Effective Marketing Strategies

The assignment content discusses two case studies of successful companies, PepsiCo and IKEA. The first study highlights how PepsiCo used Porter's generic strategy to offer products at minimum prices, retain customers, and attain competitive edge by differentiating its products. The second study emphasizes IKEA's focus on being consumer-centric, offering affordable products, and taking customer suggestions seriously to build loyalty and maximize profitability.

assignment
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Answer 1: The example of PepsiCo can be taken in order to explain the effective strategy of
marketing. Further, the company used Porter's generic strategy in order to come up with the
products. The company initially offered the products at the minimum prices in order to attract the
customers and further retain them for a longer period of time. The PepsiCo invested less in the
resources, and the specialization helped the company to attain the benefits. Moreover, the
company came up with the strong strategy of differentiation in order to compete with the strategy
of Coca-Cola (Church et al., 2016). The PepsiCo decide to come with the various distinct
products by simply modifying the ingredients, and this further helped the company to attain
competitive edge for a longer period of time. Furthermore, the company focused on the niche
strategy in order to focus more on the targeted segment to satisfy them and attain sustainability,
and as a result, the company is doing wonders in the industry, and the conclusion is based on the
success story of the company.
Answer 2: Personally, I use the products of IKEA more frequently because I find the products
more attractive and unique. Further, the products are available at the affordable prices. Also, it is
being observed that the IKEA seems to be more consumer centric and offers the products
according to the demands and the requirements of the customers to further satisfy them and
retain them for a longer period of time to attain sustainability. After researching about the
company, it is being observed that the results corroborate the personal experience with the brand
as the company creates the base of loyalty to maximize the profitability and attaint he
competitive edge (Logan, J. 2015). Moreover, the thing which is surprising in a positive way is
that the IKEA takes the suggestions from the customers seriously and actually implement them
to further retain them and develop a strong relation with them. Whereas some companies do not

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take the suggestions seriously, and as a result, they lose their customers and unable to survive for
a longer period of time.

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REFERENCES
Church, A. H., Shull, A. C., & Burke, W. W. (2016). The future of organization development,
transformation, and change. Practicing Organization Development: Leading Transformation and
Change, Fourth Edition, 419-428.
Logan, J. (2015, July). Union Representation in the ‘Socially Responsible' Multinational: Ikea
Retail in Spain, Sweden, Turkey and the USA. In 27th Annual Meeting. Sase.