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Tiêu đề Macro-Environment And Micro-Environment Analysis Coupled With The Business Model (B2C)
Tác giả Do Thi Anh Thu, Bui Thi Hong Tuoi, Nguyen Thi My Hao, Pham Nguyen Minh Thu, Pham Diep Kim Ngan, Nguyen Huynh Ngoc Tran
Người hướng dẫn Nguyen Vu Thai Anh
Trường học FPT University- Campus Can Tho
Chuyên ngành MKT101
Thể loại Group Assignment
Năm xuất bản 2022
Thành phố Can Tho
Định dạng
Số trang 13
Dung lượng 1,95 MB

Nội dung

Pepsi is always looking for ways to deliver services and information with high quality and efficiency, global technological developments bring possibilities and solutions for Pepsi's gro

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FPT UNIVERSITY- CAMPUS CAN THO



GROUP ASSIGNMENT [MKT101]

TOPIC:……….

Course: MKT101 Name: Do Thi Anh Thu

Bui Thi Hong Tuoi

Nguyen Thi My Hao

Pham Nguyen Minh Thu

Pham Diep Kim Ngan

Nguyen Huynh Ngoc Tran

Class: IB1703

Lecturer: Nguyen Vu Thai Anh

Cần Thơ, October/2022

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1

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I INTRODUCTION

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II Macro-environment and Micro-environment analysis coupled with the Business Model (B2C)

1 Macro-environment

Macro-environment consists of the larger societal forces that affect the microenvironment There are six stages of macro-environment include demographic, economic, natural, technological, political, and cultural (Kotler, 2017)

a Economic environment:

The economy around the world tends to recover and the Asia region is predicted to

be the fastest-growing economic region in the world According to the Asian Development Bank (ADB), the European economy of Asia (excluding Japan) grew by 3.4% in 2009, and in 2010, Asian economies will grow by about 6% Vietnam's economy in the first quarter of 2009 will grow by 3.1% and forecast as predicted by economists, our country's GDP this year will be 4.6%, Europe also prospers as a compact and efficient economy Economic growth contributes to improving people's living standards, leading to an increase in spending, making Asia and Latin America potential and attractive markets

b Technological environment:

Technology is becoming more and more a key factor determining the success or failure of the company Pepsi is always looking for ways to deliver services and information with high quality and efficiency, global technological developments bring possibilities and solutions for Pepsi's growth, always looking for any solution that can reduce the cost of getting products to customers and improve service at the same time is one of the company's top goals Every year, scientists around the world have launched millions of inventions in science and technology, bringing real convenience to people's lives Simultaneously with the development

of information technology, which has supported the strict management and control

of business activities in different markets, attracting customers through the advertising system can appear anytime, anywhere which supports quick decision-making Technology is increasingly becoming a key factor determining the success

or failure of a company

c Cultural environment:

Our country is one of the most peaceful countries in the world, with cultural ideas that must be said to be "open" As for the beverage market, our country will not ask too much when the Vietnamese culture does not discriminate against this product line, and so does Pepsi A new trend that needs to be mentioned here is the focus on consumer health along with the increase in income Customers are more and more concerned about their health, therefore, product innovation is limited Fat is an important issue to satisfy customers

d Political environment:

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Along with the development of the country's economy, Vietnam's legal system is becoming more and more complete, with more and more barriers and stricter principles That poses bigger challenges for PepsiCo Vietnam's leaders, which must be in line with the law and with the company's development spending Moreover, the business environment in Vietnam is increasingly favorable more favorable, due to having very peaceful politics compared to other countries in the region In the process of globalization, a series of countries have implemented the policy of opening their economy, and accordingly, the legal system is constantly improving, and improving "franchising" is considered an effective business form high for companies in a distributed industry

e Demographic environment:

The results of the 2009 Population and Housing Census show that Vietnam is currently the third most populous country in ASEAN and the 13th in the world, specifically 85,789,573 people Pepsi's main serving audience is young people, Pepsi has actively invested in exploiting the abundant and cheap labor market in order to create jobs for the young team and also a potential consumer market currently However, the problem of recruiting, training, and retaining people requires the company to spend a large amount of money combined with a variety

of management forms to meet the changing workforce Rapid population growth leads to a rapid increase in demand, so Pepsi is most likely to develop, especially now that the breath of life is very urgent, a product that ensures both nutrition and much-needed convenience opportunity for Pepsi

f Natural environment:

Vietnam is a relatively convenient place for long-term production and business without suffering many disasters or natural disasters… Vietnam is located on the Indochina peninsula, the center of Southeast Asia, with convenient transportation alon the coastline 3,260 km long excluding islands Thanks to Vietnam's favorable geographical position, Pepsi easily trades with partners nationwide as well as in the region and around the world by land, waterway, and air However, the South-North distance is quite large (1650km), so the distribution and supply of products

to the North market face many difficulties in terms of transportation costs, and product promotion, requiring the company to have a strategy Vietnam's climate is characterized by a tropical monsoon climate with high average temperature, which makes the demand for refreshments of people throughout the territory very high, providing Pepsi a large consumption market with a large number of passengers

