Table of Contents

[FONT="]Chapter

[FONT="]Title

[FONT="]Page

[FONT="]Title Page

[FONT="]Acknowledgment

[FONT="]Abstract

[FONT="]Table of Contents

[FONT="]List of Figures

[FONT="]List of Tables

[FONT="]Abbreviations

[FONT="]Introduction

[FONT="]1

[FONT="]1.1. Background

[FONT="]1.2. Problem Statement

[FONT="]1.3. Objectives of the Research Study

[FONT="]1.4. Scope and Limitations of the Research Study

[FONT="]1.5. Organization of the Research Study [FONT="]

2. [FONT="]Literature Review

[FONT="]2.1. Concept of Marketing Strategy

[FONT="]2.2. Link between Marketing strategy and Corporate Strategy

[FONT="]2.3. Strategic Marketing Planning Process

[FONT="] 2.3.1. Market Situation Analysis

[FONT="] 2.3.2. Marketing Strategy Design

[FONT="] 2.3.3 Marketing Program Development

[FONT="] 2.3.4 Implementing and Managing Marketing Strategy[FONT="].

[FONT="]Research Methodology

[FONT="]3.1. Analysis Framework

[FONT="]3.2. Information Needed

[FONT="]3.3. Data Sources

[FONT="]3.4. Data Collection Methodology

[FONT="]4.External Analysis

[FONT="]4.1. An Overview of the Vietnamese Economy

[FONT="]4.2. Some Economic Achievements of HCMC

[FONT="]4.3. Vietnamese Soft Drinks Market

[FONT="] 4.3.1. Production

[FONT="] 4.3.2. Flavor Split

[FONT="] 4.3.3. Packaging Types

[FONT="] 4.3.4. Forecast Production and Consumption of Soft Drinks to 2000

[FONT="]4.4. Consumption Pattern and Consumer Preference

[FONT="] 4.4.1. Consumption Pattern

[FONT="] 4.4.2. Consumer Preference

[FONT="]4.5. Competition on the Vietnamese Soft Drinks Market

[FONT="]4.6. Analysis of the Main Competitors of IBC in HCMC

[FONT="] 4.6.1 Coca Cola Indochina Pte Ltd

[FONT="] 4.6.2. Tribeco-Saigon Soft Drink Company Ltd

[FONT="]4.7. Substitutes

[FONT="]4.8. Summary of Opportunities and Threats for IBC

[FONT="]5.Internal Analysis

[FONT="]5.1. Profile of International Beverage Company

[FONT="]5.2. Mission of IBC

[FONT="]5.3. Marketing Objective of IBC

[FONT="]5.4. Production and Business Results

[FONT="] 5.4.1. Production Capacity

[FONT="] 5.4.2. Market Share and Sales Volume

[FONT="] 5.4.3. Financial Results

[FONT="]5.5. Analysis of IBC’s Marketing Activities

[FONT="] 5.5.1. Product

[FONT="] 5.5.2. Price

[FONT="] 5.5.3. IBC’s Distribution Channels System

[FONT="] 5.5.4. Promotion Activities

[FONT="]5.6. Results and Discussions of Consumer Survey

[FONT="] 5.6.1. Brand Preference

[FONT="] 5.6.2. Words of Mouth

[FONT="] 5.6.3. How Choose to Buy a Soft Drink

[FONT="] 5.6.4. Attributes of Soft Drink Brands

[FONT="] 5.6.5. Prices of Soft Drink Brands

[FONT="] 5.6.6. Places of Consumption

[FONT="] 5.6.7. Promotion Activities

[FONT="]5.7. Summary of IBC’s Strengths and Weaknesses

[FONT="] 6.[FONT="]Conclusion and Recommendations

[FONT="]6.1. Conclusion

[FONT="]6.2. Recommendations on Developing the Marketing Strategies for IBC

[FONT="] 6.2.1. Market Segmentation

[FONT="] 6.2.2. IBC’s Market Targeting

[FONT="] 6.2.3. Positioning Strategy

[FONT="] 6.2.4. Developing Marketing Mix Strategy for IBC in HCMC

[FONT="]6.3. Recommendation for further research

[FONT="]References

[FONT="]Appendices

[FONT="]