ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 1: Business and Business Environment

Submission date 9/10/2021 Date Received 1st submission

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Student Name Nguyen Thanh Vinh Student ID

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Contents
I. INTRODUCTION .............................................................................................................................................................. 5
II. MICRO AND MACRO ENVIRONMENT .................................................................................................................. 5
1. Competitive environment: ............................................................................................................................................. 5
a. Potential competitors:................................................................................................................................................. 5
b. Current competitors: .................................................................................................................................................. 6
c. Substitute product: ..................................................................................................................................................... 7
d. Power of supplier: ....................................................................................................................................................... 8
e. Power of customer: ..................................................................................................................................................... 8
2. PESTLE ANALYSIS:..................................................................................................................................................... 9
a. Social Factor ................................................................................................................................................................ 9
b. Political Factors........................................................................................................................................................... 9
c. Economic Factors ........................................................................................................................................................ 9
d. Technological Factors ............................................................................................................................................... 10
e. Environmental Factors ............................................................................................................................................. 10
f. Legal Factors ............................................................................................................................................................. 11
III. INTERNAL ANALYSIS .............................................................................................................................................. 11
1. Mission, Vision and Core Value .................................................................................................................................. 11
a. Mission: ...................................................................................................................................................................... 11
b. Vision: ........................................................................................................................................................................ 12
c. Core Value ................................................................................................................................................................. 12
2. Organization Structure: ............................................................................................................................................... 13
3. Brand name: .................................................................................................................................................................. 14
4. Human Resource: ......................................................................................................................................................... 15
5. Financial ........................................................................................................................................................................ 15
IV. Coca-Cola SWOT Analysis .......................................................................................................................................... 16
V. EU-VIETNAM FREE TRADE AGREEMENT (EVFTA) ........................................................................................... 17
VI. BUSINESS DECISION ................................................................................................................................................ 18
a. Target customer: ........................................................................................................................................................... 18
b. Promotion: ..................................................................................................................................................................... 19
c. Place ............................................................................................................................................................................... 19
VII. CONCLUSION ............................................................................................................................................................. 20
VIII. REFERENCES LIST:.................................................................................................................................. 21
 I. INTRODUCTION
As a business analyst at Wells Fargo, an American multinational financial services firm and the fourth
largest bank in the world by market capitalization. It is also the fourth largest bank in the United States
by total assets. This report analyzes Coca-Cola’s internal and external environment. The Coca-Cola
Company, founded in 1892, is now primarily an American cultural facility, engaged in the manufacture
and sale of Coca-Cola syrup and concentrate, a sweet soda that is a worldwide symbol of American taste.
The company also manufactures and markets other soft drinks and citrus drinks. Coca-Cola sells more
than 2,800 products in more than 200 countries, is the world's largest beverage producer and distributor,
and one of the largest corporations in the United States. Its headquarters are in Atlanta, Georgia. This
report is an internal analysis of the micro and macro environment to analyze the business decisions of the
company.
II. MICRO AND MACRO ENVIRONMENT
1. Competitive environment:

Source: luanvan2s, no date

a. Potential competitors:
Coca Cola is one of the world's leading soda beverage companies with a very large product portfolio
of, consisting of more than 500 sparkling and steel brands. The most brilliant star in the portfolio is
the $ 21 billion brand, with each brand generating over $ 1 billion in revenue. In addition to various
flavors of soda beverages, the brand also sells energy beverages, mineral water, juices and low-calorie
soda beverages. Coca-Cola is sold in more than 200 countries and is renowned for its high level of
recognition and marketing capabilities. Coca-Cola's largest and closest competitor. Pepper Snapapple
also has a refreshing portfolio of over 50 brands. These brands include soft drinks, juices, teas,
blenders, water and other drinks. The brand is Coca-Cola's main competitor in the US market. 2017
sales were $ 6.4 billion, 90% of which came from the US market. Dr. Pepper Snapapple has made a
series of strategic acquisitions over the last 30 years to grow its business and customer base. In
addition, Red Bull is a major competitor to Coca-Cola's energy drink products, despite its limited
product portfolio. A well-known brand sold in 171 countries, it is currently concentrated in major
markets in Western Europe and the United States for greater growth. In 2017, the brand sold more
than 6.3 billion cans and reached sales of € 6,282 million. In 2017, Red Bull surged in sales in five
major markets, including Turkey, India, the Netherlands, Scandinavia and the United Kingdom. This
has improved financial figures, including operating income and sales for 2017 Red Bull. Red Bull is
Coca Cola's most powerful rival for energy drinks. Moreover, Nestle is not a direct rival to Coca Cola,
but still competes with brands in some specific product categories such as mineral water. Nestlé Pure
Life and Polish Spring are two major mineral water brands that are significant competitors to Coca-
Cola's Dasani. Parle-Parle is an Indian brand that competes with Coca-Cola in some specific products.
(Abhijeet Pratap, 2018)

