Tiu lun:

nh hng ca vn ha n hot
ng kinh doanh ca Cocacola

LI M U
Coca-Cola (cn c gi tt l Coke) l nhn hiu nc ngt c ng k
nm 1893 ti M.Coca-cola tr thnh mt phn khng th thiu ca i sng ngi
dn. c xem mangGic m M trong chnh thng hiu, mt biu tng th hin
sc sng am m, sng to v lc quan.Ngoi ra cn l biu hin ca tinh thn ngi M
v mt phn vn ha Pop.
Nhng nu Coca cola ch gi gn vn ha nc M cho hot ng kinh doanh ca n th
r khng th no tr thnh mt thng hiu ton cu c. i hi phi c s thay i
gia cc quc gia. V d vic thay i slogan M l Cant beat the feeling, c l
Real taste , Nga : Coca-cola is in the house, n Whatever you wish will
come true, enjoy Coca-Cola v qung co lun th hin tnh a phng. Khi Coca-cola
da trn nn vn ha M kt ni vi th trng khc nhau, l mt kh khn v c s
khc bit gia nn vn ha gia cc vng min, phng ng, phng ty..v..v.. Tuy
nhin Coca cola tm cch chinh phc vn ha v thnh cng bng nhiu hnh thc
khc nhau. r hn iu ny ta s tm hiu v nhng tc ng t mt s nc trn th
gii v cch m Coca phn ng li ti :
-

Mexico

Trung Quc

Vit Nam

B o Nha

V mt s nc khc nh Brazil, Canada, Nht Bn, cc nc Do Thi .v.v.

CHNH SCH MARKETING MIX CA COCA COLA

TH TRNG TRUNG QUC

1. Gii thiu v Coca Cola Trung Quc

a. Khi qut v Coca Cola Trung Quc
Coca Cola vo th trng Trung Quc nm 1920, cng ty tri qua 3 giai on pht trin:
Giai on chnh: Lc u, chnh sch ca Trung Quc c nhiu hn ch khi
cho cc cng ty nc ngoi thm nhp vo th trng. Do , Coca-Cola chn
lin kt vi mt cng ty thc phm ln Trung Quc . Sau hai nm, n quyt nh
thm nhp hon ton vo th trng ung Trung Quc u t vo mt s nh
my. Bng cch s dng chin thut ny , cng ty t c mt li th cnh
tranh so vi nhiu nh sn xut trong nc do quy m v kh nng ti chnh.
Giai on m rng nhanh chng: Khi Trung Quc hy b hn ngch nhp khu
ca nc ngt vo nm 1992 v hy b yu cu giy php vo nm 1996, Coca
Cola tn dng ngay c hi ny. N xy dng 10 nh my Trung Quc trong
vng cha y 5 nm sau nm 1992, chi tiu khong 310 triu USD trong qu
trnh ny. Sau cng ty u t thm 150 triu USD xy dng 6 nh my ty
bc Trung Quc vo nm 2001. Khng c nghi ng rng n tr thnh mt trong
nhng thng hiu nc ngoi ln nht ti Trung Quc.
Giai on m rng ton din: Sau hn 20 nm pht trin, ngnh cng nghip
ung c hng thnh trn th trng ngy cng mu m Trung Quc. Tht khng
may cho Coca-Cola, s ph bin ca nc ngt ang gim dn, trong khi s ph
bin ca nc v tr ngy cng tng. T nm 1996, cng ty Coca-Cola bt u t
ch trng vo sn phm chnh l nc gii kht v sn xut ung khc nhau.
Coca-Cola gip thc y s pht trin ca ngnh cng nghip ung a
phng. Trc khi Coca-Cola v Pepsi vo Trung Quc , ngi ta ch ung tr v
nc lnh. Sau khi li vo, h cng mang li mt m hnh mi ca sn xut
ung hin i v kinh ph cn thit Trung Quc cn thit cch mng ha ngnh
cng nghip.
b. Tn gi Coca Cola Trung Quc
3

 Tn Trung Quc ca Coca Cola : ke kou ke le. Cch tip cn ca vic la chn
tn Trung Quc cho Coca Cola l cch pht m gn vi ting Anh. Hn na bn
thnh t c ngha ring ca n m hon ton th hin quan nim m Coca
Cola mun truyn b.
Ke: . C ngha l cho php, c th, c th ( cng m vi " ng " )
Kou : c ngha l ming ( cng m vi " ca" )
Ke: c ngha l cho php, c th, c th ( cng m vi " ng " )
le : c ngha l hnh phc ( cng m vi "la" )
S kt hp ca hai thnh t c ngha l c th n, tt n. Sau ny cn c ngha
l c th hnh phc.
2. Chnh sch Marketing Mix ca Coca Cola th trng Trung Quc
a. Chnh sch sn phm
th trng Trung Quc cng nh nhng th trng khc, di sn phm ca Coca
Cola vn c em vo th trng bao gm cc sn phm vn c ca cng ty.

 Ngoi ra ph hp vi vn ha ung tr ca ngi Trung Quc, Coca Cola

cho ra i sn phm Coca Cola Tea.

 Bao b sn phm: Khi Coca-Cola p dng loi bao b mi, l mt im ng k

n cho th trng v ngi tiu dng, khng ch bn thn sn phm nhng thit
k bao b cng l im nhn thu ht mi con mt. C ba kha cnh chnh m
coca-cola tch hp vn ha Trung Quc vi bao b, m lm cho ngi tiu dng
nhn bit thng hiu ca mnh, cm thy mi quan h thng hiu m khng
bit. Ni a ha ca Coca-Cola trn bao b c phn nh trong ba kha cnh sau
y.
- Trn bao b c in hnh ngi sao ni
ting tr tui Trung Quc (V ngi
Trung Quc tinh thn tp th v tnh
dn tc cao nn h cng thch sn
phm h dng phi qung b cho con
ngi Trung Quc)

Bao b sn phm lin quan n l hi truyn thng vn ha Trung Quc ( c

bit l Tt nguyn n)

Bao b cho s kin quan trng xy ra

Trung Quc (qung b nim t ho ca
h i vi dn tc, v d nh Olimpic
Bc Kinh)

b. Chnh sch gi (Ci ny hnh nh

vn ha khng c nh hng)
c. Chnh sch phn phi
Vi th ha nhanh chng ca Trung Quc, nhiu ngi ang di chuyn t khu
vc nng thn vo cc thnh ph v th trn, v i km vi mt s thay i v li
sng cng nh mi ngi cn ung ng gi khi chng di chuyn trn ng
i p ng nhu cu ngy cng tng cho cc sn phm Coca-Cola, Jansen Gim c iu hnh ca Tp on u t Coca-Cola ng chai Trung Quc, cho
bit cng ty pht trin mt k hoch phn phi cho php h c phn phi cho
cc th trn v lng mc mt cch kinh t. Coca-Cola c nh my ng chai khc
nhau trong th trng nng thn min Bc , min Trung v min Ty Trung
Quc - Sn Ty, tnh T Xuyn, H Bc v Vn Nam , Trng Khnh v khu t
tr Choang Qung Ty.ng cho bit cnh tranh vng nng thn Trung Quc t
hn cc thnh ph ln. Coca Cola pht trin ln mnh, xy dng c hn 35
nh my ng chai trn ton quc. Ngy nay, Coca Cola t ho l nh sn xut
nc gii kht hng u Trung Quc.
d. Chnh sch truyn thng c ng
Logo: Thit k logo Coca-Cola Trung
Quc thng qua mt mu trng trn
mu , l tnh nng ni bt nht
7

ca Coca-Cola v cng trng hp vi mu sc l hi truyn thng Trung Quc:

