Term Paper代寫：PepsiCo Buyer Behaviour Analysis

Term Paper代寫-百事可樂買家行為分析。本文是一篇留學(xué)生學(xué)期論文寫作范文，主要內(nèi)容是講述1898年夏天，在北卡羅來納州的新伯爾尼，一位名叫Caleb Bradham的年輕藥劑師開始嘗試香料、果汁和糖漿的組合，試圖創(chuàng)造一種清新的新飲料來為顧客服務(wù)。他發(fā)明了新飲料百事可樂，取得了超出預(yù)期的成功。如今，百事可樂在世界各地都是知名的軟飲料。             
百事可樂從一個多世紀(jì)前的卑微起步，發(fā)展成為全世界最知名、最受歡迎的產(chǎn)品之一。而百事可樂背后的公司也在發(fā)展，如今已成為飲料、果汁和零食的首要銷售商。他們的消費(fèi)者遍布全球200多個國家。該公司提供500多種飲料和零食，適合不同年齡段和人口類別的消費(fèi)者。下面請參考term paper寫作范文的具體內(nèi)容。

Introduction 引言
In the summer of 1898, In New Bern, North Carolina, a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices and syrup trying to create refreshing new drinks to serve his customers. He succeeded beyond expectations by inventing new beverages know as Pepsi-Cola. Nowadays, Pepsi is a well known soft drink in all over the world.
From its humble beginnings over a century ago, Pepsi-Cola has grown to become one of the best-known, most-loved products throughout the world. And the company behind it PepsiCo has grown as well, standing today as the premier marketer of refreshment beverages, juices and snack foods. They have consumer in over 200 countries in the whole world. The company offers more than 500 beverages and snack that appeal to every age of consumer age group and demographic category.
Today, PepsiCo is a $29 billion company, employing more than 150,000 people speaking more than 40 languages around the globe. The company is consistently recognized for its corporate citizenship, philanthropic efforts and diversity programs.
如今，百事可樂是一家價(jià)值290億美元的公司，在全球雇傭了超過15萬人，使用40多種語言。該公司因其企業(yè)公民身份、慈善事業(yè)和多樣性計(jì)劃而受到一致認(rèn)可。
It is the world’s fourth-largest food and beverage company and is staking its claim as the global leader in convenience foods and beverages. PepsiCo has a strong plan to continue to expand with an enormous lineup of convenience foods and drinks that provide great taste, nutrition and fun around the clock.
它是世界第四大食品和飲料公司，并宣稱自己是方便食品和飲料的全球領(lǐng)導(dǎo)者。百事公司有一個強(qiáng)有力的計(jì)劃，將繼續(xù)擴(kuò)張，推出一系列方便食品和飲料，全天候提供美味、營養(yǎng)和樂趣。
Here is the list of Pepsi Co brands and products. 這是百事可樂公司的品牌和產(chǎn)品列表
Mirinda, 7UP (International), Pepsi Limón, Kas, Teem, Pepsi Max, Pepsi Light, Starbucks Doubleshot (Partnership), Starbucks Doubleshot, Energy (Partnership) Starbucks Iced Coffee (Partnership), Tropicana Twister, and Mountain Dew.
Mirinda、7UP（國際）、百事Limón、Kas、Teem、百事Max、百事Light、星巴克Doubleshot（合作伙伴）、星巴克雙人咖啡、能源（合作伙伴關(guān)系）星巴克冰咖啡（合作伙伴伙伴關(guān)系）、Tropicana Twister和Mountain Dew。
Model of Consumer Behavior 消費(fèi)者行為模型
Consumer makes many buying decision every day. Many large companies do some research about consumer buying decision in great detail to answer questions what will customer buy, where they buy, how much they, when they buy and why they will buy those product. According to Principles of Marketing, Kotler (2008) Consumer Buyer Behavior refers to the buying behavior of final consumer which are individuals and households who buy goods and services for personal consumptions. The entire final consumer combines to make a consumer market.
消費(fèi)者每天都會做出很多購買決定。許多大公司對消費(fèi)者的購買決策進(jìn)行了詳細(xì)的研究，以回答消費(fèi)者會購買什么、在哪里購買、購買多少、何時(shí)購買以及為什么購買這些產(chǎn)品的問題。根據(jù)市場營銷原理，Kotler（2008）消費(fèi)者購買行為指的是最終消費(fèi)者的購買行為，最終消費(fèi)者是為個人消費(fèi)而購買商品和服務(wù)的個人和家庭。整個最終消費(fèi)者結(jié)合起來形成一個消費(fèi)市場。
Many big companies did a lot of marketing effort to attract the consumer to buy their product. For example, Pepsi Company. The company did a lot of marketing effort to attract the consumer such as advertising, survey, promotion and apply the 4 P’s to make the consumer aware about their product.
許多大公司做了大量的營銷工作來吸引消費(fèi)者購買他們的產(chǎn)品。例如，百事公司。該公司做了大量的營銷工作來吸引消費(fèi)者，如廣告、調(diào)查、促銷，并應(yīng)用4P來讓消費(fèi)者了解他們的產(chǎn)品。
The question here is, how did the consumer respond to the various marketing effort that Pepsi company use? Model of buyer behavior consist of Marketing and other stimuli, Buyer’s black box and Buyer Responses. Marketing and other stimuli will enter the consumer’s black box and produce certain responses. So marketers need to figure out what is in the buyer’s black box.
這里的問題是，消費(fèi)者對百事公司使用的各種營銷手段有何反應(yīng)？買方行為模型包括市場營銷和其他刺激、買方黑匣子和買方反應(yīng)。營銷和其他刺激將進(jìn)入消費(fèi)者的黑匣子并產(chǎn)生一定的反應(yīng)。因此，營銷人員需要弄清楚買家的黑匣子里有什么。
Marketing stimuli consist of the Four P’s which are Product, Price, Place and Promotions. Other stimuli included major forces and events in the buyer’s environment such as economic, technological, political and cultural. All the inputs will enter the buyer’s black box, where they are turned into a set of observable buyer responses. Under buyer responses there are product choice, brand choice, dealer choice, purchase timing and purchase amount.
