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Introduction Business organizations are subject to different aspects which affect the function and operations of the firm as a whole. In this regard, there are specific ways or techniques which can be noted in order to emerge and continue to be competitive in the market environment. The marketing context have been noted as the key factor to achieve company objectives and the marketing aspect rests on customer-orientation, market focus and coordinated marketing as well as profitability. In profit making business, the firm obviously has to do their best to achieve the level of customer satisfaction as a manner of staying ahead of the competitive position and making a profit. In traditional ways, marketing has been used by different firms to be able to increase the capabilities of the company in the market. Its concept can be considered as one of the most essential element underpinning the success of business (1994). In the competitive market environment, connecting with the target market is getting more complicated for different industries (2003). Accordingly, it takes an effective management and approaches to win over the skeptical target market which suggest that it is the moment to forget everything that has been learned regarding marketing and branding (2003). It is mentioned that it is the target market that is in control of improving the power of the products or brands. In this regard, it is not the company who brand their target market, but the clients are the one which brands the company and their products and services offered.
and Mexican fast foods. and Rold Gold. a pharmacist in New Bern. is one of the world’s leading food and Beverage Company. Mountain Dew. In 2001. created the formula for a carbonated beverage he named Pepsi-Cola. during that time Pepsi-Cola’s CEO and President approached .The main goal of this report is to provide an in-depth analysis about the products of PepsiCo. joint merchandising and knowledge and skill transfer. Ruffles. The new company was founded with annual revenues of $510 million and such wellknown brands as Pepsi-Cola. Overview of the Company PepsiCo Inc. when . these will also analyse the marketing strategies used by the company to compete with each other and aims on discussing if customer services is a most important part which let the company setting on the leading post in the market segment. the introduction of new product. Chairman and CEO with a proposition of merging the two company in providing food and beverage with complementary products that would give a lesser opportunity for cost sharing. pizza. expansion into international markets and clever advertising campaigns are the primary focus of PepsiCo Inc. Lay’s. Fritos. PepsiCo’s roots can be traced to 1898. North Carolina. the use of BCG matrix will be considered. PepsiCo started on 1965. In addition. In order to analyze the company. The reinvention of different products. Its expertise is to create different food and beverage products that would soothe the taste of its consumer. Chee-tos. PepsiCo was the second-largest food products company in the United States (behind Kraft Foods) and was diversified into salty and sweet . PepsiCo’s considerable marketing expertise could be leveraged in the marketing of fried chicken.
hot and ready-to-eat breakfast cereals. Tostitos in 1981. In addition. and breakfast condiments. . but the company’s acquisition of Pizza Hut in 1977 significantly shaped the strategic direction of PepsiCo for the next years to come. Grandma’s cookies in 1980. Pearson crafted a corporate strategy that called for PepsiCo’s diversification into quick service restaurants. PepsiCo Inc. and Slice in 1984. became the first foreign product sold in the Soviet Union in 1972. expanded into China in 1982. The acquisition of different companies for the expansion of PepsiCo was believed by and that whereas soft drinks and snack foods were complementary businesses offering skills transfer and cost sharing benefits. orange juice. PepsiCo Inc. giving PepsiCo exclusive rights to import Stolichnaya Russian vodka in the US while letting the products of PepsiCo be promoted in the nation. The company enters the Soviet Union market by having trade relations with the USSR. soft drinks. Many PepsiCo brands held number one or number two positions in their respective food and beverage categories (2008). Pepsi Free in 1982. ready-to-drink teas and coffees. On the other hand.snacks. had diversified beyond snack foods and soft drinks with the acquisitions of North American Van Lines in 1968 and Wilson Sporting Goods in 1970. bottled water. quick-service restaurants offered a captive market for Pepsi-Cola’s fountain drinks will positioned the company in an additional high-growth industry. grain-based products. and by 1984 sold products in nearly 150 countries and territories. New brands launched under tenure as president and CEO included Pepsi Light in 1975. the company has entered the Chinese market by investing in the country and having a business operation in the nation. nutraceutical and isotonic beverages.
