table of content External Analysis: 2 Macro environment: 2 Meso environment: 5 Internal Analysis 7 SWOT Analysis Pepsi case: 9 Objectives 10 Marketing Strategy 10 Marketing Plan 12 Product 12 Place 14 Price 14 Budget & Control 15 External Analysis: Macro environment: The environment is constantly changing and therefore also influencing PepsiCo’s operations. Environmental changes which are not directly involved with the company but do influence it can be put in six categories:
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CASE: IB-84 DATE: 06/27/08 PEPSI COLA PAKISTAN: FRANCHISING & PRODUCT LINE MANAGEMENT 1 In July 1991, Irfan Mustafa faced several dilemmas. As West Asia area vice president and chief executive officer of Pepsi Cola Pakistan Incorporated (PCI), Mustafa was charged with developing a strategy to grow share and profitability across PCI sales but focusing particularly on 7-Up. Pepsi Cola International had shifted focus to its global brands and, since acquiring 7Up International in 1986, had withdrawn
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ROBERT F. HARTLEY • Cindy Claycomb 12th Edition T W E L F T H E D I T I O N MARKETING MISTAKES AND SUCCESSES Robert F. Hartley Late of Cleveland State University Cindy Claycomb Wichita State University VICE PRESIDENT & EXECUTIVE PUBLISHER SENIOR EDITOR PROJECT EDITOR EDITORIAL ASSISTANT ASSOCIATE DIRECTOR OF MARKETING MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR PRODUCT DESIGNER SENIOR PRODUCTION MANAGER ASSOCIATE PRODUCTION MANAGER PRODUCTION EDITOR
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--> publish guidebooks with maps and sights along the way 2. DEFEND MARKET SHARE • decide where to defend • continuous innovation along Mktg Mix Position defense: - purely defensive not enough --> must take offensive counter-measure Eg: Coke --> multi segments of cola mkt --> enter wine market --> acquire fruit drink companies --> desalination equipment --> plastics Flanking defense: - guarding territory not enough - create outposts/flanks: --> protect weak front --> invasion base for counter-attack
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www.it-ebooks.info www.it-ebooks.info E L E V E N T H E D I T I O N MARKETING MISTAKES AND SUCCESSES 3 0 T H A N N I V E R S A RY Robert F. Hartley Cleveland State University JOHN WILEY & SONS, INC. www.it-ebooks.info VICE PRESIDENT & PUBLISHER EXECUTIVE EDITOR ASSISTANT EDITOR PRODUCTION MANAGER PRODUCTION ASSISTANT EXECUTIVE MARKETING MANAGER ASSISTANT MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR SENIOR DESIGNER SENIOR MEDIA EDITOR George Hoffman Lise Johnson
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positioning, Wang’s Fortune Tea saw explosive growth nationwide and was finally able to break out of its regional image to become a major national brand. In 2006, less than ten years after the drink started selling Chung, O. (11 May 2007) “After the Coke Craze, It’s Tea Time in China”, Asia Times Online, http://www.atimes.com/atimes/China_Business/IE11Cb01.html (accessed 30 October 2007). 2 Translated from Chinese, Lin, S. (林思勉) (9 December 2004) “Positioning, Lifeline of
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"In the first two seconds of looking –in a single glance – they were able to understand more about the essence of the statue than the team at the Getty was able to understand after fourteen months . . . Blink is a book about those first two seconds." Gladwell begins his introduction with the story of a kouros – an ancient Greek sculpture of a young naked male – that was acquired by the J. Paul Getty Museum in 1983. Kouroi are very rare. As a result this particular kouros was being sold for $10 million
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file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html The 22 Immutable Laws of Marketing Al Ries and Jack Trout The 22 Immutable Laws of Marketing Violate Them at Your Own Risk Al Ries and Jack Trout Dedicated to the elimination of myths and misconceptions from the marketing process A DF Books NERDs Release THE 22 IMMUTABLE LAWS OF MARKETING. Copyright © 1993 by Al Ries and Jack Trout. All rights reserved under International and Pan-American Copyright Conventions. By payment
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Toyota (Chapter 1) Overview. This case concerns the systems used by Toyota to become the third largest automobile manufacturer in the world. The case illustrates how this organization strives to serve customers and achieve a profit. The case intentionally emphasizes features of Toyota's manufacturing system, rather than its marketing strategies per se, to show how the whole organization is focused on serving customer wants and needs, not just the marketing department. Suggestions for Discussion
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Consulting in the U.S.—What to Do Now? C303 CASE 7 Rogers’ Chocolates C56 CASE 8 Numenta: The Age of Truly Intelligent Machines? C72 CASE 22 Cemex: The Southdown Offer C327 CASE 23 Cola Wars Continue: Coke and Pepsi in 2006 C344 CASE 9 GEOX: Breathing Innovation into Shoes C87 CASE 24 Cola Wars in China: The Future Is Here C368 CASE 10 InterfaceRAISE: Raising the Bar in Sustainability Consulting C107 CASE 25 Embraer: Shaking Up the Aircraft Manufacturing Market C382 CASE
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