營銷激勵包括四個P，即產(chǎn)品、價(jià)格、地點(diǎn)和促銷。其他刺激因素包括買方環(huán)境中的主要力量和事件，如經(jīng)濟(jì)、技術(shù)、政治和文化。所有的輸入都將進(jìn)入買方的黑匣子，在那里它們被轉(zhuǎn)化為一組可觀察的買方響應(yīng)。根據(jù)買家的反應(yīng)，有產(chǎn)品選擇、品牌選擇、經(jīng)銷商選擇、購買時(shí)間和購買金額。
Consumers do not make their decisions in a void. Their purchases are highly influenced by cultural social, personal, and psychological factors. Here some of that influence the behavior or the particular market:
消費(fèi)者不會在空虛中做出決定。他們的購買受到文化、社會、個人和心理因素的高度影響。其中一些因素會影響行為或特定市場：
Cultural Factor 文化因素
Cultural factor divided into three sub factors Culture, Sub Culture, Social Class. Culture is the set of basic values perceptions, wants, and behaviors learned by a member of society from family and other important institutions.
文化因素分為三個子因素：文化、亞文化、社會階層。文化是社會成員從家庭和其他重要機(jī)構(gòu)學(xué)到的一套基本價(jià)值觀、觀念、愿望和行為。       
Culture is the most basic cause of a person’s wants and behavior. Every group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country.
文化是一個人欲望和行為的最基本原因。每個群體或社會都有一種文化，文化對購買行為的影響可能因國家而異。
Based on the case study, we are doing a Pepsi brands in Malaysia. Malaysia has many races of people such as Malay, Chinese, Indian and many more. Now days many people choose to drink Pepsi because it is Halal and did not contain any alcohol. It is because most culture in Malaysia did not allowed them to drink alcohol. So for teenager of adult who cannot drink an alcohol drink, they can choose to drink Pepsi.
根據(jù)案例研究，我們正在馬來西亞做百事可樂品牌。馬來西亞有許多種族，如馬來人、華人、印度人等。現(xiàn)在很多人選擇喝百事可樂，因?yàn)樗乔逭娴模缓魏尉凭＿@是因?yàn)轳R來西亞的大多數(shù)文化不允許他們喝酒。所以，對于不能喝酒精飲料的青少年，他們可以選擇喝百事可樂。
Other than that, now day culture in Malaysia more shift towards greater concern about health and fitness. This had brought a lot of huge industry for health fitness services, more natural foods and variety of diets. So for Pepsi company which serve soft drinks, they had come with a new products known as Pepsi Max which has less sugar and gas to fulfill the new culture of Malaysian people.
除此之外，現(xiàn)在馬來西亞的日常文化更多地轉(zhuǎn)向?qū)】岛徒∩淼年P(guān)注。這為健康健身服務(wù)、更多的天然食品和多種飲食帶來了巨大的產(chǎn)業(yè)。因此，對于供應(yīng)軟飲料的百事可樂公司來說，他們推出了一款名為百事Max的新產(chǎn)品，它的糖和氣體含量更少，以滿足馬來西亞人民的新文化。
Sub Culture is a group of people with shared value systems based on common life experiences and situations. Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions.
亞文化是一組基于共同生活經(jīng)歷和情境的具有共同價(jià)值體系的人。每一種文化都包含較小的亞文化，即一群基于共同生活經(jīng)歷和情況的具有共同價(jià)值體系的人。亞文化包括民族、宗教、種族群體和地理區(qū)域。
Many sub culture make up important market segments and marketers often design products. For Pepsi company, sub culture is very important in influencing the consumer to buy their products. They need to target consumer based on their nationalities, religions, racial group and geographic regions. For nationalities, Pepsi must aware about any country that did not allowed their people to take soft drinks.
許多亞文化構(gòu)成了重要的細(xì)分市場，營銷人員經(jīng)常設(shè)計(jì)產(chǎn)品。對于百事公司來說，亞文化在影響消費(fèi)者購買其產(chǎn)品方面非常重要。他們需要根據(jù)其民族、宗教、種族群體和地理區(qū)域來瞄準(zhǔn)消費(fèi)者。對于民族而言，百事必須意識到，任何國家都不允許本國人民飲用軟飲料。
For example, India. They had once ban Pepsi in their country because of the sugar contain in Pepsi. According to Marketing, Kotler (2008), Many subcultures make up important market segments, and marketers often design products and marketing programs tailored to their needs. Pepsi should not make an advertisement which can touch the sensitiveness of any religions, nationalities and others.
例如，印度。他們曾經(jīng)在本國禁止百事可樂，因?yàn)榘偈驴蓸分泻刑恰８鶕?jù)Marketing，Kotler的說法，許多亞文化構(gòu)成了重要的細(xì)分市場，營銷人員經(jīng)常根據(jù)他們的需求設(shè)計(jì)產(chǎn)品和營銷方案。百事可樂不應(yīng)該做一個觸及任何宗教、民族和其他人敏感度的廣告。
Social Class Almost every society has some form of social structure, social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests and behavior. Social class did not determined by a single factors such as incomes, but it measured as a combination of occupation, income, education, wealth, and other variables. Marketers are interested in social class because people within given social class tend to exhibit similar buying behavior.
社會階層幾乎每個社會都有某種形式的社會結(jié)構(gòu)，社會階層是社會中相對永久且有序的劃分，其成員擁有相似的價(jià)值觀、興趣和行為。社會階層不是由收入等單一因素決定的，而是由職業(yè)、收入、教育、財(cái)富和其他變量的組合來衡量的。營銷人員對社會階層感興趣，因?yàn)樘囟ㄉ鐣A層的人往往表現(xiàn)出類似的購買行為。
Social Factors 社會因素
A consumer’s behavior also is influenced by social factors, such as the Groups, Family, Roles and status. Groups are two or more people who interact to accomplish individual or mutual goals. A person’s behaviors are influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some are primary groups includes family, friends, neighbours and coworkers. Some are secondary groups, which are more formal and have less regular interaction.
