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Complete 6 page APA formatted essay: Research into the Marketing Environment.Therefore, the marketing mix designed cannot be uniform. To cater to the needs of different customers, companies have to re
Complete 6 page APA formatted essay: Research into the Marketing Environment.
Therefore, the marketing mix designed cannot be uniform. To cater to the needs of different customers, companies have to rely on market segmentation. The markets may be segmented on the basis of demographic, geographic, psychographic, and behaviouristic. The markets can be segmented based on other factors as well such as geography. Let us look into PepsiCo as a particular company and it is affected. In this study, PESTEL analysis will be used to understand the effect of macro environment on PepsiCo and then suggest ways by which it can achieve smart objectives.
PepsiCo is a multinational food and beverage corporation with its headquarters in the United States. Best on net revenue it is second largest food and Beverage Company in the world. Its revenue based on the 2013 data was 66,415.00 million USD and Gross profit levels were 35,340.00 million USD (PepsiCo Inc., 2014). Starting from its incorporation in Delaware in 1919 PepsiCo now has its presence in almost all countries starting from USA to New Zealand. PepsiCo has performed so well goes on to show that company has effectively and efficiently catered to the needs of various customers in various environments. It has understood the customer’s mentality correctly and has developed products that cater to their taste buds. For example, to be successful in Chinese market the company started manufacturing potato chips that are cucumber flavoured and which is not available in other countries. They got the idea of this flavour from a common Chinese dish named as “pai huanggua” (shredded cucumber) and surprisingly it is one of its best selling potato chips products in china (Ho, 2013). They have developed marketing strategy including use of celebrities with whom the customers can relate to for brand endorsement. For example, in their campaign for European market they have used David Beckham, for their campaign in India they have used celebrities such as Shah Rukh Khan and Sachin Tendulkar who have mass