mu . Ti Trung Quc, mu c ngha c bit cho ngi Trung Quc. N
l mt mu sc l hi truyn thng ph bin phn nh hnh phc, thnh vng,
may mn, l k nim v theo ui tinh thn v vt cht ca nhn dn Trung Quc.
Cho d l mt s may mn , mu ca coca-cola mang ngi Trung Quc
quen thuc v s vui s ng. Coca-Cola thit k logo ca Trung Quc tip tc p
dng m hnh bng ln sng m th hin gi tr thng hiu ca cng ty: kh
nng v hn, tnh nng ng v sc sng. Mc d cc nhn vt Trung Quc l
hon ton khc nhau t cc ch ci ting Anh, c hai phin bn ca thng hiu
ngy nay c mt s xut hin rt ging nhau v quen thuc . T s thng nht
hnh nh , khch hng c th cm thy s hi nhp ca cc nn vn ha phng
Ty v Trung Quc trc tip.
Tn gi: Nh cch t tn Coca Cola nn trn. S kt hp ca hai t c ngha
l c th n, tt n. Sau ny hai t c ngha l c th hnh phc. V vy, tn
Trung Quc ca coca-cola c ngha l ngon v hnh phc. Tn ny c cng
nhn l mt trong nhng dch p nht v mang li may mn v ph bin Coca
Cola.
Qung co:
- Coca-cola nhn ra rng ngi tiu dng cc vng khc nhau c ngun gc
vn ha v s thch khc nhau, c bit l ti Trung Quc, nhng hu ht
ngi Trung Quc u mong mun s Ct tng v Tm l hng v gia nh.
V vy, cc cng ty quan tm hn n cc nhu cu tm l ca ngi tiu dng
ch khng phi l ch truyn b vn ha M.
- Coca-Cola qung co Trung Quc thay i nhn vt chnh ca n ph bin
a phng M " Santa Claus " thnh hai tr em mc trang phc Trung Quc
v cng thm kh nhiu yu t Trung Quc, tp trung vo s biu hin ca
trit l Gia nh l u tin v hng n hi ha. Hn na "Dragon" , " ct
giy ", v biu tng khc ca vn ha Trung Quc thng xut hin trong cc
qung co.

Trong nhng nm qua, mu ca Coca-Cola rt c ch trn th gii. Rt

nhiu l do gp phn thnh cng ca n, nhng l mt trong nhng thnh cng
nht trong tip th thng hiu trn th gii, cc yu t chnh ca s thnh cng
l giao tip xuyn vn ha, ni a ha. Ch Coca- Cola l mt loi hi
nhp vn ha khng tch cc v chinh phc thnh cng tip th a vn ha, c
bit mu ca Coca Cola lai rt ph hp vi vn ha Trung Quc.
- Coca-cola l mt trong nhng doanh nghip nc ngoi u tin trong lch s
Trung Quc thc hin vic truyn hnh thng mi. N s dng phong cch
M ti Trung Quc. Tuy nhin, vo cui nm 1990 , Coca-cola nhn ra rng
ch bng cch ni a ha cng ty mi c th m rng th trng ca h v duy
tr v tr dn o lu di Trung Quc. V vy, coca-cola k hp ng vi mt
cng ty qung co ca Trung Quc thit k qung co mi m ph hp vi
vn ha Trung Quc.
Quan h cng chng Ti tr cho cc chng trnh ln (Olimpic Bc Kinh 2008)
- Coca-cola l mt trong mi hai hp ng ti tr hng u cho Th vn hi
Olympic. Trong nm 2008, Bc Kinh t chc Th vn hi Olympic ma h,
chng trnh Olympic v c chiu trn truyn hnh trong thi gian .
- Cch m Coca Cola thit lp s kin di hnh thc ti tr ph hp vi vn
ha Trung Quc:
+ Nhng giai iu c bn ca thng mi Trung Quc l tr, nng ng v
mnh m.
+ m nhc l rt ng khch l, to cm hng v nng cao tinh thn.
+ Cc thnh phn ca hnh nh th hin nhng nt vn ha c trng, nim t
ho ca nhn dn Trung Quc.
9

 Nhng ngi tr tui , c bit l ph n tr. Tt c cc phng tin c trn

y nng lng. Trong vn ha Trung Quc, thanh nin i din cho th h mi v
y ha hn.
Trung Quc ph bin nht v tt nht hiu sut th thao : Ln , bng chuyn,
th dc dng c , th dc ngh thut , bn cung v nam gii tr ngi 100meter.
Olympic Torch Relay : Cc tuyn ng di nht trong lch s Olympic.
Nhn vt ni ting : Yao Ming, mt cu th bng r NBA, l ngi ni ting
khp nc M v c th gii . ng ng vai tr nh mt thn tng trong mt ca
ngi Trung Quc.
Sn vn ng t chim . Sn vn ng $ 423,000,000 l kt cu thp ln nht th
gii.
Phong cch c trng ca Trung Quc . Pho v bng bay cho l tic v thng
thc cuc sng hoan lc.

TH TRNG MEXICO
1) Chnh sch qun tr marketing:
a) Chnh sch sn phm
a.1) V nguyn liu sn phm
* Trc khi chnh ph Mexico nh thu trn n v lt soda
- Sn phm ca Coca Cola s dng nguyn liu l ng ma (cane sugar).
Theo thi bo M forbes.com cho bit:
Mexico l mt th trng ln, thnh cng ca Coca Cola ti khu vc M Latin.
Trung bnh ngi Mexico ung hn 40 gallon (4 lt 456) soda mi nm. Ngi
Mexico tp th dc t v n nhiu cht bo v ngt hn so vi ngi dn th gii.
Nm bt c th hiu v thi quen ca ngi dn a phng, hng Coca Cola s
dng nguyn liu cane sugar (ng ma) c ngi Mexico v cng yu thch,
thm ch ngi tiu dng M cn mua cc lon nc ngt Coca c nhp t
Mexico ca hng bi v c trng ca sn phm.
*Sau khi chnh ph Mexico nh thu
Theo trang bo M TheNewYorkTimes cho bit:

10

Gn 70% ngi Mexico ang tha cn v khong mt phn ba b bo ph. Chnh v

vy, chnh ph Mexico quyt nh a ra mt mc thu mi: 1 peso (khong 0,08$)
trn mi lt soda c bn ra.
Theo trang Bloomberg Businessweek.com cho bit:
Chi nhnh Coca Cola Mexico quyt nh thay i cng thc sn xut: chuyn t
ng ma sang ng fructose t tinh bt ng (corn syrup) nhm tit kim chi ph
sn xut bi gi ng ma cao hn so vi ng fructose t bt ng.
Tuy nhin theo trang Forbes.com:
Sn phm ng chai c nhp khu vo M t Mexico vn gi nguyn liu ng
ma nhm p ng th hiu ngi tiu dng nc M v vn m bo chi ph sn xut
thp (do gi thnh sn xut ng ma M t gp i th gii).
* Nhn hiu Diet Coke
Nhm tuyn truyn chin dch, khu hiu bo v sc khe ngi tiu dng Mexico,
phng chng bnh tiu ng v bo ph ti nc ny, hng tung ra sn phm Diet
Coke trn th trng ny. Coca Cola gii thiu vi ngi tiu dng y l loi sn
phm cho ngi n king vi hm lng t ng trnh tnh trng tha cn, bo ph.
a.2) V bao b sn phm
- Bao b Mexico Coke gm 2 chng loi l chai thy tinh v lon.
Trn v chai v v lon in logo sn phm vi ha tit nn ch trng thng thng
ca nhn hiu coca cola gip ngi tiu dng d dng nhn bit sn phm.
Bao b chai thy tinh vn c a chung hn Mexico bi tnh thn thin vi mi
trng (c th ti s dng), tit kim nng lng v gim chi ph sn xut, gi thnh.
Theo trang Wikipedia, chai Coca Cola ti th trng Mexico c cc dng sau:
+ Chai nh 335 ml
+ Chai thy tinh 500ml
- Thay v c mt nhn cht do vinyl cun xung quanh chai th i vi Mexican Coke
li c mt lp nhn bng men s c v trc tip ln chai thy tinh.
b) Chnh sch gi
11

- i sng ca ngi dn Mexico thp, mt na dn s Mexico l ngi ngho nn h

chung sn phm ca Big Cola c gi r hn Coca Cola v th cng ty phi gim gi
v thay i chin lc gi c Mexico.
Theo trang ukesssays.co.uk cho bit:
Vo ngy 4 thng 7 nm 2005, Coca Cola v dng sn phm chai ca n chu trch
nhim vic vi phm c quyn kinh doanh v chng cnh tranh thng mi v b co
buc ngn cc nh phn phi, ca hng nh l bn sn phm ca Big Cola.
- Ngoi ra, Coca Cola cn thay i chnh sch gi theo tng ma khc nhau trong
nm.
Vo ma ng hng gim gi duy tr mc doanh s v li nhun nhng thng
thng h gim gi sn phm chai pet 1,5 lt hoc chai thy tinh 1 lt.
c) Chnh sch phn phi
- Ti th trng Mexico, Coca Cola phn phi sn phm phn ln qua cc ca hng
tp ha nh l a phng.

