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Similar to any Western company trying to make inroads into a foreign market, Coca- Cola has some significant challenges in a nation like Pakistan. The primary challenge would be to convince a nation that is foreign to it to embrace it. This is a challenge faced by any company seeking to broaden its horizons, but more valid in a nation like Pakistan. While there are a preponderance of young people in it, there is also a strong element of traditionalist and orthodox society, which might not be as open or receptive to the Western company as it might like. Along these lines, individuals who are seeking to fight the cultural battle with the West might see the Coca- Cola brand as representing a form of cultural imperialism or economic imperialism, saddling the company with more baggage than they would want to face.
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