This assessment report is based on the International Marketing Plan that conducts to introduce global firm, Coca-Cola Company into Malaysia market. The report is consisting of four aspects which covered company profile, marketing mix, marketing plan, and implementation and control.
Coca-Cola Company is the well known and world’s leading beverage company. In 1886, John Pemberton, an Atlanta pharmacist was done his own experiment through stirred up a fragrant, caramel-colored liquid and combine the mixtures with carbonated water. Then, he supplied to customer for test market and the customers also felt the drink is something special. So later on he put the drinks on sale, five cents per glass. The drink was named as “Coca-Cola” by Frank Robinson, Pemberton’s bookkeeper. In 1923, Coca-Cola was introduced in US by the company president, Asa Candler (Coca-Cola, 2006). The company is focusing on develop concentrates, drinks basis syrups, which are enabling to sold in bottle that embrace the world’s largest beverage supply system.
We remain reliable to the Coca-Cola Company vision that based on the Roadmap which is guides each of the portion of our business through describing what we want to complete in order to accomplish sustainable of quality growth (Coca-Cola, 2006).
* People: Be a great place to work where people are inspired to be the best they can be. * Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. * Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. * Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. * Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. * Productivity: Be a highly effective, lean and fast-moving organization
Figure 1: Vision of Coca-Cola Company
(Source: Adopted from http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html)
Our mission is to revive the world, to encourage moments of optimism and happiness, and to create value and a make difference.
“Journey to shared value” which is the philosophy of the company that involves the target market, form cultural leadership, and creating a network benefits as customers and stakeholders move further than brand loyalist to brand advocates.
| * To choose the correct training partner and creating an in-house training potential for the staff and employees to enhancing their awareness about beverages * Offer experienced human resource management employees from home country to equip the staff with the essential skills that needed by the company * Make stronger the relationship between employers and employees and make them as a part of the family members * To win the customers heart by providing outstanding quality of Coca-Cola product
| Quantitative Objectives
| * To enlarge the business in different big city in Malaysia such as Kuala Lumpur, Johor Bahru, Penang, Pahang and Kedah * To commence different type of beverages in term of flavors to attract the consumers * Develop customer satisfaction
| Financial Objectives
| * Have at least 50% sales come from the products introduce last year * Maintain the positive cash flow in monthly period * Achieve 25% return on investment for the next two years * Achieve net sales growth rate 10% every year
| Marketing Objectives
| * To become the market leader in beverage company in Malaysia * Build and retain good relationship with the consumers * Make use of the technology tools for the advertisement purpose and decrease the usage of paper for environmental concern * Create a team work with logistic company
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