b. Current competitors:
The biggest rival PepsiCo was formed after the merger of Pepsi and Frito in 1965. The brand
achieved fundamental revenue growth in 2017. Our product portfolio includes $20 billion of
brands. The United States is the largest market with fierce competition from Coca-Cola. In 2017,
it had net sales of $63.5 billion and gross profit of $28.8 billion. The two brands are competing in
some categories, including grass drinks, health drinks, energy drinks, bottled water, and juices. In
fact, Pepsi is Coca-Cola's strongest competitor, and their competition has come to be called the
Cola Wars. (Abhijeet Pratap, 2018)
No Product Price/Product Characteristic Competitive advantage

 Coca-Cola is a leading global

 Coke’s brand is more
Coca-Cola
1 $1.99 valuable.
20oz Bottle
 Coke has more of a
vanilla-raisin flavor
than Pepsi
 The price is more
expensive than Pepsi
beverage company.
 A wide range of products includes
sparkling soft drinks. Water,
fortified water and sports drinks;
juices, dairy products, vegetable
drinks; tea and coffee, and energy
drinks.
 The large portfolio of Coca-Cola
brands includes more than 500
non-alcoholic beverage brands.

 PepsiCo is the second biggest

player in the global food and
beverage industry.
 Reasonable price  PepsiCo uses cost leadership as its
(cheaper than Coke) primary generic competitive
Pepsi 20oz  Pepsi is sweeter than strategy.
2. $1.78 Coke, so right away it had
20oz Bottle  PepsiCo’s secondary intensive
a big advantage in a sip growth strategy is product
test. development.
 Pepsi is also  PepsiCo uses broad differentiation
characterized by a citrusy as its secondary generic
flavor burst, unlike the competitive strategy.
more raisiny-vanilla taste
of Coke.
 Pepsi has slightly more
sugar, calories, and
caffeine.

c. Substitute product:
According to (Abbril Khan & Riyanto Jayadi, no date), the main alternatives to Coca-Cola
products are Pepsi drinks, fruit juices and other cold / cold drinks. There are many alternatives to
 Coca-Cola products. There are some juices and other types of hot and cold drinks on the market.
Switching costs are affordable to customers. Besides that, the quality of alternative products is
also generally recommended. Therefore, depending on these factors, the threat of substitutes is
strong. For example: 20oz Bottle of Mountain Dew is $1.69, compare to Coke is $1.99.
Product of Coca Product of other
No
Cola brands

$1.99 for 20oz $1.79 for 20oz

$1.19 for 16oz $1.19 for 16oz

d. Power of supplier:
According to (Abbril Khan & Riyanto Jayadi, no date), The bargaining power of Coca-Cola
suppliers is weak. This is due to the low cost of conversion for Coca-Cola due to the large
number of suppliers. Coca-Cola can easily switch from one supplier to another, but neither
supplier can easily switch from Coca-Cola. This can lead to the loss of one supplier. There are
some vendors, but each one is small or relatively large. Also, forward integration is a distant
possibility with most suppliers. There are still many suppliers without alternatives to raw
materials such as sugar. Therefore, the main factors that have become apparent in relation to the
bargaining power of suppliers are:
- Numerous suppliers
- Small or medium-sized individual suppliers.
- Difficult to integrate forward with the provider.
- The cost of switching Coca-Cola is not high.
e. Power of customer:
According to (Abbril Khan & Riyanto Jayadi, no date), in the case of Coca-Cola, the bargaining
power of individual customers is low. Individual customers generally buy small quantities and
are not focused on a particular market. However, the level of differentiation between Pepsi-Cola
and Coca-Cola is low. Dig an almost similar taste. The switching cost is not high for customers,
but the two brands still enjoy high brand loyalty. Coca-Cola's customers are not price sensitive.
Backward integration is not possible for customers, whether individual customers or large
 retailers. When retailers gain bargaining power, it is because they buy in bulk. However, overall
customer bargaining power is weak.

