Marketing Strategy Plan
A) Strategic Marketing Mission
PepsiCo is the second biggest player that dominates the soft drink industry just after Coca-Cola. However, half of its revenues come through its food division with brands such as Doritos, Quaker, and Frito-LAY. PepsiCo mission is to be the world’s premier consumer product company focused on convenient foods and beverages. The approach to achieve higher financial performance is to drive shareholder value. One of the strategies is to acquire businesses that will add value to the company and successfully integrate them in order to expand its geographic market and categories. Also, PepsiCo wants to fully integrate both snacks and soft drinks into one to achieve economies of scale. The integration will boost PepsiCo’s negotiation power and market and distribute snacks and beverages together. Therefore, PepsiCo will become a leading healthy food and beverage company. Also, according PepsiCo strategic investment, the company in 2012 planned an increased in its global brands of approximately $500-600 million to enhance its advertising and marketing, especially on North America. The company’s versatility and presence in different markets reduces the risk of investing in the company and secures returns for its shareholders.
B) Strategic Market Direction
PepsiCo is a global company that has 22 different brands located in different geographic markets that generate more than $1 billion each in annual retail sales. PepsiCo market direction is both growth and maintenance. The company has to evaluate and adapt each geographic market and brand separately to achieve the strategic market direction. For example, PepsiCo maintains a firm presence in the carbonated beverage industry, but as consumers have become healthier consciousness, they have moved away from carbonated and sugared soft drinks. Therefore, PepsiCo has moved its focus to other brands like Lipton Tea and Tropicana....