Situation Analysis of Aims, Goals, and Objectives of Pepsi/Doritos (Essay Sample)

Situation analysis of aims, goals, and objectives of Pepsi/Doritos
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Introduction
Situation analysis is an essential step when carrying out a marketing strategy. When carrying out a situation analysis, researchers look into the existing circumstance and conditions facing an organization. Mostly, a situation analysis aims at gauging of the current situation of an organization. Pepsi exists and markets its products in over 200 countries around the world. Nonetheless, the company has its headquarters in New York, USA. In most cases, Pepsi Company deals in a variety food and beverage production. In the period ending 2011, the company made revenue of about $63.7 billion (Annual Report 2011, 2007). This made Pepsi ranked second largest business in the world that deals in food & beverage. The aim of this paper is to provide a situation analysis of set Situation analysis, aims, goals, and objectives for Pepsi/Doritos.
Aims
The aims of different companies refer to everything that any organisation would like to achieve as it operates (Dibb, & Simkin, 2008, pp. 34). For instance, the principal aim of Pepsi Company obtain a broad market share base in the world through expanding it markets in new markets. Furthermore, the company seek to capitalize intensively in its current markets in order to fight competition from major rivals like Coca-Cola Company. Moreover, the company has established new market in countries that it initially did not operate. This new markets include countries in Africa and Asia. In addition, Pepsi Company seeks to improve on its current products and launch product lines for their drinks. Consequently, this is a sign of growth in production.
Goals
In addition to the aims of Pepsi Company, goal setting also forms part of the marketing strategy of the company. Goals of a company often refer techniques that set or show the direction of strategies of an organisation (Adcock, Halborg, & Caroline, 2001, pp. 43). It is very essential for goals of an organisation to be specific and measurable. For instance, Pepsi Company has a goal that, by 2014, the company will have intensively established itself in the Africa food and beverage market. Furthermore, the company plans to employ intensive advertising media to reach new potential customers. These new advertising media include advertisement in established, international television stations, social media such as Facebook, and online advertisements such as Google AdWords. This will enable Pepsi Company to inform its customers of the improvement in their products, inform customers of their new products, and finally, reach many other potential consumers.
Objectives
Just as other big international companies, Pepsi Company also has its own business objectives (Moore, Fernie, and Burt, 2000, pp. 938). Business objectives consist of what businesses at achieving after a specified period. They provide the key for businesses to move from their present system to the future systems that such businesses always wish to achieve. It is essential for business objective to be specific, measurable, attainable, relevant, and time scaled. Therefore, this gives the SMART concept of business objectives. These SMART concepts of business objectives enable businesses to achieve its desired goals. Pepsi Company wishes improve on the quality of their products. As a result, they would like to reduce much of their customer complaints. By January 2014, the number r...