Ngun:

www.pma.com

12

Ngun: nielsen.com/us
Theo bng s liu t trang nielsen.com v biu th hin thi quen tiu dng ca ngi
dn Mexico t trang pma.com cho thy phn ln ngi tiu dng Mexico mua sm thc
phm, hng n ung ti ch truyn thng, ca hng tp ha nh nhiu hn ti cc siu th,
ca hng tin li.
d) Chnh sch truyn thng, c ng
- Coca Cola Mexico thc hin lc bn hng y nn hng phi dnh nhiu kinh ph
qung co v khuyn mi cho ngi tiu dng. C th:
- Coca Cola tp trung truyn thng sn phm, nhn hiu n gii tr, thanh thiu nin
Mexico.
Theo trang bo in t php lut H Ch Minh plo.vn cho bit:
Mt nghin cu thc hin trn mt lng khng nh tr em Mexico tui 5-11 cho thy
t 1999 n 2006, s calorie t nc gii kht c ng tr em Mexico tiu th tng hn
gp i. Coke, Pepsi, McDonalds khng tic tin thu cc cng ty qung co hng u
ton cu thc hin cc chin dch qung co nhm vo thanh nin v tr em thnh th
chim c s u i ca b phn ngi tiu dng tr em.
Theo trang forbes.com cho bit:
Coca Cola ti tr cho concert min ph ca ca s Paul McCartney ti thnh ph Mexico
vo ngy ca m (10 thng 5). Chin lc l m bo mt lng khn gi tr tui n
tham gia v cung cp cho h sticky nhn hiu t Coca Cola m h c th chia s v tho
lun vi bn b, iu ng gi hn l lm tng ting tm thng hiu cng ty.
13

Ngoi ra Coca Cola cn qung b thng hiu thng qua ngh thut gratifi.

- Coca Cola ti tr cho cc chin dch tuyn truyn dinh dng an ton nhm chng bnh
bo ph, tiu ng.
Theo trang laht.com (Latin American Herald Tribune) cho bit:
Coca Cola cung cp thc phm cho trng hc Mexico nhm y li bnh tiu ng.
Gim c b phn quan h cng chng ca Coca Cola Mexico, ng Izquierdo, cho hay
hng bt u chin dch phong cch sng khe mnh t nm ngoi trn khp th gii.
Chin dch ny gip Coca Cola tiu th mt lng ln nhn hiu Diet Coke ca
hng.
- Qung co da trn c im vn ha, con ngi Mexico.
Hng Coca Cola ti tr cho gii bng World cup, ng thi tr thnh thng hiu
cung cp nc ung cho gii u. Trong nhng on video qung co ca hng
Mexico, cng ty gii thiu nt vn ha m thc ng ph cng nhn hiu Coca Cola
trn cc bng hiu cc qun n. Ngoi ra, cc l hi nhy ma hay ngy hi bng
u c s xut hin ca Coca Cola. Cng ty to thnh ln sng i tuyn quc gia
Mexico.
Ngi Mexico sng trong m nhc, l hi, h rt vui v v thn thin. Chnh v vy, cc
video qung co ca hng lun c hnh nh ngi dn nhy ma, np sng vui v, ha
nh gia con ngi vi nhau, d dng i vo lng ngi tiu dng Mexico. m nhc cho
cc on clip qung co Coca Cola Mexico mang m hng vui ti, si ng hoc l
m nhc truyn thng ca t nc ny.
2) Qun tr nhn lc
14

- Coca Cola Mexico c k hoch tng lng nhn cng ln hn 100000, trong phn
ln lm vic cho chui cung ng phn phi sn phm ca cng ty.
- m bo ch an ton khi lm vic cho cng nhn vi h thng m bo an ton
TCCSMS v BSI OSHAS 18001.
3) Qun tr sn xut
- Theo trang Forbes.com cho bit:
Mexico l th trng ln th nht ti khu vc M Latin v l th trng ln th 2 ti khu
vc chu M.
- Do chi ph nhn cng Mexico r, li nm ngay cnh th trng M nn cng ty m
quyt nh sn xut cc loi sn phm vi thnh phn cane sugar (ng ma) Mexico
nhm gim gi thnh sn xut (chi ph sn xut ng ma M t gp i so vi th
trng th gii). Sau , cng ty s nhp khu cc dng sn phm ny vo th trng M
nhm p ng nhu cu ngi tiu dng, cng ty s khng dng thnh phn ng
fructose t tinh bt ng (corn syrup) bi l ngi tiu dng nc ny chung ng ma
v khng thch corn syrup.
- ng thi, cc sn phm sn xut nhm phc v th trng Mexico s dng thnh phn
ng corn syrup nhm gim chi ph sn xut, thu v nhiu li nhun hn (do ng
corn syrup r hn ng ma v chnh ph Mexico nh thu khong 0,08$/ lt soda bn
ra).
4) Qun tr ti chnh
Theo trang csrwire.com cho bit:
Nm 2012, cng ty m quyt nh u t 5 t -la vo th trng Mexico, trong cc
hot ng bo v mi trng 840.000 -la, hot ng cho pht trin kinh t ti
Mexico l 100.000 -la, hot ng lin quan n quyn con ngi l 270.000 -la.
Qua thng tin trn, ta nhn thy quan im qun tr marketing ca cng ty l quan im
marketing an sinh x hi bi cng ty chi hn 20% kinh ph u t cho cc hot ng
phc li x hi.
5) Qun tr quan h khch hng v nh cung cp
- Coca Cola Mexico cung cp cho cc i l, nh phn phi sn phm cc vt dng
phc v bn hng nh k hng trng by, bng hiu, thng chai,...
15

- Cng ty xem nhng nh cung ng l cc i tc kinh doanh cung cp h thng vt liu

sn xut sn phm bao gm nguyn liu, bao b, my mc, hng ha v dch v.
- Cng ty cn ch trng n vic to dng, duy tr mi quan h vi khch hng.
Theo trang coca-colacompany.com cho bit:
Chng trnh Mi quan h hp tc vi khch hng ca Coca Cola Mexico va c
pht hin bi Oxxo, mt chui ca hng tin li gm 5700 ca hng ti 30 bang
Mexico. Chng trnh gip cng ty hiu hn nhu cu ca khch hng v to ra mi
quan h hp tc kinh doanh a chc nng.
- Ch trng pht trin v o to k nng bn hng cho cc nh phn phi.
Theo trang coca-colycompany.com cho bit:
Cng ty gip cc nh bun bn nh l kinh doanh hiu qu v c li hn. M
Latin, chng ti thnh lp cc trung tm hun luyn pht trin cho cc i l, nh phn
phi, nhng trung tm ln nht c mt Argentina, Brazil, Chile, Mexico v Peru.
TH TRNG VIT NAM
I/ LCH S COCA COLA TI VIT NAM
Gii thiu ln u tin Vit Nam nm 1960 v thng 2 nm 1994, sau khi Hoa K bi
b lnh cm vn thng mi
Coca-Cola Vit Nam c thnh lp nm 2001 trn c s hp nht gia 3 Cng ty lin
doanh: Coca-Cola ng Dng, Coca-Cola Non Nc v Coca-Cola Chng Dng.
Hin ti, Coca-Cola Vit Nam chu s iu hnh ca Tp on Coca-Cola Sabco L
mt lin danh gia Tp on Coca-Cola v Gia nh Gustche C tr s Nam Phi.
**VN HA COCA-COLA VIT NAM
Coca-Cola Vit Nam hot ng trn nn tng by gi tr vn ha thuc hai nhm
yu t gi tr v yu t chun mc t to nn phong cch lnh o ca cc nh
qun tr ca cng ty v chi phi mi hot ng ca cc thnh vin cng ty.
1. Nhm yu t gi tr:
16

- Sng kin c nhn: Cng ty cao sng kin c nhn ca tt c thnh vin
nhm ch ng hon thnh cc mc tiu c nhn, phng ban nhm hng ti hon
thnh mc tiu chung ca cng ty. Cng ty to iu kin cc c nhn pht huy th
mnh ca mnh. (vn ha truyn thng ca Vit nam vn cao tnh cng ng. Ci c
nhn l ci thuc v cng ng.)
- Tinh thn ng i: Kt qu tp th c nh gi cao hn kt qu c nhn. (truyn
thng on kt ca dn tc Vit Nam)
Cng ty khuyn khch nhn vin hon thnh mc tiu ca mnh, bn cnh c s quan
tm, gip cc thnh vin trong nhm, trong phng ban v trong cng ty hon thnh
cc mc tiu ring ca h nhm hon thnh mc tiu chung.
- Li ch khch hng: Cng ty ch trng hot ng theo tn ch vt xa so vi k vng
ca khch hng. Mong mun p ng cho ngi tiu dng cc sn phm, cc dch v
vi cht lng tt nht. Mang n cho cc i tc mc li nhun m bo trong d n
kinh doanh ca h.
- Pht trin nhn lc: Mi nhn vin c mt tim nng nht nh pht trin ngh
nghip thnh cng ti Coca-Cola Vit Nam. Cng ty c mt l trnh o to r rng, c
th khi gi v pht trin cc tim nng .