2. PESTLE ANALYSIS:
a. Social Factor
According to (Umar Farooq, 2019) the biggest social factor influencing Coca-Cola is the change in
the way consumers think. Mariniere generations and Gen-X consumers are easily transitioning to
energy drinks instead of carbonated drinks from the health concerns that carbonated drinks bring.
Diseases such as obesity have been linked to long-term consumption of Coca-Cola, and these factors
have recently been identified. The thoughts of ordinary people are towards a healthy life, and Coca-
Cola has no useful product in such a situation. One way to reintroduce the brand is to use products
such as "Coke Zero" and other low-calorie products. These soft drinks were accepted because the
current generation is very health-focused. However, looking at the problems worldwide, sales of soda
and carbonated drinks declined significantly worldwide. There are also cultural issues related to Coca-
Cola. This brand is unacceptable to those who are considered to be quite destructive to the
environment and life in many Third World countries. Many Middle Eastern countries continue to
refuse to launch their brands because they are US products. Coca-Cola is still seeking markets in
developing countries in major expansion areas.
b. Political Factors
According to (Umar Farooq, 2019), Coca-Cola is a brand that relies heavily on government policies
regarding sugar and caffeine consumption. And as lawmakers become more stringent on those factors
for the worsening of common factors, Coca-Cola is forcing certain regions to change the chemistry
of their beverages. In countries where governments still do not confront the same problems, there is
a tendency to change. You can read more about Coca-Cola Swot analysis. Raising sugar production
in the UK, one of the main markets, is also an immediate threat to Coca-Cola. The company relies
heavily on the tax laws of the various countries where it is based.
c. Economic Factors
According to (Umar Farooq, 2019), huge amounts of water consumption are factors that affect Coca-
Cola in many ways. The company needs to spend huge budgets to solve the water crisis problem and
meet water demand. In many countries, Coca-Cola is still considered a luxury, and in the event of a
crisis, such items could lose sales, so the global economic crisis had a significant impact on the
company... Rising raw material prices are the cause of alertness. Coca-Cola uses very basic raw
materials to produce its products, and the prices of these materials are constantly rising. It can be seen
that production bases are being relocated in some countries where raw material costs are low.
 Source: ukessays, no date
d. Technological Factors
According to (Umar Farooq, 2019), social media-based advertising has helped the brand a lot. We
have one of the highest follower bases on various social media platforms and use these platforms very
aggressively for product campaigns. Coca-Cola currently has 108 million followers on Facebook and
3.34 million followers on Twitter, with such a high number on other platforms. Therefore, these
platforms are used as the primary way for brands to reach their target markets. Technological advances
such as AI-based analytics and big data manipulation have also helped determine market trends and
service chain management processes. Coca Cola actively leverages the latest innovations to expand
its target market and production base. Other technical processes used by Coca-Cola are various smart
farming methods and water harvesting processes. This is important for companies to maintain low
raw material prices and not lead to water crises due to high water demand.

Source: X-tech, no date

e. Environmental Factors
Coca-Cola is considered the world's largest consumer of freshwater. And for this reason alone, the
company faces a massive backlash from environmental groups. In countries such as India, Coca-Cola
 is responsible for completely draining groundwater from large areas. Coca-Cola must immediately
take action to begin water management operations. Otherwise, it may be banned in this country. Some
of these steps were taken by the brand. It is committed to a mission of near-zero carbon dioxide
emissions over the next few years, and many see it as a model company as well. Water smart farming
methods such as RAIN and CARE are also applied by Coca-Cola, trying to use as few water-based
resources as possible and to harvest as much water as possible. The development of wet climates
around the world as part of climate change is proving to be beneficial for the company. Now we can
improve our operational capabilities in countries that were previously impossible. However, low
resource efficiency remains a problem for Coca-Cola. (Umar Farooq, 2019)

