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MBA课程essay——战略营销管理:Study on the marketing action plan of Pep

时间:2019-07-12 10:37来源:未知 作者:anne 点击:
1.0 Introduction介绍 百事可乐是世界上最成功的公司之一,在许多国家都取得了成功(George和Miloyan,2017年)。然而,百事可乐尚未在印度取得预期的成功,印度是世界上人口最多、潜力最大的国
1.0 Introduction介绍
百事可乐是世界上最成功的公司之一,在许多国家都取得了成功(George和Miloyan,2017年)。然而,百事可乐尚未在印度取得预期的成功,印度是世界上人口最多、潜力最大的国家之一(Yamada等人,2014年)。百事可乐有必要调整其在印度的营销策略。本报告将涵盖百事可乐在未来六个月内如何制定和实施其营销策略。本报告首先对印度市场环境进行分析,然后对百事在印度的营销目标和定位策略进行描述,以提出百事在印度的营销行动计划的细节。
Pepsi, one of the most successful companies in the world, has achieved success in many countries (George and Miloyan, 2017). However, Pepsi has not achieved the expected success in India, one of the most populous and potential countries in the world (Yamada et al., 2014). It is necessary for Pepsi to adjust its marketing strategy in India. This report will cover how Pepsi will develop and implement its marketing strategy in the next six months. This report begins with an analysis of the Indian market environment, followed by a description of Pepsi's marketing goals and positioning strategy in India, so as to bring forward details of Pepsi's marketing action plan in India.

2.0 External audit外部审计
2.1 PESTLE analysisPESTLE分析
This report uses PESTLE model to analyze India's macro environment.本报告使用PESTLE模型分析印度的宏观环境。
 •政治
印度的政治局​​势是三大支柱的基本格局,即印度人民党,国会和印度共产党(MA),由左翼党派代表(Iyer和Shrivastava,2018年)。当总统选举到来时,政治动荡通常会发生,导致经济政策发生重大变化,同时,印度政府的腐败现象相对普遍,这已成为限制其投资环境的主要因素之一( Lehne,Shapiro和Eynde,2018年)。然而,印度政府对外国直接投资(FDI)更加开放,许多行业允许100%的外国所有权(Gille,2017)。印度政府对印度的外商独资企业或合资企业实行国民待遇,对外资企业的利润控制和汇款限制较少(Saravanan,2018)。
•经济
印度是世界上增长最快的国家之一。在过去几年中,印度的经济增长率达到了6-7%(Kumari和Sharma,2017年)。在最近五年中,印度的通货膨胀率一直保持在5%左右(Ohlan,2017)。印度是世界上经济发展潜力最大的国家。印度目前是第11大消费市场,预计到2030年将成为第五大消费市场(艾哈迈德和阿拉姆,2018年)。印度的银行业运作接近世界标准,政府对海外投资的支持使其在印度的融资变得容易(Chandran和Nathan,2015)。
 •Political
India's political situation is the basic pattern of three pillars, namely, the Indian People's Party, Congress and the Indian Communist Party (MA), represented by the leftist party (Iyer and Shrivastava, 2018). When the presidential election comes, political turmoil usually takes place, leading to major changes in economic policies, at the same time, the corruption in the government of India is relatively common, which has become one of the main factors that restrict its investment environment (Lehne, Shapiro and Eynde, 2018). However, the Indian government is more open to Foreign Direct Investment (FDI) and 100% foreign ownership is allowed in many industries (Gille, 2017). The government of India imposes national treatment on wholly foreign-owned or joint-venture enterprises in India, with less restriction on the profit control and remittance to foreign-funded enterprises (Saravanan, 2018). 
•Economic
India is one of the fastest growing countries in the world. In the past few years, India's economic growth rate reached 6-7% (Kumari and Sharma, 2017). In the recent five years, India's inflation rate has been maintained at about 5% (Ohlan, 2017). India is the country with the greatest potential for economic development in the world. India currently ranks as the 11th largest consumer market and it is expected to become the 5th largest consumer market by 2030 (Ahmad and Alam, 2018). India's banking sector is operating close to world standards, and the government's support for overseas investment makes it easy to finance in India (Chandran and Nathan, 2015).
•Social
Although abolishing the caste system, it still has a large impact on Indians. Indian people have a strong religious awareness, and all kinds of religions are in parallel (Gille, 2017). There are more than 100 kinds of religions (Iyer and Shrivastava, 2018). India's ethnic, religious and caste issues have some impact on the social and political stability (Gille, 2017). However, in general, Indian people are not exclusive to foreign enterprises and foreigners. India is the most populous country in the world, among them, the number of young laborers exceeds 500 million, there are about 382 Indian universities, there are so many graduates each year that they are familiar with English, multinational corporations can recruit enough cheap talents and labor in India (Kumari and Sharma, 2017).
•Technological
India's high-tech industry is more developed, in the past 20 years, the Indian government has supported high-tech industries in the three fields of information, biology and materials. India's success in the field of information technology is well known, Indian software and information-driven services grew at an average annual rate of more than 28% over the past five years, and India's success in the field of information technology has played an important role in significantly attracting multinational R & D centers to invest in India (Aklin, Cheng and Urpelainen, 2018).
•Legal
India's legal system has the characteristics of English law, it has emphasis on the protection of personal property and rights, safeguarding the interests of intellectual property and investors (Peña Neira, 2017). At the same time, Indian law has strict legislation on commercial monopoly and environmental pollution, enterprises that violate the law will likely be severely punished (Menezes, Monteiro and Krishna, 2016).
•Ethical and Environment
India is located in the South Asian monsoon region, its climate type is tropical monsoon climate, the main feature is the annual high temperature, the annual average temperature is above 22 ℃ (Sarkar et al., 2016). At the same time, its climate is divided into drought and rainy seasons, usually from June to September, it is the rainy season and from October to May of the following year, it is the dry season; from April to May every year, the weather is very hot, the maximum temperature is often up to 40 ℃ above (Sun, Ma and Xu, 2018). In the rainy season, rainfall often causes floods. All in all, the weather in India has been hot all the year round, and the demand for beverages is relatively high, which is suitable for promotion of Pepsi in India.
In short, although India has unfavorable factors for Pepsi's investment in the Indian market in terms of political stability, clean government, religion and caste conflicts, India has great potential for development. The government and people are kind to foreign investment, there are sufficient capital and labor support. The law is more perfect and friendly, these are all reasons for attracting Pepsi to invest in India.