2. Nhm yu t cc chun mc:

- S lim chnh: Tnh trung thc, s ci m v thn thn l nn tng cho s la chn
nhn vin, n c b rng buc bi cc quy nh v c nui dng trong mt mi
trng thun li.
- Tn trng v tin cy: Cc c nhn lun tn trng ln nhau v cng to dng nim tin.
- Cam kt: C trch nhim v thc hin nhng g cam kt vi cp trn, vi ng
nghip, vi cp di v vi khch hng.
3. Nhm cc yu t khng kh v phong cch lnh o:

17

Chu chi phi bi by gi tr vn ha ca Cng ty, lnh o ca Coca-Cola Vit Nam theo
phong cch dn ch, gn gi vi cp di v nhn vin. Cc quyt nh qun tr cng b
chi phi bi by gi tr vn ha ny. Ngoi ra, do c iu hnh bi Tp on CocaCola Sabco l mt i tc ng chai ca Tp on Coca-Cola nn nhng quyt nh v
hoch nh mang tnh cht cc b, ngn hn.
4. Nhm yu t hu hnh:
- Thng hiu: Tha hng nhng thnh cng ca thng hiu Coca-Cola trn ton cu
v mc gn gi vi ngi tiu dng Vit Nam, Coca-Cola c xem nh l i din
cho mt loi nc gii kht c ga vi mu caramen, cng ging nh Honda i din
cho cc loi xe gn my.
- Slogan: Slogan ca Coca-Cola khng gi nguyn m thay i ph hp vi tng thi
im kinh doanh. V d: Khng th sao bit, Xun diu k bt u t Coca-Cola,
- Mu sc: Mu i din cho Coca-Cola l mu - mu ca nhit huyt, mu chin
thng.
- Ngn ng: Trong hot ng Cng ty s dng song song hai ngn ng chnh: Ting Anh
v Ting Vit. Ting Anh ng b trong h thng thng tin v d liu chung ca Tp
on, Ting Vit th hin s tn trng vn ha ca con ngi v t nc Vit Nam
Hot ng kinh doanh:
Tp trung vo cc th trng ch cht
Chin lc ca Coca cola khng phi l u t dn tri m tp trung vo cc th trng
ch cht. Mc tiu ca hng l chim lnh nhng th trng ln ch khng phi dn tri
th trng ca mnh trn ton th gii. Theo Coca cola, hy c ch ng kin vng vi
cc th trng truyn thng rng ln trc , sau m rng sang cc th trng nh
hn. V th, ti cc th trng truyn thng rng ln nh M, Trung Quc hay Chu u,
biu tng ca Coca cola lun vng vng v lu du n vi hu ht mi ngi.
Coca cola l nhn hiu s 1 th gii, duy tr lin tc nhiu nm, v cng l mt loi nc
ngt gii kht c gas s 1 th gii, l nhn hiu ton cu c 98% dn s th gii bit
n. Coca cola tuyn b, thng hiu ca hng l thut ng c hiu nhiu th 2 trn
th gii sau t Okay.
18

II/PHN TCH CHIN LC MARKETING

Khi vo th trng Vit Nam, Coca-cola gp rt nhiu kh khn nh: Vn haVit Nam,
nhn thc v sn phm, i th cnh tranh (Pepsi),.
Chin lc marketing m cocacoala Vit Nam la chn l chin lc to s khc bit ha
. Cng ty to ra s khc bit thng qua ci tin sn phm v to ra s khc bit cho thn
g hiu ca mnh thng qua cc hot ng truyn thng. Phn phn tch sau y ca chin
lc Mar s lm r vn ny.
III/ PHN ON V LA CHN TH TRNG MC TIU
1/ PHN ON TH TRNG
Do tnh c th ca vit nam cocacola nhn thy rng th trng vit nam rt a dng do
cocacola vit nam hng ti gii tr vi phong cch snh iu, tr trung v nng b
ng. Thc t cho thy, thng hiu khng trc tip phn on th trng m chnh qu tr
nh phn on th trng i hi phi c mt thng hiu ph hp cho tng phn on
nh hnh mt gi tr c nhn no ca ngi tiu dng
Cocacola tp trung phn on theo 2 tiu thc chnh:
V a l: Bc u xm nhp vo ci a im quan trng, c mt dn c tp trung
ng
(
HN-N-HCM)
sau

m
rng
ra
cc
vng
ln
cn cocacola vit nam c gng phn phi vi mng li dy c t thnh th ti nng t
hn, t ng bng ti min ni, t nam ra bc,
nhng vn ch trng chnh ni tp trung ng dn c. Cc sn phm ca Coca Cola xu
t hin khp mi ni ,t cc qun n, qun gii kht ln n nh,t cc ng ph n cc
con hm ,tri di t Bc vo Nam.
V c im dn s hc: nh ni trn cocacola vit nam tp trung vo gii tr, vi p
hong cch tr trung nng bng v y cocacola thnh cng theo kho st th cocacol
a c gii tr n nhn.
2/ TH TRNG MC TIU
Cocacola_tp on sn xut nc ngt ln nht th gii n thnh cng nhiu nc tr
n th gii nn khi thm nhp vo th trng Vit Nam cocacola vn chn mt chin lc
phc v ton b th trng.
19

_Bc u, cocacola tp trung vo nhng on th trng m nhu cu cng nh c im

v mt dn s c t l cao. Trong giai on thm nhp th trng Vit Nam coacola
c tr s ln lt l min bc (H Ni), min trung Nng), min nam ( TP H ch Min
h) v dn m rng ra cc thnh ph ln cn.
_Sau khi nghin cu k th trng Vit Nam, cocacola nhn nh y l nhng thnh p
h m c kh nng tiu th sn phm rt cao ca h
_Coca Cola nh gi Vit Nam s tng trng vt bc trong 10 nm ti, c th v top
25 th trng tim nng nht ca hng.
Nhn chung, th trng ung ti Vit Nam c nh gi l c nhiu tim nng.V vy
,m Coca Cola bt u thm nhp t 1960, v n thng 2/1994 th tip tc quay tr l
i(sau khi ht lnh cm vn thng mi ca M).D kin th trng s tip tc tng trng
ng k trong nhng nm ti(2012 s tng 46% so vi 2007).
Vy, coacacola thc hin phn khc th trng ch yu theo a l (tp trung vo cc thn
h ph ln ni c mt dn s v tn sut s dng cao) v theo nhn khu (ch yu nh
vo gii tri tng c nhu cu s dng cao). y cng chnh l th trng mc tiu c
a cocacola.
IV> NH V
_Coca-Cola l thng hiu c nh v trong u khch hng nh nc ngt
gii kht c gas s 1 th gii - mt sn phm ca nhn hiu hng u th gii.
Hin nay, Cocacola vn gi vng ngi u trong bng danh sch cc thng
hiu hng u vi gi tr l 68.734 t USD. Coca Cola l thng hiu ton cu,
nhn hiu Coca-Cola c 98% dn s th gii bit n.