Source: mqflavor, no date

f. Legal Factors
Complying with the local laws of the country in which it operates is a major legal issue that Coca-
Cola must face. Different countries have different caffeine standards and sugar consumption laws.
Brands need to make sure that all of these requirements are met everywhere the product is sold. Coca-
Cola has had to pay the legal costs facing problems with the addition of caffeine content to its products
in many countries in the past. Another legal issue that represents a possible issue is labor practice.
Companies are known to mistreat their employees and pay lower wages than the standards of the
country in which they work. As a result, Coca-Cola ran into a backlash from various trade unions.
Business ethics is a major concern of the company today. (Umar Farooq, 2019)
III. INTERNAL ANALYSIS
1. Mission, Vision and Core Value
a. Mission:
According to (Visionary Team, no date) Coca-Cola's mission statement is "Renewing the world
to mind, body and soul, rubberizing moments of optimism and happiness through our brand and
action, creating value and making changes." You can see three important elements of Coca-Cola
in the mission statement.
+ Refresh the world:
It is defined as the purpose of renewing the world from the start of Coca-Cola. We will act
environmentally through sustainable businesses by renewing our body, mind and spirit through
our products.
+ Make Difference:
 Coca-Cola aims to work together to create a better future for people, communities and the planet.
Coca Cola chooses to leave a legacy in the factory, making a difference through sustainable
business and positive social impact.
+ Optimism and Happiness:
Over the course of hours, Coca Cola promotes happiness through its campaign. It has established
itself as a universal icon of happiness. The Coca-Cola Corporation always has something
attractive to its customers, and that enriches happiness.
b. Vision:
According to (Visionary Team, no date), the vision statement reflects the company's anticipated
future. The Coca-Cola Vision Statement says: “Our vision is to renew the body and mind by
creating brands and beverage choices that people love. And creating a better shared future of
business that makes a difference to people's lives, communities, and our planet. “The Coca-Cola
vision statement demonstrates that it is a driving force for change and advancement within and
outside the industry. This vision statement aims to:
+ Creating a Sustainable Business
Coca-Cola reflects the mission and vision of its business through its operations. Sustainable
business practices lead to global status. To be sustainable, reduce sugar consumption and improve
water safety where it is needed most, balancing water and minimizing carbon emissions. Coca-
Cola worked for a better future rather than raising brand awareness.
+ Impact on Life:
Coca-Cola develops cutting-edge excellence in raw materials, innovation, design and marketing
that allows people to love its brand. Coca-Cola creates opportunities for people and communities
by investing in leadership across brand categories, acting locally and globally, and building strong
business alliances. All of these businesses maintain brand value globally.
c. Core Value
According to (Visionary Team, no date), core values describe how a company interacts with other
companies, acting as a guide to its behavior. A strong corporate culture is essential for companies
to not only survive, but also remain at the top of the world rankings. Standing up to its core values,
Coca-Cola has always been proving its status as an iconic brand. The core values of Coca-Cola
are:
- Leadership
- Collaboration
- Integrity
- Accountability
- Passion
- Diversity
- Quality

Coca-Cola ideally cherishes good relationships with the cross. We have facilities for our
employees to share and discuss ideas and produce high-quality results. They develop a
recommended and independent working environment where workers and investors perform
their work, share ideas and take.
2. Organization Structure:

Source: sites, 2013

According to (Muhammad Karolia, 2013) Organizations must build themselves according to the
size and nature of the market. The Coca-Cola Company is truly global, and its major products are
recognized and consumed worldwide. Companies organize and structure themselves in a way that
reflects that fact. At the same time, the company aims to be sensitive to the specific needs of the
local market, and its structure should also reflect that fact. Structuring and organizing the
relationships inside the organization as well as the relationships outside the organization. The
Coca-Cola Company has built good relationships with a variety of outside groups, including
bottling partners. The Coca-Cola Company has an independent international divisional structure
as its international employees operate independently from its headquarters. There are different
kinds on every continent in the world, and there is a president who manages each continental
sector. Coca-Cola has five continental divisions. That is:
 - Versus Eurasian and African groups
- European group
- Latin American group
- North American group
- Large Pacific Group
Each continental division has a vice president who controls sub-departments by region or country.
Coca-Cola is an ethnic-centric multinational company, as its domestic business is very similar to
its international business. Regardless of country or region, Coca-Cola operates in the same way
and sells soft drinks of the same brand and type. The company has tight control over its operations
at its headquarters.

