MICRO ENVIRONMENT

COMPANY

Pepsi-Cola was held in Delaware in 1919 and it registered in North Carolina in 1986. Pepsi-Co
is a company that provide drinks, food and snacks to serve the customers in 200 countries. The
company is leading the worldwide food and beverage companies. However Pepsi-co also
operate multiple brands includes Frito-Lay, Gatorade, Pepsi-Cola together with Quaker,
Tropicana and SodaStream.

Pepsi-Cola generate more than $70 billion in net revenue in 2020 and generate $1 billion each
in estimate annual retail sales for another different brands. According to Pepsi-co vision is they
target to be Global Leader in food and beverages field.

SUPPLIERS

In micro environment, suppliers is one of the important elements in organization. Organization

will fully depends on suppliers for equipment, raw materials and other things to maintain
production. Normally, organizations depend to many suppliers to get the material for production
because if that supplier not be able to supply them, the organization already got another
supplier. So the production will not stop operation to produce the products and will not suffer
from loss. Pepsi-co allows the suppliers to abide with their own standards of integrity. The
suppliers who has unethical behavior will damage the Pepsi-co reputation as a world-class
company and the company to loss the communities. All suppliers need to follow the Pepsi-co
code of conduct and the policies that already provide by the Pepsi-co as the condition for the
suppliers to join the business with the Pepsi-co.

Therefore, Pepsi-co suppliers, contractors, consultants, agents and other goods and services
that join the business entity must follow the guidelines applicable to the standard that Pepsi-co
already applied. Pepsi-co provide training to their suppliers to ensure that conduct of code are
including in the new contracts. Also the training is ongoing for the suppliers through webinars
and face to face meeting to maintain the raw material that the suppliers provide are follow the
standards of Pepsi-co.
MARKETING INTERMEDIARIES

Marketing intermediaries is the independent firms which help the company in flow of products
and services from producers to end-users and also it refer to as middlemen. Based on Pepsi-Co
marketing intermediary, Pepsi-co use direct store delivery which mean Pepsi will provide the
product directly to retail store. According to DSD frameworks, it empowering Pepsi-co to make
stock to the best of its ability. It more desirable for items that are refilled periodically and easy
for development and exhibition.

Furthermore, Pepsi-co use third-party distributor system for the marketing intermediary which
Pepsi-co provide appropriates nutrition and drinks to eateries , organizations , schools and
stadiums through distribution merchants and administrators. Pepsi-Co also utilizing its prevailing
position as the company marketing intermediary. Pepsi-Co is a second biggest company that
not produce alcohol as their product in United States. The organization’s key position helps it
attract beneficial relationship with its retailers for the actual space organization. It helps Pepsi-co
to recognize about the customer choices and trends to making changes in marketing strategy.
Pepsi has unexpected circulation system in India and China. The Pepsi brand must be on each
niche and corner of the nation to create the deals. The marketing intermediaries are through
seller who offers to retailers, restaurant and accommodation stores.
References
freesia, t. (n.d.). Pepsi-co micro environment. Retrieved from https://mamasstudy.com/macro-and-
micro-environment-assignment-1-pepsi-cola-soft-drink-company-choose-a-soft-drink-
manufacturer-that-you-are-familiar-with/

Pepsi-co marketing strategy. (n.d.). Retrieved from Pepsi-co marketing intermediaries:

https://mpk732t22016clusterb.wordpress.com/2016/09/19/pepsico-place-and-distribution-
strategy/