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Introduction to Marketing Assignment | PepsiCo

   

Added on  2020-03-16

12 Pages3739 Words232 Views
RUNNING HEAD: Introduction to MarketingIntroduction toMarketingPepsiCo Limited

PepsiCo Limited1ContentsExecutive Summary...............................................................................................................................2Introduction and Background of PepsiCo..............................................................................................2Analysis of the Marketing Environment................................................................................................3External Environment........................................................................................................................4Internal Environment.........................................................................................................................4SWOT of PepsiCo.............................................................................................................................6Recommendations.................................................................................................................................8Target Market....................................................................................................................................8New Product and New Service Description.......................................................................................8Marketing Mix Strategies..................................................................................................................9Conclusion.............................................................................................................................................9References...........................................................................................................................................10

PepsiCo Limited2Executive SummaryThe purpose of this report is to find, understand and analyse the marketing activities,operations and strategies. It also considers how PepsiCo products are marketed anddistributed in global business settings. This report includes a comprehensive study ofmarketing environment, SWOT analysis, marketing mix and target market of PepsiCo. Introduction and Background of PepsiCo PepsiCo is global Food, Beverage and Snack Company. It is headquartered in Purchase, NewYork in USA. It was founded in 1898. It has gone through over 100 years of journey andemerged as a global market leader in Beverage Industry. PepsiCo uses its own operations,manufacturing units, authorised bottlers, contract manufactures and other third parties tomanufacture, market, distribute and sell carbonated and non-carbonated beverages, foods andgrain-based snacks. It is considered to be one of the global leaders in consumer productsindustry. The current PepsiCo Company was established through a merger in 1965 betweenPepsiCola Company and Frito-Lay, Inc. With this merger PepsiCo has expanded its productoffering and in market it has offered a broad range of beverage and food brands. In 1966, ithas entered into Asian Market through entering into Japan, and at the same it has entered intoeastern European Market (PepsiCo 2017). Their Doritos brand was introduced and becameone of the most popular brands in USA. In 1970, PepsiCo has moved to new headquarterfrom New York to Purchase and positively responded with respect to consumer preference ofrecyclable plastic bottles. In 1971, it redesigned its old traditional logo. In 1974, PepsiCobecame the first American Company to produce and sale consumer products in Soviet Union.Then PepsiCo started to acquire businesses. In 1977 and 1978, it has acquired Pizza Hut andTaco Bell. In 1982, it has taken a great move to enter into China market. Also it hasintroduced caffeine free colas such as Pepsi Free and Diet Pepsi Free. In 1984, it launchedmost famous advertising campaigns of its history with Michael Jackson and Usher and itbecame the “The Choice of New Generation”. In 1986, PepsiCo listed on Tokyo stockexchange and also acquired Mug Root Beer and purchased Kentucky Fried Chicken (KFC).In continuation, PepsiCo acquired Walkers Crisps and Smith Crisps; the two leading snackfood company of United Kingdom (PepsiCo, 2017). Most importantly it entered into top 25of fortune 500 companies. In, 1990, it acquired Mexico's largest cookie company Gamesa.Then in 1991, it joined hands with Unilever to enter into tea market. In 1994, it became the

PepsiCo Limited3first company to enter into Vietnam market. In 1995, it introduced the most chips brand Lay’sthroughout 20 countries. PepsiCo became the first company to film its commercial in space in1996. In 1998, it has acquired Tropicana products from Seagram Company Ltd and interredinto Indian Market. In 2001, it completed its one of the major merge with The Quaker OatsCompany (PepsiCo, 2017). In 2006, the present Chief Executive Officer of PepsiCo IndraNooyi was named as CEO of PepsiCo. PepsiCo had taken a major step in realisation ofinterdependence of society and business organisations through their campaign “Performancewith Purpose”. In 2008, it had announced its most visionary plan to invest $1Bilion in Chinato expand its product portfolio in emerging markets. Their product innovation took a next bigstep by introducing Pepsi Next, a reduced calorie coal in 2012. In 2014, Pepsi Spire, aninnovative fountain beverage dispenser which enabled consumers to customised beverages.Through above described background of PepsiCo, it can be said that PepsiCo has developedas brand of consumer’s choice through its innovative product offering, smart advertising andresponsible initiatives for society. Now a global leader in its industry, this company has itspresence in 200 countries with 22 popular brands such as Pepsi, Lay’s, Gatorade's, Quakerand Tropicana. It is also generating more $1 Billion retail annual sales. As a company inbeverage industry it has established its strong presence through well planned timely mergersand acquisitions (PepsiCo, 2017). Analysis of the Marketing EnvironmentMarketing Environment of PepsiCo broadly includes all internal and external factors whichimpacts the marketing operations of PepsiCo. Some these factors are controllable and someof these are uncontrollable. Being a true global company, PepsiCo is surrounded by dynamic,complex and multi-dimensional marketing environment. PepsiCo must be well-aware of itsmarketing environment locally, nationally and globally. Some environmental factors provideopportunities and some creates threats. Comprehensively, internal factors include employees,suppliers, distributors, retails, customers, competitors, government, general public andshareholders. Sometimes these factors altogether referred as microenvironment. Externalfactors include political, economic, legal, social and technological factors. All these factorsimpact the long term planning, operational aspect and performance in terms of top line andbottom line (Dawson, 2014).

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