3. Brand name:
According to (brandfinance, 2019), Coca-Cola is at the top of the list of U.S corporate assets with
the most ‘brand power’ and is considered to have a very high level of ‘friendliness’ and
‘favorability’ by senior decision makers in the top 20% of U.S. companies. . The soft drink giant
has maintained its top position since last year and plans to expand its global business further in
2009, but the $2.4 billion (€1.8 billion, £1.7 billion) bid for Huiyuan Juice Group has recently
been driven by the Chinese. According to the latest report from Brand Finance, the world's premier
independent brand valuation agency, US beverage giant Coca-Cola has become the world's most
valuable beverage brand after a 19% increase in brand value to $ 36.2 billion. Maintaining
position. consulting. Second place Pepsi further expanded its brand lead by recording $ 18.5
billion, a drop of 8% in brand value. Brand Finance uses the Balanced Scorecard, a measure of
marketing investment, stakeholder equity and business performance, to determine the relative
strengths of a brand, in addition to calculating the overall brand value. To do. According to these
criteria, Coca Cola has a BSI (Brand Power Index) score of 89.9 out of 100 and is the world's most
powerful brand in the food and non-alcoholic beverage sector to assess the strength of the
corresponding AAA + brand. is. With a rich history of 127 years, Coca-Cola is still the world's
most consumed carbonated drink, enjoying a huge amount of 1.9 billion people every day in 200
countries. The brand's recent success can be largely due to increased sales of Diet Coke since the
recession that lasted for several years as a result of successful marketing and rebranding
campaigns. Like all soft drink brands in the sector, Coca-Cola has been declining annually in the
United States since 2004, with a continuous decline in sales and an increase in health-conscious
consumers and governments imposing taxes. Had to wrestle with the problems caused by. Sugar-
containing products.
4. Human Resource:
According to (Abhijeet Pratap, 2021) Coca-Cola has undertaken a number of efforts to ensure
employee health, reward employees, increase productivity and at the same time motivate them in
the workplace. The brand aims to implement teams such as "fun" and "positive life" to create a work
environment where people can be completely immersed. Coca Cola is additionally a significant
employer focused on strategic human resource management to assist its employees develop their
careers and be satisfied with their work. In 2019, the overall number of employees working within
the dope system increased to 86,200 people, including 10,100 people in the US. Employees are a
source of competitive advantage within the 21st century. As a result, companies like cola have
implemented human resource management strategies that empower employees and maximize job
satisfaction. The corporate also implemented a bequest and recognition system to market higher
employee retention rates.
Another important source of the Coca-Cola brand's competitive advantage is its excellent human
resource management. The company has always attached great importance to the strategic
management of employees. In 2018, Coca-Cola employed 62,600 employees, of which 11,400
worked in the United States. In addition to paying generous salaries, the company also offers attractive
benefits including financial and non-financial benefits to its global employees. In addition, each year
it spends a lot of money on the training and development of its employees. Coca-Cola has an excellent
performance management system to manage the performance of its global employees. It uses digital
tools to train and develop employees, and has also implemented a number of training and
communication programs. Within the organization, Coca-Cola has always maintained an environment
of continuous learning and a culture that promotes diversity and inclusion. The brand was named by
Forbes as the 28th best employer for women in 2019 and the 33rd best employer in the world in 2018.
