Essays on Fresh Juice in China Case Study

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The paper 'Fresh Juice in China" is a good example of a marketing case study. This marketing report is aimed to provide the foundation for an inclusive marketing plan for the fruit juice by Pepsi Co, Inc. PepsiCo, Inc is specialized in the production, distribution and sales of soft drinks but they have a brand new product they wish to introduce into the China market. So as to be successful in the marketing of the carbonated fruit juice, the target market has been identified; the SWOT analysis has been done for the new brand and the company plus the marketing goals have been set (Lavinsky, 2013). PepsiCo, Inc.

is classified among the world’ s largest producers of soft drinks. The company has factories in China in a move to open up and expand expands its market share so as to close the gap with the market leader Coca-Cola Co. PepsiCo was started by Donald m Kendal who was its chief executive officer and the chief executive officer of Frito-lay Herman merged the two companies in 1945. The company is located in New York. The company deals with the production and distribution of grain-based snacks, carbonated and non-carbonated beverages.

The company has grown and expanded its market operating in more than 200 countries globally and the company is classified as second in revenue collection in the line of food and beverage industry (PepsiCo, 2014) Market Description The development of the soft drinks market in China started in the early 1980s and has developed fully in the soft drink market. Today, this market has full-fledged into a mature and huge market. In the recent past, with fast economic development, urban and rural consumers’ income levels and the continued improvement of the spending power improve the individuals demand the consumption of beverages.

The beverage industry in China has a high market base that relies on and boasts of a great room for development (Euro monitor, 2014) According to the National Bureau of Statistics China (2004), the soft drink industry between 2011and 2015 has maintained an annual growth rate of 12% - 15%.

References

China Daily 2006, Soft drink sales cooling down, Accessed on August 30, 2014 from

Duncan, T 2005, Principles of Advertising & IMC (2nd ed.), McGraw-Hill/Irwin, New York.

Euro monitor 2014, Juice in china. Accessed on August 30, 2014 from http://www.euromonitor.com/juice-in-china/report

Lavinsky, D 2013, Marketing Plan Template: Exactly What to Include, Accessed on August 30, 2014 from .

Mariampolski, H 2001, Qualitative Market Research: A Comprehensive Guide, Sage Publications, Thousand Oaks, CA

National Bureau of Statistics China 2004, www.stats.gov.cn, Accessed on August 30, 2014 from

PepsiCo, 2014. Accessed on August 30, 2014 from http://www.pepsico.com/

Roger, B 2008, Market‐Based Management, 5th ed., Pearson Publishing

Schiffman, L. et al, 2005, Consumer Behavior, Pearson Education Australia, Frenchs Forest.

Shimizu, K 2012, The Cores of Strategic Management. Hoboken: Taylor & Francis.

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