Pepsicos Turning Point Establishing A Role In Sustainable Society Harvard Case Study Analysis

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Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution and Analysis


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis is a well-known international brand name in innovation industry, founded in 1938 by Lee Byung Chul, in South Korea. Pepsicos Turning Point Establishing A Role In Sustainable Society deals in a great deal of product categories including Semiconductors, Telecommunications, Digital Media, Digital Appliances and much more other electronic products. Historically, the business's core clients include the Original Devices Manufacturers (OEMs), which used to offer Corp products withtheir own brand. Till early 1990s, the core proficiency of Organization lie in its low rate offerings than its rivals by making existing items at economies of scale. Its client circle consists of Original Equipment Manufacturers (OEMs), who utilized to offer Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help products with their own brand name. Enterprise was not merely known outside Korea. There were also no or little interest in building the brand name internationally. Marketing spending plan was managed by production department with a focal point on providing low-cost products.During the 1997 Asian Financial Crisis the business nearly got insolvent, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most important business on the planet. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Org as an international brand and educated his divisional managers to understand marketing and its significance. Now their objective is to reach the top 10 by 2005.

Problem Statement

Business's transition from an item based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional supervisors to include marketing efficiently is still a major challenge. Producing a consistent brand identity across the entire world and employing marketing strategies that best fits the regional culture is no easy job. The M-net program analysis have been really helpful in identifying the high and less possible growth areas, but allowance of resources appropriately is not well received amongst the supervisors. There is no agreement among the hierarchy relating to the best suited future strategy.
Executive Summary
Situational Analysis

Yun had a quite clear photo in his mind about how Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution can change from a low end to a high end item provider. He knew that change can only be done through positioning Company as a company using high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to build Enterprise brand, with a prospective support of its executives, Yun faced numerous marketing challenges in early years of its efforts.

One of the marketing challenges for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as same tools and believed that quality items do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous business practices, and the existing marketing requirement was excessive high, the space was too wider and to fill this space with wrong understandings about marketing was quite difficult for Yun.

Along with it the item variety of the business was increasing with the ripening of new item ideas by the R&D sector of Corp. Yun had a challenge to carry out marketing preparation and to develop marketing spending plans for existing as well as for brand-new items from the very beginning, and this would take a huge time.

A big shift would be required in existing marketing expenditures to develop the Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis brand name. This would lead to increased marketing expenses for Enterprise and might interrupt the administration regarding increased costs, as they hesitated to marketing expenditures formerly and an abrupt big shiftwould make them interrupt. This could lead to declining executive assistance for global marketing. In this situation, Yun faces a challenge for justifying increased marketing expenses by showing the long term worth of huge marketing expenses.

Internal Analysis
SWOT Analysis

Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution strengths lie in its substantial item portfolio. Enterprise has biggest number of patents in the market with overall number of 15499 patents approved in US( USP).

Another strength of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis is its capability to develop innovative products at a constant rate. It major proves for the innovation and product developing of Enterprise is that the business has received a lot of awards for its development and item style.

Unlike Apple and other competitors, Corporation is focused on producing gadgets which can be quickly integrated with any kind of open source Os (OS) and software. This supplies Enterprise an edge over Apple gadgets.
Porter's 5 Forces Analysis
Company's ability to produce high end items at low cost of production is likewise among the major strength of Company as it enables the company to catch more market by providing quality items with expense control.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution weaknesses are hidden in the company's reliance on outsourcing software for its gadgets due to company's failure in developing software application, unlike Sony. Business also has low revenue margins as compare to Apple due to substantial distinction in the rates of Apple and Organization with a much lower difference in quality. The diverse focus of the business due to large number of products in its portfolio, lead to the less effective production and make the business not able to charge higher costs like Apple. The company is also ineffective in managing its patents and often faces the issue of patent violation.


Opportunities for Org depend on the growing Mobile phone market and the company's performance in the market. It can increase its market share and earnings from cell phone as the company is quite efficient in cell phone market. Business currently runs in about 80 countries and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Corp can move towards acquisitions to acquire patents. It would make it possible for the business to increase its product portfolio with a boost in its wealth.


