Sample Marketing Plan: Release of Mountain Dew in Sweeden

Standards for Operation: A large number of the hurdles associated with introducing a product into a new country are already somewhat taken care of due to the fact that Pepsi already has established a presence in Sweden. This alleviates the stress of having to build and establish regional channels in the country. The Mountain Dew branch can easily report back to the local Pepsi Co. office that is in the region. Since Sweden is a largely Lutheran country, religion will not need to b factored in when dividing the country into regions. However, the act that the northern portion of Sweden has multiple languages, there may want to be a regional office devoted specifically to this area. For the initial launch of Mountain Dew in the single serving size the ideal way to do this would be to use existing unused space in Pepsi Co.’s bottling plants that are already established in Sweden. During the initial launch, they will also want to focus on the building of new factories to cater to the demand for Mountain Dew and to produce the full line of sizes both in individual and multi pack sizes. This would also create the ability to expand the plant if it is decided that other products in the Mountain Dew line are to be offered. Distribution will not be a problem for Mountain Dew considering they will be able to use Pepsi Co.’s already established distribution channels in convenience stores, grocery stores, and pop machines.
Measuring Performance: Since the initial objective of Mountain Dew is to penetrate the market and establish brand awareness by selling individual serving sizes, the number of products sold should be the initial focus at the beginning of the 2 year period. As the 2 year period continues to progress, the focus of the company should switch to market share. In evaluating the market share Mountain Dew should see if the market share is continuing to grow or if it has become stagnant. At this point Mountain Dew also should see if it is on track to meet its