Frito-Lay

, Inc: Sun ChipsTM Multigrain Snacks

1. The Frito-Lay case requires you to develop a brief Executive Summary of the situation and key issues regarding the case. In your summary, stick to the facts and do not linger on minor issues. Distinguish clearly between causes and effects. Make sure that you analyze and discuss all important aspects of the case.

2. In addition to the Executive Summary of the issues, completely answer the following four questions regarding the Frito-Lay case:

1. What is your assessment of the market for Frito-Lay's Sun ChipsTMMultigrain Snacks?

2. What is the likely reaction to the Sun ChipsTMMultigrain Snacks by retailers and the general public?

3. What marketing program would you recommend for Sun ChipsTMMultigrain Snacks? For this question, develop a marketing plan outline highlighting the key points of your recommendation.

4. Using your proposed Sun ChipsTMMultigrain Snacks marketing program, what are the financial outcomes you project for the first three years? For this question, develop quarterly 3-year income and cash-flow projections for your Sun ChipsTMMultigrain Snacks marketing program.

3. Prepare a 750-1,000 word case analysis.

4. Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

5. Submit the assignment to the instructor by the end of Module 6.

Frito-Lay, Inc.

Sun Chips™ Multigrain Snacks

In mid-1990, Dr. Dwight R. Riskey, Vice-President of Marketing Research and New

Business at Frito-Lay, Inc. assembled the product management team responsible for

Sun Chips™ Multigrain Snacks. The purpose of the all-day meeting was to prepare a presentation to senior Frito-Lay executives on future action pertaining to the brand. Sun Chips™ Multigrain Snacks is a crispy, textured snack chip consisting of a special blend of whole wheat, corn, rice, and oat flours with a lightly salty...