Pepsico Vietnam Marketing Assigment

ABSTRACT

Vietnam is a developing country which has characteristics of a tropical monsoon climate, therefore, bottled beverages is an indispensable need. Beverage market of Vietnam has a rapid growth. Moreover it still has more potential for domestic company and also multinational company to develop. PepsiCo Vietnam is one of companies which have performed that really well. The main contribution to the success of PepsiCo Vietnam is the marketing activities.

In modern economy, marketing has become an important tool for a business firm. Marketing activities help company satisfy their customer's demand, support sales system. Moreover, it is a bridge between businesses and customers. A company would like to develop steadily, it is very necessary to build the marketing strategy consistent with the business environment.

In this essay, suppose that I am working for the PepsiCo Vietnam marketing team. However, the sales of Sting which is one of PepsiCo Vietnam's products have gone down significantly compared with the same period last year. The marketing team has to find out the reason which makes the sales decrease and seek the solutions to resolve it.

By using SWOT method we will analyze the internal and external situation of the company. From there we can have a suitable strategy to solve the problem and increase the sales of this product.

This essay includes 4 part:

Part 1 is a general introduction about PepsiCo Vietnam.

Part 2 we will discuss about business situation of this company.

Part 3 by using SWOT method to analyze strengths, weaknesses, opportunities and threats.

Final part will be the recommendations for the improvement.

CONTENTS

1. GENERAL INTRODUCTION 3

1.1. PepsiCo Vietnam 3

1.2. Product introduction 3

1.3. Competitors in the market 5

1.4. Customer segmentation 5

2. BUSINESS SITUATION ANALYSIS 6

2.1. Market summary 6

2.2. Quarter report 7

2.2.1. Sting's market share report 7

2.2.2. Sales report 9

2.2.3. Market survey 10

3. SWOT ELEMENTS ANALYSIS 12

3.1. Strengths 12

3.2. Weaknesses 13

3.3. Opportunities 13

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