A.

Lch s hnh thnh Coca-cola (cn c gi tt l Coke) l nhn hiu Nc ngt c ng k nm 1893 ti M Cha ca Coca Cola l mt dc s v theo cch hiu ca ngi dn M thi k Coke (Coca Cola) l mt loi thuc ung. Sau ny, khi mua li Coca Cola, Asa Candler - Nh lnh o ti ba bc nht ca Coca Cola bin chuyn suy ngh ca ngi dn nc M v hnh nh ca Coca Cola. ng cho nhng ngi tiu dng ca mnh hiu th "thuc ung" Coke l mt loi ung ngon lnh v ti mt. Cho n ngy nay, Coca Cola vn trung thnh vi tiu ch ny ca hng. Hnh dng chai Coca-Cola c ng k bo h nm 1960 Ci tn Coca-Cola xut pht t tn l coca v Ht Cola hai thnh phn ca nc ngt Coca-Cola. Chnh iu ny lm Coca Cola c thi k khuynh o v ngi ta quy kt Asa Candler l ngi n ng gy nghin ca th gii. Hin nay Coca-Cola tr thnh hng nc ngt ni ting th gii vi rt nhiu sn phm a dng nh Coca-Cola Light (hay Diet Coke - Coca king), Coca-Cola Cherry Danh mc sn phm Mt s sn phm ca cng ty nh: - Coca-cola (chnh)

- Diet Coke

- Fanta

- Sprite

- Samurai

V mt s sn phm khc nh: Schweppes, Coca-Cola Zero, Vitaminwater, Pererade, Minute Maid, Georgia Coffee, Vannilla Coke. B. im mnh im yu

I.Mi trng bn trong. 1.im mnh L nc ngt c s lng tiu th ln nht ti M v mt s cc quc gia trn th gii,gn gp i so vi i th Pepsico. Lun u tin hang u cho chin lc marketing v mu m sn phm. D nhn din, hnh thc p mt . Nh s u t trong Woldcup nn thng hiu cng ni ting Cc hot ng qung co l mt trong nhng b kp to nn s thnh cng cho Cocacola. Cc qung co ca Coca-cola rt n tng v thu ht c s ch ca mi ngi. Coca-cola l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut n bng thng hiu ngay t khi mi thnh lp. Hiu c tm l ngi tiu dung Coca-cola khng qun rng hot ng khuyn mi l mt trong nhng cng c tt nht qung b hnh nh ca sn phm n vi ngi tiu dng. Cc hot ng khuyn mi ca coca-cola rt d chi nh: Ghp i cc np chai hay khoen lon trng thng. Cc gii thng th hp dn v c sc nh: piaggo, ng h, o thun coca. Lun thnh tht ,trung thc trong mi chin lc kinh doanh, hng tng cng b cng khai: Coca-cola th rt khi t nc cn hn l t lt mt khon tin ln cho ngi ng u nh nc. Trung thc l mu cht cho s tip cn ca hng. Lun tn trng truyn thng vn ha ca mi quc gia s ti.Cng ty o to nhn vin ca mnh trong vic tm hiu cc truyn thng,th ch chnh tr v gi tr ca ngi dn ti cc nc m cng ty c hot ng kinh doanh. Coca-cola cng tham gia vo cc lnh vc mi nh:Dowload nhc y tim nng, li nhun. C rt nhiu mt hng khc nhau mang nhn hiu Coca-cola. 2.im yu Vn c mt s sn phm hng, li c a ra th trng Hng cho ra i hn 300 sn phm nhng ngoi Coca-cola classic th nhng sn phm cn li cha c bit n rng ri trn th trng. Nu s dng qu nhiu Coca-cola trong mt thi gian s gy hi n sc khe Hng thnh lp h thng chm sc khch hng qua in thoi nhng n hot ng cha thc s hiu qu. II.Mi trng bn ngoi 1.C hi Vi thng hiu s mt th gii Coca-cola c th pht trin hn na cc sn phm ca mnh mt cch thun li. C lng ngun vn kinh doanh ln.

 Trong thi i toang cu ha to ra c hi rt ln cho coca-cola xm nhp vo th trng cc quc gia trn th gii. Khoa hc cng ngh ngy cng pht trin gip coca-cola c c hi p dng cc cng ngh hin i vo dy truyn sn xut ca mnh. i vi coca-cola Vit Nam, dn s Vit Nam ng c cu dn s tr gip to ra ngun nhn cng di do, gi r. 2.Thch thc - Trong mi trng kinh t: Mc li sut ca Vit Nam cao gy kh khn trong vic vay vn u t m rng sn sut. Lm pht Vit Nam cao, gi c cc mt hng tng nhanh v vy ngi tiu dng s ct gim bt cc mt hng tiu dng khng cn thit trong c th c cc sn phm ca hng. - Mi trng vn ha x hi: c im chnh ca ngi tiu dng Vit Nam l thch th hin bn thn quan tm nhiu n thng hiu ,sng to v th nghim nhng iu mi m v th hng cn lun lun c nhng thay i ph hp vi ngi tiu dng. Ngi dn quan tm hn n vn sc khe cng ty cn c nhng chnh sch m bo an ton cht lng sn phm, trong cc hot ng marketing cn nhn mnh chnh sch an ton sc khe. - Mi trng ton cu : Cc vn v nhim mi trng nh hng ln n hot ng kinh doanh ca cng ty,cc sn phm t thin nhin ,than thin vi mooi trng ngy cng ph bin v c mi ngi a chung. Chi ph nng lng ngy cng gia tng Nguyn vt liu ngy cng khan him,phi nhp khu v vy cc nh cung cp c th gy kh d. - Mi trng chnh ch php lut. Cc h thng lut tc ng n cc doanh nghip ngy cng tng nh lut chng c quyn, lut s hu tr tu. Cc t chc bo v ngi tiu dng ngy cng pht trin v vy v th ca ngi tiu dng ngy cng c nng cao cng l mt thch thc vi doanh nghip. - i th cnh tranh: Ngoi i th khng l l pepsi th hng cn c cc i th khc th trng Vit Nam hin nay nh tribeco, Tn Hip Pht, Wonderfram v vy s cnh tranh trong ngnh ngy cng cao.

 Sn phm thay th ngy cng pht trin cng l iu ng lo ngi vi hng. Hin nay c cc sn phm thay th nh: nc chanh, nc tri cy, tr sa. C. Slogan Coca-cola c rt nhiu slogan ni ting v thng xuyn thay i theo nm, 1 s slogan gn y t nm 2000 2012 2000 - Enjoy. 2001 - Life tastes good. 2003 - Real. 2005 - Make It Real. 2006 - The Coke Side of Life 2007 - Live on the Coke Side of Life 2008 - Love it light 2009 - Open Happiness 2010 - Twist The Cap To Refreshment 2011 - Life Begins Here 2012 - Open Happiness