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Essay / Research Paper Abstract
A 5 page paper that outlines a business plan explaining the reasons PepsiCo, Inc. would target the international market in Germany, traditionally an area dominated by Coca-Cola. Included are projected risks involved in this venture, as well as a synopsis of the marketing strategy that would provide the best results in this market and reflect the image that Pepsi wishes to present. Bibliography lists 6 sources.
Page Count:
5 pages (~225 words per page)
File: D0_LCPepsi.doc
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Unformatted sample text from the term paper:
and an outstanding record in serving the needs and desires of both the companys customers and its shareholders. As stated in PepsiCos official mission statement, the companys "overall mission
is to increase the value of our shareholders investments...through sales growth, cost controls and wise investment of resources" (PepsiWorld http://www.pepsico.com/). This has been accomplished over the years through a
series of innovative marketing strategies, exciting promotional packages and unique advertising campaigns. PepsiCos marketing team has maintained a close watch on the globalization trend that has progressed in worldwide
marketing over the past few years and has devised strategies such as the launching of PepsiWorld, the companys innovative interactive website, to promote the companys products and further establish a
trademark that is recognized worldwide and globally associated with quality and value. It is this progressive and ongoing globalization that has led the company to reexamine its overall structure,
paying particular attention to its international marketing structure, and make changes designed to improve PepsiCos presence in the worldwide market. Roger Enrico, who took over the position of Chief Executive
Officer at PepsiCo in 1996, has in four years time executed a number of reorganizational strategies that have much improved both overall sales of products and the worldwide recognition of
the Pepsi trademark (Gibney PG). Enricos latest restructure consists of a plan to boost flagging international sales by targeting the competitions strongest hold in the global market. The
competition is, of course, Coca-Cola, and the targeted area is Germany, which has traditionally been almost exclusive territory of the Coca-Cola kingdom. Although the 1999 sales figures show that
Coca-Cola possessed a total market share of the German soft drink industry at 56.6% as compared to Pepsis 4.9%, Enrico has noted that Pepsis sales are on the increase in
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