Marketing Principles
INDIVIDUAL
ASSIGNMENT
Analyzing marketing environment of Coca-
Cola Company
Full name: Lương Xuân Việt
Class: MKT101
Student ID:HS150535
Lecturer: Bùi Thị Hạnh Thảo
Course: MKT101 – Marketing principles
Table of content
1. Introduction
– Vision & Mission
-Target customer & Product
2. Microenvironment factor:
-The company
-Suppliers
-Marketing intermediaries
-Competitors
-Publics
-Customers
3. Macroenvironment factor:
-Demographic
-Economic
-Natural
-Technological
-Political
-Social and Cultural
4. How companies can react to the marketing
environment?
1.INTRODUCTION
The assignment about analyzing the Marketing environment of a specific
company in Vietnam. The first is to introduce Coca-Cola, the second is to analyze
several factors of the microenvironment andmacroenvironment of Coca-Cola in
Vietnam. Finally, is about giving a discussion of how the company can react in the
future to the environment.
Refresh the world. Making the difference. Our vision is to create the brands and
beverage choices people love, to refresh them physically and mentally. And done
in ways that create a more sustainable business and a better-shared future that
makes a difference in the lives of people, communities, and our planet. (The Coca-
ColaCompany )
Target customers
Almost all Vietnamese people use Coca-Cola, but target customers are young
people of Vietnam
Product
Coca-Cola maintains the widest range of soft drinks in the beverage industry,
which consists of 3.900 different products. It must be stressed that these soft
drinks are classified on different various categories such as diet, fruit juice, tea,
energy drinks, and more. The company’s products preserve their presence in
different packaging and sizing. However, Coca-Cola has a unique shape reminding
always the brand. Coca-Cola is the most successful carbonated drink with global
existence and awareness and the most impressive is its adoption as the meal
complement in some cultures (Sicilia & Palazón, 2008). The famous beverage
brands of Coca-Cola in Vietnam can not fail to mention Coca-Cola, Coca-Cola
Light, Coke Zero, Sprite, Fanta, Minute Maid Nutriboost, Minute Maid Teppy,
Schweppes, Dasani, and Aquarius. (Thương hiệu,cocacolavietnam )
2. Microenvironment
The company
Coca-Cola is a 128-year-old multinational company that has its presence in over
200 countries and produces over 3500 products. Based on Interbrand’s 2015
research on “best global brands”, Coca-Cola ranked third in brand equity.
According to The Coca-Cola Company, we act in ways to create a more
sustainable and better-shared future. To make a difference in people’s lives,
communities, and our planet by doing business the right way.
Suppliers
Coca-Cola preserves an extensive distribution network providing its products
available in almost all the retails and big chain markets all over the world. The
company follows the fast-moving consumer goods (FMCG) pattern where the
distribution begins with the producer and ends with the consumer (Golder &
Tellis, 1993). This means there are currently around 225 bottling partners
