Coca-cola

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Coca-cola

  1. 1. Name : Pham Văn ĐăngClass: BA602INDIVIDUAL ASSIGNMENTAnalyzing the marketing environment of Coca-ColaTable of ContentsA/ Introduction of Coca cola Company.................................................................................2B/ Analysis of the macroenvironment................................................... ...............................2 i. Economic Environment............................................................. ...............................2 ii. Natural Environment...............................................................................................2 iii. Technological Environment...................................................... ................................3 iv. Political Environment...............................................................................................3 v. Cultural Environment...............................................................................................3C/ Analysis of the Micro-environment..................................................................................4 i. The Company...........................................................................................................4 ii. Suppliers.................................................................................. ...............................4 iii. Marketing Intermediaries.........................................................................................4 iv. Customers................................................................................................... ............5 v. Competitors.............................................................................................................5
  2. 2. vi. Publics................................................................................................................. ....5 A/ Introduction of Coca- Cola company: -The Coca-Cola Company is a multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups.The company is best known for its flagship product Coca-Cola (also known as Coke), invented in 1886 and Coke has attracted the attention of people who enjoy. - Now, Coca-Cola Company has become most famous in the world. Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. - In1960, Coca-Cola was introduced in Vietnam, Coca-Cola returned to Vietnam in 1994 and begin the long-term business. After that Coca-Cola was associated with a lot of companies in Vietnam (example: Vinafimex company (1995), Chuong Duong company (1995), Beverage Company in Da Nang(1998)). And in 2004, Coca-Cola Vietnam has been transferred to Sabco, one of theGroups reputation Bottled Coca-Cola in the world. B/ Analysis of the Company’s Macroenvironment:i. Economic Environment: Growth or recessionwill directlyaffect the purchasing power of consumers. And the purchasing power depend on the inflation index, consumer price index ,... So after the recession in the U.S. in 2008, the global economy have tended to recover in 2010.Vietnams economy grew by 6.5%. Predictions of Asian Development Bank (ADB). Vietnams GDP will reduce from 6.1% to 5.8% in 2011. Besides, ABD also forecasts inflation rate of Vietnam is still high. Thus, prices of goods will rise and people will tighten spending. Moreover, instability of the economy will makes a lot of difficult for business activities of the company.
  3. 3. ii. Natural Environment: Now, the environment problems are a strong influence to activities of the company. Emissions and industrial waste discharged by companies outside is a great interest today.The product from the natural and friendly environment is more advocates. Energy cost is also a very important problem when energy prices are rising. Thus, So companies need to find alternative fuel sources to save production costs. The scarcity of material resources is the result of the overexploitation of material resources by industries and services. So with beverage products, Coca-cola need find new material for the production line and implement effective recycling bottles is necessary.iii. Technological Environment: The technology is increasingly developed and widely applied. The current applications in Beverage industry is is developing production processes improved packaging. Specialy, many companies produce forms friendly bottles with environment. And Coca-Cola has a new bottles, called Plant Bottle,.Ít made from plastic and 30% of the molasses from sugar cane and refined. It can recyclable and reduce 30% CO2 emissionsthanPET bottles.Last year, Coca-Cola introduced web page design tools internally Machine Design,users can access and design new bottles.iv. Political Environment: In Vietnam, the decisions of a company affect by many legal factors. It may be legal terms, the policies of the government or local authority including: civil law, corporation law,investment law, customs legislation ,tax law,...The regulations on advertising, copyright protection, ensuring product quality and food safety. The development of the law is protecting consumersbbenefits. It will athreat to the company,because position of consumers will increase and the company will more attentionto quality. v. Cultural Environment: Vietnamese people are not too strict in comparison products. They usually attention to product that bring health for their family, because most Vietnamese people think health is more
  4. 4. important than money. So, the ccompanies should have policies to guarantee quality and safety,and more concerned about the health of consumers. Besides, young consumers in Viet nam is very dynamic and creative,they want to express themselves. The company need to capture this factorand this will be an opportunity to capture the attention the young people with the appropriate products. C/ Analysis of the company’s Microenvironment: i. The Company: In Coca-Cola Vietnam company,board of directors including country manager, Commercial manager, Human Resources Manager.Board of directors who set general goals and policies of the company.Supply Chain Manager will receive direction the board of directors and plans to provide appropriate products and timely.Finance Manager is always interested in issues of financial assets to carry out marketing plan, and marketers need a plan for and budget spending. Coca-Cola company is based in 3 regions (North, Central,South),so the company have 3 Region Manager. And finally, Public Affairs & Communications Manager will maintain relationships with partners and support Global Community Connections. ii. Suppliers: Suppliers are individuals or organizations that provide inputto the company (and thecompetitors of the company).In coke production process, some materials are not available in Vietnam, so they will import materials from abroad. The task of marketing management contract is an agreement to buy materials with suppliers and attention to price changes of materials. Especially, they need accurate assessment of the materials need to import. it will avoid expiry of materials.iii. Marketing Intermediaries: The marketing intermediaries include individuals and businesses support for distribution and consumption, promoting goods / services to market.They include: +The commercial brokers:are individuals or businesses and retail distribution, search and / or sell products directly.For example, the system stores the exclusive retailer of Coca-cola. +The Broker Marketing Services: Individuals and organizations that provide services such as market research, advertising,marketing consultants .... Help the company better orientation and more effective forpromoting their products.
  5. 5. + The circulation of goods broker:Individuals or organizations that help circulation of goods, transport from the reserve to place of consumption.They will ensure the safety of goods, boosting consumption and reduce intermediary costs. + The brokers of credit institutions and financial : as banks, credit funds, the support organization for investment. The marketing intermediaries will affect speed of consumption of the product, The companys reputation. Example: the retail stores do not send gifts for clients ordiscount products to increase competitive each other.iv. Customers: In Vietnam has five types of market:Consumer markets, business market, reseller markets, Government markets, international markets. customer is the final goal of the company.if the company meets the demands of customers. And to meet the demands of customers, companies need to develop products very well.v. Competitors: In Vietnam, competitors of Coca-Cola is Pepsi.Because of the diversity of products so the competition between two companies are very large.the companies always promote enhanceproduction and promotion of media activities, to promote the image of the company to attract customers and to ensure market share in Vietnam.vi. Publics: The impact of the public is always the first concern of the company.The public can affect positively or negatively on the companys activities, a wrong action can also affect the reputation of the company. Example: Vedan companys waste water was flowing out the ThiVai River, which affect the lives ofpeople living near the river, images and Vedan company’smarket share has fallen. Thus, company can build an investment plan for the PR to get the positive effects from the public.
  6. 6. REFERENCES:http://forbstudents.blogspot.comhttp://www.cocacolasabco.com/http://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Coca-Colawww.tailieu.com.vnwww.saga.com

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