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GVHD:TRN TH NGC QUNH

MC LC

Mc Trang

A.Phn m u.....................................................................................2 Lch s hnh thnh Coca-Cola ti M..............................................................2 Lch s cng ty Coca-Cola ti Vit Nam.........................................................5 Bng s liu iu tra th trng Coca-cola......................................................6 Phn tch mi trng v m..............................................................................9

1. Mi trng dn s.......................................................................................92. Mi trng kinh t....................................................................................103. Mi trng cng ngh...............................................................................104. Mi trng vn ha...................................................................................10

Phn tch mi trng vi m...........................................................................111.i th cnh tranh......................................................................................112.Knh phn phi..........................................................................................113.Khch hng v th trng mc tiu...........................................................12

B.Cc chin lc th trng Coca-Cola...........................................12I. Chin lc sn phm.................................................................................12II. Chin lc gi..........................................................................................16

III. Chin lc phn phi..............................................................................19IV. Chin lc xc tin.................................................................................231.Khuyn mi.........................................................................................232.Bn hng trc tip kt hp marketing trc tip...................................263.Chin lc qung co v Public Relation...........................................273.1.Chin lc qung co.....................................................................273.1.1.Mt s chin lc qung co thng hiu ca Coca-Cola................................273.1.2 a dng trong qung co sn phm Coca-Cola.................................................29

3.2.Public Relation...............................................................................31

C.Phn tng kt..................................................................................33

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A.PHN M U

LCH S HNH THNH COCA-COLA TI M

- t lu lm ri ci tn nc gii kht Coca-Cola gn nh c coi l mt biutng vn ho tiu dng v m thc ca ngi M. Coca-Cola cng l thng hiuni ting nht ton cu khi m c mi giy ng h c ti 11.200 ngi ang ungnc gii kht ny.

- Tp on Coca-Cola hin c mt ti 200 nc trn th gii. Lch s ra i v phttrin ca nc Coca-Cola l lch s chin thng vinh quang v ngon mc ca mthng tiu dng bnh thng nht. Tp on Coca-Cola c trn 30.000 cng nhn khp th gii ngy m trc tip sn xut bn nhng dy chuyn ng chai v nglon Coca-Cola hin i.Trn th gii, Coca-Cola hot ng ti 5 vng:Bc M, M Latinh, Chu u, u & Trung ng, Chu , Chu Phi Chu , Coca-Cola hot ng ti 6 khu vc:1.Trung Quc

2. n 3. Nht Bn4. Philipin5. Nam Thi Bnh Dng & Hn Quc (c, Indonesia, Hn Quc & New Zealand)6. Khu vc pha Ty v ng Nam Chu (SEWA)

- ch l con s nhng ngi n lng trc tip ca tp on. Cn s lngnhng ngi kinh doanh, lm i l phn phi c quyn hng hoa hng ca Coca-Cola th c th ln n hng trm nghn ngi. Coca-Cola lun lun t ho, d ngchai u, nc no th mi v v cht lng nc gii kht Coca-Cola khng i.

- Gn nh tt c nhng g mang tnh b quyt thnh cng m tp on Coca-Cola

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v ang thc hin u bt ngun t tng ca nh doanh nghip ti nng AsaCandler. Ni m cch y trn 100 nm Asa Griggs Candler lm xng sn xut ngynay l qung trng Coca-Cola n ting ca thnh ph Atlanta.

- L ng ch u tin ca Coca-Cola, nhng Asa Griggs Candler khng phi l

ngi pht minh ra nc ung c bit ny. Ngi u tin sng ch ra Coca-Cola ldc s John Styth Pemberton, ch mt phng th nghim v hiu thuc t nhn. Vimc ch sng ch ra mt loi nc thuc bnh dn chng au u, mt mi,Pemberton my m th nghim v pha ch ra mt loi sir c mu en nh c ph.Ch cn mt tha sir pha cng vi mt cc nc lnh l c c th nc gii khtnhng c th lm bt nhc u, tng sng khoi.

- Pemberton gi b mt cng thc sng ch v ch bit rng thnh phn quan trngnht ca th nc ung ny c cha mt t l nht nh tinh du c chit sut t lv qu ca cy Kola. y l loi cy ch c vng rng nhit i Nam M v c

thnh phn ng k koffein v c kokain. Chnh nh vy m nc ung c tinh duKola c tc dng lm sng khoi, chng mt mi. Ci tn Coca-Cola c FrankM.Robinson, k ton trng ca Pemberton t tn bt u t ngun gc nhng thay ch K bng ch C c v d nhn v quen thuc hn.

- Khi sng ch ra nc ung Coca-Cola, dc s Pemberton rt tm c v ng itip th khp ni, c bit trong cc qun Soda-Bar ang rt thnh hnh thnh

ph Atlanta. l vo nm 1886. Nhng Pemberton phi tht vng v th gii khtmu nu qu mi l v khng my ai chu ung th, v mi ngi vn coi nu ung

c th cng l mt loi thuc ch khng phi l nc gii kht.- Cng thc pha ch Coca-Cola c hon thin mt cch rt tnh c. Mt nhnvin qun bar Jacobs Pharmacy nhm ln pha siro Coca-Cola vi nc s a thayv nc lc bnh thng nh ng cng thc ca Pemberton. Nhng k diu thay, ccCoca-Cola b pha nhm li ngon ming v lm sng khoi khc thng. Coca-Colakhi mi thc s l nc gii kht, c th phc v c s ng ngi tiu dng.T , qun bar ny trung bnh mi ngy pha bn c 9 n 15 ly.

- Tuy vy c mt nm u tin Pemberton ch mi bn c c 95 lt sir Coca -Cola.