The dynamic market environment of innovation market posture a severe danger on Company's survival and require the company to invest much of its earnings share on R&D in order to make it through in the long run. The market saturation in industrialized nations i.e. saturation of mobile company is also a big threat for the business's development in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Business provides quality items and has a rather abundant portfolio which caters to different segments. LCD and mobile phones are the biggest items of Corp, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Mobile phones.
• Air conditioning system.
• Computer.
• Disk drives.
• Washer.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis utilizes both market competitive and market skimming prices methods for its wide array of products. In competitive pricing it changes the cost according to the competition in order to get advantage, whereas, it uses market skimming method where the item has an added worth and by selling a couple of products it can reach break-even.


It has one of the best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon etc. All its items are prompt supplied to the selling place/ provided to the clients directly in case of online order.

Vrio Analysis
It utilizes both offline & online channels of promotion to market their items. Paid product advertisements, social promotion and digital advertisements are uses to produce awareness about Corporation products.

Worth Chain Analysis.

It's an analytical framework for identifying organisation activities that include value or competitive advantage for the company.

Inbound Logistics.

For its inbound logistics it owns various logistics firms as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even reduced their payment cycles to boost this relationship even more which includes value to their chain network.


Venture's core competency is its mass making it produces 90% of its products in-house. Divided into 3 various divisions its operations are particularly IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is keeping operation hubs worldwide to even more include worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the main reasons Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis has the ability to take on Apple. Enterprise's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Enterprise.

Marketing and Sales.

Attracting target consumer attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the item offers. Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis advertising budget is constantly growing given that they began their repositioning globally and will continue to do so as they are continuously aiming to broaden and invest in high possible development markets. The budget is invested in occasions, print and media ads, public relations and so on.

Enterprise put their customers at the top and constantly strive to deliver unmatchable customer service requirements. By adding a direct assistance line to call them 24 hours they have actually further increased the added value of Corporation service.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution has actually diversified market segmentation, based upon its provision of vast array of products to large number of consumers. Company target client sections can be divided into 3 classifications i.e. Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help IT and Mobile Communications, Corporation Consumer Electronic Devices and Business Gadget solutions.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help geographic division is based upon two criteria i.e. area and density. Enterprise serves about 80 nations worldwide with its products offered to Urban as well as Rural areas of the country. The Corp is also growing its worldwide existence and the business's versatility in locating its plants motivates international growth of Corporation.


The demographic segmentation of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis is based upon gender, age, life-cycle phase and profession. Org produces products that can be used by both women and males. The target consumers for Enterprise IT and mobile communication products have an age variety of 18-65 with bulk at a young or newly married life process phase. They are mainly specialists, workers and trainees. Apart from it, Organization Customer Electronic devices are targeted to a client segment with an age range of 25-65. They are mostly specialists and employees. Organization Gadget Solutions are targeted at trainees, workers and experts with an age range of 25-65.


The psychographic division of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help s based upon the social class and the life style of the consumer. Corporation target consumers on the basis of social class are primarily upper middle, middle and working class customers, as Org offer items like mobile phone not much more affordable i.e. Motorola as well as very little pricey i.e. Apple. It offers quality products to middle level consumers at a slightly high price than others targeting the very same segment.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis majority target customers have distinct behavioural attributes. They are brought in towards Org due to the fact that of its moderate rates with a level of quality.

Quantitative analysis.

Sales of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the biggest selling category of Venture with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this decision is based upon the mission of Kim to target the more youthful audience and produce an international brand picture of the company. Whereas, the core strength of the business is presently producing however long gone are those days when excellent products were offering themselves. In the current age marketing is very crucial and companies can not be successful without it. Kim has currently begun to enhance the marketing activities of Corporation and very soon it will turn into one of its core strength like manufacturing if not better.



Corporation runs designs, makes and offer a large portfolio of consumer electronics. It runs in an extremely competitive environment and has effectively positioned itself as the maker of quality products. The answer is yes.


As, stated earlier that Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis runs in a highly competitive environment, which indicates all the business have similar items. The answer for rarity is no.


Due to the nature of the market, it is very easy for competitors to understand the performance of the items and easily make their own models. Yes, Enterprise is just behind IBM in signing up new patents each year, but the advantage is extremely short-term in this market.


