Pepsi:Strategic Marketing
Identify the Following for Pepsi:
1. Product/Brand – Identify and
describe key features, sales, profit margin, market share, cost structure
(primarily fixed or variable)
2. Corporate Background – Sales,
Profits, Product lines, Brands
3. Market/Industry Analysis – Size
and growth trend
4. Market Segmentation – How is
the demand for your product segmented, i.e., what variables differentiate
purchase motivations and behaviors?
5. Target Marketing
1. To which of these segment(s) is
your brand targeted?
2. Characterize the typical buyer
of your branded product.
3. Explain/justify this
characterization.
6. Competition
1. Identify and comparatively
evaluate your brand’s top two/three competitors.
2. Perceived differences
between/among brands
7. Relevant External Factors
1. Economic Conditions
2. Social and cultural trends
3. Technology
4. Resources –
Availability/Non-marketing Cost
5. Political/Legal Environment
Defend your position on these
issues and, where appropriate, comment on future financial implications.
