Vietnam is a Pepsi dominated market with Pepsi having 55% of the market and coca cola products garnering only 39% of the market.
Coca-cola has the required brand awareness but needs to improve brand acceptability in Vietnam. Therefore its market strategy i.e. advertisement plan, pricing plan and marketing logistics should be based on improving the brand acceptability to command a high order of brand loyalty. Pepsi has the first mover advantage in Vietnam and a good advertisement campaign because of which it was able to entrench itself into the tradition of Vietnam thus building its brand loyalty.
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