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Abstract
Atlas Ltd is a small local soft drink bottling company in Albania. After the fall of the communist regime the market became flooded with a slew of foreign competitors. Atlas continues to produce two different types of beverages: Adri Cola and Gazoza Atlas. These competitors entered the market at slightly higher prices but offered more variety to the consumer in terms of bottle size and flavour. Recently, Coca-Cola opened a bottling plant in Albania along with a mass marketing campaign. Atlas Ltd somewhat threatened by this virtual market saturation, must now think of an alternative strategy to maintain its market share. Keep in mind that Albania is in the experimental stages of democracy after having long been economically, socially and politically restricted by an oppressive dictatorship. The country lies between the Ionian Sea, Macedonia, and Greece.
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Abstract
Atlas Ltd is a small local soft drink bottling company in Albania. After the fall of the communist regime the market became flooded with a slew of foreign competitors. Atlas continues to produce two different types of beverages: Adri Cola and Gazoza Atlas. These competitors entered the market at slightly higher prices but offered more variety to the consumer in terms of bottle size and flavour. Recently, Coca-Cola opened a bottling plant in Albania along with a mass marketing campaign. Atlas Ltd somewhat threatened by this virtual market saturation, must now think of an alternative strategy to maintain its market share. Keep in mind that Albania is in the experimental stages of democracy after having long been economically, socially and politically restricted by an oppressive dictatorship. The country lies between the Ionian Sea, Macedonia, and Greece.
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