Pepsi Case Study

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Case Study – THE THIRST QUENCHER

Gatorade is a dominant product in the sports drink market, however Gatorade is only one brand in the stables of the PepsiCo Company. Therefore, before talking about Gatorade it is appropriate to talk about the company that owns the brand. This Company is currently PepsiCo, whom bought out Quaker Oats in late 2000 and in the process acquired the Gatorade brand.

Corporate Context
PepsiCo’s mission: “To be the world’s premier consumer products’ company focused on convenient foods and beverage. (They) seek to produce healthy financial rewards to investors as (they) provide opportunities for growth and enrichment to (their) employees, (their) business partners and the communities in which (they) operate. And in everything (they) do, [they] strive for honesty, fairness, and integrity” (http://www.pepsico.com).

PepsiCo Incorporated wants to put their mission “into action through programs and focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company” (http://www.pepsico.com). PepsiCo Inc. competes within two key businesses: food and beverage. When it comes to being a food and beverage corporation, PepsiCo is the world’s third largest. However, they are the second largest in the carbonated soft drink industry.

PepsiCo is definitely a market-oriented corporation. The definition of a company in the market-orientation stage is when it is able to “identify what customers want and tailor to all the activities of the firm to satisfy needs as efficiently as possible” (Etzel, Walker, Stanton, 2005).

PepsiCo understands the market’s wants and needs and are able to produce goods that appeal to consumers. The company has been around for so long and its brands are so famous that consumers’ will buy PepsiCo’s product out of repetition and loyalty. The brands included in PepsiCo Inc. are household names that no family is without....
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