消費(fèi)者的行為也受到社會因素的影響，如群體、家庭、角色和地位。團(tuán)體是兩個或兩個以上為實(shí)現(xiàn)個人或共同目標(biāo)而互動的人。一個人的行為受到許多小團(tuán)體的影響。一個人所屬的具有直接影響的團(tuán)體稱為成員團(tuán)體。一些是主要群體，包括家人、朋友、鄰居和同事。有些是次要群體，他們更正式，互動也不那么頻繁。
These include organizations like religious groups, professional association and trade unions. For groups, it is much easier for Pepsi to attract them to buy their products. Because a single member of the groups can influences almost all the group member to follow them. For example, a leader in one group can influenced the members to buy Pepsi as part of the group activities.
其中包括宗教團(tuán)體、專業(yè)協(xié)會和工會等組織。對于團(tuán)體來說，百事可樂更容易吸引他們購買他們的產(chǎn)品。因?yàn)樾〗M中的一個成員可以影響幾乎所有小組成員跟隨他們。例如，一個小組的領(lǐng)導(dǎo)者可以影響成員購買百事可樂作為小組活動的一部分。       
Family members can strongly influence buyer behavior. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services. In this social class, Pepsi need to target the children because they are the people who will consume more Pepsi. But of cause they will ask their parents to buy the products. So Parents is the customer and Children is the consumer.
家庭成員可以強(qiáng)烈影響買家行為。家庭是最重要的消費(fèi)者購買組織社會，它已被廣泛研究。營銷人員對丈夫、妻子和孩子在購買不同產(chǎn)品和服務(wù)方面的角色和影響感興趣。在這個社會階層，百事可樂需要以兒童為目標(biāo)，因?yàn)樗麄兪菚M(fèi)更多百事可樂的人。但當(dāng)然，他們會要求父母購買這些產(chǎn)品。所以父母是顧客，孩子是消費(fèi)者。
Roles and Status is a person belongs to many groups, family, clubs, organizations. The person’s position in each group can be defined in terms of both role and status. For example, Mdm Airis plays the role of Mother, in her family she plays the role of wife, and in her company, she plays the role of manager. A Role consists of the activities people are expected to perform according to the persons around them.
角色和地位是指一個人屬于許多團(tuán)體、家庭、俱樂部和組織。可以根據(jù)角色和地位來定義每個組中人員的位置。例如，Airis女士扮演母親，在她的家庭中扮演妻子，在她的公司中扮演經(jīng)理。角色由人們根據(jù)周圍的人期望執(zhí)行的活動組成。       
Personal Factors 個人因素
Personal factors consists of Age and life cycle stage, Occupation, Economic situation, Life Style, and Personality and self concept.
個人因素包括年齡和生命周期階段、職業(yè)、經(jīng)濟(jì)狀況、生活方式、個性和自我概念。
Age and Life cycle Stage is People changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle. Here Pepsi cannot target the all age of people to buy their products. They should target consumer from children, to teenagers and finally the adults. Because nowdays many people concern about their health. So they will try to avoid any soft drinks that have a lot of sugar and gas. This will affect their health.
年齡和生命周期階段是人們在一生中改變購買的商品和服務(wù)。食物、衣服、家具和娛樂的品味通常與年齡有關(guān)。購買也受家庭生命周期階段的影響。在這里，百事不能針對所有年齡段的人購買他們的產(chǎn)品。他們應(yīng)該瞄準(zhǔn)消費(fèi)者，從兒童到青少年，最后是成年人。因?yàn)楝F(xiàn)在很多人都關(guān)心自己的健康。因此，他們會盡量避免喝任何含糖量和氣體含量高的軟飲料。這將影響他們的健康。
Occupation is a person’s occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Company can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors.
職業(yè)是一個人的職業(yè)會影響購買的商品和服務(wù)。藍(lán)領(lǐng)工人傾向于購買更堅(jiān)固的工作服，而白領(lǐng)工人則購買更多的商務(wù)套裝。公司甚至可以專門生產(chǎn)特定職業(yè)群體所需的產(chǎn)品。因此，計(jì)算機(jī)軟件公司將為品牌經(jīng)理、會計(jì)師、工程師、律師和醫(yī)生設(shè)計(jì)不同的產(chǎn)品。
From here we can conclude that only working people can purchase Pepsi products. But not every one of them will purchase Pepsi. So Pepsi need to find a thing or a person to influence them. For example, advertisement is the best tools to influence them or for parents, children are their best factors to influence them to buy Pepsi products.
從這里我們可以得出結(jié)論，只有工作人員才能購買百事可樂產(chǎn)品。但并非所有人都會購買百事可樂。所以百事需要找到一件事或一個人來影響他們。例如，廣告是影響他們的最佳工具，或者對父母來說，孩子是影響他們購買百事可樂產(chǎn)品的最佳因素。
Economic situation is a person’s economic situation will affect product choice. Life Style is a person’s Pattern of living, understanding these forces involves measuring consumer’s major AIO dimensions. For example, activities such as Work, hobbies, shopping, support. Other than that interest, Food, fashion, family recreation and opinions about themselves, Business, Products
經(jīng)濟(jì)狀況是一個人的經(jīng)濟(jì)狀況會影響產(chǎn)品的選擇。生活方式是一個人的生活模式，了解這些力量需要衡量消費(fèi)者的主要AIO維度。例如，工作、愛好、購物、支持等活動。除了興趣，食品、時(shí)尚、家庭娛樂和對自己的看法、業(yè)務(wù)、產(chǎn)品       
Personality and Self concept each person’s distinct personality influence his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment.
個性和自我概念每個人的獨(dú)特個性都會影響他或她的購買行為。人格指的是導(dǎo)致對自身環(huán)境做出相對一致和持久反應(yīng)的獨(dú)特心理特征。
Psychological Factors 心里因素
Psychological factors consist of Motivation, Perception, Learning, Beliefs and attitudes Motivation.
Motive drives a need that is sufficiently pressing to direct the person to seek satisfaction of the need.
Perception, The process by which people select, Organize, and interpret information to form a meaningful picture of the world. Learning is Changes in an individual’s behavior arising from experience.
心理因素包括動機(jī)、感知、學(xué)習(xí)、信念和態(tài)度動機(jī)。             
動機(jī)驅(qū)動一種需求，這種需求足夠緊迫，可以引導(dǎo)員工尋求需求的滿足。             
感知，人們選擇、組織和解釋信息以形成對世界有意義的畫面的過程。學(xué)習(xí)是個人行為因經(jīng)驗(yàn)而發(fā)生的變化。
Beliefs and attitudes. Belief is a descriptive thought that a person holds about something Attitude, a Person’s consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea.
