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Marketing Strategy Analysis 1 - Assignment Example

They have also tried universality of brands so that their products will have an international identity. In terms of advertising, they fall short to its fiercest competitor in the “cola-war”, Coca-Cola. Pepsi showed a competitive advantage in technology as it was first to respond to customers need for lightweight packaging, and healthy drinks. Its advertisements focus on the younger generation which is its target market. Lessons learned are that marketing strategies are significant moves in entering a new market. AN ANALYSIS OF PEPSICOLA’S INTERNATIONAL MARKETING STRATEGIES Introduction Globalization has led multi-nationals to look for positive growths in foreign countries. In order to be successful, they have to employ several marketing strategies that will drive their companies to success. Study focuses on marketing strategies used by Pepsi-cola Company in operating in various regions worldwide. Overview Pepsi has been in operation for over 100 years. From a simple formulation of a druggist many years ago, Pepsi Cola Company has been transformed into a multinational company that is now one of the top companies in the world (Fortune 500, 2013). Over the years, Pepsico, aside from beverages, has developed into diverse fields such as snacks and restaurants. Pepsico produces, markets, and sells beverages and snacks foods to over 190 countries and territories which generates over 18 billion dollars in 2012 (Reuters 2013). It is organized into four divisions: Pepsico America’s foods (PAF), Pepsico

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America beverage (PAB), Pepsico Europe, and Pepsico Asia, Middle East, and Africa (AMEA). Business units has six segments comprised of FLNA, QFNA, LAF, PAB, Europe and AMEA. These business units manufacture and sell a range of snack foods, carbonated and non carbonated beverages, and other foods. Mergers, joint ventures with companies, licensing, and company owned outlets afforded this system of distribution. For instance, merger with Quaker and Frito Lays, joint venture with Unilever (for Lipton tea) and licensing in the region are strategies to reach customers. FLNA that stands for Frito-Lay North America, makes, sells, and distributes branded snack foods like Lays Potato chips, Fritos corn chips, Doritos tortilla chips, and others. FLNA brands are sold to independent distributors and retailers. In 2012, FLNA contributed 21% of Pepsico’s net revenue. QFNA - Quaker Foods North America is the business unit that produces, sells, and distributor cereals, rice, pasta and other products. Its flagship product is Quaker oatmeal. It also produces cereals, pasta, and other side dishes. Products are sold to independent producers and retailers. In 2012, 4% of Pepsicos total revenue came from QFNA. LAF or Latin American Foods is a business unit that manufactures, sells and distributes a number of snack foods of its own brads as well as distributes Quaker brands. Products are sold to independent distributors and retailers. This unit has contributed 11% of Pepsico’s total revenues in 2012. PAB PepsiCo Americas Beverages PAB makes, markets, sells and distributes beverage concentrates, fountain syrups and finished goods, under various beverage brands including Pepsi, Gatorade, Mountain Dew, Diet Pepsi, Aquafina, 7UP (outside the United States), Diet Mountain Dew, Tropicana Pure Premium, Sierra Mist and Mirinda. PAB also, either independently or through contract manufacturers, makes, markets and sells ready-to-drink tea, coffee and water products through joint ventures wi
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Cover Page Marketing Analysis Pepsicola Submitted by Your name Marketing Strategy Analysis I Marketing November 20, 2013 Abstract Study focuses on the international strategies implemented by Pepsicola Company in conducting its worldwide operations…
Author : legrosfelicita
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