Pakola Report

Topics: Soft drink, Marketing, Advertising Pages: 23 (7682 words) Published: September 24, 2012
TABLE OF CONTENTS
TABLE OF CONTENTS................................................................................................................................i SITUATION ANALYSIS..............................................................................................................................3 SWOT ANALYSIS OF PAKOLA..............................................................................................................4 Strengths.................................................................................................................................................4 Weaknesses.............................................................................................................................................4 Opportunities..........................................................................................................................................4 Threats....................................................................................................................................................4 COMPETITIVE ANALYSIS........................................................................................................................5 SWOT ANALYSIS OF INDUSTRY..........................................................................................................5 Strengths.................................................................................................................................................5 Weaknesses.............................................................................................................................................5 Opportunities..........................................................................................................................................5 Threats ...................................................................................................................................................6 VARIABLES FOR SEGMENTATION USED BY PAKOLA AND OTHER MAJOR COMPETITORS ......................................................................................................................................................................6 Geographic Variables.............................................................................................................................6 Psychographic Variables .......................................................................................................................7 CONSUMER DECISION MAKING PROCESS OF PAKOLA’S PURCHASE.......................................7 Need Recognition....................................................................................................................................7 Information Search.................................................................................................................................8 Evaluation of Alternatives......................................................................................................................8 Purchase.................................................................................................................................................8 Post-Purchase Dissonance.....................................................................................................................8 COMPETITIVE STRATEGIES..................................................................................................................9 Market Leader........................................................................................................................................9 Market Challenger..................................................................................................................................9 Market Follower...................................................................................................................................10 Market...
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