信仰和態(tài)度。信念是一種描述性的想法，一個人對某件事持有態(tài)度，一個人一貫的有利或不利的評價(jià)，感情，以及對某個對象或想法的傾向。
Marketing Research Technique 營銷研究技術(shù)
INTRODUCTION 簡介
According to Malhotra (1996), Market Research can be defined as a key element within the total field of marketing information. It’s links the consumer, customer and public to the market through information which is to identify and define marketing opportunities and problems generate, refine and evaluate marketing actions while improved the understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective. This is for the reason that it’s always incorporates some form of the data collection whether it is secondary research (often referred to as desk research) or primary research which is collected direct from a respondent.
根據(jù)Malhotra市場研究可以被定義為整個營銷信息領(lǐng)域中的一個關(guān)鍵要素。它通過信息將消費(fèi)者、客戶和公眾與市場聯(lián)系起來，以識別和定義營銷機(jī)會和問題，產(chǎn)生、改進(jìn)和評估營銷行動，同時(shí)提高對營銷作為一個過程的理解，以及提高具體營銷活動效率的方式。這是因?yàn)樗偸前撤N形式的數(shù)據(jù)收集，無論是次級研究（通常稱為案頭研究）還是直接從受訪者那里收集的初級研究。
While based on the case study we know that Pepsi Co is one of the most famous company that produce soft drink and some other product. Subsequently to get the information about Pepsi Co we need to do the market research so that we will know how far the customer or consumer is satisfied with the Pepsi product as well. This is because without the market research they might be tough for Pepsi Co to know about the level of satisfaction of their customer towards their product that has been produce by them. Consequently to get the work become more efficient we will follow the step on market research which is the first step is we will apply the web site method to get the first condition and perception about the Pepsi Co.
雖然根據(jù)案例研究，我們知道百事可樂公司是生產(chǎn)軟飲料和其他產(chǎn)品的最著名的公司之一。隨后，為了獲得百事可樂公司的信息，我們需要進(jìn)行市場調(diào)查，以便了解客戶或消費(fèi)者對百事可樂產(chǎn)品的滿意度。這是因?yàn)槿绻麤]有市場調(diào)查，百事公司可能很難了解客戶對其生產(chǎn)的產(chǎn)品的滿意度。因此，為了使工作變得更有效率，我們將遵循市場調(diào)查的步驟，這是第一步，我們將應(yīng)用網(wǎng)站方法來獲得關(guān)于百事可樂公司的第一個條件和看法。
This is because through the web site method we will get extra information such as the impression, background, financial and so on about the Pepsi Co. Next we will make some preparation on preparing the questionnaire about Pepsi Co which is in the questionnaire include some of the question about how society get know about the Pepsi Co and how much they spend to buy Pepsi product.
這是因?yàn)橥ㄟ^網(wǎng)站方法，我們將獲得關(guān)于百事可樂公司的印象、背景、財(cái)務(wù)等額外信息。接下來，我們將為準(zhǔn)備關(guān)于百事公司的問卷做一些準(zhǔn)備，問卷中包括一些關(guān)于社會如何了解百事公司以及他們花多少錢購買百事可樂產(chǎn)品的問題。
On top of that the 20 sheet of questionnaire has been distributed towards the people around the Kuala Lumpur Convention Center (KLCC) which is the trendiest place that all people knew bout it. The data analysis will analyze by 20 people around there with the different age and occupation. Finally the data that has been collected will be prepared and presented in the best way.
除此之外，吉隆坡會議中心（KLCC）是所有人都知道的最時(shí)髦的地方，向周圍的人分發(fā)了20張問卷。數(shù)據(jù)分析將由周圍20名不同年齡和職業(yè)的人進(jìn)行分析。最后，將以最佳方式準(zhǔn)備和呈現(xiàn)已收集的數(shù)據(jù)。
Primary data collection can be considered as one of the extra sources because is needed when a researcher cannot find the data needed in secondary sources. Market researchers are interested in primary data about demographic, socioeconomic, characteristics, attitudes or opinions or interests, awareness or knowledge, intentions, motivation, and behavior. Three basic means of obtain by primary data are observation, surveys, and experiments. The choice will be influenced by the nature of the problem and by the availability of time and money.
主要數(shù)據(jù)收集可以被視為額外的來源之一，因?yàn)楫?dāng)研究人員無法在次要來源中找到所需的數(shù)據(jù)時(shí)，就需要這樣做。市場研究人員對有關(guān)人口統(tǒng)計(jì)、社會經(jīng)濟(jì)、特征、態(tài)度或觀點(diǎn)或興趣、意識或知識、意圖、動機(jī)和行為的主要數(shù)據(jù)感興趣。通過初級數(shù)據(jù)獲取的三種基本方法是觀察、調(diào)查和實(shí)驗(yàn)。選擇將受到問題的性質(zhì)以及時(shí)間和資金的可用性的影響。
SURVEY 調(diào)查
According to Business Dictionary.com (2009), Survey can be defined as the collection of data from a given population for the reason of analysis of a particular issue. Data that frequently collected from a sample of a population, knows as a sample of survey. As we already informed surveys is one of the ways that are used widely in research, especially in market research to find some information or any feedback from others towards some product.
Besides that there have 4 types of survey which is include personal interview, self-administrated surveys, telephone interviews and direct observation. In order to collect the information of Pepsi Co we were applying 2 types of survey which is personal interview and self administrated surveys which are made by us as well.
根據(jù)商業(yè)詞典，調(diào)查可以被定義為為了分析特定問題而從給定人群中收集數(shù)據(jù)。經(jīng)常從人口樣本中收集的數(shù)據(jù)被稱為調(diào)查樣本。正如我們已經(jīng)了解到的，調(diào)查是廣泛用于研究的方法之一，尤其是在市場研究中，用來尋找一些信息或其他人對某一產(chǎn)品的任何反饋。             
此外，還有4種類型的調(diào)查，包括個人訪談、自我管理調(diào)查、電話訪談和直接觀察。為了收集百事公司的信息，我們采用了兩種類型的調(diào)查，即個人訪談和自我管理調(diào)查。
Personal Interview 個人采訪
According to Business Dictionary.com (2009), Personal Interview can be defined as a market research technique for gathering information through face-to-face while contact with individuals. Personal interviews take place in a variety of place like settings-in homes, at shopping malls, in a business office and so forth.
