The Marketing Concept Of Pepsico
A market oriented firm strives to meet the needs and wants of its customers through its product mix. Its business philosophy is based on “The Marketing Concept” which states that the planning and coordination of all company activities needs to revolve around the primary goal of satisfying customer needs in the most effective means to attain and sustain a competitive advantage and achieve company objectives over time1.
The PepsiCo company is a prime example of a market-oriented firm. Its mission statement “As one of the largest food and beverage companies in the world, our mission is to provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats. We are committed to investing in our people, our company and the communities where we operate to help position the company for long-term, sustainable growth.
.”2 clearly reflect its business philosophy of Market orientation.
To being with, when it comes to its “Product offering” and “Product line”. The firm’s portfolio of products is very large and diverse. The aim of PepsiCo is to ensure the product range offers something for every occasion and that satisfies every taste. Indeed, the diversity of its products is present in all of its 22 brands that cover a broad product line, with an expansion in healthy oriented Brands such as Quaker Oats, Naked Juice, and Tropicana orange juice since the
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