Question 6

ANALYSIS OF THE EFFECT OF THE MARKETING

ENVIRONMENT ON THE BUSINESS ACTIVITIES OF COCA COLA
COFFEE PRODUCTS CO., LTD COCA COLA VIETNAM CO., LTD
History and development of the company The history of Coca Cola in the
world: May 8, 1886: Coca-Cola was invented and sold at the Jacobs
pharmacy by John S.Pemperton. Up to now, Coca-Cola has been reaching
consumers for 132 years. History of Coca Cola in Vietnam: In 1960,
CocaCola was first introduced in Vietnam. In August 1995, Coca-Cola
Indochia Pte (CCIL) had a joint venture with Vinafimex, a state-owned
enterprise under the Ministry of Agriculture and Rural Development to
form Coca-Cola Carbonated Beverage Co., Ltd. Ngoc Hoi in Hanoi. In
January 2001, Chinh Phuc Vietnam allowed the merger of 3 businesses in
the North, Central and South into a unified company called Coca-Cola
Vietnam Co., Ltd., headquartered in Thu Duc, Ho Chi Minh City. Ho Chi
Minh City and 2 branches in Ha Tay and Da Nang.
With the aim of becoming a beverage brand for everyone, Coca-Cola has
focused on consumers in its sustainable development strategy. In addition
to considering the diverse tastes, Coca-Cola also focuses on research to
adjust and improve the formula, reduce sugar in a reasonable way,
towards bringing benefits to the health of people. used through the
catalog of products. In each country, based on its understanding of
consumers' tastes and the need to find quality products, Coca-Cola is
constantly researching and launching new product lines with special
features. own, new experiences.
So responding to the hot wave of young people in the world, Coca-Cola
Vietnam has started to produce Coca-Cola Café. Target customers from
18 to 40 years old, because in this age, the consumption of soft drinks and
coffee is the highest. They like to be new, to be creative and ready to
accept the new. At the same time, during this period, they study, work
and work a lot, so they often use coffee. Coffee-flavored Coca-Cola that
has both refreshment and alertness elements is easy to use. 2.2 The
impact of the macro environment on the coffee-flavored coca cola
product business of Vietnam Coca Cola Beverage Co., Ltd. 2.2.1
Demographics As of September 2018, Vietnam's population reached
more than 96 million people, ranked 4th in the world in the population
rankings of countries and territories .. With the age from 15 to 64
accounting for nearly 69.3%, Vietnam's population structure is
considered very young, and in the period of "golden population
structure".At the same time, people's income also gradually increases,
therefore, consumption habits also change and there are new and higher
demands on a certain product on the market. With 34.7% of the
population concentrating on the city, having access to many social
advances, and easier to know about new products on the market than in
the plain and mountainous areas.  Coffee-flavored Cocacola products
are more accessible to people. The difference in consumption choice of
both Men and Women also has a clear difference. According to the table
of per capita Vietnamese spending on food by sex by NHThang,
Comportement de consomatew Viet Namien pour les produits de ca fe
(Memoire recherché), men's consumption for coffee, beverage thirst is
much higher than that of women. In that way, they show others that they
have bravery, ability and that can also be considered as their means of
communication. This also makes CocaCola Coffee-flavored products a
chance to get closer to this target consumer. However, it also gives the
product challenges, such as: the taste must be strong with the pure coffee
flavor while still bringing the essence of the original coca cola, etc.