根據(jù)商業(yè)詞典，個人采訪可以被定義為一種市場調(diào)查技術(shù)，在與個人接觸時(shí)通過面對面收集信息。個人面試的地點(diǎn)多種多樣，比如家里、商場、商業(yè)辦公室等等。
One of the personal interviews is face-to face interviews which is this interview are conducted between a market researcher and a respondent. Then the data is collected on a survey. Some surveys are very rigid or ‘structured’ and use closed questions. So that the data is easy to compared with others. Further about face-to-face interviews is more ‘in strength,’ and depend upon more open forms of questioning. The research will investigate and develop points of interest.
其中一個個人采訪是面對面訪談，這是在市場研究員和受訪者之間進(jìn)行的訪談。然后在調(diào)查中收集數(shù)據(jù)。一些調(diào)查非常僵化或“結(jié)構(gòu)化”，使用封閉式問題。這樣數(shù)據(jù)很容易與其他數(shù)據(jù)進(jìn)行比較。此外，面對面的面試更“有力”，取決于更開放的提問形式。這項(xiàng)研究將調(diào)查和開發(fā)感興趣的點(diǎn)。
While based on the case study, we were takes place in KLCC to do the research up about the Pepsi Co which is the trendiest area in the Kuala Lumpur. We chose this place because on a daily basis there is more people visit that place and most of them are from people around the Malaysia. Consequently we use the face to face interview because easy to get feedback from them and we can get the information on the spot. On top of that Pepsi Co can get directly more explanation from them because they can through out what they felt about the product that has been produced by Pepsi Co.
在案例研究的基礎(chǔ)上，我們在吉隆坡進(jìn)行了百事可樂公司的研究，百事可樂是吉隆坡最時(shí)尚的地區(qū)。我們選擇這個地方是因?yàn)槊刻於加懈嗟娜巳ツ莻€地方，而且大多數(shù)人來自馬來西亞各地。因此，我們使用面對面采訪，因?yàn)楹苋菀讖乃麄兡抢铽@得反饋，我們可以在現(xiàn)場獲得信息。除此之外，百事可樂公司可以直接從他們那里得到更多的解釋，因?yàn)樗麄兛梢粤私馑麄儗Π偈驴蓸飞a(chǎn)的產(chǎn)品的感受。
Self-Administrated Surveys 自我管理調(diào)查
A self-administrated survey is one in which the respondent completes the survey on his or her. While as we know Questionnaires are usually printed on paper, but they might be in other ways like programmed into computer and places on the internet and ask for the respond. However, Self-administrated questionnaires present a challenge to the marketing researcher because they really on the efficiency of the written word rather than the skills of the interviewer.
自我管理調(diào)查是指受訪者完成對自己的調(diào)查。正如我們所知，問卷通常打印在紙上，但它們可能以其他方式，如編程到計(jì)算機(jī)和互聯(lián)網(wǎng)上，并要求回答。然而，自我管理問卷對市場營銷研究人員來說是一個挑戰(zhàn)，因?yàn)樗麄冋嬲P(guān)注的是書面文字的效率，而不是面試官的技能。
Self-administrated surveys are attractive because they are low in cost, and they avoid interviewer evaluation apprehension or worry. While based on the case study, when we do the survey about Pepsi Co we would just used pen and a paper to make the survey complete. Instead of that the people that has been ask for complete the survey questionnaire will directly respond on the questionnaire. Consequently we can get the result of the information directly of the questionnaire which is has been complete by the respondent.
自我管理的調(diào)查很有吸引力，因?yàn)樗鼈兂杀镜停铱梢员苊饷嬖嚬賹υu估的擔(dān)憂或擔(dān)憂。雖然基于案例研究，但當(dāng)我們對百事可樂公司進(jìn)行調(diào)查時(shí)，我們只需要用筆和紙來完成調(diào)查。相反，被要求填寫調(diào)查問卷的人將直接回答問卷。因此，我們可以直接得到受訪者填寫的問卷信息的結(jié)果。
Telephone Interviews 電話采訪
Telephone interviews also can be consider as one of the techniques that can be done to make our survey complete which is telephone interviews is also one of the key under the survey method. Telephone interview can be defined as an interview that gathers information through telephone contact with individuals. This means that the interviewers will call their respondent to get the feedback or respond from their customers. As a result the information that gathers would help us as well to make changes towards our product that has been survey.
電話采訪也可以被認(rèn)為是完成調(diào)查的一種技術(shù)，電話采訪也是調(diào)查方法的關(guān)鍵之一。電話面試可以定義為通過與個人電話聯(lián)系收集信息的面試。這意味著面試官會打電話給受訪者，以獲得客戶的反饋或回應(yīng)。因此，收集到的信息將有助于我們對已調(diào)查的產(chǎn)品進(jìn)行更改。
Direct Mail 直郵
While surveys also can be made by using the direct mail which is the interviewers will send the questionnaire through the email so that the respondent can give the feedback form there using the mail responded .Example like company A which is the interviewer and in order to evaluate their performance towards society they will try to make and Direct mail interview which is they will send some question that will be in questionnaire and may be might ask about their company services that has been provided to society and they will sent the questionnaire to Company B which the interviewee.