On the other hand, the tropical monsoon climate also provides the company with abundant water and abundant natural materials In addition, due to the influence of the monsoon, and the complexity of the topography, Vietnam's climate has large differences between times of the year and between regions, making it difficult to study the products of businesses

2 Micro-environment

The micro-environment consists of the actors close to the company that affects its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics (Kotler, 2017)

a The Company

Pepsi is a leading global food and beverage group with 22 brands, generating approximately $1 billion in annual retail sales, and its products are distributed in

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more than 200 countries increase, resulting in annual net sales of US $43.3 billion

- In April 2013, Suntory PepsiCo Vietnam (SPVB) was born with 100% foreign capital formed through a joint venture between Suntory Group (Japan) and Pepsico (USA)

- The year 2015:

+ Revenue is 63,056 billion US dollars

+ Operating profit is US $8.353 billion

+ Real profit is 5.452 billion USD

+ Total assets are 69,667 billion USD

+ Total equity of $11.923 billion in the US

+ Number of employees is 263,000

b Suppliers

Pepsi's ingredient suppliers include:

- Sugar: Bien Hoa Sugar Company, Bour Tay Ninh Company

- Plastic bottles: Ngoc Nghia Company

- Plastic lid: San Miguel Phu Tho Company, Hercules Vietnam Company

- High-grade cartons and paper boxes: Bien Hoa Packaging Company, Dynaplast Packaging (Vietnam) Co., Ltd., Yuen - Foong Yu Company

- Workshop materials: GSI Vietnam Industrial Equipment Co., Ltd

- Fragrance: Cork Ireland Company (Ireland)

Suppliers are an important element of the company, so maintaining a good relationship and long-term cooperation with them is indispensable Because it can help businesses limit input costs, both sides benefit

c Marketing intermediaries

d Customers

Along with the development of the economy, people's lives are improved, and customers are more and more interested in the need to "eat well and dress well" but must ensure their own health Beverage and food market convenience food is growing, and competitors providing products are more and more diversified according to the trend of increasing the volume and quality of products, the quality

of life is improved, increasing the influence of consumers It is easier and easier for customers to choose and compare products between competitors to choose for themselves the best and most suitable product

e Competitors

Pepsi's competitors are of two types:

- Direct competitors: Tan Hiep Phat, Red Bull, Tribeco, and arch-rival Coca-Cola The battle between Pepsi and Coca-Cola still shows no sign of stopping, always confronting each other anytime, anywhere

- Potential competitors: start-ups or businesses specializing in the production of substitute products such as coffee, milk, and bottled water Therefore, the threat of these substitutes puts great pressure on Pepsi to consider and come up with appropriate strategies

f Publics

To promote its brand, Pepsi regularly organizes activities such as:

- The Water Hope clean water supply project aims to create jobs and increase incomes for people in Quang Nam province

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- Accompanying the "Summer Volunteer Campaign" to organize environmental protection activities such as cleaning up the coast of Vietnam or Supporting the exam season

- Invite celebrities to be spokespeople like BLACKPINK, Messi, My Tam, Son Tung MTP

- The campaign "Bring Tet home" attracted great attention from consumers when Pepsi launched a meaningful Tet campaign with the message of helping disadvantaged people to return home to celebrate Tet

Thanks to the regular organization and implementation of these activities as well

as the wide coverage in the media, the company has made a good impression in the hearts of consumers and the company's stock price has also increased accordingly

3 Business Model (B2C)

Pepsi is the second largest soft drink company in the world with strong financial resources Pepsi always has new initiatives to create new products to meet the increasingly diverse needs of consumers Pepsi's sales distribution system is spread all over the country

Pepsi company also owns a business model in the form of B2C The company supplies products directly from the manufacturer to retail stores The company also includes direct delivery workers at snack and beverage stores Pepsi distributes products through traditional marketing channels, products are often sold to consumers through intermediaries such as retailers and agents There are also advertising methods, and customer conferences to introduce products to consumers Products always know how to hit consumer psychology to make an impression on new customers Besides, Pepsi has succeeded in designing and creating a website that attracts people's attention The design of the website includes many eye-catching colors, shapes, and font sizes to promote products, tweets and photos shared on social networks This website plays a role in connecting customers and businesses The website was created with the purpose of providing information related to Pepsi from its history, mission, and slogan to old products and new products launched Pepsi also distributes products to all corners of the world, products can easily be found in convenience stores, grocery stores, vending machines, etc Through this, it can be seen that Pepsi is a large soft drink company that is not limited in size

III Consumer behavior analysis and how the company executed segmentation, differentiation, targeting, and positioning.

