Case Study Pepsi

I. Point of View

PepsiCo is one of the oldest, largest and most successful beverage and snack food companies in the world. PepsiCo was founded by Caleb Bradham in 1902 in USA. Today PepsiCo and its affiliates operate in more than 140 countries in the world and generate revenues in excess of $ 40 Billion.

Soon after entering the beverage segment PepsiCo Established its dominance in the market owing to its expertise in sales, marketing, operations and local collaboration. PepsiCo maintained its market dominance for many more years to come. However, this advantage slipped and PepsiCo had to concede the market leadership to Coca Cola Philippines. Several actors were responsible for this development. But, the most important are;

Distribution channel is having an important role in positioning of the product because we know that distribution channel is tool by which we can make reach our product to the final consumers

Discontinuation of slums in the distribution network by PepsiCo. This move by PepsiCo adversely affected its position of a market leader because while PepsiCo discontinued the use of Slums in its distribution network, Coke continued it and within one year, it was able to snatch considerable market share from PepsiCo.

To explore the reasons behind these developments this study will analyze the marketing initiatives and policies of PepsiCo Philippines in detail with particular focus on its partner relationship management.

The above-mentioned objectives can be achieved by carrying a proper and planned research involving different types and methods. The data collected for laid the foundations for the study and gave a platform for the analysis and findings which lead to the fulfillment of the objectives.

II. Time Context

PepsiCo, Inc. (NYSE:PEP) will spend about $5.5 billion between now and 2020 to expand its operations in Philippines as part of a larger effort to bolster sales in emerging markets, the company announced.

The expansion...