BCG Growth Matrix Analysis As mentioned above. PepsiCo acquired Cracker Jack from Borden Foods. this study aims on analyzing the products and services offered by PepsiCo. the maker of SoBe teas and alternative beverages. the leader in the Saudi Arabian salty snack market. South Beach Beverage Company. The company also introduced Doritos 3D’s tortilla chips and Pepsi One during the 1990s. dogs. BCG matrix relies on 2 dimensions: market growth and market share. question marks. the better it is for the industry. and Smith’s Snack food Company in Australia from United Biscuits Holdings. PepsiCo launched its Fruit Works line of fruit drinks and Sierra Mist lemonlime soda. and Aquafina became the number one brand of bottled water sold in the United States. Tasali Snack Foods. in the business portfolio of an industry. the stars are considered as those products . The BCG matrix approach is based on the product life cycle concepts which can be utilized to identify what priorities should be given in the product portfolio of a business level. cash cows.During the late 1990s.. In 2000. The four categories include the Stars. Tropicana from Seagram Company Ltd. results in 4 categories. To make sure that the company is creating long-term value. Placing appropriate products in the BCG matrix. and the Quaker Oats Company were acquired by PepsiCo in 2001. Each of these categories has their own measurement. The basic notion behind it is that the higher the market share of a specific product has or the faster the product’s marketability grows. an industry should have a portfolio of products which contains both high-growth products in need of cash inputs as well as low-growth products which establishes a lot of profit or cash. First.
But if needed. Accordingly. the profits and generation of cash are considered high but because of the low market growth. Herein. because high demands make it to have low returns due to low market share. these may be able to absorb great amount of cash and may result from stopping dogs to grow. BCG matrix approach can help the business companies to understand a frequently made approach mistake.which have high market growth and market share. the current situation PepsiCo in the standpoint of the market environment will be analyzed using this marketing tool. Herein. the . The second category is Cash cows which are commonly considered to have low growth with high market share. It is noted that an industry should avoid or reduce the number of dog’s products in the industry. The last category is question markets which is high growth with low market share. Boston Consulting Group Matrix is a tool used for product portfolio planning 2005). The stars products are frequently noted as rough in balance on net cash flow. any attempt should be created to hold market share to avoid becoming cash cow. It is said that cash cows should keep the profit high and is noted to be the foundation of the company. This analysis will give emphasis on the product and service portfolio of PepsiCo. Question marks products are considered to be the worst cash features of all. This tool has two controlling elements which includes market growth relative market share. the company is also recommended to beware of the expensive turn around plans. In addition. The stars products use large amounts of cash and considered to have competitive position in the business which results in generating more profit. Thus. if the company would not be able to solve the issue of question market products. In this manner. The next category is Dogs which is low market growth and share. the investment required should be low.
the market share of Tropicana and Gatorade are being threatened. Although these brands have already established in the marketplace. Accordingly. Frito-Lay and Tropicana. BOSTON CONSULTING GROUP MATRIX The product portfolio analysis of the PepsiCo using BCG Matrix analysis. each service operates in accordance with its functions along with the products and services in different areas especially made as a distinction of each division. It can be said that PepsiCo products and business portfolio can be divided in four major products or services. it shows that the products that belong to the question mark are Gatorade and also Tropicana. Accordingly. As mentioned the assessment has been based on each products provided by the company. Because of the emergence of different healthy drinks and beverages in the global market. The PepsiCo analysis will be based in assessment of the services offered by the company. the services that fall in star category are is the pay-is Pepsi brands. With this.product and services that the company offers will be analyzed using the following figure. Quaker. As can be seen in the figure. the company still needs to have an effective marketing approach to increase the sale of these brands or brands. question mark category means that these products have a low share of a possible high growth market and may become a star product because of the positive response of the customers. The star category shows the products with a high share of a gradual growth of market and these products have a tendency to produce . PepsiCo is consisted of 5 major brands: Gatorade. Pepsi products.