5. Financial
According to (Abhijeet Pratap, 2021), Coca-Cola's net operating revenue has declined steadily over
the past few years. Coca-Cola's net operating revenue in 2015 was $ 44.3 billion, down to $ 41.9
billion in 2016 and $ 35.4 billion in 2017. Gross profit and operating profit have also steadily declined
over the years. Profit for the Pro brand fell to $ 26.8 billion in 2015, $ 25.4 billion in 2016 and $ 22.15
billion in 2017. Coca-Cola's operating profit also fell from $ 8.7 billion in 2015 to $ 8.6 billion in
2016. 2017. The brand net profit of 15 cline was mainly due to the refranchising of bottling operations.
 Over the course of the year, operating cash was down 20% to $ 7 billion. Annual cash flow was $ 5.3
billion, down 19%.
Source: Abhijeet Pratap, 2021
IV. Coca-Cola SWOT Analysis
Strengths:
Branded Assets- Coca Cola won the best-in-
class award at Interbrand in 2011. Its vast
presence and unique brand identity make it one
of the most expensive brands with the highest
brand assets. Company Valuation-One of the
largest and most valuable companies in the
world, with a valuation of approximately $ 7.2
billion. This includes brand values, factories and
assets found around the world. Vast Global
Presence-Coca Cola exists in 200 countries, but
due to its vastness it can be in all countries.
Largest Market Share-Coca Cola is basically
Pepsi's only candidate, but still very late and
exclusive. Notable beverages owned by Coca
Cola include Thums up, Sprite, Diet Coke,
Fanta, Limca and Maaza. Customer Loyalty-We
have a strong history of building customer
Weaknesses:
Competition with Pepsi - Pepsi is always
striving to outperform Coca-Cola. Without
Pepsi, Coca-Cola is, of course, the absolute
market leader, while ensuring that Coca-Cola
maintains its performance. Product variety is
low - the products offered by Coca-Cola are
limited to soft drinks. So they're just one market,
and they're saturated for a big improvement.
Absence of healthy drinks – The social attitude
towards soft drinks is becoming increasingly
negative, and people are becoming more aware
of the health risks associated with obesity, for
example. Soft drinks are the major fat intake,
and Coca-Cola is the largest manufacturer of
soft drinks. Water Management-Coca-Cola has
faced criticism for past lack of water
management.
 loyalty over hours. Many of their beverages have
big fans, so people will prefer them to alternative
beverages. Product quality makes it difficult for
customers to find subsidies. Distribution
Network-Coca-Cola has the largest distribution
network for ongoing demand.
Opportunities: Threats:
Diversification - Changing or adding products Raw Material Procurement-The only major
improves the choice of Coca-Cola customers. threat to CocaCola is water. The problem is the
This also increases the cross-sell revenue of the increasing rarity of water. Coca-Cola products
product. Developing countries - Developing can be forcibly reduced due to the water needed
countries have markets that are not as saturated for regions of some countries facing climate
as developed countries. This leaves a huge gap change and water scarcity. Indirect competitors-
in the market, where Coca-Cola can take The number of coffee chain stores like
advantage of it and make huge profits. Packaged Starbucks and Costa Coffee is increasing. They
beverages - waters are growing in popularity offer a healthier alternative to Coca-Cola sodas.
significantly. CocaCola, which owns Kinley (a It cannot significantly compromise the
bottled water company), can focus further on performance of CocaColas, but it will hurt the
expanding with that company to gain market beverage market.
share. Supply Chain Improvement - Since their
business is based on transportation and
distribution, they are always interested in
improving this part. Market Bad Products -
Coca-Cola owns numerous other products, some
of which are not yet reaching their potential. If
they focus more on their plethora of products,
they can increase their global revenue.