- Asa Griggs Candler sinh nm 1851 ti lng Rica, vng Carrol thuc bang Georgiaca Hoa K. Candler xut thn t mt gia nh nng dn ngho. Qu trnh cng nghipho din ra rt nhanh buc Asa Candler phi ri b qu ln thnh ph kim sngnh bao ngi khc. Asa Candler ch c trong tay 1,75 USD

- Vo nm 1873, Asa mi c 22 tui.Asa Candler kim sng bng ngh bn do mi th tp ho linh tinh. S cn c v nhanh nhn ca Asa Candler gip ng lnln v thnh t nhanh trong kinh doanh. Candler m c ca hng kinh doanh tpho, m phm. Dn dn ng chuyn v kinh doanh dc phm thng dng v ho chtdng trong gia nh. Khng ch bn l, ng cn bt u bn bun cho c nhng ngi

bn rong v nhng ca hng nh ni xa xi. Tham vng kinh doanh ln ca Asa

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Griggs Candler hnh thnh v th hin t khi .- Nhng quan h mua bn kinh doanh dn dt Candler quen bit ng dc s

Pemberton. Candler cng c thng thc th nc gii kht c bit mu nu mng khng th no qun c v cho rng khng th c g so snh. ng thi gian

ny, Pemberton ang kinh doanh rt kh khn, n tin hng rt nhiu. Th l c hingn nm c mt n vi nh kinh doanh nhy cm vi thi c nh Asa Candler.ng liu lnh v quyt on mua t cng thc cng vi bn quyn pha ch Coca-Cola vi s tin 2,300USD vo nm 1891

- Ngay trong nm 1892, Candler lp cng ty nc gii kht Coca - Cola.- Asa Candler rt ch trng ti b mt cng ngh v bn quyn thng hiu.

Khi c trong tay cng thc Coca-Cola,Asa Candler ng k ngay s hu bn quyncng thc pha ch v tn gi Coca-Cola. Asa Candler c mt tng tuyt vi va bo m cht lng va gi gn b mt cao nht ca cng thc pha ch. Thay v bn

sir Coca-Cola m c th Candler pha sn cung cp cho khch hng, ngitiu dng. Vi cch bn hng thun tin th lng Coca-Cola tiu th tng rtnhanh, nhng ng thi phi c rt nhiu c s, xng chuyn pha ch v ng chai.

- Asa l ngi nng ng vi nhiu tng kinh doanh sng to,ng ch ngmi cho, k hp ng vi cc nh u t c nhn. C mt h thng Coca- Cola gmcc nh my v ng chai Coca -Cola c lp hnh thnh.

- Trong vng ch 10 nm, t nm 1899 n nm 1909, c 379 nh my Coca-Cola ra i. Tt c cc nh my u c hng thng hiu ca Coca-Cola, theo

cng thc ca Coca-Cola. Candler l ngi u tin pht minh ra khi nim h thngCoca-Cola nh th. Cng chnh nh tip tc p dng h thng Coca-Cola ny mnc gii kht Coca-Cola c cc th h iu hnh sau Asa Candler em i chinh

phc khp th gii.- Thnh phn quan trng nht c

nc gii kht Coca-Cola thnh phm lsir m c Coca-Cola do Asa Candlertrc tip cung cp n tng nh my. Tpon Coca-Cola ngy nay pht trin

gp hng nghn ln so vi trc nhng vc bn vn tun th nguyn tc kinhdoanh ca ng ch u tin AsaGriggs Candler.

- Asa Candler ng l mt chuyn giabc thy v marketing v xy dngthng hiu. Ai cng bit rng chtlng, mi v ca Coca-Cola khng hthay i t c hn 100 nm nay. Ci gii

ca tp on Coca-Cola chnh l cc hot

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ng qung co, marketing xy dng nn mt thng hiu hng ho ni ting.AsaCandler khng tic tin cho qung co xy dng thng hiu. Ngay t nm 1895,nc gii kht Coca-Cola c mt tt c cc bang ca M. Asa Candler thchin mt chin dch gii thiu sn phm ln cha tng c vo thi im by gi. u

u Coca-Cola cng c nhng i tip th bn khuyn mi vi ci gi 5 cent qu rcho mt ly. ng thi trn cc phng tin i chng v cc bin qung co, Coca-Cola xut hin vi tn sut nhiu cha tng c.- Bt u t s khng ca mt th nc gii kht c bit cha bao gi c trc ,ng ch Asa Candler nh c php thn khi bin Coca - Cola tr thnh th nc giikht quc hn, quc tu ca ngi M. Nu nh trong nm u tin, Candler ch

bn c trn 30.000 lt Coca-Cola th cha n 30 nm sau c tp on tiu thc trn 70 triult.- bo v v xy dng thng hiu, Asa Candler ngh ngay n vic phi c mt

bao b c th cho sn phm. Vi ngh nm 1900 Candler t ring chai thutinh mu xanh tn Coca-Cola. Khi nc ung Coca-Cola cng ni ting th cng l itng b lm gi. V vy, nm 1916, ch mt nm trc khi qua i, Asa GriggsCandler a tip loi chai hnh l hoa Tiffany khng ln i u c ca Coca-Cola. Mu bao b ny c ng k bo h c quyn v cn c s dng cho nngy nay.- 1919: nhng ngi tha hng gia ti ca Candler bn Cng ty Coca-Cola choErnest Woodruff, mt ch ngn hng Atlanta. Bn nm sau, Ernest Woodfuff c

bu lm Ch Tch iu Hnh Cng Ty

LCH S CNG TY COCA-COLA TI VIT NAM

- 1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam.

- Thng 2 / 1994: Coca-Cola tr li Vit Nam v bt u qu trnh kinh doanh lu di.

- Thng 8 / 1995: Lin Doanh u tin gia Coca-Cola ng Dng v cng tyVinafimex c thnh lp, c tr s ti min Bc.

- Thng 9/ 1995: Mt Lin Doanh tip theo ti min Nam mang tn Cng ty Nc GiiKht Coca-Cola Chng Dng cng ra i do s lin kt gia Coca-Cola v cng tyChng Dng ca Vit Nam.

- Thng 1/1998: Thm mt lin doanh na xut hin ti min Trung - Coca-Cola NonNc. l quyt nh lin doanh cui cng ca Coca-Cola ng Dng ti Vit Nam,c thc hin do s hp tc vi Cng ty Nc Gii Kht Nng.

- Thng 10 /1998: Chnh Ph Vit Nam cho php cc Cng ty Lin Doanh tr thnhCng ty 100% vn u t nc ngoi. Cc Lin Doanh ca Coca-Cola ti Vit Nam lnlt thuc v quyn s hu hon ton ca Coca-Cola ng Dng, v s thay i ny c thc hin trc tin bi Cng ty Coca-Cola Chng Dng min Nam.

