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Over time, the partnership expanded beyond coffee to include iced teas, energy
          drinks, and other beverages, demonstrating the adaptability and growth potential of
          well-structured alliances.




           5. Risk Sharing:
           The strategic alliance  allowed both  Starbucks and PepsiCo to share the risks
          associated with entering the RTD coffee market. Given the considerable investment
          required in production, marketing, and distribution, both companies were able to
          share the burden of financial and operational risks. This is a direct parallel to the
          idea of Samyog in Dhanurveda, where working together helps distribute risks and
          uncertainties, making the partnership more resilient to market fluctuations.



           6. Enhanced Brand Equity:
           The Samyog between Starbucks and PepsiCo also allowed for an enhancement of
          both brands’ equity. PepsiCo gained access to Starbucks’ high-end, premium brand
          perception, while  Starbucks benefited from PepsiCo’s extensive  market reach and
          recognition in the beverage industry. Their collaboration allowed both brands to grow
          their presence in new segments, with PepsiCo strengthening its position in the coffee
          category and Starbucks expanding its consumer base into more convenience-driven
          markets.




           7.1.6 Viyog (Separation and Diversification)
           Viyog in Dhanurveda focuses on the concept of separation and strategic withdrawal
          when necessary, allowing for a retreat to regroup, reorganize, and prepare for a
          more favorable opportunity. This  principle  is  closely  tied to diversification,  market
          separation,  and  creating a  distinct identity  in business to  reduce risks and  create
          sustainable value.
           In modern business, Viyog translates to strategies where a company might choose
          to diversify, exit a market, or separate its business units to focus on areas of greater
          opportunity  or reduced risk.  This approach helps companies  mitigate risk,  avoid
          direct competition in saturated markets, and explore more profitable or less contested
          spaces.



           Modern Theories and Practices Linked to Viyog:

           Diversification Strategy
           Diversification involves expanding a company’s operations into new areas to reduce
          dependency on a single market or product. Viyog highlights the importance of strategic


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