1 Consumer behavior

a Cultural factors:

Many subcultures make up important market segments, and marketers often design products For Pepsi company, subculture is very important in influencing consumers to buy their products They need to target consumers based on their nationality, religion, racial group, and geographic area As for nationality, Pepsi must be aware of any countries that do not allow their people to drink soft drinks

a Social factor:

Including organizations such as religions and professional associations Pepsi will easily attract them to buy more products because members have an influence

on each other Family is an important purchasing organization Marketers are

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interested in the role and influence of family members Pepsi needs to target children because they are the ones who will consume more Pepsi But for reasons, they will ask the parents to buy the product So, parents are customers and Children are consumers

b Personal factors:

There are many factors that affect the purchase such as occupation, income, and age, Therefore, Pepsi needs to find a thing or a person to influence them For example, advertising is their best tool to influence them, or for parents and children their best factor to influence them to buy Pepsi products

c Psychological factors:

The driving force behind a need is urgent enough to direct the person to seek the satisfaction of the need

b Market Segmentation

- Geographical principles: Pepsi tried to distribute densely from rural to urban areas and focused on residential areas and big cities such as Ho Chi Minh City, Can Tho, and Binh Duong, However, Pepsi is interested in the Southern segment because Southerners prefer sweet stalls

- Psychological principles: Pepsi products choose for themselves the middle-class segment with a loving and active lifestyle

- Principle of behavior: Used for daily refreshments, holidays, parties… With frequent intensity and high loyalty

- Demographic principle: With 57% of Vietnam's population under the age of 26, it proves that Vietnam is a potential market for Pepsi Pepsi captured this segment by launching Pepsi-Cola and it was extremely successful

3 Market Target

- In the 1950s, Pepsi targeted young people with the name "Pepsi Generation" The company sacrifices all types of markets except the youth market And the slogan when it's "Let's get along - drink Pepsi"

- Pepsi has tried to create more attractive, and suitable for consumers than competing brands Thanks to this strategy, Pepsi products have developed and maintained an important basic identity image Pepsi's products in the Vietnamese market still hold onto the market and its target is young customers

4 Positioning

- Target customers: From the very beginning, Pepsi's mission is for young people Targeting the audience on Pepsi has favored its products from the taste to the necessary marketing methods to go deep into the hearts of consumers With a strong sweet taste and a large amount of gas, it gives users a new feeling, different from other products on the market

- Benefits Pepsi brings to consumers: the first is to quench thirst, stimulate novelty, and create a feeling of excitement and excitement for users Pepsi helps young people express their youth, dynamism, and new style

5 Differentiation

- About products: Pepsi's sweet and strong taste is suitable and popular in Vietnam

In addition, Pepsi also distributes to fast food stores such as KFC, and Pizza Hut Therefore, Pepsi won a high market share in Vietnam

- About services: Pepsi organizes advertising shows on television, and has promotions such as "Drink Pepsi Turn on the winning cap", and "Drink Pepsi -Win a Honda"

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- About people: Pepsi's employees are selected with high criteria and capacity Many remuneration regimes are commensurate with employees' qualifications More importantly, Pepsi employees always have the number one subconscious mind about the Pepsi brand, which is the motivation for employees to strive and

do their best for the company

IV The elements of 4P (Price/Product/Promotion/Place)

1 Product

- Pepsi products thrive in the current context when many people have busy work,

so they often prefer to use fast food and carbonated drinks In addition, convenient products, refreshments, good digestion should be loved by many people

- Besides sugary products, Pepsi also launched zero sugar, zero calories Pepsi products, and diet Pepsi exclusively for dieters

- Packaging is very diverse such as glass bottles, plastic, and cans with different capacities from 300ml, 500ml, and 1500ml for consumers to choose freely Information about ingredients, production address, production date, and expiry date are fully recorded by Pepsi on the package

2 Price

Pepsi chose a relatively low new product pricing strategy to enter the market in the hope of attracting a large number of customers and capturing a large market share

- Discount Pricing: Pepsi offers discounts to customers who buy in bulk, pay ahead of time, or pay now Therefore, the more customers buy in quantity, the larger the discount

- Differentiated pricing by product: depending on different product lines, and different capacities, from which Pepsi will have an appropriate price for

customers to choose

3 Place

Pepsi's distribution channels are diverse Pepsi cooperates with supermarkets such

as Big C, Mega, Aeon, and Lotte Mart and fast food stores such as KFC, Lotteria, McDonald's, Pizza Hut, and cinemas Besides, agents and retail outlets are important distribution channels for this brand Thanks to these distribution intermediaries, Pepsi saves time, and costs and reaches consumers easily

4 Promotion

The promotion strategy is the means to bring Pepsi closer to consumers and achieve huge sales In the process of implementing the marketing strategy, Pepsi has grasped and understood each consumer's Know Understand Like Like -Believe and Buy Thai camps Pepsi has implemented many community contribution activities in order to PR for the brand to bring the brand closer to consumers thanks to the campaign "Drink a can of Pepsi is to spend 50 dong to support flood victims" This campaign during that time was very successful Deploying attractive promotions such as buying 2 cartons of Pepsi with 24 cans will get 1 box of Pepsi 8 gold cans for free, on the occasion of Tet 2021

V Advertising and Public Relations Communication analysis (IMC).

1 Advertising

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