soft drinks to approximately 110 countries. However, despite these achievements, the companies still deal with wavering consumer perception, cultural differences and barriers to enter foreign markets (i.e., the Middle East). Focusing on Akij Food and Beverage Ltd., this case mainly sheds light on how local companies are adapting their strategies to tackle these hurdles: dealing with the fast and fickle consumers, scepticism about quality, changing production lines and even the brand name of products to enter the Middle East markets. The case revisits classical international business topics, such as expansion strategies, culture, communications, global strategic rivalry theory, global supply chain management and distribution networks.