Thạc Sĩ Developing marketing strategy: A case study of the international beverage company, in hochiminh city

Table of Contents
Chapter
Title
Page
Title Page
Acknowledgment
Abstract
Table of Contents
List of Figures
List of Tables
Abbreviations
Introduction
1

1.1. Background
1.2. Problem Statement
1.3. Objectives of the Research Study
1.4. Scope and Limitations of the Research Study
1.5. Organization of the Research Study
2. Literature Review
2.1. Concept of Marketing Strategy
2.2. Link between Marketing strategy and Corporate Strategy
2.3. Strategic Marketing Planning Process
2.3.1. Market Situation Analysis
2.3.2. Marketing Strategy Design
2.3.3 Marketing Program Development
2.3.4 Implementing and Managing Marketing Strategy.
Research Methodology
3.1. Analysis Framework
3.2. Information Needed
3.3. Data Sources
3.4. Data Collection Methodology
4.External Analysis
4.1. An Overview of the Vietnamese Economy
4.2. Some Economic Achievements of HCMC
4.3. Vietnamese Soft Drinks Market
4.3.1. Production
4.3.2. Flavor Split
4.3.3. Packaging Types
4.3.4. Forecast Production and Consumption of Soft Drinks to 2000
4.4. Consumption Pattern and Consumer Preference
4.4.1. Consumption Pattern
4.4.2. Consumer Preference
4.5. Competition on the Vietnamese Soft Drinks Market
4.6. Analysis of the Main Competitors of IBC in HCMC
4.6.1 Coca Cola Indochina Pte Ltd
4.6.2. Tribeco-Saigon Soft Drink Company Ltd
4.7. Substitutes
4.8. Summary of Opportunities and Threats for IBC
5.Internal Analysis
5.1. Profile of International Beverage Company
5.2. Mission of IBC
5.3. Marketing Objective of IBC
5.4. Production and Business Results
5.4.1. Production Capacity
5.4.2. Market Share and Sales Volume
5.4.3. Financial Results
5.5. Analysis of IBC’s Marketing Activities
5.5.1. Product
5.5.2. Price
5.5.3. IBC’s Distribution Channels System
5.5.4. Promotion Activities
5.6. Results and Discussions of Consumer Survey
5.6.1. Brand Preference
5.6.2. Words of Mouth
5.6.3. How Choose to Buy a Soft Drink
5.6.4. Attributes of Soft Drink Brands
5.6.5. Prices of Soft Drink Brands
5.6.6. Places of Consumption
5.6.7. Promotion Activities
5.7. Summary of IBC’s Strengths and Weaknesses
6.Conclusion and Recommendations
6.1. Conclusion
6.2. Recommendations on Developing the Marketing Strategies for IBC
6.2.1. Market Segmentation
6.2.2. IBC’s Market Targeting
6.2.3. Positioning Strategy
6.2.4. Developing Marketing Mix Strategy for IBC in HCMC
6.3. Recommendation for further research
References
Appendices