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- Thng 3 n thng 8 nm1999: Lin doanh ti Nng v H Ni cng chuyn sanghnh thc s hu tng t.

- Thng 6 /2001: Do s cho php ca Chnh ph Vit Nam, ba Cng ty Nc GiiKht Coca-Cola ti ba min hp nht thnh mt v c chung s qun l ca Coca-Cola

Vit Nam, t tr s ti Qun Th c Thnh Ph H Ch Minh.- T ngy 1/3/2004: Coca-Cola Vit Nam c chuyn giao cho Sabco, mt trong

nhng Tp on ng Chai danh ting ca Coca-Cola trn th gii.

- Vi s- Vi s pht trin mnh m, mt qu trnh xy dng v pht trin thng hiu lu dipht trin mnh m, mt qu trnh xy dng v pht trin thng hiu lu dicocacola tr thnh sn phm quen thuc i vi mi ngi mi la tui.V th viccocacola tr thnh sn phm quen thuc i vi mi ngi mi la tui.V th vic nghin cu iu tra th trng ca sn phm ny s d dng kho st ly s liu. ngnghin cu iu tra th trng ca sn phm ny s d dng kho st ly s liu. ngthi da trn cc chin lc marketing c trc y ca cng ty chng ta s d dngthi da trn cc chin lc marketing c trc y ca cng ty chng ta s d dng lp c mt chin lc ph hp vi s liu iu tra.lp c mt chin lc ph hp vi s liu iu tra.

BNG S LIU IU TRA TH TRNG COCABNG S LIU IU TRA TH TRNG COCA--COLACOLA

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PHN TCH MI TRNG V M:

1/ MI TRNG DN S:

- Dn s ca Vit Nam l 85.789.573 ngi, tng 9,47 triu ngi so vi nm 1999(vi sai s thun l 0,3%). T l tng dn s bnh qun nm trong giai on 1999-2009l 1,2%/nm, gim 0,5%/nm so vi 10 nm trc v l t l tng thp nht trongvng 50 nm qua.

- Kt qu tng iu tra dn s cng cho thy, dn s Vit Nam phn b khng uv c s khc bit ln theo vng. Hai vng ng bng Sng Hng v ng bng SngCu Long c ti 43% dn s ca c nc sinh sng. Hai vng trung du, min ni phaBc v vng Ty Nguyn ch c 19% dn s c nc sinh sng.

- S liu cng cho thy, ng Nam B l vng c t l tng dn s cao nht vi3,2%/nm; Ty Nguyn l vng c t l nhp c rt cao, do vy dn s tng nhanhvi t l bnh qun 2,3%/nm.

- T l tng dn s khu vc thnh th vn mc cao. Dn s thnh th hinchim 29,6% tng dn s c nc, tng bnh qun 3,4%/nm; trong khi t l tng dns khu vc nng thn ch l 0,4%/nm. ng Nam B l vng c mc th hacao nht vi dn s thnh th chim 57,1%; tip n l vng ng bng Sng Hng cmc th ha tng i cao vi 29,2% dn s sng thnh th.

- T s gii tnh dch chuyn v th cn bng hn v t mc 98,1 nam/100 n,tng 1,4 nam/100 n so vi nm 1999.

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- Vit Nam ang trong thi k c cu dn s vng, thi k m nhm dn strong tui lao ng cao gn gp i nhm dn s trong tui ph thuc. Tuynhin, nc ta cng bt u bc vo thi k gi ha dn s.

2/ MI TRNG KINH T:

- Trong 5 nm 2006 - 2010, tng thu nhp trong nc bnh qun u ngi tng1,6 ln tng ng 438 USD. Tnh theo Vit Nam ng, GDP bnh qun u nginm 2010 t gn 22,8 triu ng, tng gn 2 ln so vi nm 2006

- Trong k hoch nm 2011, Chnh ph vn t mc tiu tng cng n nh v mv kim sot lm pht ln hng u v phn u t tc tng trng cao hn nm2010 gn vi chuyn i c cu, nng cao nng sut cht lng v sc cnh tranh ca

nn kinh t...- V cc ch tiu c th, tng sn phm trong nc (GDP) tng khong 7-7,5% sovi nm 2010; GDP theo gi thc t khong 2255,2 - 2275,2 nghn t ng, tngng khong 112,8 - 113,8 t USD, GDP bnh qun u ngi khong 1.290 -1.300 USD.

- Trong , gi tr tng thm khu vc nng, lm nghip v thy sn tng 2,6-2,7%;khu vc cng nghip v xy dng tng 7,5 -8,3%; khu vc dch v tng 8,2 - 8,5%.

3/ MI TRNG CNG NGH:

- Nm ngoi, Coca-Cola gii thiu trang web cng c thit k ni b DesignMachine, cho php tt c cc chi nhnh trn ton cu c th truy cp v trc tip iuchnh thit k, chin lc marketing theo ca khch hng cho hng trm thng hiucon vi nhng hng dn sn c trong thng hiu m.

- Hin nay, ch cn mt ngi ngi ti bn vi my tnh vn phng, truy cp votrang web Design Machine tm kim cc layout thit k ph hp, chnh sa li hnhnh v ngn t thch hp t by ngn ng. Sau , chuyn tp tin ny n nh my inCoca-Cola nhng mu thit k s n ca hng ngay trong ngy.

4/ MI TRNG VN HO: - Ngi Vit Nam rt thch quan tm n thng hiu ca sn phm, thng hiucng ni ting th ngi vit cng thch s dng. ng thi ngi vit cng quan tmn yu t gi c khng km thng hiu.

- Trong cc dp l tic ngi Vit rt thch s dng cc loai nc gii kht.NgiVit rt thch bng v th m c th s dng cc ngi sao bng qung co sn

phm ca cng ty.