雖然也可以通過直接郵件進(jìn)行調(diào)查，面試官將通過電子郵件發(fā)送問卷，以便受訪者可以使用回復(fù)的郵件提供反饋表。例如，A公司是面試官，為了評估他們對社會的表現(xiàn)，他們將嘗試進(jìn)行直接郵件面試，他們將發(fā)送一些將在問卷中提出的問題，可能會詢問他們向社會提供的公司服務(wù)，他們會將問卷發(fā)送給受訪者所在的B公司。
On this cases the company will receive the questionnaire form in direct mail from the Company B. So as the respondent Company B will return the answer also in mail form which is they will send back to Company A Through this method its give lots of pros towards the company which is can save cost in order to prepared the questionnaire because through the direct mail it’s the company can save cost
在這種情況下，公司將收到B公司直接郵寄的調(diào)查表。因此，作為被調(diào)查者，B公司也將以郵件形式返回答案，即他們將發(fā)送回A公司。通過這種方法，它為公司提供了很多好處，因?yàn)橥ㄟ^直接郵寄，公司可以節(jié)省成本，以便準(zhǔn)備問卷
OBSERVATION 觀察
The market research technique is not just only based on the survey method, this is because Observation also one of the method that can be used to collect the information on the level of satisfaction towards Pepsi product. Observation can be easily defined as the systematic process of recording the behavioral patterns of people, object and occurrences without questioning or otherwise communicating with them. Observations can be divide into two types which is having as human observation and mechanical observation. As a Marketing Research officer for Pepsi Co we were use both types of observation to know what behavior of people or society towards the Pepsi Product.
市場調(diào)查技術(shù)不僅基于調(diào)查方法，這是因?yàn)橛^察也是收集百事可樂產(chǎn)品滿意度信息的方法之一。觀察可以很容易地定義為記錄人、物體和事件的行為模式的系統(tǒng)過程，而無需提問或與他們交流。觀測可分為兩種類型，即人類觀測和機(jī)械觀測。作為百事公司的營銷研究官，我們使用這兩種觀察方法來了解人們或社會對百事產(chǎn)品的行為。
Observation as a methodical process of recording the behavioral patterns of people, objects and event without questioning or else communicating with them. Observation can be divides into two types which are as the chart show above two types of observation is Human observation and Mechanical observation which is can be implementing by Pepsi Co in order to observe their customers.
觀察是一種有條不紊地記錄人、物體和事件的行為模式的過程，無需提問或與之交流。觀察可以分為兩種類型，如上圖所示，兩種類型的觀察是人體觀察和機(jī)械觀察，百事可樂公司可以實(shí)施這兩種觀察，以觀察其客戶。
Human Observation 人工觀察
Human observation can be defined as self explanatory, using human observers to collect data in the study. We can do the observation by human observation. It means that we use human as the observers which is we can just look and interpret what they do, what feeling are they, or else from their body languages. We can know what their feel now such as happy, enjoy, bored and so forth towards the product of Pepsi.
人工觀察可以被定義為不言自明，使用人類觀察者來收集研究中的數(shù)據(jù)。我們可以通過人類的觀察來進(jìn)行觀察。這意味著我們使用人類作為觀察者，也就是說，我們可以觀察和解釋他們的行為，他們的感覺，或者從他們的身體語言中解讀出來。我們可以知道他們現(xiàn)在對百事可樂產(chǎn)品的感受，比如快樂、享受、無聊等等。
Other than that through the human observation the best technique that can be implement by the Pepsi Co to evaluate their customer feelings is through facial reaction of the customer which is can be in their smiles, raised eyebrows an head nods as well. As a result we can automatically analyze how the customer sense towards the product of the Pepsi. Besides that Pepsi Co also can used the direct observation in order to observe the customer of their product. Which is they can straightly observe the customer behavior towards the Pepsi product
除此之外，通過人工觀察，百事可樂公司可以實(shí)施的評估客戶感受的最佳技術(shù)是通過客戶的面部反應(yīng)，即微笑、揚(yáng)眉和點(diǎn)頭。因此，我們可以自動分析客戶對百事可樂產(chǎn)品的感覺。此外，百事可樂公司還可以使用直接觀察來觀察其產(chǎn)品的客戶。他們可以直接觀察顧客對百事可樂產(chǎn)品的行為       
Mechanical Observation 機(jī)械觀察
Mechanical observation involves using various types of machines in order to gather the information, data, which is then interpreted by researchers. On a daily basis we are already know that with the continuing improvements in technology, there are lots of “mechanical” ways that can be used in order to capturing data in observation studies however, these new “gadgets” tend to be extremely expensive. The most commonly used and least expensive means of mechanically gathering data in an observation study is a video camera. A video camera offers a much more precise means of collecting data than what can simply be recorded by a human observer.
機(jī)械觀測涉及使用各種類型的機(jī)器來收集信息和數(shù)據(jù)，然后由研究人員進(jìn)行解釋。每天，我們都知道，隨著技術(shù)的不斷進(jìn)步，有很多“機(jī)械”方法可以用來在觀測研究中獲取數(shù)據(jù)，然而，這些新的“小工具”往往非常昂貴。在觀測研究中，最常用和最便宜的機(jī)械收集數(shù)據(jù)的方法是攝像機(jī)。攝像機(jī)提供了一種比人類觀察者所能簡單記錄的更精確的數(shù)據(jù)收集手段。
Based on the case study we know that in order to observe the customer we can implement the other ways which is like Mechanical Observation as a Marketing Research Officer we try to look forward on the ways of implementing the mechanical observation this is because they will make our work become more easily with the observation for employees or customers of the Pepsi Co. Otherwise Pepsi Co can used the CCTV which is to get the information without knowing by other people. Example that can be stated at here is like Pepsi Company in order to observe their employees in all departments like marketing department, chemical department which is this entire department were play and important role while producing and made the product Pepsi.
根據(jù)案例研究，我們知道，為了觀察客戶，我們可以采用其他方式，如作為營銷研究官的機(jī)械觀察，我們試圖展望實(shí)施機(jī)械觀察的方法，這是因?yàn)橥ㄟ^對百事可樂公司員工或客戶的觀察，我們的工作會變得更容易。否則，百事可樂公司可以使用閉路電視來獲取信息，而不會被其他人知道。這里可以說明的例子是百事公司，為了觀察他們在所有部門的員工，如市場部、化學(xué)部，這整個部門在生產(chǎn)和制造百事可樂產(chǎn)品時(shí)發(fā)揮了重要作用。
Consequently we can see the action that shows by them is humble, lazy, and friendly and so forth. Indirectly, Pepsi Co can manage or take an action towards the employee which is not performing effective and efficient towards their work. Other than that we also can used the Video in order to observe the behavioral of the customer while the purchase the Pepsi product and we can see how they felt either satisfy or not which the number of purchase.
