| Author | Bui Thanh Trang |
| Call Number | AIT RSPR no. SM-96-68 |
| Subject(s) | Marketing--Vietnam--Ho Chi Minh
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-96-68 |
| Abstract | International Beverage Company, a joint venture between Saigon Processing Company, Marcondray and Company Inc, Hong Kong, and Pepsi Company Inc, is the largest soft drink company in Vietnam. The company produces well-known soft drink brands such as Pepsi, 7-Up, Crush and Schweppes. Together economic development, the Vietnamese soft drink industry has developed and the Vietnamese soft drinks market becomes fiercely competitive. The company is facing the question of how to protect its leading position in the market, as well as to increase sales. This study deals with the development of marketing strategies for International Beverage Company in HCMC. Thus, it is necessary to analyze external factors including production and consumption, competition to identify oppo1tunities and threats in environment in which the company operates. Moreover, the analysis and assessment of production and business of IBC need to discuss to find out its strengths and weaknesses. Following the analysis the opportunities threats, as well as strengths and weakness, the marketing strategies also are recommended to achieve the marketing objective of the company. |
| Year | 1996 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-96-68 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Hertzberg, Ellen |
| Examination Committee(s) | Speece, Mark;Khang, Do Ba |
| Scholarship Donor(s) | Government of Switzerland. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |