Macro and Micro Environmental Factors Which Influence Marketing D...

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Macro and Micro Environmental Factors Which Influence Marketing Decisions of Pepsico's Gatorade

By | October 2012
Page 1 of 3
Outcome 2.1
Show macro and micro environmental factors which
Influence marketing decisions
-Gatorade is not PepsiCo official product in Vietnam but it isn’t produced in Vietnam , it was imported from foreign country so the price of the product is higher and isn’t really suitable for Vietnam average income. There are two main environment elements which affect the price of the Gatorade: Micro environment

-Competitors:
There are many other products to choose in the soft drink market include Pepsi Co product , the different is those products are cheaper than Gatorade * In order to attract more customers, Gatorade has improved its product quality and spent lots of money on advertising. -Selling products

Gatorade mostly is the imported product so most distributor afraid that they can’t sell Gatorade because of Gatorade price * Gatorade has increased the supplier’s commission.
-Publics:
The customers in the last 1 year with the developing of VN economic has begun to care about their health lately. Many sport center, fitness club, etc… has been opened in the last 15 years. * The big, potential market for energy beverage drink such as Gatorade to grow. As the result, Pepsi has built up many small, convenient store around those places. * Advertising and promoting trough sport events.

Gatorade is also focus on McKinsey’s structure include: structure, strategy, and skill, staff, and style, system and share value.
+ Style: Gatorade is one of the company which have style. It helps Pepsi too adopted to changes so it can reach and fix it quickly.

+ Strategy: Improve the sport drink market in VN
* Improve both product quality and price
* Has an production line in VN with cheap resources and good materials but still guarantee the quality.
So as to compete, Pepsi has advertised its product a lot and had various surveys to research what their consumer’s needs and produce healthy products are.

Macro environment
-Political :
VN...
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