3.0 Stakeholder analysis
Stakeholder analysis is used to analyze all individuals (and organizations) that are relevant to business interests to help enterprises to differentiate the strategic impact of major stakeholders on their strategic development.
Pepsi's stakeholders are mainly shareholders, the Indian government, consumers, retail terminals, competitors, and so on. From a shareholder's point of view, India is a very promising market and Pepsi's choice of India as a market may bring some risks, but it is likely to generate huge returns for shareholder.
From the perspective of the Indian government, on the one hand, India welcomes foreign companies like Pepsi to invest in India. On the other hand, the Indian government hopes that foreign-funded enterprises can bring employment opportunities to local people to promote local economic development.
From the Indian consumers’ point of view, they want to know more about the world and get the products that make them feel excited, yet the products should not undermine their traditions and religious beliefs.
As retail outlets, they want to sell products that consumers love and can generate sales revenue, and they want that production enterprises are able to offer some help in terms of sales techniques and management.
From competitors’ point of view, especially Coca-Cola, although there is also some competition, but Pepsi and Coca-Cola also have a common goal, namely, to enable Indian consumers to accept carbonated beverages more.
The marketing action plan will take into account the interests of stakeholders, as much as possible to promote the interests of all stakeholders to be met or valued.

4.0 Marketing objectives
Based on SMART principles (S=Specific, M=Measurable, A=Attainable, R=Relevant, T=Time-bound), this report sets the following goals for Pepsi's marketing action plan in India:
-Within March-September, 2018, Pepsi's market visibility in India will increase by 10% over the same period last year;
-Within March-September, 2018, Pepsi’s sales revenue in the Indian market will increase 10% over the same period last year.
-Within March-September, 2018, Pepsi's market share in India will increase by 10% over the same period last year.


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