_L mt sn phm gii kht

_Li ha ca Coca-cola l Mang li li ch v s sng khoi cho tt c nhng ai c
chng ti phc v, lm ti mi th trng, lm phong ph ni lm vic, bo v mi
trng v cng c truyn thng cng chng.
20

_Slogan : Khch hng ca chng ti trn ton th gii l nhng ngi ng c thng
thc nc gii kht c cht lng tt nht.
COCA S DNG CHIN LC MARKETING PHN BIT:
iu ny th hin vic coca lun c gng hng sp ca mnh ti tt c cc phn
on th trng, nhng vn c s khc bit gia cc phn on, th hin cc s a dng
ha cc sn phm ca coca.
V/ CHNH SCH SN PHM:
Coca-cola ch hot ng trong lnh vc ung bao gm nc ung, nc ung
khng cn v nc ung c gas. Cng ty linh hot to ra rt nhiu loi nc ung vi
mi v, mu m khc nhau p ng nhu cu a dng ca khch hng nh : Coke t gas,
Sprite, Fanta, Coke hng Vani, Coke, nc tri cy.Trong thi gian va qua, cng ty
khng ngng nghin cu pht trin thm nhiu sn phm mi phc v ngi tiu dung
Vit Nam nh nc ung ng chai Joy, nc tng lc Samurai, bt tri cy Sunfill,
ng thi b sung nhiu hng v mi cho cc sn phm truyn thng p ng th hiu
v khu v ca ngi Vit Nam (bi ngi Vit Nam chung vt ngt, nn Coca Vit Nam
c Ngt nhiu hn v T GAS hn) nh Fanta chanh, Fanta du, Soda chanh
Cng ty Coca-cola tip tc cam kt lm n lu di ti Vit Nam v lun i mi
p ng nhu cu ngy cng cao th trng nc gii kht nng ng v y tim nng
Vit Nam.
Cc sn phm Coca-cola Vit Nam:
Coca-cola: Chai thy tinh, lon, chai nha
Fanta Cam: Chai thy tinh, lon v chai nha
Fanta Du: Chai thy tinh, lon, chai nha
Fanta Tri cy: Chai thy tinh, lon v chai nha.
Sprite: Chai thy tinh, lon v chai nha
Diet Coke: Lon
Schweppes Tonic: Chai thy tinh, lon
Schweppes Soda Chanh: Chai thy tinh, lon v chai nha
Crush Sarsi: Chai thy tinh, lon
Nc ng chai Joy: Chai PET 500ml v 1500ml
Nc ung tng lc Samurai: Chai thy tinh, lon v bt
Sunfill Cam: Bt tri cy
Sunfill Da: B tri cy.
VI/ CHNH SCH BAO B V KIU DNG

21

Vo nm 2009, Coca vinh hnh c nhn gii Platiim Pentaward 2009 cho mu
thit k h 2009, l gii thng cao qu cho nhng nh thit k bao b v kiu dng
sn phm p, c o, bt mt
Mi thit k logo ca Coca-cola li c s chuyn bin linh hot, sang to, v thch
hp khi xut hin trn cc qung co, hay trn o thun, khn bi bin, mto nn mt
chin dch tip th hon ho cho Coca-cola.
Ngoi ra, coca khn ngng ci tin bao b v kiu dng ngy cng jep v tin
dng hn. Bao b coca gm c: lon 330ml, chai Pet 1.5L, thng 330ml (24L/T), cng ty
cng a ra chai nha 390ml vi kiu dng nh gn v thanh nh nhm p ng d dng
nhu cu mua sm ca tng i tng khch hng.
Coca a ra mu chai Fanta Fun c o: l loi chai vi kiu dng vui mt,
c o to cho sn phm Fanta thm v hp dn v snh iu.

y l loi chai vi kiu dng vui mt v c o, to cho sn phm Fanta thm v hp

dn v snh iu. Kiu dng chau mi ny s lm ni bt hn phong cch tr trung, nng
ng c trng ca nhn hiu Fanta, ph hp vi gii tr Vit Nam.
( mc tiu hng n gii tr). c bit, phn thn chai c thit k ti u v va tay
lm tng s thoi mi khi s dng sn phm; n lc sang to ca cng ty Coca-cola nhm
lin tc em li cho ngi tiu dung Vit Nam, nht l cc bn tr, c hi thng thc
nhng kiu bao b nc gii kht va c o v hp dn, va vui nhn v tin dng.
Coca-cola thng xuyn i mi bao b vi hnh nh bt mt nhm em n cho
khch hng s mi l, c o trong sn phm ca mnh, to s hng th, cho ngi tiu
dng (ngi Vit Nam lun cm thy th v hn vi cc mu m bao b mi, h yu thch
22

ci p,lun mun th v c th vi mt chai coca din mo khc, Coca s em li cho

mnh mt ngun thu cao hn).
Nm 2009, Coca tung ra lot sn phm c hnh nh Happiness Factory i vi cc loi
chai thy tinh, chai nha v lon vi gi khng i. Lot sn phm ny c Coca trin
khai ti Vit Nam vi u t ln nht v chi ph tng th, quy m hot ng v mc
sng to, c coi l chin dch trng im nm 2009.

Trong dp tt, coca s dng hnh nh chim n trong nhiu loi sn phm bao
gm cc thng 24 lon Coca-cola, Sprite, Fanta; cp hai chai Coca-cola Pet loi 1,25L v
b 6 lon Coca 330. Bi v chim n l biu tng ma xun v.
Qung co Coca-cola nh vo phong tc ca ngi Vit Nam l s on t cc thnh
vin trong gia nh mi dp Tt, iu lm nn s thnh cng ca Coca khi bit nm
bt tm l ngi tiu dung, em n cho khch hng s vui v, lc quan,.
23

= > Nhng n lc ci tin bao b v kiu dng ca Coca-cola, nhm em n cho

khch hng cm gic mi m, v thun tin khi s dng.
VII/ CHNH SCH GI
_ Gi c nh ra cn c vo gi tr c cm nhn trong tm tr ngi mua. H xem
nhn thc ca ngi mua v gi tr ch khng phi chi ph ngi bn l c c quan trng
nh gi. H s dng nhng yu t chi ph gi c trong marketing-mix xy dng gi
tr c cm nhn trong tm tr ngi mua.
_ Khc vi chin lc gi cao nhm cht lc th trng vi. Coca-cola chn chin lc
nh gi sn phm mi tng i thp nhm thm nhp th trng, hi vng rng s thu
ht c mt s lng ln khch hng v t c mt th phn ln.
_ nh gi chit khu: theo tin mt v theo s lng, tc khi khch hng chit khu cho
nhng khch hng mua v tr tin ngay; v nhng khch mua sn phm vi s lng ln.
_ nh gi phn bit theo dng sn phm: theo cch nh gi ny cc kiu sn phm v
cc mt hng ca Coca-cola c nh gi khc nhau, nhng t l vi chi ph tng ng
ca chng.
_nh gi theo loi sn phm: DN Coca-cola c nhiu loi mt hng, chng khc bit
nhau v nhn hiu,hnh thc, kch c. Do , chng c nh gi cc thang bc khc
nhau.
** Hin nay, gi ca sn phm Coca-cola th trng Vit Nam cao hn so vi cc sn
phm cng loi tng ng, tuy nhin mc chnh lch v gi khng cao. C th xem xt
thng qua bng gi c cp nht gn y ca Coca v Pepsi.

VIII/ PHN PHI

Cc sn phm nc gii kht Cocacola c sn xut ti ba nh my ng chai t
ti tp H Ch Minh, H Ni v Nng.
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 CocaCola Vit Nam (CCBV) Thnh Ph H Ch Minh gi vai tr qun l. Hai nh my
ng chai H Ni v Nng hin ang hot ng nh hai chi nhnh ca cng ty.
Vi 3 nh my sn xut 3 min Bc, Trung, Nam to iu kin
cho 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.
24

