Business & Marketing Case Study Analysis: Frito Lay Inc. (Case Study Sample)

Case study analysis, Frito Lay Inc.
Name
Institution

Case Study Analysis
Response to Question 1
The current American society is becoming more sensitive in what one consumes which is observable in the healthy dietary patterns. The current trends in healthy living have led to an expansion of the definition of healthy eating to incorporate even environmental issues (Geoffrey, 2007). Based on the information provided in the case regarding Sun Chips Multigrain Snacks, the product appears to align with the current healthy living trends at a greater magnitude. The current health eating trend shows in the U.S. show that too much sodium intake is being discouraged by health professionals. This is because excess salt intake raises blood sugar, increasing risks of heart disease and stroke (Geoffrey, 2007). This trend aligns with the features of Sun Chips Multigrain Snacks as it contains less sodium. Another notable feature that shows alignment with the current trend is the quantity of fat in the product. Health professionals in the United States continue advocating for consumption of food with little fat. The case study reveals that the product is 50% lower in saturated fats. Moreover, the product is made up of vegetable oil (canola and sunflower) as current trends recommend. The observed patterns are highly shaped by family life cycle in the US. For instance, Riskey and his groups are aware that the aging baby boomers will shun from consuming salty snacks as they continue to age.
Response to question 2
In the business field, establishing a successful global brand is always challenging, and it’s what determines the long term growth of any company. One of the factors that determine brand success is the management knowledge of the target market (Kerin & Peterson, 2013). Understanding the audience enables the company to establish an organic human connection between the firm and its target market is eventually providing a direction for marketing campaigns and strategies in the long run. For instance, a multigrain snack chip called Prontos which Fray Lay introduced to the market in 1974 had a narrow appeal to the target market that caused its demise. Competitiveness is another factor that creates successful brands. Competitiveness calls for the management to work tirelessly in building their brands and ensuring that they exceed consumers’ expectations (Kerin & Peterson, 2013). For instance, the case study reveals that Sun Chips Multigrain is very competitive in the snack chips category. Frito Lay adds new flavors to the product to ensure that it meets the exact consumers' taste. Finally, leadership also plays a vital role in the establishment of successful brands. For instance, Riskey and his colleagues had to persuade the top executives at Frito-Lay about the viability of the new product.
As a new product, customers will have to know what the brand stands for. In this context, successful marketing campaigns are prerequisite to ensure the management re-interprets the current brand positioning to incorporate the new product.
Response to question 3
Critically analyzing the information provided in the case study about the product, Frito-Lay primary target market appears to be the aging baby boomers. Based on the time set up, the identified target market was the most appropriate in ensuring that the product penetrates easily in the snacks chips market. By the time Frito-Lay was introducing Sun Chips Multigrain Snacks on the market, the baby boomers group was aged between 30 to 50 years. At this stage, many American s is observed to be keen on what they consume to avoid lifestyle disorders (Geoffrey, 2007). Moreover, the age group in this category also appears to be stable financially and enthusiastic in advancing their careers. As the case study reveals, Frito-Lay had introduced Prontos multigrain snack chips in 1974, but the product never lived to its expectations. At that time, the market for the wholesome meals was not fully mature. As the American society remains sensitive in consuming healthy diets, Frito Lay should also consider adding the nutritious reactive group in the target market.
Response to question 4
The case study reveals that Frito-Lay usually utilizes four product-marketing strategies while pursuing growth opportunities in the snack...