因此，我們可以看到他們表現(xiàn)出的行為是謙遜、懶惰、友善等等。間接地，百事可樂公司可以管理或采取行動對付工作效率低下的員工。除此之外，我們還可以使用視頻來觀察客戶在購買百事可樂產(chǎn)品時(shí)的行為，我們可以看到他們對購買數(shù)量的滿意與否。
Conclusion 結(jié)論
While based on my point of view the conclusion that can be made at here is survey is a type of research which is comparatively costly, because it requires a staff of interviewers, but it provides the best opportunity to obtain information through probing for clearer explanations. Consequently, we can know what people in KLCC feel about the Pepsi product. This is because the respondent can tell us what they feel. Ultimately, we can know either they satisfy or not about the performance of the Pepsi product or not. Besides that the personal style (tone of voice, rewording of a question) and biases of each interviewer can affect how the participants respond and how the responses are recorded. As a result, we can get information from our recorded such as from video recorded. While from mechanical observation, we must spend more time to get the information. At the same times, we cannot observe the feeling of people in this campus because we cannot ask then but just take their photo or video. On the whole, for us, survey is the best technique to use early on in the research process when the researcher is not yet sure which questions need to be asked, because new and better questions can come out of the dialogue.
雖然根據(jù)我的觀點(diǎn)，這里可以得出的結(jié)論是，調(diào)查是一種比較昂貴的研究，因?yàn)樗枰粋€面試官團(tuán)隊(duì)，但它提供了最好的機(jī)會，可以通過調(diào)查獲得信息，以獲得更清晰的解釋。因此，我們可以知道KLCC的人對百事可樂產(chǎn)品的看法。這是因?yàn)槭茉L者可以告訴我們他們的感受。最終，我們可以知道他們是否滿意百事可樂產(chǎn)品的性能。此外，每個面試官的個人風(fēng)格（語調(diào)、問題改寫）和偏見都會影響參與者的反應(yīng)方式和記錄方式。因此，我們可以從錄制的視頻中獲取信息。而從機(jī)械觀察來看，我們必須花更多的時(shí)間來獲取信息。與此同時(shí)，我們無法觀察到校園里人們的感受，因?yàn)槲覀儫o法詢問，只能拍下他們的照片或視頻。總的來說，對我們來說，調(diào)查是研究過程早期最好的方法，當(dāng)研究者還不確定需要問哪些問題時(shí)，因?yàn)閷υ捴锌赡軙霈F(xiàn)新的更好的問題。
SWOT ANANLYSIS SWOT分析
Introduction 介紹
According to Businessdictionary.com (2009), secondary data is an existing primary data that was collected by someone else or for a purpose other that the current one. It depending on whether the data come from inside and outside the organization needing to research. In secondary data, it divided into two parts of sources such as internal and external secondary data. Internal secondary data are data that have been collected and exits inside the business firm or other organization. External secondary data is data from outside that firm.
根據(jù)商業(yè)詞典，二級數(shù)據(jù)是由其他人收集或用于當(dāng)前目的以外的其他目的的現(xiàn)有一級數(shù)據(jù)。這取決于數(shù)據(jù)是否來自需要研究的組織內(nèi)部和外部。在二級數(shù)據(jù)中，它分為兩部分來源，如內(nèi)部和外部二級數(shù)據(jù)。內(nèi)部二級數(shù)據(jù)是已收集并存在于企業(yè)或其他組織內(nèi)部的數(shù)據(jù)。外部二級數(shù)據(jù)是來自該公司外部的數(shù)據(jù)。
According to Business Dictionary.com (2009) SWOT is a tool that identifies the strengths, Weaknesses, Opportunities, and Threats of an organization. Specifically, SWOT is a basic, straightforward model that assesses what an organization can and cannot do as well as its potential opportunities and threats. The method of SWOT analysis is to take the information from an environmental analysis and separate in into internal such as strengths and weaknesses and external issues such as opportunities and threats. Once this is completed, SWOT analysis determines what may assist the firm in accomplishing its objectives, and what obstacles must be overcome or minimized to achieve desire result.
基于案例研究，為了制定一個強(qiáng)有力的商業(yè)戰(zhàn)略，百事可樂公司可以使用SWOT分析來幫助其成為更強(qiáng)的競爭對手，否則百事可樂必須確定他們的優(yōu)勢、劣勢、機(jī)會和威脅是什么？
Based on case study, to be comes a strong business strategy, Pepsi Co can used SWOT analysis that helped it become stronger competitor in other way Pepsi Co must identify which is their strength, weakness, opportunity and threat?
基于案例研究，為了制定一個強(qiáng)有力的商業(yè)戰(zhàn)略，百事可樂公司可以使用SWOT分析來幫助其成為更強(qiáng)的競爭對手，否則百事可樂必須確定他們的優(yōu)勢、劣勢、機(jī)會和威脅是什么？
SWOT Analysis of PEPSI Co PEPSI公司的SWOT分析
The Pepsi Company is a leading manufacture, distributor and marketer of non-alcoholic beverage concentrates and syrups, in the world. Pepsi has a strong brand name and brand portfolio. Business-week and Interbrain, a branding consultancy, recognize Pepsi as one the leading brand in their top 100 global brand ranking in 2006. The business week-interbrain value Pepsi $67,000 million in 2006. Pepsi ranks well ahead of its close competitor Coco-Cola which has a ranking of 22 having brand value $12,690 million the company’s strong brand value facilitates customer recall and allows Pepsi to penetrate markets. On the other hand, the company is threatened by intense competition which could have an adverse impact on the company market share.
百事公司是全球領(lǐng)先的非酒精飲料濃縮物和糖漿的制造商、分銷商和銷售商。百事可樂擁有強(qiáng)大的品牌名稱和品牌組合。《商業(yè)周刊》和品牌咨詢公司Interbrain承認(rèn)百事可樂是2006年全球百強(qiáng)品牌排行榜中的領(lǐng)先品牌之一。2006年，《商業(yè)周報(bào)》Interbrain對百事可樂的估值為6.7億美元。百事可樂的排名遠(yuǎn)遠(yuǎn)領(lǐng)先于其競爭對手可可可樂，該公司的品牌價(jià)值為126.9億美元，排名第22位。另一方面，公司受到激烈競爭的威脅，這可能會對公司的市場份額產(chǎn)生不利影響
Strengths 優(yōu)勢
Strong brands allow the company to introduce brand extension such as Pepsi max, Pepsi Cola, Pepsi Twist, Pepsi Diet, Pepsi Light over the year; the company has made large investments in brand promotion. Consequently, Pepsi is one of the best recognized global brands. The company’s strong brand value facilitates customer recall and allows Pepsi to penetrate new market and consolidate existing ones.