Chairman Lee has totally turnaround Venture, from going almost insolvent throughout the Asian monetary crisis of 1997 to the top 25 business on the planet. Certainly yes there is proper company in the business and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand spread nearly in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are really conductive for its operations. It deals with some political pressures in less industrialized nations where law and order scenario is not good. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help operations.


Buying power of customers is important for business like Corp to prosper and grow. Emerging markets like India, middle-eastern nations and so on offer growth opportunities, whereas, due to recession even the customers of industrialized nations suffer severely. Thus it is extremely essential for the business to keep an eye on the ongoing financial circumstance of the country prior to going into the marketplace.


Multinational business need to face numerous social and cultural concerns throughout its operations in a foreign country. Business has actually also faced many problems however have actually embraced to the regional environments of most of the nations extremely well. It has tailored its items, practices, policies etc. appropriately in order to be successful.


With an annual expense of 2.4 billion dollars in Research study & Advancement, and with constant innovative item launches, Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help is among the top innovative business of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Venture has actually risen to the no 25 of the top effective business of the world.


Each country has their own laws and policies, being a multinational company Business have to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal effects. So, it needs to study or hire a local law specialist prior to starting its operations in a specific nation.


With the rising awareness among consumers about the environmental & ethical violations of companies, Corporation needs to ensure that it follows all the security guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some nations the effects can be extremely severe. On the other hand it has to do some Corporate Social Duty practices to reveal the residents that it appreciates their environment and people.

Porter's 5 Forces

Risk of Alternative

Danger of replacement for Organization's each item category is rather considerable. Running in an extremely vibrant industry lead the company to deal with a high threat of replacement. Factors for high risk of alternative for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution Smart device consist of the existence of high variety of suppliers and Market saturation in industrialized countries, which make the expense of changing for customers almost zero. Substitution dangers for Organization visual screen depend on the altering lifestyle of customers. Consumers can change to seeing visuals in the house towards outside activities. Together with it, Business printing options items are threatened by the increasing attraction of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Organization and its close competitors is extreme. The significant reason behind this is the method of market saturation in numerous variety of product classifications, requiring Venture to present more ingenious functions in existing products and brand-new ingenious items to maintain its growth. Other element for the extreme competition among the rivals is the little item differentiation among the products. The prominent gamers in the innovation market are quite aware of the importance of R&D costs for their survival and are running into a race of marketing and R&D spending, to record the marketplace. The significant rivals for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry results in the fluctuating market shares which can be seen in Display F.

Bargaining Power of Suppliers:

( Company Sustainability Report, 2016) Provider's bargaining power for Corp is low as Corporation runs economies of scale and its orders are of prospective size and worth. Due to incapability of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution to develop its own software application, it has to outsource its software development to Google, which ends up being a possible supplier of software for Organization, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in many of the product classifications also make the bargaining power of purchasers more intense in for Corporation. In spite of igh bargaining power Venture is quite capable of offering its products at a higher rate than much of its rivals, due to high end quality product and a fair brand image.

Threat of New Entrants:

Hazard of new entrants for Corp is quite low. One of the major factor for low threat of new entrants is the high competition in the industry. The requirement of big quantity of capital to go into in the marketplace is also one of the prospective barrier to entry. Along with it, requirement of huge competence and research and advancement expenditures for survival in the market likewise make brand-new entrants unwilling to go into in the market. Market saturation is also among the barrier of entry in technology market. High bargaining power of providers force the gamers in the market to charge as low rates as possible and this can just be accomplished by production efficiency. Brand-new firms, in bulk cases, do not have the production efficiency, hence increasing the threats for entryway in the technology industry.

Competitive Analysis

Corporation's high product diversification supplies it differentiation from its competitors. It is one of the three leading brands by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single item classification with Sony concentrating on customer electronics, Nokia on mobile phone and Intel on chips, Corporation had a substantial R&D costs on all of its product categories which allow the business to make possible income from sales of practically all of its products. (See Exhibit) However, due to the wide item range the company deals with high variety of rivals.

The business ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave, in regards to global market share, among 8 various item categories. Corporation was the worldwide leader in making DRAM, SRAM and NAND flash chips. Although, Venture incomes from chips was less than Intel however its revenues from chips was growing quicker than Intel and has actually grown near to the earnings levels of Intel, as given in the case Exhibition 2.