PHN TCH MI TRNG VI M

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http://www.ebrandium.com/tin-tuc/thuong-hieu-marketing/bai-hoc-thiet-ke-cua-coca-cola.htmlhttp://www.ebrandium.com/tin-tuc/thuong-hieu-marketing/bai-hoc-thiet-ke-cua-coca-cola.htmlhttp://www.ebrandium.com/tin-tuc/thuong-hieu-marketing/bai-hoc-thiet-ke-cua-coca-cola.htmlhttp://www.ebrandium.com/tin-tuc/thuong-hieu-marketing/bai-hoc-thiet-ke-cua-coca-cola.html


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1/ I TH CNH TRANH:

- Pepsi Cola c thnh lp t mt th k trc y, lng tiu th v danh ting

u km xa Coca Cola. Nhng n nm 1988, pepsi Cola c danh d xp hng thby trong bng 10 x nghip ln hng u ca nc m, tr thnh i th cnh tranhmnh m nht ca Coca Cola.

- Pepsi Cola lun theo di Coca Cola bng con mt cnh tranh, vn dng trmphng nghn k cnh tranh. Nh nm 1975, Pepsi tin hnh cuc thi nm th snphm, khin tn tui ca Pepsi tng ln rt mnh lm cho th phn cng tng ln nhiu.n nay, theo thng k, Pepsi chim 32% trong tiu th th trng 27 t USD,khng km lm so vi 40% ca Coca.Trong cuc thi ua qung co trn truyn hnhgn 10 nm nay, Pepsi lun lun ng trong tp 5 tn tui hng u, cn Coca ch xphng th 8.

- i th cnh tranh trong ngy:Trong th trng Vit Nam, ngnh thc ung giikht gm: Pepsi, Coca, Tribeco, Tn Hip Pht, Wonderfarm, Trong , ni bt lnvi hai i gia ln nht trong ngnh l Cocacola v Pepsi. Chnh v c nhiu s lachn cho khch hng trong vic chn la sn phm, th nn s cnh tranh gia cccng ty trong ngnh l cao. Cc cng ty khng ngng nng cao sn xut, y mnhcc hot ng truyn thng, qung b thng hiu ca mnh, a dng ha sn phmnhm thu ht khch hng.

2/ KNH PHN PHI:

- Coca-Cola c n 4 nhn hng lt vo nhm 10 sn phm nc gii kht c gashng u ti Vit Nam gm Coca-Cola, Sprite, Fanta v Schweppes.

- Trong chuyn ving thm Vit Nam ln u tin vo thng 9.2009 trn cngv Ch tch kim Tng Gim c iu hnh ton cu ca Tp on Coca-Cola, ngMuhtar Kent, cng b khon u t thm 200 triu USD ti y trong 3 nm. Mcch ca gi u t ny l nng cao quy m sn xut, tng cng cc knh phn phi,

hot ng tip th v o to nhn lc. cc sn phm nc gii kht ca Coca-Cola tng trng 2 nm lin tip (2008-2009). Hin nay, Coca-Cola c 50 nh phn philn, 1.500 nhn vin v hn 300.000 i l ti Vit Nam.

- M thm mt s nh my mi nhm nng cao nng lc sn xut trong c 2phn khc thc phm tin dng v nc gii kht.

-Cocacola vit nam c gng phn phi vi mng li dy c t thnh th tinng thn, t ng bng ti min ni, t nam ra bc. nhng vn ch trng chnh nitp trung ng dn c. cc sn phm ca Coca Cola xut hin khp mi ni ,t ccqun n, qun gii kht ln n nh,t cc ng ph n cc con hm, tri di t Bcvo Nam.

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3/ KHCH HNG V TH TRNG MC TIU:

- Coca - Cola ang pht ng chin dch ting "Brrrrrrr" ca mnh to hnh nh

mi i vi khch hng mc tiu v dng nh h ang xy dng cho mnh mt ing khch hng trung thnh mi mang phong cch nng ng v hi hc tn cngvo phn khc m i th truyn k ca CoCa chn ngay t u. Cuc chin cn

pha trc phn thng s thuc v k mnh v c tng ln ti chnh.- Da trn s liu thu c xc nh khch hng mc tiu la nhng khch hng

c tui t 18 n 30 ch trng hc sinh, sinh vin vi phong cch snh iu, trtrung, nng ng. Th trng mc tiu s l cc khu vc tp trung ng dn c bit lsinh vin v d nh: lng i hc, trng hc, k tc x t nhn, khu vc nhtr.........Tp trung bao ph th trng v cocacola c mt thng hiu ni ting

khp th gii.

B. CC CHIN LC TH TRNG COCA-COLA

I. CHIN LC SN PHM:

- Cocacola l mt sn phm nc gii kht lm t l cy kola, thi gian ucocacola ch cho sn xut mt loi sn phm la Coke, nhng hin ti cng ty cng d

nghin cu v cho ra i thm nhiu loi nc gii kht mi vi nhiu hng v nhfanta, joy, samurai.......Nhng sn lng sn phm c tiu dng nhiu nht vn lcocacola. Cng ty cng cho ra i vi mi loi sn phm mi th li c nhiu hng vchng hn nh fanta chanh, fanta du...ng thi i vi sn phm chnh la coke thcng ty cng c nhiu thay i v hng v nh coke t ga, coke vani, coke hng tricy...

- Khng ch thay i v mi hng cng ty cn c nhiu thay i v mu m baob ca sn phm, cng vi s thay i v bao b th cng c s thay i v dung tchtrong mi loi lon nh lon 330ml, lon 375ml, chai thu tinh, chai nha 1,5l,chai nha390ml rt tin dng.

- Hu ht khch hng c kho st u thch s dng loi chai nha v lon hnchai thu tinh v vy chin lc sn phm s ch trng vo vic mang n cho khchhng s tin dng thoi mi v lon v chai nha.

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- y l mu thit k mi nht k nim 125 nm thnh lp ca cocacola

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-Ngoi ra cocacola cn c nhng mu bao b rt c bit dnh cho nhng dip l ttchng hn nh hnh nhng ch chim n.