the management of PepsiCo considers franchising an existing company in an international market while applying the methods of collaborative venture.high amount of profits. It can be said that the spread of PepsiCo is truly global. This model used by (1990) has been utilized by PepsiCo in order to expand its business portfolio in other regions in the world. Through collaborative venture PepsiCo has been able to se merger and acquisition along with joint venture approach. The company has hundreds of brands. Market concentration is the result of interaction between the market size and a few vital factors. The company enhances the market share of their brands by considering different marketing entry modes. It is said that the industry of Carbonated Soft Drinks (CSD) is highly concentrated. Furthermore. Coca-Cola and Cadbury . It can be said that PepsiCo has been able to market their products and increase their market share and market growth by using different strategies and approaches. the products are considered to have a high share of a slow growth market ( 2005). services that can be considered in the cash cows are the Quaker. Herein. With regards to the PepsiCo. Gatorade and Frito-Lay are products that can be considered in the dogs’ category. In order to make this foreign operational mode combination a success. franchising is another method that PepsiCo used to enhance the market share of the brands of the company ( 1990). The next category that can be seen in the figure is the cash cows. it can be seen that Tropicana. In this manner. which can be found in almost 200 countries and territories around the world. PepsiCo consider the most suitable and effective expansion strategy. Lastly. There are three major industries that compete in this business (PepsiCo.
7% This shows that PepsiCo have a high market concentration and has a strong market share.1% 42.3% Others 9.3% 32.9% Cadbury Schweppes (*) 14.Schweppes).4% 30. Inc 31.5% PepsiCo. the BCG matrix results .8% 14.2% 15.7% 3. Exhibit 1: Growth of Market share by Case Volume 1990 1998 2000E 1995 Coca Cola Company 44. Aside from this approach.4% 31.3% 11.1% 41. These industries are accounted for more than 90% if market share per case volume in 1998.8% 9. In this manner. the strategies used PepsiCo in its brands is a good expansion strategy so as to maintain its position in the global market.1% 23.4% 44. PepsiCo is a global company and one of its strategies is the use of diversification approach.
Pepsi. Conclusion Companies like PepsiCo perceived that their brand and products have some personalities and characteristics in which clients and customers use as a channel for expressing themselves or to experience the predicted emotional benefits that differentiate a specific brand from another. Quaker.for PepsiCo is also considered to be inspired by the branding strategy of the company for enhancing the market share and growth of their brands like Frito-lay. there are various management approaches that the company may use to have a strong and effective brand image and to determine which brands are more appealing to the market and which brands are not doing well. Accordingly. The considered product characteristics evolved through the different approaches used by the company and it is the one used for identifying which products should be put in the stars. Tropicana and Gatorade. studies on brand personality or characteristics and the representational utilization of brands has been confined to how target markets and audiences express themselves by purchasing the brands and has not given consideration on how the company perceived their brand characteristics 1998). Nevertheless. cash cows or question marks categories in the BCG matrix. the industry can apply integrated . Such things are first is to sell the service of the company as a short-term goal and second is to build a strong brand image in the long run. the management who of PepsiCo should think of two things in planning a strategy. In order to build a strong brand and effective image. In time of the process of promoting the brand name. dogs.
In addition. It can be concluded that through the use of BCG Matrix analysis.marketing communications to ensure the efficient introduction of the quality of service that the organization stands for (2007). All in all. analysis shows that the use of promotional activities is an important aspect to make the brand be more attractive and appealing to the target market. it must be able to meet the needs and demands of the clients and the company itself. . Analysis has shown that to be able to have a strong and effective brand. it can be said that BCG matrix is really a helpful marketing tools for different companies to know their competitive position in the market. companies like PepsiCo has been able to know which products can be considered as the foundation of the company and which products needs effective marketing approach to enhance its market share and growth in the marketplace. It can also be said that effective marketing approach is a complex phenomena and it can easily be understood using metaphors such as understanding the current situation of the brands in the market.
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