Along with the chips Corporation mobile market was also growing at a high rate than its rivals i.e. Motorola and Nokia. Business's cellular phone's sales development was 51% as compare to Motorola with only 4% and Nokia with no sales growth. The significant reson behind Organization's high growth despite of greater prices than Nokia and Motorola was the company's high-end quality cellular phone.

Organization was also profiting from increasing market share of high end LCDs as given in case Display 3. The significant factor, making the company make it possible for to avail the opportunity is its mass production at low expense. Sony was the most significant rival for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help in LCD market, nevertheless, it had actually also started joint venture with Corp in 2003 for LCD producing, decreasing the competitors for Company.

Porter's Competitive Strategy

Low Cost Leadership method of porter is totally carried out by Company the method they accomplish economies of scale by strengthening their core proficiencies of manufacturing. Even to the point that their rival SONY decided to form an alliance with them to produce for them, since they were unable to take on them on low expense. Differentiation is another strategy well executed by Corporation by constant financial investment in the R&D and remaining ahead of the competitors. They always bring something brand-new and ingenious whether it's a service or a product.


Alternative Option 1

The Chief Marketing Officer (CMO) of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help would produce a new brand image by targeting the more youthful generation of the particular nation. As, specifically mobile phones of Venture are very popular among the younger group.


1. It is the very best method to build Customer Lifetime Value (CLV) by creating a long-term relationship with consumers. Build commitment through providing value and reap the benefits for long-lasting, as research has actually revealed it is much cheaper to retain existing clients than to draw in new ones.
2. Another pro of this alternative is that word of mouth spread faster among younger individuals and which in turn will generate new customers for my products.


1. Old customers who were connected with Corporation before may not like this new image the company is attempting to represent.
2 It will incur additional expenses to rearrange some items and it may not even bring success as the trends alter extremely quickly among the younger market.

Alternative service 2.

Corp has actually made making its core competency for the many part of their company and due to which its managers are not scared to fully step out of their convenience zone. It would be done by arranging training workshops throughout which importance of marketing will be taught and numbers will be offered. Failure to get the passing ratings will get demoted. Marketing environment ought to be developed internally initially as real marketing begins inside the corporation.


1. Its pro will be that all the marketing technique fans will come out and also the opposite ones.


2. Its con can create a very unhealthy environment in the work environment, as people frequently withstand change because they fear it.

Determine the best option

Alternative is the finest as it clearly has more pros due to the fact that once a Consumer Lifetime Worth is built the business will benefit from it till that client is alive and has acquiring power. Plus, our target clients are the more youthful generation which are bound to live longer than the current aging people. Org's primary goal is to develop loyalty amongst its clients and make them repurchase it from them and even purchase their various items.

Implementation Plan

• Targeting younger generation through social marketing, creating a link with them like Pepsi do with music. And set the expectations attainable and practical.
• A team consisting of best marketing and sales experts should be assemble, and both views must be considered prior to protecting the resources required to implement the strategy.
• Thorough interaction of the strategy need to be done as it is really crucial for everybody to be on the exact same page to make it work.
• Jobs and timelines ought to be construct and communicated accordingly to each individual accountable.
• The supervisor need to use a dashboard which reveals the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager ought to monitor and keep a consistent look at the general and individual performance.
Because any brand-new trend or policy might come in due to which all the things currently prepared have actually to be adjusted, • Everybody need to be ready to adjust midway. It's better to have contingency plans currently prepared.
• At the end of the project the manager should communicate the results and if effective should celebrate with the group.


This modification the budget plan allotment of various nations and many managers were dissatisfied and argued but the analysis done by the program was precise and showed figures like North America and Russia development potential warranted a 35% allowance while they were receiving 45%. It actually helped to relatively distribute the resources and catch more consumers by investing more on advertisements on the high development potential regions of the world.

Its continuous investment in R&D and innovative practices have moved them to new heights however for them its' just the start and they want to be amongst the top 3 brand names in the world. Their marketing efforts ought to be directed towards younger market amid the internal arguments about marketing and should create Consumer Lifetime Value as it will not only offer them advantages now however will continue to reap it till the customer life time. As the cost of keeping the consumer is much less expensive than drawing in a new one.