Analysis of Marketing Strategies Used by PepsiCo Based on Ansoff's Theory

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GRIN Verlag, Jan 12, 2009 - 30 pages
Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2, University of applied sciences, Neuss, course: Marketing, 45 entries in the bibliography, 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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02 September 06 October 12 September 20 September 30 September Ansoff’s matrix Ansoff’s theory Aquafina based on Ansoff’s begin operations bottled water bottling plant brands brought Pepsi Coca Coca-Cola Coke Coke’s cola concentrate cola drinkers company’s competitor’s customers competitors Diet Cola Diet Pepsi Diet Pepsi-Cola Donald Kendall existing customers existing market Exploring new markets exported firm firm’s flavors four growth Frito Frito-Lay Gatorade geographical markets global growth strategies helped Pepsi-Cola Horizontal integration India Indian government Kentucky Fried Chicken Market development strategy market segment merger Pepsi broke Pepsi Challenge Pepsi gain Pepsi introduced Pepsi Max Pepsi spot PepsiCo based Pizza Hut Punjab Quaker Oats related diversification strategy restaurant second growth vector sell old products September 2008 ________________________________________________________________ September 2008 snack food SoBe soft drink strategies from Ansoff’s Taco Bell taste of Pepsi Third growth vector Tropicana

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