Thu ht cc i l bng cch gia tng cc hot ng h tr cho cc i l nh: tng

h tr trang tr ca ca hng, h tr ti chnh
IX/ QUNG CO
_ Mt trong nhng b quyt quan trng to nn s thnh cng cho Coca-cola
chnh l hot ng qung co . Ai cng bit rng cht lng, mi v ca
Coca-Cola khng h thay i t c hn 100 nm nay.
_CocaCola l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut
nh bng tn tui, thng hiu ngay t khi mi thnh lp
_ S t tin ca Coca-cola chnh l yu t to nn thng hiu ngy nay, c th hin r
rng trong cc khu hiu qung co ca h. Nhng cu ch nh Coca-cola- khng
th sao bit, Ch c th l Coca-cola
_ Coca lun u t cho cc chin lc qung co ca hng.
Ti nhng ca hng bn l v ti cc siu th, Coca Cola baogi cng c by bn ngan
g tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin n
y, Coca Cola phi tr nhng khon tin khng nh cht no. H lun dnh mt khon
u tin ring cho hot ng qung co sn phm ca
mnh n vi mi ngi thng qua tivi, bo ch, cc hot ng v tr chi. Theo Cng ty
truyn thng v nghin cu th trng TNS Vit Nam, CocaCola ti Vit Nam chi khong 1,5 triu la M cho cc qung co sn phm trn truy
n hnh v bo giy trong nm 2008. l mt khon tin khng h nh m Cocacola Vi
t Nam khng tic khi chi tr cho hot ng qung co ca mnh.
_Cc qung co ca Coca rt n tng v thu ht c nhiu s ch ca mi ngi, vi
nhng tng c o, sng to, th hin cm gic mi l c o
nh vi on qung co ca Coca vi Mr BRRRRRRRrrrr, qung co v Happiness Fact
ory, v mi y nht l qung co vi tng v cch n mng chin thng ca cc ngi
sao bng ni ting vi nhc nn Waving Flag, bi ht chh thc ca World cup 2010.
X/ KHUYN MI
L mt trong nhng cng c tt nht qung b hnh nh ca sn phm n vi ngi
tiu dng
_ th trng VN, coca-cola c nhng hot ng khuyn mi nh : Bt np sp iTrng i, Chung hng nim vui
_ Vic s dng cc hnh thc khuyn mi khng ch gip cho doanh s ca cng ty tng
ln m n cn th hin gi tr m cng ty mang li cho cc khch hng ca mnh.
XI/ HOT NG KHC
Cocacola Vit Nam thng xuyn t chc cc hot ng b ch, y ngha vi khch h
ng, c bit l cc chng trnh dnh cho gii tr. Cc hot ng ny to cho coca mt h
nh nh i mi, sng to, y nng ng, lc quan, hnh phc v y cun ht. Cc hot
ng ny to s thn thuc v gn gi hn gia CocaCola v ngi tiu dng bng nhng
hot ng y bt ng v sng to.
25

T chc Chin dch Happiness Factory: nhm th hin th gii bn trong y sinh
ng v say m ca mt chai CocaCola v truyn cm hng lc quan n ngi tiu dng,
c trin khai di nhiu hot ng sng to, th v. Nhn dp ny, CocaCola cng dnh
gn mt triu mu sn phm dng th cho ngi tiu dng ti cc thnh ph ln nh H
Ni, H Ch Minh v Cn Th.
- "Ht cng Coca-Cola" - C hi cc bn tr th ti ca ht : L
mt trong lot cc hot ng tng bng ca chin dch Ung l BRRRR
ang c Coca-Cola trin khai trn ton quc, cuc thi BRRRR-KOOL
SUMMER c t chc khuyn khch tinh thn lun th hin v tri
nghim nhng iu mi m gii tr cuc sng lun trn ngp nim
vui v hng khi. Coca-Cola mong mun mang n mt cm gic sng
khoi hon ton mi l, c o v khng ging vi bt k tri nghim
no trc cho ngi tiu dng.
- Coca-Cola t chc chin dch C Coca-Cola mn no cng ngon :
nhm qung b vn ha m thc Vit Nam thng qua nhiu hot ng th
v trong c chng trnh truyn hnh thc t ua ti m thc. Ba n
l dp mi ngi t hp, tr chuyn v thng thc cc mn ngon cng
nhau. Mt ba n ngon ming cng vi khng kh vui v lun gp phn
lm tng thm tnh cm gn b gia cc thnh vin trong gia nh, bn b,
ng nghip... V th, Coca-Cola thc hin chin dch C Coca-Cola
mn no cng ngon nhm qung b v lm phong ph vn ha m thc
Vit Nam cng nh hng dn cch kt hp v thng thc cc mn n
mt cch hi ha nhm em li s ngon ming v mang mi ngi n
gn nhau hn.
_Coca-Cola ti tr thc hin chng trnh truyn hnh thc t si
ng ua ti m thc.
y khng ch l mt chng trnh mang tnh gii tr cao m cn l b
sung kin thc m thc, gip cc bn c thm thng tin la chn thc
n c ch cho sc khe, bit cch ch bin mn n yu thch, cng nh c
nhng khonh khc th v cng bn b v gia nh.
- Coca-Cola cn to chuyn trang m thc vi nhiu thng tin b ch
trn knh 14 ti a ch: http://duataiamthuc.kenh14.vn/: Ti y, cc
26

bn tr c th ng k tham gia v cp nht thng tin v chng trnh

ua ti m thc cng Coca-Cola, tr li cc cu hi hng tun ginh
nhng gii thng hp dn v cng b bn chia s v cc mn n ngon,
cc c sn ca tng vng, min cng cc a ch m thc trn ton quc.
Nhn dp ny, Coca-Cola cng dnh 300.000 mu dng th min ph ti
cc nh hng, qun n 2 th l H Ni v TP HCM.
- Chng trnh Chia s cng ai iu tt p nht? Dnh CocaCola
u Nm cho ngi bn yu thng : gi hng trm, hng ngn li
chc tt p ca mi ngi n mi min t nc. c bit chng trnh
Coca-Cola u Nm s dnh s tin 233.420.000 ng tng ng vi
46.684 li yu thng cc bn gi cho ngi thn bn b trong sut
thi gian din ra chng trnh ng h cho chng trnh Nc sch cng
ng. Vi chng trnh ngha ny, Tt nm nay khng nhng khch
hng ca coca c s chia yu thng m cn gp phn ng gp v
cng ng.
- Chin dch ca Coke mi y ly tng ch o l cc hot ng n
mng chin thng mt cch y ngu hng. Ngi hm m c th chia s
nim vui chin thng thng qua m nhc, cc s kin tng tc. Ngoi ra
chng trnh diu hnh ca chic cp v ch World Cup (Coca-Cola
FIFA World Cup Trophy Tour) s l tm im trong chui s kin ny.
Thng ip ca hot ng ny l :
Cng Coca-Cola n mng chin
thng & n Nam Phi xem World Cup. Cup vng tri qua cuc hnh
trnh qua 86 quc gia, trc khi trao cho i v ch ti Nam Phi vo ma
h.
Vit Nam l im dng chn th 2 ca hnh trnh chnh thc vng
quanh th gii, sau khi khi hnh ti n vo u thng 1/2010.
Cocacola mun mang n cho khch hng v cng l ngi hm m bng
c hi c tn mt chim ngng v chp hnh lu nim cng chic
cp vng danh gi nht hnh tinh ny. Cc hot ng ca l hi nhm ku
gi ngi hm m th hin tinh thn lc quan v nim am m vi bng
ha chung vi tinh thn th thao say m ca ton th gii. Vi s
kin ny, ngi hm m ngoi c hi c tn mt chim ngng chic
27

cp vng danh gi nht hnh tinh, cn c tham gia cc hot ng vui

chi gii tr ho hng nh: chp hnh lu nim cng chic cp vng, xem
phim 3D v nhng khonh khc th v ca FIFA World Cup, tranh ti
cng cc tr chi th thch si ni, c phc v Coca-Cola min ph v
nhiu hot ng hp dn khc.
- Ha cng khng kh World Cup sp n gn, Coca-Cola Vit Nam dnh
cho ngi hm m Vit Nam cuc thi n Mng Bt Tn th v vi
gii thng chung cuc hp dn. Qua , t ngy 15/3 n ngy 31/5,
ngi hm m s ng ti cc clip n mng bn thng t sng tc ln trang
web http://www.coca-cola.zing.vn/ . Ngi c clip n mng bn thng
sng to v n tng c s bnh chn cao nht trn trang web ny s
c phn thng l mt sut n Nam Phi cng 12 ti nng bng tr
ti Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6.
- Khn gi truyn hnh s quyt nh 12 gng mt no s ginh sut i
Nam Phi tham d Hi tri bng ton cu Coca-Cola Nam Phi
2010 vo thng 6 ti y thng qua cc chng trnh truyn hnh thc t
do VTV thc hin, ghi li hnh nh tp luyn, th thch v thi u ca 24
ng vin v pht sng trn VTV3. Tt c cc hot ng tuyn chn, hun
luyn, th thch v sinh hot ca cc em trong chng trnh Hi tri
bng ton cu Coca-Cola Nam Phi 2010 cng nh trong 4 ngy tp
hun tp trung ny u c i truyn hnh Vit Nam ghi hnh v dng
thnh 12 tp phim truyn hnh thc t, pht sng trn VTV3 mi th 6
hng tun lc 17h, v pht li vo th 3 tun k tip trn VTV6 lc 20h45
vi thi lng khong 30 pht mi tp. Qua 12 tp phim, ngoi cc hot
ng hun luyn v th thch, khn gi s c xem nhng cu chuyn
ngoi sn tp cng cc cm xc v k nim vui bun ca cc em xuyn
sut chng trnh. i c s bnh chn cao nht t khn gi xem i trong
sut thi gian pht sng s ginh sut n Nam Phi tham d Hi tri
bng ton cu Coca-Cola Nam Phi 2010 vo thng 6 ti y. Qua
chng trnh, cc em c gp g, giao lu vi i s thng hiu ca
Coca-Cola lnh vc ca nhc l ca s Phng Vy. Ngoi ra cc em cn c
xem cc video clip n mng bn thng ca cc cu th, i bng ni ting
sng to ra cc cch n mng bn thng c o ca c nhn v c i.
Trong bn ngy hun luyn ti Thnh Long, di s dn dt ca HLV
28

Triu Quang H, t chuyn mn i din VFF cng hai i s thng hiu

trong lnh vc th thao ca Coca-Cola l tuyn th quc gia v l cu th
ca CLB Gch ng Tm Long An Phan Thanh Bnh v cu th ca CLB
Bnh Dng Philani gc Nam Phi, 24 em c chia thnh hai i (mi
i 12 em) c hun luyn chuyn mn bng c bn, vt qua cc
vng th thch v thi u i khng trc tip.

