Market definition and analysis of Pepsi-Cola


Seminar Paper, 2014

23 Pages, Grade: 1,3


Excerpt


Table of Contents

Executive Summary

List of figures and tables

1 Introduction
1.1 Problem definition
1.2 Aim of the Assignment
1.3 Scope of Work

2 PepsiCo and its products
2.1 Company profile
2.2 Pepsi-Cola

3 Market definition for Pepsi-Cola
3.1 Beverages in Germany
3.2 Competitors
3.3 Customers
3.4 Positioning map

4 Market analysis
4.1 Strengths and Weaknesses
4.2 Opportunities and Threats
4.3 Unique Selling Proposition (USP)

5 Conclusion

Appendix I - PEST-analysis of Pepsi-Cola

References

Excerpt out of 23 pages

Details

Title
Market definition and analysis of Pepsi-Cola
College
University of Applied Sciences Essen
Grade
1,3
Author
Year
2014
Pages
23
Catalog Number
V279083
ISBN (eBook)
9783656728740
ISBN (Book)
9783656728696
File size
644 KB
Language
English
Notes
Compared to Coca-Cola Company, PepsiCo is stronger in North America and around the globe, but that is a direct result of PepsiCo’s diversified portfolio. In Germany, Pepsi-Cola entered the market almost 30 years after Coca-Cola. Nonetheless, Pepsi proved to be strong opponent by initiating clever marketing campaigns. After the so-called “Pepsi-Challenge” in the 1970s PepsiCo could succeed temporarily in winning the consumers’ hearts. However, the German market for cola products is much more competitive behind Coca-Cola than the US-market.
Keywords
Market analysis, market definition, positioning map, unique selling proposition, SWOT analysis, PEST analysis
Quote paper
M.A. Benjamin Pommer (Author), 2014, Market definition and analysis of Pepsi-Cola, Munich, GRIN Verlag, https://www.grin.com/document/279083

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