Marketing project
Write your Marketing Plan using the outline below.
Every draft (and the final version) of the assignment must be formatted per APA 6th edition guidelines (Links to an external site.), written in the third person, and include the following:
In one or two paragraphs, summarize your marketing plan.
NOTE: It may be easiest to complete this section last, after you have written the rest of the paper.Review the company and its current business portfolio and recommend one new product or service to add to the existing portfolio.
Use Porter's Five Forces model to analyze the industry's:
1. competitive rivalry,
2. threat of new entrants,
3. bargaining power of suppliers,
4. bargaining power of customers, and
5. threat of substitute products or services.Conduct environmental scans to analyze the internal strengths and weaknesses, and the external opportunities and threats relative to your proposed new product or service. Present your findings in a SWOT analysis.
NOTE: Some of the information from your Porter's Five Forces analysis may be re-used in your SWOT analysis where applicable.Analyze and describe the target market for your new product or service in terms of:
• segmentation,
• size,
• accessibility, and
• value.Establish and present objectives for your new product or service related to each of the following strategies:
• Marketing Strategy
• Positioning Strategy
• Product Strategy
• Pricing Strategy
• Distribution Strategy
• Marketing Communication StrategyAssess and present the issues faced in the micro- and macroenvironments that threaten the accomplishment of your objectives.
Recommend marketing activities and programs that align with your recommended objectives
Establish a budget for your recommended action programs and determine the BEP for profitability
Recommend controls that will monitor and measure the success of your recommended action programs.
On a separate page, write a paragraph or two about what you gained by completing the Course Project and how you can apply it to your professional career, whether or not you plan a career in marketing

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1. Company Portfolio
This section focuses on the company’s portfolio and on its current operations. It is very important to have a proper knowledge of the company in order to analyze on the company’s marketing strategies.
4.1 Origin of PepsiCo
PepsiCo is multinational food and Beverage Company that is located in New York. And this company can be identified as one of the prominent beverage companies in the world. Because they are a company which has become established in the market over its history of staying in the business world.
PepsiCo was establish in the year 1965 by merging with Pepsi-Cola Company and the Frito-Lay Inco. Since this merger, the company was able to achieve their market share and the more established brand name. Based on PepsiCo’s net revenue figures, they are identified as the world’s second largest food and beverage company in the world. And they are behind the brand Nestle. And in terms of the USA, PepsiCo is the largest food and beverage company.
In terms of PepsiCo’s proportion of their products, their food brands consist of a percentage of 53% and their beverage brands represent 47% based on their net revenue figures in 2015. Some of the main brands of the company are Pepsi, Diet Pepsi, Ruffles, Mountain Dew, Quaker...

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