| Case Title | Coca-Cola Indochina Pte Ltd, in Vietnam |
| Case Author(s) |
Leo Paul Dana Teresa Elizabeth Dana
|
| University | Nanyang Technological University |
| Abstract | Coca-Cola Indochina Pte Ltd is a Singapore-based joint venture between F&N Coca-Cola Pte Ltd of Singapore and Thai Pure Drinks Ltd (partially owned by the Coca-Cola Company). Immediately after the US embargo was removed, Pepsi-Cola bottles started rolling off a production line in Ho Chi Minh City, formerly known as Saigon. While Ogilvy and Mather produced a television ad for Pepsi, McCann-Erickson prepared a commercial for Coca-Cola. However, the government's State Committee for co-operation and investment denied the application for Coca-Cola Indochina Pte Ltd to produce their soft-drinks in Ho Chi Minh City. The year 1995 had already arrived and Coca-Cola had yet to be produced in Vietnam. This put Coca-Cola at a serious disadvantage, as PepsiCo claimed 55 percent of the country's soft-drink market. *Abstract reprinted with the permission of the European Case Clearing House* |
| Available In | The Nanyang Case Collection |
| Publisher | The Asian Business Case Centre, NTU |
| Publisher Case No. | ABCC-07-98-010 |
| Distributor(s) | The Asian Business Case Centre European Case Clearing House |
| Pub/Rev Date | 1998 |
| ISBN | |
| Case Length | 6 pgs |
| Teaching Note | No |
| Pub TN Ref No. | |
| Pages (TN) | |
| Issues | Joint venture; soft drinks; market research; advertising; market share; product loyalty; customs; tradition; price. |
| Organisation(s) |
Coca-Cola Indochina Pte. Ltd.
|
| Countries | Vietnam |
| Industry | Food, Beverages & Tobacco |
| Period Covered | 1995 |
| Level | Undergraduate |
| Links of Interest |
The Coca-Cola company homepage Free Vietnam Alliance homepage |
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