Economy On March 1, 2018 Coca-Cola Vietnam Beverage officially

introduced a coffee-flavored Coca-Cola that has never appeared in
Vietnam. Coca-Cola taste almost everyone has tried and is so familiar,
but the new taste will make young people curious to taste more than ever.
Coca-Cola has a new flavor of pure coffee that promises to be a
companion to help you stay awake, awaken the ability to focus in the
middle of the hour or after a lunch break, arousing an exciting spirit of
learning and working. . Currently, Coca-Cola coffee products have
capacities in cans of 330ml and bottles of 390ml. With such a convenient
design, you are very easy to hold, carry while having fun, participate in
outdoor activities or just drink to "live a fresh day". Especially with only
12,000 VND / can, which is suitable for everyone from urban to rural
areas, they can enjoy this delicious drink. Currently, Vietnam is a market
with abundant young labor force, people's income has also increased
significantly, their lives are also better. That also affects the consumption
habits and shopping needs of everyone.
However, for only 12,000 VND per can of Coca-Cola, anyone from urban
to rural areas can buy and enjoy it. * Economic growth 2013 2014 2015
2016 2017 Growth rate (%) 5.42 5.98 6.68 6.21 6.81 Vietnam's economic
growth tended to increase from 2013-2015 but 2015-2016 decreased then
increased again. and according to the National Center for Socio-
Economic Information and Forecasting (NCIF), which has just released
its forecast, the GDP growth rate in 2018 may reach 7.02%.  Economic
growth leads to more spending of customers, company can expand
operations and gain high profits. * Interest rate In 2017, the preferential
packages of major banks are usually fixed at 7-8% / year. Then in 2018,
interest rates will increase from 8-9% at the beginning of the year. This
makes it difficult for businesses to borrow capital for investment, expand
production, ... * Inflation: Inflation in Vietnam is high.
The inflation rate in 2015 was 0.63%, reaching a record level in the past
years, in 2016 it was 4.74%, in 2017 it was 3.53%. According to IMF
forecasts that inflation in Vietnam will grow by 6.6% in 2018 and 6.5%
in 2019. → High inflation, prices of commodities will increase,
consumers try to cut down unnecessary spending, consumption
decreased. Moreover, the unstable economy will make it difficult for the
company's business. From the contents of the economic environment, the
company will have opportunities and challenges when trading this
product: + Opportunities:  Coca-Cola has a large business capital. 
Average product prices are preferred by many people. • In the era of
globalization, Coca-Cola has created a great opportunity to penetrate into
the markets of countries around the world.
Science and technology are increasingly developing, helping Coca-Cola
have the opportunity to apply modern technologies to its production line.
 Vietnam is a country with a young population structure that helps to
create abundant and cheap labor. + Challenges:  Vietnam's interest rate
is high, making it difficult to borrow capital for investment to expand
production.  Inflation in Vietnam is high, commodity prices increase
rapidly so consumers will cut down on unnecessary consumer goods,
choose cheap products; Unstable economy will affect economic activities.
joint venture company. 2.2.3 Nature * Positive: - Vietnam's hot and
humid weather is a "catalyst" that catalyzes the sales of drinking water,
facilitates the consumption of coffee coca - Is a coca product -Coffee, so
an indispensable ingredient is coffee. Referring to coffee, it is impossible
not to mention the Central Highlands - a land famous for its delicious
coffee quality.
Coffee flavor is a combination of innovative and unique science and
technology between the exciting and exciting Coca-Cola flavor and pure
coffee. With the rapid development of science and technology, the digital
age, the appearance of a series of products increases the level of
competition in the market. Coca-Cola is constantly researching and
launching new products, new products. Coke with specific ingredients in
100ml capacity, 50% reduction in sugar. Products are constantly offering
consumers high quality products to serve the needs, tastes, diets and
diverse lifestyles of users. Coca-Cola is designed with an attractive
appearance and packaging.To get closer to coca-cola consumers use
product marketing by: giving a coca-coffee trial at university, at various
locations. selling, marketing products in the market ... Recently, excitedly
at the Olympic Games.
+ With the current development of consumer protection groups, it will be
a challenge for companies as this will increase the position of consumers,
forcing companies to take more responsibility for safety. products,
advertising honestly and culturally, ...  With the above advantages and
challenges, it requires Coca-Cola Company to develop and launch special
products that are highly competitive, suitable for consumer tastes. At the
same time, you must also comply with regulations on product safety and
comply with legal regulations such as: -Food safety law: This Law
provides for the rights and obligations of organizations and individuals to
ensure safety. whole food; safety assurance conditions for food, food
production and trading and food import and export; advertising and
labeling of food; food testing; risk analysis for food safety; to prevent,
prevent and remedy food safety problems; information, education and
communication on food safety; responsibility for state management of
food safety.
CONCLUSION CoCaCola Café flavor is a product with many
advantages and many innovative and new points that need to be invested
by the company to develop.