Analysis of Marketing Strategies Used by PepsiCo Based on Ansoff's TheoryGRIN Verlag, 2009 M01 12 - 30 pages Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of applied sciences, Neuss, course: Marketing, language: English, abstract: Most leading companies today pursue multiple strategies for growth simultaneously in order to reach their strategic goals. It is important to verify how different growth strategies are appropriate for companies operating in different types of markets, and how changes in business environment make the same company decide on different strategic options at stage time in its organisational life cycle. The reason why firms succeed or fail is perhaps the central question in strategy. The firm needs a well-defined scope and growth direction, that objectives alone do not meet this need, and additional decision rules are required if the firm is to have orderly and profitable growth. Such decision rules and guidelines have been broadly defined as strategy or, sometimes, as the concept of the firm's business. The choice of a marketing growth strategy is a function of the strategic situation, organisational characteristics, and entrepreneur motivations. It is inherent to the process of strategy formulation. Companies must be flexible to respond rapidly to competition and market changes. They must benchmark continuously to achieve best practice. |
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01 September 06 October 19 September acquisition addition advantage advertising Analysis Ansoff’s matrix attract became begin beverage bottling brands brought campaign changing chips choice Coca-Cola Coke cola company’s competitive competitors concentrate concept consists consumers continue Corporate create customers decided decision Diet difficult diversification strategy Donald employed enter established existing product expanding exported Figure firm foreign four Frito-Lay geographical give global growing growth strategies growth vector helped implemented import Improving increase India Indian government Innovation integration International introduced juice Kendall Later launched leading limited Management market development market penetration market share marketing strategies merger objective October operations Pepsi Max Pepsi-Cola PepsiCo Pizza Hut plant possible product development product/market profitable Punjab Quaker reach reason related diversification relationship restaurant risk sell September 2008 September 2008 ________________________________________________________________ snack soft drink specific starred successful Taco Bell taste theory