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-C nhiu ngi cho rng trong ngnh ung nh cng nh cc th trng khc,cc cng ty c s i mi trong sn phm ca mnh th nn i hi gi cao hn, v dnh CoCaCoLa v PepSi: trong khi CoCaCoLa c Diet Coke, Zeroth PepSi cMountain Dewth nhng trong nhng thp nin qua c hai i gia ny khng h la

chn phng n ,v mt khi c ngun ti chnh hng hu th doanh nghip shng n tng li nhun hn l li nhun n v v tng doanh thu.V d nh vy l ta xt n tnh hnh th trng hin ti,th phn hin ti ca chngta khng tt hn so vi PepSi th ta cng khng th tng gi thnh sn phm,hay nicch khc l s dng chin lc gi ht vng.Thay vo chin lc ta cn s dng l nh gi thm nhp th trng,c th l li nhun n v thu c rt thp nhngtng li nhun th cha chc gim v n cn ty thuc vo s lng sn phm bnra,v iu quan trng y l chin lc ny gip ta nhanh chng m rng th trng.

l hai chin lc ta cn phi s dng trong thi im hin tai v lu di.

Ngoi ra ta cn phi p dng cc chin lc iu chnh gi vo tng th trng,tngthi im thch hp tng th phn v doanh thu.

-nh gi chit khu cho nhng khch hng thanh ton trc thi hn v mua vis lng ln

+Chit khu tin mt: gim gi cho nhng khch hng mua v thanh ton tin ngay+Chit khu s lng: gim gi cho nhng khch hng mua CoCaCoLa vi s

lng ln

-nh ga chiu th: kch thch s tiu th sn phm: trong mt vi dp c bit no nh khai trng,cc dp ls tin hnh gim gi cho cc sn phm CoCaCoLa:cth bn gi thp hn mc gi ghi trn sn phm t hoc nhiu ty vo kh nng cadoanh nghip thc y s tiu th sn phm

-nh gi phn bit: tin hnh nh gi cc kiu sn phm v cc mt hng khcnhau phi t l vi chi ph tng ng.V CoCaCoLa c rt nhiu kiu sn phm v mthng khc nhau v nhn hiu,hnh thc,kch cnn ty vo tng i tng ta s nhgi cc thang bc khc nhau nh Fanta, Joy, Samurai, CoCaCoLa trong c nhiuloi dung tch nh lon 330ml,chai 1.5l,gi theo thng

Ni chung, chin lc gi phi p dng ng thi im th mi pht huy sc

mnh. Ty vo thi gian,th trng mc tiu,mc cnh tranh v gi ca i th,mc tng trng ca nn kinh t hay phn ng ca ngi tiu dngm ta cn

phi iu chnh cc chin lc cho ph hp ch khng nn qu cng nhc,c bittrong chin lc gi ta cn quan tm nhiu n im gi,gi nim yt,chit khu vthi k thanh ton-l nhng yu t ct li ca gi c trong Marketing Mix.

Hin nay gi cc sn phm ca CoCaCoLa ang n nh, khng chnh lch nhiu

so vi cc sn phm cng loi tng ng.Vi tnh trng lm pht cao Vit Nam th

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trong thi gian ti gi ca cc loi CoCaCoLa c th tng ln t1000-1500 ng.

n v:ng

III. CHIN LC PHN PHI

Sn phm nc ung Coca Cola l sn phm thc ung thng thng dnh chomi la tui nhng la tui dng nhiu nht nm trong tui t 18-30 v phn b

rng trn khp c nc nhng tp trung nht vn l khu vc thnh th. Chnh vvy,Coca Cola phi chn knh phn phi ph hp. iu c ngha l Coca Coladng chin lc phn phi rng ri vi knh phn phi di l ph hp nht thchin iu ny th Coca Cola tng cng mng li phn phi cc min cung cp y sn phm cho cc i l. mng li phn phi c rng ri nh th CocaCola thit lp nh my sn xut ba a im trn t nc ta ti ba vng min, timin Bc c nh my ng chai t ti H Ni, min Trung c nh my sn xut tti Nng, min Nam th c tr s ngay ti Thnh Ph H Ch Minh. Nm 2001,Chnh Ph Vit Nam ng cho php ba nh my ng chai sp nhp theo c cu

qun l tp trung, trong , nh my ng chai Coca-Cola Vit Nam (CCBV) ThnhPh H Ch Minh gi vai tr qun l. Hai nh my ng chai H Ni v Nnghin ang hot ng nh hai chi nhnh ca Cng ty Coca-Cola Vit Nam khu phaBc v min Trung. Vi 3 nh my sn xut 3 min Bc, Trung, Nam to iu kincho cng ty c th m rng mng li phn phi cc min, cung cp y sn

phm cho cc i l 3 khu vc ny. i vi sn phm nc gii kht khu phn phirt quan trng, vic Pepsi vo th trng Vit trc nn nm c kh nhiu nh phn

phi hn Coca v Vit Nam vn cn l mt th trng mi cn khai thc ti u cc

tim nng, v vy Coca vn tip tc m rng mng li phn phi, thng qua cc il, cc qun c ph, nc gii kht, nh hng, thu ht cc i l bng cch gia tng

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Sn phm CoCaCoLa PepSi Seven Up

Lon 330ml 8000 7000 7000Chai 1,5l 15000 14000 15000

Thng 24l/T 182000 168000 165000


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V th, thay v t chc i ng nhn s phn phi ng o ph khp cc imbn l nh th, coca cola ang tp trung vo cc im bn ch yu l i l. Ccnh i l nng thn ng vai tr nh nh phn phi ln, c nhn mc chit khucao hn cc i l thnh th, c th gipcoca cola tin su hn vo nng thn thng

qua nhng im phn phi nh v mang nt c th ca a phng. Ngc li, cocacola s h tr hun luyn cch bn hng cho nhn vin ca cc i l ny v thc hincc chin dch qung b sn phm h tr u ra cho nh i l

Bn cnh ,m hnh ny cn ph hp vi nh kinh doanh bc u thm nhpth trng nng thn. Ti cc th, do nhu cu tiu th ln, coca cola c vnchuyn ring vi khi lng ln. Chi ph ng gi, vn chuyn sn phm ny n cci l khng nh. Nhng vi doanh s bn c sn phm ln th chi ph ny l hpl. Tuy nhin, khu vc nng thn, sn lng tiu th cn hn ch, nn coca cola

phi c phn phi km vi cc sn phm khc nh cc thng ,d, bn gh,bnghiu qung co ti cc ca hng tng hp, vn rt ph bin khu vc nng thn.

