Coca Cola


A Marketing Analysis Of Coca Cola In Malaysia Marketing Essay

A Marketing Analysis Of Coca Cola In Malaysia Marketing Essay
The Coca-Cola Company (TCCC) is founded 1886 and known as world's largest beverage company
which beverages sold in over 200 countries with a consumption rate of 1.6 billion servings a day
(The Coca-Cola Company, 2006-2010).
Coco-Cola is oldest product under TCCC which retain as the 1st position in Best Global Brands
2010' by Interbrand. The product was introduced in 1886 originated in Atlanta, Georgia, by Dr.
John S. Pemberton, which first offered as a fountain beverage by mixing Coca-Cola syrup with
carbonated water. In 1895, Coca-Cola is registered as a trademark in 1893 and now being sold in
every state and territory outside of United States. Pepsi is the main rival of Coca-Cola which hold
30.8% US market share and Coca-Cola holds 41.8% share (Beverage Digest's 2008).

2.0 Coca-Cola brand in Malaysia
Coca-Cola brand has been in Malaysia since 1936, the company only established its corporate
presence here 1979 by franchised its bottling and distribution to local partner F&N Coca- Cola (M)
Sdn Bhd. F&N's is a well known manufacturer and distributors of local soft drinks which holds 64%
share of the Malaysia soft drinks market (Fraser & Neave Holdings Bhd, 2010). F&N responsible to
producing, packaging, distributing and merchandising Coca-Cola as well as carry out localized
marketing plan developed in partnership with TCCC. In the coming September 2011, TCCC will
cease to partnering with F&N and began to source, produce and distributes its own products from
the factory located in Nilai's Bandar Enstek Techpark (Razak Chik, 2010).

3.0 PEST Analysis of Malaysia
All food and beverages is bound to Syariat Law of Malaysia which certified "Halal" to assure the
products are approved Islamically and manufactured under the strict cleanliness and quality
controls (, 2004). This is important to gain the confidents of...