TH TRNG M
-

1950s-1980s: ti M bo ng tnh trng tha cn v bo ph: gn 100 triu ngi

M b tha cn t 1980, tng s ngi b tha cn tng gp i (theo
supersizeme.com); xut hin nhiu nhng cu ni chm bim "Everything is bigger in
America". Hin tng ny dn thay i hng la chn thc phm: ngi M quan
tm mnh n loi thc phm t calorie, tt cho sc khe nm 1963, sn phm
Coca tung ra u tin cho th trng thc ung king ny l Tab, sau Tab b thay
th bi 1 sn phm khc vo nm 1982 l Diet Coke vi qung co lng calorie l
0.5kcal/150ml, lng ng l 0g/150ml (trong sn phm bnh thng, lng calorie
l 63kcal/150ml v lng ng l 15.9g/150ml).

1982: Diet Coke xut hin ln u ti M, l thc ung khng ng u tin xut
hin trn th trng. Tuy nhin thc t cho thy: lng khch hng s dng sn phm
ny ch yu l n. bi v khch hng nam, c bit l nam thanh nin cho rng: vic
xc nh ch n l chuyn ca con gi 2005, Coca tung ra Coke Zero vi v lon
mu en, to cm gic mnh m (tri ngc vi v lon trng bc ca Diet Coke)
29

Hiu qu: mc d thng s v dinh dng ca 2 loi sn phm gn nh nhau, nhng

lng
tiu
th
ca
Coke
Zero
tng
mnh
m.

Theo m hnh Hofstede: ch s Trnh s khng chc chn ca M l 46, cho thy
ngi M thch s t ph, thay i v ph cch. iu cng c ngha cm gic tri
nghim mi m c cao Coca tung ra cc sn phm dng Coke vi cc hng
v khc nhau nh Coke khng caffeine, hng nho, hng vani, 7Up hng nho,
v.v

T lc Coca hnh thnh, th gii quen vi loi chai khong 300ml. Dung tch ca
chai nh khng ph hp vi nhng ngi khng thch i mua hng nhiu ln, ng
thi to cm gic lng ph s thay i bt u ti M, vi chai nha 1.5 lt. S
thay
i
nhn
c
phn
ng
tch
cc
t
khch

30

hng.

M l nc a chng tc, c nhiu dn tc cng nhau sinh sng nht th gii u

nm 2014, Cocacola cho pht on video bi ht American The Beautiful. im
c bit ca video qung co ny ch: bi ht c ht khng ch bng ting Anh
m cn bng ting Ty Ban Nha, Tagalog, ting Do Thi, Ting Hin-ddi, Senegal Php v Keres, mt phng ng Puebloan New Mexico. Cocacola cho rng Trong
nhiu th k , M m rng vng tay ca mnh cho ngi dn ca nhiu quc gia
v h gip xy dng t nc v i ny"; trong mt tuyn b thm, Coke cho
bit rng qung co i din cho cc dn tc khc nhau, tn gio, chng tc v gia
nh, trong c mt cp v chng ng tnh. Theo Katie Bayne, ch tch thng
hiu Cocacola Bc M, cho bit cng ty hy vng qung co s " lm mi ngi ni
chuyn v suy ngh v nhng iu ng t ho khi l ngi M". Cocacola cng
tuyn b chp nhn kin ng h ln ch trch t pha mi ngi. Thc t cho thy,
lng kin phn i v ng h ngang nga nhau.

31

i vi sn phm Coca bnh thng, Cocacola s dng siro lm t bp , c hm

lng fructose cao, lm cho v ngt. Nhng i vi Ashkenazim - ngi Do
Thi ng gc chu u - ng v cc sn phm t ng b cm trong l Vt Qua
(Passover), do truyn thng ca h king u cng k t ng cc trong l hi.
Ngi Do Thi rt nghim chnh chp hnh quy nh ny trong L Vt Qua,
nhng h vn mun ung coca p ng nhu cu , Cocacola thay th
ng ma cho xi-r ng. Cc chai coca ny c bao b ring ngi Do Thi
nhn ra: np chai c ng mu vng, thay v mu truyn thng.

i vi nhiu ngi , ung nc Coke mu vng trng vo l Vt Qua - thay v

mu truyn thng dng nh cng quan trng khng km nhng truyn thng
khc nh bnh pizza v bnh hnh nhn matzah. N c l l soda c lin quan nhiu
nht vi ngi Do Thi vo cc k ngh.
Cc sn phm cung cp cho khch hng l ngi theo o Hi khng s dng
glycerin lm t tht b, m s dng glycerin nhn to.
cc nc xem trng cc mi quan h (nh Singapore, Indonesia, Hy Lp, v.v)
hnh nh trn qung co ca Cocacola c thay i nhm to s lin kt gia sn
phm vi khch hng mnh hn. Nhng hnh nh gi ln hnh tng v gia nh, bn
b, v.v c s dng nhiu.

32

 TH TRNG N
C th d thy nht l khi Coca-cola tip cn th trng n , c bit l th trng
nng thn vo nm 2002. Coca gp v vn kh khn c th : C s h tng km, thi
quen tiu dng (u tin s dng thc ung truyn thng : lassi v neembu pani), nhn
thc v sn phm ..v.v.
Ban u vi h thng phn phi c nh tng lm Coca gp tht bi theo cch : Tp
trung vn chuyn sn phm t nh my ng chai trc tip bn l. iu ny hu nh
v ch. Chin lc thay i: u tin cc kin hng t nh my ng chai s c
a ti cc trung tm, t cc trung tm s a n cc i l trung gian nh hn, t
mi phn phi ti nh bn l . Kt qu, h thng phn phi ca Coca nhanh chng ph
u khu vc nng thn.
33

V sn phm, Coca chuyn t 300ml vi gi 10 Rs sang loi 200ml gi 5 Rs, khng

nhng ph hp vi ngi dn m cn gip Coca tng c mt khong li nhun ln

c bit th trng n , vi a s ngi dn theo o hindu, Coca chn slogan :

Thanda Matlab Coke theo ting anh l Cold Means Coke v ngi n thng gi
tt l Thanda gy n tng v d nh.

34

 CC NC C NGI DO THI

Trc ht ta cn phn bit Coca M v Coca Mexico . Bn tri l Coca Cola M v

bn phi l Coca cola Mexico
M, Coca cola lm t High-fructose corn syrup (l cht du ngt nh ng c ngun
gc t bt bp nhng n kinh t hn v gi ng (lm bng Ma) M gp i gi th
gii.)
Trong khi Mexico, Coca cola lm t real cane sugar (ng ma thit s) c mi
ngi a chung hn.
ng ch l ngi Do Thi khng c php n ng trong ngy Passover ( L Qu
Hi) nn khng th s dng cc sn phm sn xut theo kiu m, cng vi ngy ny
cc sn phm ca Coca s dng nguyn liu real cane sugar theo kiu Mexico nhm
p ng cho nhu cu th trng ny.
NC B O NHA
Ti B o Nha, Coca cola may mn khi 2 mu sc ch o trng v rt ph hp bi
v cng chnh l mu c ca nc ny, th hin cho s on kt cng nh yu t thi
gian kt hp gia truyn thng v hin i. y l mt iu kh thun li, khng d g c
c i vi mt nh sn xut nc gii kht nh Coca. Do vy khi t khi u, Coca
nhn c s hng ng tt t pha khch hng.