Mun tip th thnh cng, qung co phi i i vi xy dng h thng phnphi. V nu qung co rm r m khng c hng bn th ch l hnh ng nmtin qua ca s.chnh v th n cng l mt khu quan trng trong vic a sn phmn ngi tiu dng Vy lm th no chng ta c th chn nh phn phi ph hp?

Cu tr li chung l phi cn c vo c th ca tng dng sn phm cng nh timlc ca tng doanh nghip m la chn knh phn phi. iu cn lu l vi i l

th n gin ch l quan h t g mua ny, cn vi nh phn phi th c s rng buccht ch hn. Mt khc, nu nh phn phi t chun th s l ngi pht trin th

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trng cho doanh nghip, gipcoca cola qun l c u ra cng nh d bo c slng hng cn sn xutcng nh nc ngt Pepsi, nc ung tng lc Sting, nctinh khit Aquafina ca PepsiCo ang tip tc c y mnh v nhu cu v dunglng th trng ca cc sn phm ny hin rt ln, c kh nng m rng nhanh.

Trong khi , thng hiu nc cam Fanta,nc ung Sprite dng nh ang trongth phng th, do khuynh hng ngi tiu dng chuyn sang tr xanh kh mnh..Chnh sch phn phi bt hp l s nh hng n quyt nh mua hng..trong khi tith trng th gii vo thng 10 nm2004 theo mt cuc iu tra ko di 6 nm, cp dng 27 nc ti Chu u i vi tt c cc knh phn phi ca Coca-cola vko di ti nm 2010.

Nm 2004, trong tng s 21,9 USD li nhun ca Coca-cola c 7,1 t USD tth trng Chu u , ng u v Trung u, so vi 6,6 t USD li nhun t th trng

Bc M. V vy mtCokekhng l chu tri bt tay chn ti th trng mu mgi tr 17 t USD ny l mt iu ng ngc nhin. Nhng hnh vi c b ca Coke qu r rng. Ngi ta thy cc i l ca hng nc gii kht ny thng phi tnty bn th nc mang nhn hiu Coca-cola. Khng ngc nhin khi bc vo cc cahng i l ca Coca-cola m ch thy lc c cc nhn nc khc nh Sprite, Pepsihay Vanilla. t c iu ny theo iu tra, Coca-cola ri tin mua cc i lqua hnh thc trang b t lnh, d, thit k qun, hay han tin cho nhng i l tdoanh s do hng ch nh Chiu thc ny gip coke chim ti 40%th phn tiM,50% ti th trng chu u so vi 10% ca pepsi! Coca cola ni ting trn th giivi mng phn phi rng nh th tuy nhin cc sn phm ca coca cola ti th trngVit Nam m ngi tiu dng bit n ch yu l sn phm chnh coca cola trong khinhng hng khc c rt nhiu sn phm c qung b v truyn n ngi tiu dung.V vy mng li phn phi ca coca cola cn c phn b rng ri hn v cht chhn, c bit ch trng khu thi phc v,chm sc khch hng thit k trng bysn phm cc nh phn phi. a ra cc mc doanh s ti thiu v t ra nhngiu khon buc nh phn phi phi tun th nh l khng c tng gi, bn hngqu hn

Theo bng s liu iu tra trn, s lng ngi dung lon v chai rt ln(95/108), dng thng v kt th nh (13/108), v vy ta nn phn phi cho cc nh phnphi, ca hng bn s v l ph hp. Bn l khng qua ca hng nh: bn l trc tip,bn l qua mng vin thng v bu in, bn hng qua my bn hng t ng..

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IV. CHIN LC XC TIN

1.Khuyn mi

c nhng thnh cng ln Coca-Cola trn thtrng Vit Nam hin nay th nhng nh lmmarketing thc s to c hiu qu trong vic sdng cng c truyn thng ca mnh .Hiu c tm lca ngi tiu dng, Coca-Cola khng qun rng hotng khuyn mi l mt trong nhng cng c tt nht qung b hnh nh ca sn phm n vi ngi tiudng

V nh s liu iu tra, c n 256 im cho thang im quan tm n chngtrnh khuyn mi khi mua sn phm Coca-Cola. V cc chng trnh khuyn mi cquan tm nhiu l tng ly thy tinh (34/100ngi) v bc thm trng thng(31/100ngi).

Coca-Cola c th p dng c 2 chng trnh khuyn mi trn cho chin lc ny vc hai u chim t trng cao trong s quan tm ca khch hng.

Ly thy tinh s c logo ca CocaCola v kiu dng hin i, tr trung, nng ngph hp cc bn tr. Gii thng khng n thun l mt vt dng m c tc dngqung b thng hiu ca sn phm.Vic s dng cc hnh thc khng ch gip doanh s ca cng ty tng ln m n cn

th hin gi tr m cng ty mang li cho khch hng. y l cng c truyn thng c

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lc khng ch ring CocaCola s dng m hu nh cc cng ty khi i vo hot ngcng xem y l mt cch thc pht trin th phn ca mnh.Phi ni cc chng trnh khuyn mi ca CoCa-CoLa rt n tng,cc chng trnh

ln c gi tr gii thng rt cao,c l mt phn nh m CoCa-CoLa mi nhanh

chng chim c th phn ln trong nc ta v cnh tranh vi PepSi d l i suPepSi trong th trng ny.

Di y l mt vi chng trnh khuyn mi c b ca CoCa-CoLa :

-T chc ngy hi M CoCa-CoLa,bt tun sng khoi thu ht hn 1000 teenn tham d vi gii thng cc hot,ni bt l bc tranh 3D CoCa-CoLa cc ln ttrc n nay

-Chng trnh Bt np sp i-trng i vi tinh thn ch o l chung hng

nim vui dnh cho nhm bn.-Chng trnh khuyn mi ma h 2004 tng gii thng ln n 1 triu USD-Chng trnh ma triu gii thng ca CoCa-CoLa (15/02/2005-14/04/2005)

-Chng trnh Lc xun nh ,ph qu c nm(14/01/2011-14/04/2011) viphm vi khuyn mi l tt c cc im giao dch ca MariTimeBank trong cchng trnh th co trung thng,bc thm,quay s

-Chng trnh CoCa-CoLa Music bt u khi ng t ngy 03/03/2011 v dtnh ko di n ht nm,Coca-Cola chnh thc khuy ng cng ng Teen bng cch

m ra mt th gii m nhc sng ng thng qua chin dch Coca-Cola Music theomt cch thc y sng to v hon ton khc bit. Chin dch Coca-Cola Music kodi sut nm 2011 chnh l chic cha kha m ra cnh ca kt ni Teen vi mnhc, cng th hin ti nng v chia s nim am m m nhc.

