Planning, Implementing, and Controlling Marketing Strategies

Planning, Implementing, and Controlling Marketing Strategies

Chapter 2 Chris Schrage

Chris Schrage

Strategic Planning

Marketing ? The analysis of

Strategy

meeting target market's needs

Marketing Plan

? Written documentation concerning implementation and control

SWOT

Internal

Strengths

Weaknesses

Opportunities

Threats

External

Strategy Levels

Mission Statement Corporate Strategy Business-Unit Strategy Marketing Strategy Marketing Mix Elements

Frito-Lay

PEPSICO

Our Mission

Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek

to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees,

our business partners and the communities in which we operate. And in everything we do, we strive for honesty,

fairness and integrity.

Pepsico Americas Foods

Quaker Oats

Latin America Foods and Snacks

Pepsico Americas Beverages

Pepsico Europe

PepsiCo Beverages Americas

Pepsico Asia, Middle East,

Africa

North America Brands

North American Brands

Sabritas

Pepsi Beverage Company

International Brands

International Brands

Gamesa

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