Memo Audience Analysis - Essay Example

Memo Report: PepsiCo Ltd PepsiCo 700 Anderson Hill Road Purchase, NY 10577 (Your name)Date: 19/04/2014Subject: Insights into Business Expansion to China for PepsiCo Business ExecutivesExpansion of PepsiCo to China requires that its business executives have an understanding of the dynamics of doing business in China. For a successful market entry, it is paramount that a company ought to study the market before engaging in a given business. China presents a different culture from that of the traditional markets, which are mainly concentrated on the west, mainly United States and United Kingdom.

These aspects make it possible to identify an entry strategy for the business in China.Most of the business executives are mainly senior and middle level managers. They have the responsibility of steering the business in China to profitability. This group of individuals are quite aware that consumption trends do vary according to the population. However, it may not be clear to them how the market situation for soft drinks in China is. The presentation will endeavour to provide meaningful insight into the market situation in China and the factors that influences consumption among the Chinese.

Another consideration to be made is that executives understand in general that there are business regulations in China but may not know them precisely. Doing business in China especially for a foreign company attracts regulations that are variant from the regulations from a company from the country. Therefore, the executives should be made aware of the production regulations, tax obligations and other business policies that applies to an international company doing business in China. The primary audience, which comprises of the business executives, are obliged to get the information and then pass it over to the junior staff and other colleagues not represented during the presentation.

Their education background and experience provides a good platform for effective use of the information passed over to them. Their perception towards the information is contributed by the view that they will need to thoroughly understand the market since they already know that every market has its own dynamics. The executives will definitely respond positively towards the information because it is in their interest to go out into China and use the knowledge that they have acquired. Their expectation is that they will be able to get as much information as possible that will help them to get all the questions that they have answered.

Their prior experience solidifies their confidence and strengthens their capacity to sit back and read the presentation for more insight. However, it is apparent that based on their experiences there are those who will perceive the venture as risky and prone to failure. The secondary audience will also have unanswered questions based on their preconceived ideas. Most of the secondary audience may be individuals of lower education level that the primary audience, this makes it possible for them not fully comprehend the dynamics of business as opposed to the primary audience.

The secondary audience may not be enthusiastic and keen to gather information as compared to the primary audience.