V. EU-VIETNAM FREE TRADE AGREEMENT (EVFTA)

According to (netherlandsandyou, no date) The EU and Vietnam signed a trade agreement and an
investment protection agreement on June 30, 2019. Subsequently, the European Parliament approved the
two agreements on February 12, 2020, and the Council signed the free trade agreement on March 30. The
2020. trade agreement took effect on August 1, 2020. The Investment Protection Agreement will enter
into force after all EU member states have ratified it. As of September 2021, 8 EU member states have
ratified it. It will be an opportunity for Vietnamese Market.
The EU will also cancel the tariff extension period (up to 7 years) for some sensitive products, especially
the textile and footwear industries. In order to benefit from preferential access, strict clothing origin rules
will require the use of fabrics produced in Vietnam, with the only exception being fabrics produced in
South Korea, another EU free trade agreement partner. Only some sensitive agricultural products will not
be fully liberalized, but the EU provides access to Vietnamese export products through tariff quotas (tariff
quotas): rice, sweet corn, garlic, mushrooms, sugar and high-sugar products, starchy cassava, surimi and
tuna can.
+ Reducing non-tariff barriers to European exports
The EU and Vietnam have agreed to strengthen the discipline of the WTO's Technical Barriers to Trade
(TBT) agreement. In particular, Vietnam is committed to making more use of international standards
 when drafting regulations. The agreement also contains a chapter dealing with sanitary and phytosanitary
measures (SPS), specifically aimed at promoting trade in animal and plant products. The two sides have
reached agreement on some important principles such as regionalization and recognition of the EU as a
single entity. These regulations will make it easier for EU companies that produce a variety of products
(including household appliances, information technology, and food and beverages) to enter the
Vietnamese market.
+ Protecting European Geographical Indications
Farmers and small businesses that use traditional methods to produce food will benefit from the
Vietnamese market’s recognition and protection of 169 European food and beverage products of specific
geographic origin, at a level comparable to EU legislation. This means that the use of Geographical
Indications (GI), such as Champagne, Parmigiano Reggiano, Rioja wine, Rockford cheese or Scotch
whisky, will be used in Vietnam for imports from traditional European regions product. Vietnamese
geographical indications will also be recognized in the EU, which will provide an appropriate framework
to further promote the import of high-quality products such as Mộc Chau tea or Buôn Ma Thuột coffee.
The agreement will allow the addition of new geographical indications in the future.
+ Allowing EU companies to bid for Vietnamese public contracts
With this agreement, EU companies will be able to tender for public contracts with various Vietnamese
ministries, including roads, ports and other infrastructure, energy distribution companies and national
railway operators and other major state companies, public hospitals and the two largest cities. from
Vietnam, Hanoi and Ho Chi Minh City.
+ Creating a level playing field for EU companies and innovative products
Through the discipline agreed on subsidies with state-owned enterprises (SOEs), the EU, Vietnam FTA
is to flatten the competition between public and private companies in which public enterprises participate
in commercial activities. There will also be discussions on transparency provisions and domestic
subsidies. This is the most ambitious area Vietnam has agreed to. Regarding intellectual property rights,
Vietnam has promised a high level of protection beyond the standards of the WTO TRIPs Agreement.
This agreement provides better protection for EU innovation, works of art and brands from piracy,
including stronger code of practice.
+ Opening the Vietnamese market for EU services operators
Vietnam has endeavored to significantly improve EU companies' access to a wide range of service sectors,
including business services, environmental services, email and courier services, banking, insurance and
sea transportation.

VI. BUSINESS DECISION

a. Target customer:
The details allow the brand to define products suitable for different customer types. Coca-Cola
coordinates its marketing strategy through the development of new products that are not targeted to a
particular segment.
Age: Coke generally has no specific purpose. For everyone. However, the main consumers are
between 12 and 30 years old. Brands reach them through partnerships (restaurants, fast food like
McDonald's, etc.) or thanks to value among consumers, without 12 or more, 30 or more specific
products or communications Succeed in. The core target audience for Coca-Cola is young people. Its
 target is not gender-based, but the results show that two genders like and use this product (almost
50/50). Finally, Coca Cola is targeted at each customer. Believe to be a potential consumer. It covers
all age groups, but the most likely age is from 1825, accounting for about 40% of all ages. Lifestyle:
There is no lifestyle to aim for, but we consider the increasingly busy lifestyle and the mobile
generation (youth) to be Coca-Cola, the most important part of the consumer. Occupations: There are
no professions, but consumers are primarily students and family-centric people.
Personality: There are several habits: Love fun, joy, entertainment … Young target customers of the
brand like exposure to the media. The mobile generation and social media are part of everyday life.
Connected people; they like innovation and like to be surprised.

