Marketing Plan Cocacola Vietnam
Hospitality Marketing MKT 4487
Project
Marketing Plan for Coca Cola in Viet Nam
Instructor:
Dr. Ping He
TABLE OF CONTENTS
Contents: Page No.
1) Executive Summary 3
2) Introduction 3
3) Marketing plan
3.1 Demographics analysis 4
3.2 SWOT Analysis 5
i) Strengths 5
ii) Weaknesses 5
iii) Opportunities 5
iv) Threats 6
4) Marketing Objectives 6
5) Price Strategy 7
6) Distribution 7
7) Advertising 8
8) Promotion 9
9) Multi Strategies 10 11 12
10) Conclusions 12
11) References
1. Executive Summary
We have established this marketing plan after critically examining and thoroughly researching over it. It consists of examining market research, auditing situation analysis and carefully scrutinizing the soft drink industry and possibilities for Coca Cola in the market. We have carefully analyzed the internal and external business environments and critically examined the industry in general, considering all external threats and opportunities.
2. Introduction
In 1886, Coca-Cola was first introduced to the public, which attracted the attention of most people who enjoy the colorful and unique beverage. Today, the name Coca-Cola soft drinks is regarded as a symbol of America, not just in America but almost 200 countries around the world. The company strives to "fresh" market; enrich the workplace, environment protection and strengthening public communication. Coca-Cola operates in five areas: North America, Latin America, Europe, Eurasia& Middle East, Asia, and Africa.
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Project
Marketing Plan for Coca Cola in Viet Nam
Instructor:
Dr. Ping He
TABLE OF CONTENTS
Contents: Page No.
1) Executive Summary 3
2) Introduction 3
3) Marketing plan
3.1 Demographics analysis 4
3.2 SWOT Analysis 5
i) Strengths 5
ii) Weaknesses 5
iii) Opportunities 5
iv) Threats 6
4) Marketing Objectives 6
5) Price Strategy 7
6) Distribution 7
7) Advertising 8
8) Promotion 9
9) Multi Strategies 10 11 12
10) Conclusions 12
11) References
1. Executive Summary
We have established this marketing plan after critically examining and thoroughly researching over it. It consists of examining market research, auditing situation analysis and carefully scrutinizing the soft drink industry and possibilities for Coca Cola in the market. We have carefully analyzed the internal and external business environments and critically examined the industry in general, considering all external threats and opportunities.
2. Introduction
In 1886, Coca-Cola was first introduced to the public, which attracted the attention of most people who enjoy the colorful and unique beverage. Today, the name Coca-Cola soft drinks is regarded as a symbol of America, not just in America but almost 200 countries around the world. The company strives to "fresh" market; enrich the workplace, environment protection and strengthening public communication. Coca-Cola operates in five areas: North America, Latin America, Europe, Eurasia& Middle East, Asia, and Africa.
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References: - Carter, S., 1988, Multinational and International Marketing in Constraint Economies, The Quarterly Review of Marketing, pgs. 13-18. - Cavusgil, S.T., 1984, Differences among Exporting Firms based on Degree of Internationalisation, Journal of Business Research, Vol. 12 - Keegan, W.J., 1989, Global Marketing Management, 4th Edition - Kotabe, M., & Helsen, K., 2004, Global Marketing Management - 3rd Edition, John Wiley & Sons, Inc – Publishers - McGivern, Y., 2003, The practice of market and social research, Harlow: Financial Times/ Prentice Hall. - Nielsen, J. (2001b). Search: Visible and Simple Retrieved July 24, 2001 from the World Wide Web: http://www.useit.com/alertbox/20010513.html. - Rhodes, J. S. (2001). Interview > The Usability of Usability. Retrieved July 28, 2001 from the World Wide Web: http://webword.com/interviews/spool2.html. - Smith, P., 1990, International Marketing, University of Hull, MBA Notes - Terpstra, V., 1987, International Marketing, 4th ed - University of Illinois at Urbana-Champaign (2000). Images and Pictures: Using style to create button effects. Retrieved July 25, 2001 from the World Wide Web: http://cita.rehab.uiuc.edu/design/design-images-buttons.html. - Young, C.E., 2005, The Advertising Research Handbook, Ideas in Flight, Seattle, WA