UNIVERSITY OF HOUSTON – VICTORIA
SCHOOL OF BUSINESS ADMINISTRATION
MKTG 6377 International Marketing
Spring 2012
INSTRUCTOR: Dr. Ziad Swaidan
CASE STUDY REPORT 1
Coke in Japan
Name: Manuel Buendia Date: Apr-14-2012
1.1 Table of Contents
Description | Page |
1.2 Executive Summary………………………………………………………………..…. | 3 |
| |
2.1 Target Marketing Analysis………………………………………………………........ | 4 |
* 2.1.1 Primary Target Market..……………………………………...………………………….... | 4 |
* 2.1.2 Primary Target Market Demographics…………………………...………………….….. | 4 |
* 2.1.3 Secondary Target Market….….…………………………………………………..……….. | 4 |
| |
2.2 SWOT Analysis…………………………………………………………………...….. | 4 |
2.3.1 Strengths…………………………………………………………………….………….…. | 4 |
2.3.2 Weaknesses………………………………………………………………………………… | 5 |
2.3.3 Opportunities………………………………………………………………………..……. | 5 |
2.3.4 Threats……………………………………………………………………………………… | 5 |
| |
2.3 Competition Analysis………………………………………………………………... | 5 |
* Primary Competitor…………………………………………………………….…………………. | 5 |
* Secondary Competitor….…………………………………………………………………………. | 6 |
| |
2.6 Macro Environment Analysis……………………………………..………………….. | 6 |
2.7.1 Economy……………………………………………………………….…………………… | 6 |
2.7.2 Culture……………………………………………………………………………………… | 6 |
2.7.3 Politics, Rules and Regulations…………………………………….…………………… | 6 |
2.7.4 Technology……………………………………………………………….………………… | 7 |
| |
2.7 Market Entry Strategies………………………………………………………….…… | 7 |
| |
3.5 Marketing Mix Strategies…………………………………………………..………… | 7 |
3.6.1 Product Strategy……………………………………………………………...…………… | 7 |
3.6.2 Price Strategy……………………………………………………………………………… | 7 |
3.6.3 Promotion Strategy…………………………………………………………………..…… | 7 |
3.6.4 Place Strategy……………………………………………………………………...……… | 7 |
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