Page 134 - NITI - Navigating Indian Traditions in Industry

much like military alliances in combat, helping the companies bolster their positions
in the marketplace.

6. Market Segmentation and Tactical Combat:
Vigraha encourages the use of diverse tactics to engage opponents in different ways.
Similarly, both PepsiCo and Coca-Cola have strategically segmented the market,
targeting different customer bases with specific products, marketing campaigns, and
pricing strategies.

For example, PepsiCo’s acquisition of Tropicana and Quaker Oats allowed it to
diversify its portfolio and target health-conscious consumers, whereas Coca-Cola’s
acquisition of Minute Maid helped it expand into the juices and non-carbonated
drinks sector, reaching different consumer segments with tailored strategies.

7.1.5 Samyog (Alliance and Collaboration)
Samyog in Dhanurveda focuses on the concept of alliance, collaboration, and
leveraging external forces to strengthen one’s position. It emphasizes the importance
of working together with allies to achieve common objectives, and the strategic
value of combining strengths for greater power and influence. In business, Samyog
is analogous to partnerships, joint ventures, and collaborative efforts that allow
organizations to achieve goals they may not be able to reach on their own.

Modern Theories and Practices Linked to Samyog:

Strategic Alliances and Partnerships
• Application to Samyog: In business, strategic alliances are formed between
companies to combine resources, knowledge, and capabilities to achieve mutual goals.
This aligns with Samyog, where collaboration between different entities strengthens
their combined power to achieve strategic objectives. By forging alliances, companies
can access new markets, reduce risks, and innovate more effectively.

Case Study: Starbucks and PepsiCo – The Alliance for Ready-to-Drink Coffee

The partnership between Starbucks and PepsiCo is an excellent example of how
Samyog’s principles of alliance and collaboration have been applied in the modern
business world. The two companies formed a strategic alliance to introduce Starbucks’
ready-to-drink (RTD) coffee beverages to the market. Here’s how this collaboration
reflects the principles of Samyog:

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