b. Promotion:
According to (David Naar, 2019) Coca-Cola spent $4.2 billion on marketing in 2019. Global and local
advertising campaigns from digital campaigns to offline advertising, the company's promotional
strategy includes several pillars. The “Taste the Feeling” campaign in 2016 allowed the brand to
strengthen its position and connect users emotionally to their products. The company invests not only
in advertising, but also in sustainable production, one of its ethical missions. By focusing on
sustainability, brands have also become more attractive to consumers. With promotions, companies
can really reach every single target market.
c. Place
According to (David Naar, 2019), Coca-Cola will be distributed throughout Europe, North America,
Latin America, Africa, Eurasia and the Pacific Ocean. It can also own products that many companies
cannot go to, such as Cuba and North Korea. The company admits that it is a manufacturer and a
seller, but it cannot be in its current position without the help of a bottling partner who sells the product
to consumers. Partners are partners with various locations around the world to focus on the company's
local "location" strategy. They are an important part of that strategy and the location can sell 1.9
billion people a day to customers. In , where does mass marketing work? Mass marketing, as its name
suggests, is a strategy that uses one campaign for the masses. In other words, your ad should be
attractive to people you may stumble upon. One of the most famous mass marketing efforts is the
Coca-Cola effort. Coca-Cola is selling the main cola drink to everyone as we set it up. Over the years,
the company has run a variety of advertisements using the iconic polar bear. These impressive
advertisements are aimed at appealing to everyone, not just a group of specific cola drinkers.
1. Business Decisions is in Accordance with The Micro and Macro Environment
The business environment of Coca Cola consists of macro and micro environments. The macro
environment refers to the external factors such as political, technological, social, legal and economic
factors that affect the company's activities. On the other hand, the micro environment refers to the
internal factors that affect business activities. These factors include employee relationships,
environment and motivational factors at work.
The company's micro-environmental factors consist of customers, employees, competitors,
shareholders, suppliers and the media. The Coca Cola company works on a customer strategy, which
is geared towards the expansion and development of its brand on the world market (Morrison, 2011).
Over the past five years, the company has invested in marketing promotion as a customer growth
strategy. To do this, Coca-Cola Corp have set up a large customer base on various national and
 international markets in the more than 200 countries where you operate. Since 2005, they have
experienced a continuous percentage increase in customer loyalty. It has used various market
segmentation strategies to gain more customers and increase sales. The company also introduced
various guidelines that promote the participation of employees to decision-making. As such, in the
last ten years, you will continue to experience improved productivity.
On the other hand, the company's macro environment includes various external factors that affect the
organization's political regulations. Such factors include government policies, inflation rates, import
and export management, exchange rates, different demand and delivery conditions, technological and
legal factors. The company has invested in technology, and this has experienced a possible growth.
For example, the Franco technology used to increase its production.
The company has responded positively to various external factors to increase growth in the
international market. Coca-Cola managed its outer environment to effectively compete with its
competitors such as Pepsi and Miranda. Coca Cola Company has used various innovative strategies
to ensure that it falls in the market for competitors. The company has succeeded in producing a variety
of brands that meet the needs of different customers. For example, it generates both still and sparkling
drinks. In addition, the taste of Coca-Cola is unique that its competitors have never been easy to
replicate. The company undertakes to reduce innovative strategies that would reduce their
environmental imprint and increase economic development in different countries in which they
operate. Over the past decade, the company has failed to produce low-calorged drinks such as Coke
Diet, Coco Coco-Cola Zero and Vitamin Water (Butler & Carpenters, 2015) from his competitors.
The innovative strategies that used by the company seen one of the valuable companies in the world.
The Coca Cola Company uses to build various entrepreneurial skills and to support themselves in one
of the most competitive industries. The company produces more than 500 with and without carbonated
brands that serve every day an estimated population of 1.9 billion people. The company has
differentiated its market so that it can serve different market segments depending on the taste and
preferences. The brands differ from its most valuable brand Coca Cola to ready iodrink coffee, juices
and non-calorie drinks such as Coca-Cola Light and Coca Cola zero. It also produces Dasani, a
mineral water and the vitamin water. With the entrepreneurial knowledge, the company can serve
more than 200 countries in the world.

VII. CONCLUSION

In conclusion, with all the right now Coca-cola owns, the market can trust the company' s potential and its
development in the future. The role of research, exploration and market analysis is to determine whether it is worth
investing in a certain plan. Moreover, challenges will always be associated with opportunities, but the right
analysis and awareness will bring a safe investment solution. With a sum of money, but there are a lot of ways to
use them, and invest in Coca-cola is a worthwhile investment. With a sustainable and relentless journey of this
company, plus all the elements inside and outside, its internal forces, we have faith in this promising development.
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