Marketing
Case Study Number 1:
Pepsi Ultimate Taste Challenge
Table of Contents
I Executive Summary…………………………………………………………………….. page 2
II Problem Statement……………………………………………………………………... page 2
III SWOT Analysis of Micro and Macro Environments………………………………......page 2 i.) Micro analysis……………………………………………………………...page 2 i. Competition……………………………………………………page 3 ii. Marketing ……………..……………………………………....page 3 iii. Customers……………………………………………………...page iv. Suppliers v. Publics vi. Company vii. Management viii. Accounting ix. Finance x. Operations xi. Research and Development xii. Purchasing xiii. Human Resources ii.) Macro Analysis …………………………………………………………page xiv. Demographic Forces xv. Economic Forces xvi. Natural Forces xvii. Technological Forces xviii. Regulatory/Political Forces xix. Cultural Forces
IV Market Segmentation ………………………………………………………………page i.) Primary Segments ii.) Secondary Segments
V Strategic Alternatives ……………………………………………………………….page
VI Endnotes (Bibliography)……………………………………………………………page
I Executive Summary PepsiCo is a multinational corporation that expanded into Canada in 1934. The company opened the first of its many future bottling plants in Montreal, Québec, and it is, at present, the leader of the Soft Drink Market in Canada. In order to maintain its competitive edge in this market, PepsiCo Canada is faced with an important and complex problem: How can the company properly implement marketing strategies for the famed “Pepsi Challenge” in order to increase market share with the technologically advanced Millennial generation and what would this social media driven campaign look like? In order to answer this question, three strategic alternatives have been developed. Alternative one outlines Alternative two would include
Pepsi Ultimate Taste Challenge
Table of Contents
I Executive Summary…………………………………………………………………….. page 2
II Problem Statement……………………………………………………………………... page 2
III SWOT Analysis of Micro and Macro Environments………………………………......page 2 i.) Micro analysis……………………………………………………………...page 2 i. Competition……………………………………………………page 3 ii. Marketing ……………..……………………………………....page 3 iii. Customers……………………………………………………...page iv. Suppliers v. Publics vi. Company vii. Management viii. Accounting ix. Finance x. Operations xi. Research and Development xii. Purchasing xiii. Human Resources ii.) Macro Analysis …………………………………………………………page xiv. Demographic Forces xv. Economic Forces xvi. Natural Forces xvii. Technological Forces xviii. Regulatory/Political Forces xix. Cultural Forces
IV Market Segmentation ………………………………………………………………page i.) Primary Segments ii.) Secondary Segments
V Strategic Alternatives ……………………………………………………………….page
VI Endnotes (Bibliography)……………………………………………………………page
I Executive Summary PepsiCo is a multinational corporation that expanded into Canada in 1934. The company opened the first of its many future bottling plants in Montreal, Québec, and it is, at present, the leader of the Soft Drink Market in Canada. In order to maintain its competitive edge in this market, PepsiCo Canada is faced with an important and complex problem: How can the company properly implement marketing strategies for the famed “Pepsi Challenge” in order to increase market share with the technologically advanced Millennial generation and what would this social media driven campaign look like? In order to answer this question, three strategic alternatives have been developed. Alternative one outlines Alternative two would include
Bibliography: