1.1THE INTERNAL FACTORS EVALUATION (IFE) MATRIX.
The IFE matrix is a summary step in conducting an internal strategic management audit of the PepsiCo. This strategies-formulated tool is to summarize and evaluates the major strengths and weaknesses in the functional areas of business. It also provides a basis for identifying and evaluating relationship among those areas of a business. Internal strength
One of the strengths that can be found in PepsiCo is in term of strong brand equity. PepsiCo has a strong brand name in the world place and the company is well-known worldwide. This company is the best global brand in the world in terms of value of net revenue $43,251 million in the year of 2008. The company has a very recognized and well-known name. Other than that, the company also has a good reputation in most of every country including Japan, China, India, Europe, Mexico and Latin America. For that reason, PepsiCo is an international company and it has a very strong position internationally. Next, another internal factor is PepsiCo has strong advertising company with more than 40 slogans and sponsoring event. The company believes that the image of good relation with franchise market share large number of diversity businesses and socially responsible are important. PepsiCo has well-built marketing and strong advertising. In addition, the company has the most broad beverage distribution channel. One of the infinite distribution channel for PepsiCo is YouTube because it is easy and available everywhere. PepsiCo marketing strategy is highly dependent on development of catchy slogan. For example, the slogan Pepsi has in is “Every Generation Refreshes the World” in the year of 2009. Besides that, PepsiCo is sponsoring sports, musical concerts and walks which especially involve young generation. Moreover, PepsiCo as the biggest part of the market share after Coca-Cola is another strength that the company has. It gives the company a comparative advantage in the...
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