..Vi th mnh v ti chnh ca mnh th khng c g l khi CoCa-CoLa t chc

nhng chng trnh khuyn mi nh vy khi nh vo th trng ln.Nhng thuht th phn cc th trng nh th mc t chc cc chng trnh khuyn micng khc i. tng th phn trong th trng ca mnh th chng ti s tin

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hnh thc hin cc chng trnh khuyn mi vi qui m nh hn v mc thng

xuyn hn.Qua cuc kho st 100 khch hng ti Th c va qua s liu cho thy rng:

-C 33% khch hng mun khuyn mi bc thm trng thng, 37% khch hngmun c tng ly thy tinh, 20% mun tng thm nc ngt v 9% l mun gimgi.

-Ni mua sn phm ca CoCa-CoLa th: 9% mua ti i l, 42% mua tp ha,29% mua siu th v 20% mua nhng ni khc.

-Dp mua sn phm: 33% mua trong dp Tt, 12% dng cho cc ba tic, 13% muakhi khuyn mi v 42% mua s dng hng ngy.

-Dung tch mua: 35% mua chai, 52% mua lon, 8% mua thng v 4% mua kt.Qua nhng s liu trn th thy rng chng trnh khuyn mi ca chng ta nn tncng vo nhng sn phm lon, chai nhiu hn v hai loi ny thu ht c nhiu khchhng km theo cc qu tng nh ly thy tinh, nc ngt v t chc cc chng trnh

bc thm trng thng nhiu hn thu ht khch hng c th nh l:+T chc cc chng trnh bc thm trng thng trong cc dp l+Mua hai lc nc CoCa-CoLa (mi lc gm 6 lon ) s tng thm 1 ly thy tinh

hay l mua 1 thng s c tng 2 ly (trong cc dp c bit).

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+Mua 1 lc nc CoCa-CoLa s c tng km 1 lon nc nhn hiu khc caCoCa-CoLa,mt phn gip qung b cho nhng sn phm khc (v d nh mua mtlc nc CoCa-CoLa th tng kem 1 lon nc Fanta chng hn)

+Ngoi ra ta c th gim gi hoc tng qu c gi tr cho nhng khch hng trung

thnh v mua sn phm vi s lng lnT l ngi tiu dng mua sn phm ti i l l rt thp nn chng ti ngh vic

t chc cc chng trnh khuyn mi va v nh mt cch thng xuyn l iu cnthit,n s gip ta c c nhng khch hng trung thnh v li ko nhng khch hng th trng khc.

2.Bn hng trc tip kt hp marketing trc tip

Hu ht khch hng ca Coca-Cola l hc sinh,sinh vin (64/100 ngi) tui t 18n 30 chim n 72/100 ngi. Trong khi nhng ngi chi tiu trong gia nh lngi ni tr mua sn phm Coca-Cola ch chim 10%. Coca-Cola c th xy cc cahng qui m nh gm cc nhn vin trc in thoi,nhn vin giao hng v nhn vin

bn hng.Vi hnh thc bn hng ny cng ty kt hp bn hng trc tip vmarketing trc tip.

Nhn vin bn hng s c 2 loi: bn hng ti ch v bn hng di ng.

Nhn vin bn hng di ng s n cc trng i hc, cng vin, hay linh nghn l cc ni t chc cc hot ng c nhiu bn tr tham gia, v s n tng gianh bn hng gip cho s lng khch hng ni tr tng, mt nhim v khc lnhn vin bn hng di ng s giao hng theo n t hng qua in thoi. Vy nnCoca-Cola s c thm hnh thc bn hng qua in thoi.

Nhn vin bn hng ti ch s p ng nhu cu ca khch hng ti ni mnhbn v phc v khch hng qua in thoi.

Li ch ca vic bn hng ny Coca-Cola s p ng c nhu cu thun tin khimua (255) ca khch hng. t tn km thi gian ca khch hng, li ko cc khchhng tim nng l nhng ngi ni tr. Ngoi ra mi thc mc v sn phm khchhng c th hi trc tip nhn vin bn hng v nhn vin trc in thoi. Mi lin hlin tc gia nhn vin v khch hng s c xy dng, d dng nm bt phn ngca khch hng i vi cc chin lc mi ca cng ty.

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3. Chin lc qung co v Public Relation:

3.1.Chin lc qung co:3.1.1 Mt s chin lc qung co thng hiu ca Coca-Cola

C th ni rng Coca-Cola l mt cu chuyn thnh cng thng hiu inhnh nht trong lch s xy dng thng hiu. Hin nay, Coca-Cola c mt trn200 quc gia v lun c nh gi l thng hiu ng gi nht trn th giivi tr gi thng hiu t mc 70 t la.

Gn nh tt c nhng g mang tnh bquyt thnh cng m tp on Coca-Cola

v ang thc hin u bt ngun t tng ca nh doanh nghip ti nng AsaCandler. Ni m cch y trn 100 nmAsa Griggs Candler lm xng sn xutngy nay l qung trng Coca-Cola nting ca thnh ph Atlanta.

Mi ngi u bit v nh n chtlng cng nh hng v ca Coca-Cola,

vi s tn ti 100 nm nhng hng vc bit ca n vn khng thay i. lmt thnh cng ln, bn cnh Coca-Cola cn ni ting bi cc hot ngqung co, marketing to dng mt thng hiu ni ting Coca-Cola.

Asa Candler khng tic tin cho qung co xy dng thng hiu. Ngay t nm1895, nc gii kht Coca-Cola c mt tt c cc bang ca M. Asa Candler thc hin mt chin dch gii thiu sn phm ln cha tng c vo thi im by gi.u u Coca-Cola cng c nhng i tip th bn khuyn mi vi ci gi 5 cent qur cho mt ly. ng thi trn cc phng tin i chng v cc bin qung co, Coca-Cola xut hin vi tn sut nhiu cha tng c.

