Principles Of Marketing Research Project

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Principles of MarketingResearch ProjectDavid Matern, #208293Running Head: PRINCIPLES OF MARKETINGPrinciples of Marketing1

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Presentation Outline❖Company Overview❖PEST Analysis❖Target Market(s)❖SWOT Analysis❖Industry & Competitive Analysis❖Product❖Place❖Promotion❖Price❖RecommendationsPrinciples of Marketing 2

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Company OverviewCompany & Industry:✓PepsiCo is American Multinational beverage and snack global corporation✓The global leader in the international beverage industry✓It is also the retailer, producer and marketers of nonalcoholic beverage in theworld economy.✓The NAISC Code is 312111 (PepsiCo. 2015).Product/Service:❖PepsiCo is producing and providing different products under the severalbrands in the different nations to fully satisfy the global customers❖The main brands, products and services of the company include: Pepsi,Mountain Dew, Lay's, Gatorade,Tropicana, 7 Up, Doritos, LiptonTeas,Quaker Foods, Cheetos, Mirinda, Ruffles,Aquafina, Pepsi Max,Tostitos, SierraMist, Fritos, andWalkersPrinciples of Marketing 3

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Cont…Size of Company: PepsiCo is world's leading food and beverage companieswith over $66 billion in net revenue and a global portfolio of diverse andbeloved brands.Location:The company is offering more 500 brands in more than 200countries. For example, Americas, Europe, Asia, Middle East & Africa are themajor regions of the company at the different location (Morgan, 2006).Mission/Vision/Objectives:The mission statement of the company is tobecome one of the largest food and beverage companies in the world byoffering consumers around the world with delicious, affordable, convenientand complementary foods and beverages from wholesome breakfasts tohealthy and fun daytime snacks and beverages to evening treats.The vision of the company is to achieving business and financial success whileleaving a positive imprint on society–delivering what we call Performancewith Purpose (PepsiCo. 2015).Creating theValue proposition for the customer: Fundamental part ofbusiness strategy, delivering specific benefits to the customers,quality products,services, a wide range of brands and specific customer servicesPrinciples of Marketing 4

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PEST AnalysisPolitical Factors:Government policy of the USA,Tax changes, new laws, trade barriers, demographicchange and changes in government policyEconomic Factors:This includes capital growth, cost of living, and economic stability is the economicfactor, recent economic downturn at globalSocial Factors:Social and cultural aspects such as life style, life cycle, education level, income level,cultures, beliefs, etc. Social awareness regarding products, unequal distribution ofincome of the peopleTechnological Factors:Changes in the technologies, improvements in the technological advancement etcPrinciples of Marketing 5

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