PESTEL Analysis of Pepsi Co

   

Added on  2019-12-03

16 Pages3730 Words600 Views
MANAGING MARKETING
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Table of ContentsINTRODUCTION ..........................................................................................................................11. BACKGROUND OF THE COMPANY ....................................................................................12. INDUSTRY OVERVIEW ..........................................................................................................23. CONTEXT ANALYSIS .............................................................................................................33.1 PESTEL analysis of Nigeria market ....................................................................................33.2 SWOT analysis of PepsiCo...................................................................................................43.3 Constructing marketing mix for Pepsi pomegranate.............................................................53.4 Competitor analysis ..............................................................................................................63.5 Stakeholder analysis .............................................................................................................74. PROMOTIONAL OBJECTIVE .................................................................................................84.1 Objectives .............................................................................................................................84.2 Target market and segmentation ..........................................................................................85. MARKETING STRATEGY .......................................................................................................86. RECOMMENDATION ..............................................................................................................9CONCLUSION ...............................................................................................................................9REFERENCES .............................................................................................................................10APPENDIX ...................................................................................................................................12Appendix 1: PESTEL analysis of Pepsi Co. ............................................................................12
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Illustration IndexIllustration 1: PESTEL analysis.......................................................................................................4Illustration 2: Marketing mix...........................................................................................................61
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INTRODUCTION Marketing management is basically managing all marketing activities which are beingcarried out by enterprises. Firm is required to manage its marketing activity in an appropriatemanner (Arora and Stoner, 2009). If the activity is not managed then in the given condition itwill became difficult for enterprises to attract buyers towards the company in an effectivemanner. For the present report, PepsiCo is selected which is a famous food and beveragecompany. This report will provide detail explanation regarding the ways with the help of whichmarketing plan for newly developed product of Pepsi can be prepared. 1. BACKGROUND OF THE COMPANY PepsiCo is the American multinational food and beverage company and it isheadquartered in New York, United States. The organization was founded by Donald Kendalland Herman Lay in the year 1898. In addition to this, it is the public limited company that hasteam of around 271000 employees. The firm offers range of goods and services under its ownbrand name. In this context, it has been assessed that the product which are offered by PepsiCopossesses 63 percent food and 37 percent beverages. Further the PepsiCo has the mission to become world's famous consumer productcompany which carries out the production of convenient foods and beverages. Banerjee, 2009).The corporate has the vision to pursue sustainable growth by investing in healthier future. Thelist of product which is being offered by PepsiCo consists of Pepsi, Mountain dew, Lay's,Tropicana, 7 Up, Doritos, Lipton Tea, Miranda, Cheetos, Aquafina, Tostitos, Fritos, Sierra Mistand Walkers etc. (PepsiCo, 2015). These all brands of PepsiCo have established their unique ordistinct image in the respective market. Thus, it can be stated that, these all given products haveplayed very crucial role in the success of the cited firm. For the present report, new product for PepsiCo is developed named Pepsi pomegranate.This product will be launched in Nigeria. Further, the good can be considered as one moreaddition to the existing product line of cited corporation. The drink will be of light pink colourand it will be produced by using organic ingredients. 2
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