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Thng hiu Coca-Cola l i din

cho sn phm thnh cng nht tronglch s thng mi v c nhng conngi xut sc lm nn mt sn

phm tuyt vi nh th ny. Kiudng quen thuc v ni bt cachai Coca-Cola cng nh s khc

bit ca nhn hiu tr thnh mtphn cuc sng ca ngi tiu dng.

Bt u t s khng ca mt thnc gii kht c bit cha bao gic trc , ng ch Asa Candler nh c php thn khi bin Coca - Cola tr thnh th nc gii kht quc hn,quc tu ca ngi M. Nu nh trong nm u tin, Candler ch bn c trn30.000 lt Coca-Cola th cha n 30 nm sau c tp on tiu th c trn 70triu lt.

A classic never goes out of style

y l mt cu slogan ni ting trongchin lc qung co thng hiu ca sn

phm Coca-Cola.Mt tc phm kinh in khng bao gi b li

thi

Mt sn phm ch trong lng khchhng khi n em n cho ngi ta nhnghng v tuyt vi nh nhng bn nhckhng li kinh in ca Moda..C nh vy thn mi c th to n tng su sc cho khch

hng. Thi gian s khng cn l vn na, sn phm Coca-cola lun lun ph hp

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vi mi giai on, thi k ca x hi.

3.1.2a dng trong qung co sn phm Coca-Cola

Mi ngi u bit n Coca-cola qua nhng mc qung co kh cun ht vn tng. Coca-Cola lun sng to trong lnh vc qung co, bit chn nhiu ch c v l to s t m v thch th ca khch hng.

S kt hp nhiu yu t nh con ngi, ng vt v thc vt trong qung co tonn s hi hc cho qung co..

Theo cc s liu ta kho st trn, cng chng bit n Coca-Cola thng quach yu l ti vi, bo,bn b..V vy Coca-Cola nn t ra chin lc qung co thngqua cc phng tin i chng nh: radio, Internet, tp ch, outdoor media

Bn cnh : S hi hc c h tr bi mt chin dch qung cothng minh v c s lin quan mt thit ti thng hiu s rt hiu qu.

Nhng chuyn gia trong lnh vc qung co v sng to ca cc cng ty M

a ra nhng nhn nh v tc ng ca qung co hi hc ti hot ng kinhdoanh ni chung, v hiu qu ni ring ca tng sn phm.

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"S hi hc s tng cng cho thng ip bn hng ca cng ty bn, gipqung co tr nn hiu qu hn rt nhiu. Nhng s hi hc qu mc hoc gy hiulm c th li tr nn phn cm", Ph ch tch, Ph gim c Sng to ChristyMacDougall Mitchell Bodden, New York, nhn nh.

"Mt tng tuyt vi cng vi thng ip su sc v sn phm, cho d c haykhng c tnh hi hc u mang li hiu qu. Mt qung co hi hc c th s emli hiu qu tuyt vi, nhng nu qung co hi hc t hi, th kt qu cc k btli", mt chuyn gia sng to ngh hu cho bit.

"S hi hc khng nn l mc tiu chnh ca mt chin dch qung co. S hihc c th tt, nhng cng c th c tc ng ngc. Nn coi l mt cng cging nh bt k cng c truyn thng no khc. N c th em li iu tt hn, hocti t i, quan trng l s dng cng v th no", Ph ch tch kim Gim c Sngto Lapiz Integrated Hispanic Marketing, ti Chicago, cho bit.

Qua bng kho st ca nhm chng ti, phn ln cng chng u bit n Coca-Cola qua cc qung co. Phn ln s lng ngi xem nhng qung co ca Coca-Cola u c cng cm nhn n tng v rt thu ht (56/87), chim hn mt na slng ngi xem. Bi vy cc qung co ca Coca-Cola t c s thnh cng rtln.

3.2.Public relation:

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l tm cc phng php gim thiu dn n trit tiu s nhim mi trng. vy thy chnh l vn mang tnh thi s nng bng nht hin nay. Dng nh sm nhnthc c vn ny trong 15 nm qua Coca Cola theo ui mt cch dai dng, thc hin mt chin dch PR khng nhng khng bao gi lc hu nu khng mun

ni l cng ngy cng mi: Lm sch bi bin quc t. Mi nhn qua tng chngmi quan tm chnh ca Coca Cola chnh l nhng vn m x hi ang quan tm

nhim mi trng. Nhng i su vo vn ny ta thy nu l mi trng ta t racu hi: ti sao khng l dn rc khu ph, khng l x l nc thi m li l v sinh

bi bin?. R rng l vn nm y: Bin Sn, Sn Tr, B Ra Vng Tuton l khu du lch ni ting. Bn ngh sao nu bi bin Vng Tu chng hn c hn ctrm ngi mc o Coca-Cola i nht rc thi, khch du lch c ngi Vit Nam, cngi Nc ngoi u nhn thy, h s ngh sao?.y chng phi l mt chin dch PR thng minh sao?.

C. PHN TNG KT

Qua bng kho st iu tra ca 100 khch hng khu vc qun Th c cngvi s tm hiu th phn v nhng chin lc sng to ca cng ty Coca-Cola, nhmchng ti ra c mt s chin lc sn phm, chin lc gi, chin lc phn

phi v chin lc xc tin vi mong mun s pht trin thng hiu, cht lng cngnh tm kim nim tin v s trung thnh ca khch hng. chc hn l c mun

vn c ca mi thng hiu sn phm.

Chng ti cng c th khng nh mt iu l Coca-Cola l mt thng hiu gi vtr kh vng chc trong lng ca khch hng vi c hn 100 nm qua, l mtiu m kh c mt cng ty no c th t c. Coca-Cola thc s l mt sn phmem li nhiu tnh cm v s hp dn trong nhng qung co ca n, v iu t nhinnht l n c bit n trn ton cu, mi chu lc v mi quc gia..

Tt c nhng iu trn l l do m nhm chng ti la chn th trng Coca-

Cola iu tra.

Rt mong s gp , nhn xt ca thy c v cc bn

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