Coca-Cola Marketing Strategies Essay

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COCA COLA I/ Coca Cola Vietnam Background In 1886, Coca-Cola history began when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, created a distinctive tasting soft drink that could be sold at soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “CocaCola” as well as designing the trademarked, distinct script, still used today. Coca-cola is distributed by 14 million distributors all over the world nowadays. In 1960, Coca-cola was the first time introduced in Vietnam. After that, Coca-cola Indochina Pte Company was established officially in Vietnam on August 1995. Since then, Coca-cola has some locations in Vietnam, which were united as one Beverage Company called Coca-cola Vietnam with the head office located in Thu Duc District, Ho Chi Minh City II/ Vision and Mission In the strategic management model, clear vision and mission statements are very vital for alternative strategies to be formulated and implemented. Vision statements have to answer the question “What do we want to become?” while a mission statement answers the question “What is our business?” A clear business vision will help the firm build a comprehensive mission statement and a clear mission is needed before alternative strategies can be formulated and implemented So developing a good vision and mission is essential for any firm and a big company like Coca Cola is not an exception. 1. Vision A good vision need to meet three components which are core values, core purpose and BHAG (Big Hairy Audacious Goal). Core values and core purpose are core ideology and BHAG can be considered as envisioned future which needs both 10-to-30-year BHAG(s) and a vivid description

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