Marketing Audit Overview

Paper Summary:

This paper discusses PepsiCo and its regional and worldwide operations concentrating on marketing strategies and implementation thereof. Careful consideration is given to competitor profiles and the impact of competition on its marketing initiatives. This paper is a completed Marketing Audit that supports conclusions and recommendations based on the established research.

From the Paper:

"The following marketing audit discusses PepsiCo's marketing strategy and its effectiveness in its regional markets as well as its overall approach to strategy development. Careful attention is paid to PepsiCo's development of alternative drink products and its marketing association of its flagship product with snack products. This has been a key growth driver and a strategic move that its competition has not been able to reproduce. Additional examination is made of PepsiCo's expansion into new and emerging markets with specific mention made of East Asia and China in particular. Finally, based on sales figures and marketing strategies, it is recommended that PepsiCo continues to expand into alternative drinks with emphasis on sports drinks and especially in the Chinese market where the upside to the market is almost 90% untapped."

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