MUHAMMAD ALI JINNAH UNIVERSITY ISLAMABAD

ADVANCE STRATEGIC MARKETING

Date : 04th October 2013

Submitted to:

SIR ARIF VasEER

Submitted by:

SAMIA FAROOQ (MM131001) FAIZA MAQSOOD (mm131011) Hasnain manzoor (mm123114)

SECTION 01

CASE STUDY proposal

Industry: beverage industry

Pakistan beverage industry has the international names offering the best quality beverages across the country. Our interest for the write up of case study is beverage industry and we have selected following three beverage companies for this purpose: Pepsi Co. Pakistan Coca Cola Pakistan Gourmet Pepsi Co. was founded in 1898 and today it is a globally operating food and beverage leader with net revenue of $65 billion and a product portfolio that includes 22 brands generating more than $1 billion in annual retail sales. The Coca Cola Company was founded in 1886 and at present it is the world's leading manufacturer, marketer and distributor of non alcoholic beverage concentrates and syrups, and produces over 500 brands. Gourmet was founded in 1987 in Lahore. A small shop at that time has now become a success story of business growth in Pakistan and is now giving a tough time to the leading brands of the industry. Why these three Companies? We have selected the top three leading brands of the beverage industry because these are the vicious competitors and are competing to gain a sustainable competitive edge in the market. Through case study we will be able to thoroughly understand these three companies by focusing on their historical, present and future business perspectives and approaches and by the end of this task we will be able to highlight the major issues of the companies or the industry. Major Focus Areas of the Case Study: The major areas that will be covered in the case write up would be Industrys and companys history and growth Companys market and financial analysis (Customer, Competitive, Segments, Performance, Profits etc.) Companys internal & external environmental analysis (SWOT) Analysis of companys corporate and business strategies (Business Structure, Portfolio, Differentiation, Competitive moves etc.) Investigating the companys corporate structure, values and practices

Highlighting the issues and making recommendations

A tentative outline of the case study write up is given below: INDUSTRY OVERVIEW INTRODUCTION OF THE COMPANIES

VISION STATEMENT MISSION STATEMENT o o Goals Objectives

ANALYSIS OF VALUES & PRINCIPLES CUSTOMER AND COMPETITIVE ANALYSIS o o o o o o Consumer Profiling Major Segmentation Geographic Demographic Psychographic Behavioural

MAJOR EXISTING AND POTENTIAL COMPETITOR TOTAL SALE, MARKET SHARE AND PROFIT OF COMPANIES CURRENT STRATEGY COMPETITIVE LANDSCAPE AND GROWTH TRENDS SWOT ANALYSIS OF HEAD AND SHOULDER o o o o Strength Weakness Opportunity Threat

MARKET/SUBMARKET ANALYSIS FORCES THAT REDUCING PROFITABILITY IN MARKET (PEST) o o o o Political and legal forces Economic forces Social forces Technological changes

COMPETITIVE ADVANTAGE HUMAN RESOURCES RESEARCH AND DEVELOPMENT SHARE HOLDERS MARKETING INFORMATION SYSTEM DISTRIBUTION CHANNEL COMPANY IMAGE MARKET COVERAGE FINANCIAL RESOURCES PROMOTION AND ADVERTISEMENT o PRODUCT STRATEGIES Market penetration

 o o o

Market development Product development

PROMOTIONAL STRATEGY PRICING STRATEGIES PROMOTION TOOLS Web marketing Networking Contests Advertising sponsorship Social awareness

MARKET DEVELOPMENT PRODUCT DEVELOPMENT STRATEGIC PROBLEM POINT OF DIFFERENTIATION O O O O O O O O Flavor Extra feature Price Internal service quality Market demand Product design Satisfy and loyal customer Distribution

MAJOR STRATEGIES o o o Business-level Strategy Global Strategy Corporate Strategy

STRUCTURAL ANALYSIS Porter model o o o o o Competitive rivalry Buyers bargaining power Suppliers bargaining power Threat of new entrants Substitute products

Value Chain Analysis o o Primary activities Support activities

References