35

Ngoi ra cn k n s thnh cng khi Coca s dng mt trong nhng biu tng ni
ting ca mnh, chnh l ng gi noel (cng c 2 mu ch o l v trng) , th hin
cho gi tr truyn thng gia nh, nim hnh phc ca tr em. Hnh nh ny c Coca s
dng thnh cng xuyn sut trong qu trnh 1990 n 2007

Khng ging nh McDonald, Levis,Heniken ..v.v..nhng thng hiu mun sn phm h

c xem nh hng ha mua c bit. Coca khng mun nhy vo tm tr khch hng
36

mt cch bnh thng. Coca khng mun lin kt vi hnh nh nhng m tic trn th
trn hay tr thnh biu tng ca gii tr. Coca mong mun sn phm h tr thnh mt
phn thit yu ca cuc sng hng ngy. Do vy coca u t mt lng ln cho qung
co trn tivi, radio, internet, thm ch cc bc grafity trn tng. Ngoi ra cn c cc
khon u t vo hot ng x hi gip tn tui ca coca ngy cng ln mnh, gn kt
vi khch hng nh cu slogan a ra Always Coca-cola.

NC BRAZIL
Mc d Coca Cola mt nhiu cng sc khi n c gng thay i mu sc ca mnh
ph hp. V theo ta tng ngh th n s kh lm mt iu g tng t nh vy mt ln
na. Nhng Brazil, theo thng tin ca c quan Wieden & Kennedy Paulo, lon c
thay i mt phn mu sc theo mu ca l c Brazil. Bao b mi c sn trong nc
trong hai thng tip theo, v c to ra h tr Brazil trong FIFA Confederations Cup
2014 sp ti.

37

Coca s hu 3 mu (vng , xanh da tri, v xanh l cy) theo mu c ca Brazil.

NC CANADA
Cng vi M, Trc mi quan tm v vic thay i khi hu ton cu c ngi dn
hng ng v ku gi.Canada l vng c kh hu lnh, tuy nhin v hin tng nng ln
ca tri t gy ra nhiu hin tng nh hng n cuc sng ca ngi dn. Cui nm
2011, Coca cola s dng bao b mi ng thi nhn nh vi mi ngi thng ip: Hy
bo v mi trng sng ca gu Bc Cc

38

 NC NHT BN
Vo nhng thng ma ng lnh rt, ngi Nht thng c thi quen dng nng nh
tr, caf, sp v mt s loi n, ung ph bin khc. Chnh v l do ny sau 4 nm
nghin cu, Coca cola tung sn phm u tin vi thc ung nng (trn 50 C) vi tn
gi Canada Dry Hot Ginger Ale, nhm p ng nhu cu ca khch hng ni y

c bit phc v cc ph n trong tui 20-30 Coca cng tung ra phin bn nng
ca loi ung Kirin no Awa, mt loi nc hoa qu c ga, vn ph bin ti Nht
Bn, s c bn ti cc ca hng tin ch, ch yu
-

C CU T CHC KINH DOANH CA COCA COLA

u tin l v 6 u tin chin lc bao trm cc k hoch ca Cocacola. l:
o Tng tc tc tng trng ca ngnh nc ngt c ga, dn u l Cocacola.
o M rng quy m gia nh sn phm, bt c ci g thch hp v d nh nc ng
chai, tr, c ph, nc tri cy, nc tng lc.
o Pht trin mt h thng lm vic c li nhun cao v nng lc tt, cng vi nh
sn xut v ng chai.
o Phc v khch hng (v d nh cc nh bn l) mt cch sng to xy dng
doanh nghip ca h.
o u t thng minh trong s pht trin th trng.
o Lo li kh nng lm vic hiu qu v chi ph c tnh cnh tranh bng cch s
dng cng ngh v sn xut quy m ln kim sot chi ph cho php cng ty
t c kt qu phi thng hng ngy.
Quyt nh chin lc quan trng ca cng ty c bn bc v a ra bi mt Ban
chp hnh gm 12 ngi. y ban ny gip xy dng da trn su u tin chin lc
t ra trc . Ch tch ca Ban ny hot ng cho Cng ty v Ch tch cuc hp
39

hi ng (chc v ny ch mang tnh biu trng). Tuy nhin, ngi ny cng l Gim
c iu hnh (CEO) v nh vy ng l ngi ra quyt nh cp cao. Gim c iu
hnh khc c trch nhim cho cc khu vc ln (v d nh Chu Phi) hoc lm vic
vi chuyn mn kinh doanh quan trng v d nh Gim c ti chnh.

L mt cng ty c thnh cng da trn kh nng kt ni vi ngi tiu dng a

phng, Cocacola c t chc thnh mt cu trc khu vc trong kt hp tp
trung v ni a ha. Cng ty iu hnh 6 b phn chin lc kinh doanh n v
(SBU) v 1 tr s chnh.

Mi SBU khu vc c phn chia thnh cc b phn nh hn. Cu trc phn theo a
l ny c p dng v Cocacola cho rng:
o Th trng c tch bit theo a l.
o S thch v li sng khc nhau theo khu vc, cng nh thu nhp v hnh vi ngi
tiu dng.
o Cc th trng ang giai on pht trin khc nhau.
cp thp hn l cc cng vic chuyn mn. C cu qun l cho Anh minh ha iu
ny:

40

Cu trc ca SBU Anh kt hp cc yu t tp trung v phn cp. B phn ti Anh v

b phn chc nng hot ng nh mt n v kinh doanh, vi mi gim c bo co
vi Tng gim c, tc l Ch tch ca SBU.
Tuy nhin, c mt cu trc ma trn cho mi SBU. V d, Gim c Ti chnh Anh
bo co vi Ch tch SBU Anh, nhng ng thi cng bo co vi Gim c Ti
chnh ca B phn Bc Ty u. Ngoi ra, b phn chc nng trong Cocacola hot
ng trn ranh gii a l chia s kinh nghim tt nht.

V vic ra quyt nh cho khu vc, cc SBU khc nhau chu trch nhim v cng tc
nghin cu th trng khu vc c th, v pht trin qung co a phng , v d
nh bng cch s dng ngn ng ca cc quc gia m Cocacola hot ng.

41

KT LUN
Khng phi lc no cng c th p dng cng mt chin lc i vi nhng quc gia, m
phi i hi c s thay i cho ph hp vi tng quc gia . Nhng tr ngi kh khn
ro cn t s khc bit vn ha to nn tnh cnh tranh nhng cng l c hi cc
doanh nghip to nn s i mi. c bit trong bi cnh hi nhp khng ngng, thch
thc cc t chc khng ngng nghin cu, hc hi, pht trin nng cao hiu bit v vn
ha, c ci nhn di hn trong qu trnh kinh doanh.
Coca cola l mt trong v s nhng trng hp in hnh, l nhng tng to bo
ng hc hi nhng cng l nhng bi hc rt ra t nhng bc i sai lm. Hn bao gi
ht, Vn ha lun l nn tng cho hot ng kinh doanh ton cu.

BNG NI DUNG CNG VIC

NI DUNG

NGI THC HIN

42

K TN

TH TRNG TRUNG QUC

ON L MAI LNG

TT MEXICO

HONG VN ANH

TT VIT NAM

NGUYN TH MINH TM

TT M, C CU T CHC

NHT MINH

TT N ,B O
NHA,NHT BN,
CANADA,BRAZIL

NGUYN C HONG MINH

TT VIT NAM

VIXAYPHONE

TNG HP

NGUYN C HONG MINH

43

MC LC
LI M U ................................................................. Error! Bookmark not defined.
CHNH SCH MARKETING MIX CA COCA COLA................................................ 3
TH TRNG TRUNG QUC .................................................................................. 3
TH TRNG MEXICO .......................................................................................... 10
TH TRNG VIT NAM ........................................................................................... 16
Tp trung vo cc th trng ch cht ........................................................................ 18
TH TRNG M ................................................................................................... 29
TH TRNG N ............................................................................................. 33
CC NC C NGI DO THI.......................................................................... 35
NC B O NHA .............................................................................................. 35
NC BRAZIL ........................................................................................................ 37
NC CANADA ...................................................................................................... 38
NC NHT BN .................................................................................................. 39
C CU T CHC KINH DOANH CA COCA COLA ............................................ 39
KT LUN ................................................................................................................... 42
BNG NI DUNG CNG VIC ................................................................................. 42
MC LC ..................................................................................................................... 44

44