強(qiáng)大的品牌使公司能夠在一年內(nèi)引入品牌延伸，如百事max、百事可樂、百事扭曲、百事飲食、百事輕飲料；該公司在品牌推廣方面進(jìn)行了大量投資。因此，百事可樂是最受認(rèn)可的全球品牌之一。該公司強(qiáng)大的品牌價(jià)值有助于客戶召回，并使百事可樂能夠滲透新市場并鞏固現(xiàn)有市場。
Pepsi has been a complex part of world culture for a very long time and they take a good qualities control of their product by take important on qualities processes n also procedures to maintain their customer satisfaction. They have a unique product image and the product’s image is loaded with over-romanticizing and this is an image many people have taken deeply to heart. The Pepsi image is displayed on T-shirts, hats and collectible memorabilia and many more.
長期以來，百事可樂一直是世界文化的一個復(fù)雜組成部分，他們通過采取重要的質(zhì)量流程和程序來保持客戶滿意度，從而對產(chǎn)品進(jìn)行良好的質(zhì)量控制。他們有一個獨(dú)特的產(chǎn)品形象，產(chǎn)品的形象充滿了過度的浪漫主義色彩，這是許多人深入人心的形象。百事可樂的形象被展示在T恤、帽子和可收藏的紀(jì)念品上。
This extremely recognizable branding is one of Pepsi’s greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. The bottling companies are locally owned and operated by independent business people who are authorized to sell product of the Pepsi Company. Because Cola does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers.
這種極具辨識度的品牌是百事可樂最大的優(yōu)勢之一。它允許他們在全球范圍內(nèi)開展業(yè)務(wù)，同時(shí)保持本地方法。這些裝瓶公司由當(dāng)?shù)負(fù)碛胁⒂墒跈?quán)銷售百事公司產(chǎn)品的獨(dú)立商業(yè)人士經(jīng)營。由于可口可樂沒有對其灌裝網(wǎng)絡(luò)的完全所有權(quán)，其主要收入來源是向灌裝商銷售濃縮液。
Weaknesses 劣勢
Weaknesses for any business need to be both minimized and monitored in order to effectively achieve productive and efficiency in their business activities, Pepsi have no exception. Even though domestic business as well as many international market are thriving volumes in Latin America were up 12%, Pepsi has recently reported some decliners in unit case volumes in Indonesia and Thailand due to reduce consumer purchasing power. According to an article in Fortune magazine, in Japan, unit case sales fell 3% in the second quarter of 1998. Consequently we can determine the Pepsi Weakness which is can be improve and can be make sure that in future they will never happened again.
百事可樂也不例外，任何企業(yè)的弱點(diǎn)都需要被最小化和監(jiān)控，以便在其業(yè)務(wù)活動中有效地實(shí)現(xiàn)生產(chǎn)力和效率。盡管拉丁美洲的國內(nèi)業(yè)務(wù)和許多國際市場都在蓬勃發(fā)展，但由于消費(fèi)者購買力的下降，百事可樂最近在印度尼西亞和泰國的單箱銷量下降了12%。根據(jù)《財(cái)富》雜志的一篇文章，在日本，1998年第二季度，每箱銷量下降了3%。因此，我們可以確定百事可樂的弱點(diǎn)可以得到改善，并且可以確保今后不會再出現(xiàn)這種情況。
Besides that, Pepsi on the other side has effects on the teeth which is an issue for health care. It also has got sugar by which continuous drinking of Pepsi may cause health problem. Being addicted to Pepsi also is a health problem, because drinking of Pepsi daily has an effect on your body after few years. Because its contain chemicals which could cause cancer, damage the nervous and reproductive system and reduce bone mineral density. Such negative publicity could adversely impact the company’s brand image and the demand for Pepsi product. This could also have an adverse impact on the company’s growth prospects in the international market
此外，另一方面，百事可樂對牙齒有影響，這是一個健康保健問題。它還含有糖，持續(xù)飲用百事可樂可能會導(dǎo)致健康問題。對百事可樂上癮也是一個健康問題，因?yàn)槊刻旌劝偈驴蓸窌趲啄旰髮δ愕纳眢w產(chǎn)生影響。因?yàn)樗锌赡苤掳p害神經(jīng)和生殖系統(tǒng)以及降低骨密度的化學(xué)物質(zhì)。這種負(fù)面宣傳可能會對公司的品牌形象和百事可樂產(chǎn)品的需求產(chǎn)生負(fù)面影響。這也可能對公司在國際市場的增長前景產(chǎn)生不利影響
Negative publicity 負(fù)面宣傳
The company received negative publicity during September 2006.The Company was accused by the Center for Science and Environment (CSE) of selling products containing pesticide residues that contained a hazardous pesticide residue. These pesticides included chemicals which could cause cancers, damage the nervous and reproductive systems and reduce bone mineral density. Such negative publicity could adversely impact the company’s brand image and the demand for Pepsi products. This could also have an adverse impact on the company’s growth prospects in the international markets.
2006年9月，該公司受到了負(fù)面宣傳。科學(xué)與環(huán)境中心（CSE）指控該公司銷售含有有害農(nóng)藥殘留的農(nóng)藥殘留產(chǎn)品。這些殺蟲劑包括可能致癌、損害神經(jīng)和生殖系統(tǒng)以及降低骨密度的化學(xué)物質(zhì)。這種負(fù)面宣傳可能會對公司的品牌形象和百事可樂產(chǎn)品的需求產(chǎn)生負(fù)面影響。這也可能對公司在國際市場的增長前景產(chǎn)生不利影響。       
Opportunities 機(jī)會
Brand recognition is the significant factor affecting Pepsi’s competitive position. Pepsi’s brand name is known well throughout 94% of the world today. Its mean that the primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sale and industry positioning, but in general, the public has tended not to be affected by new products. Pepsi bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Pepsi the opportunity to service a large geographic, diverse area.
品牌知名度是影響百事可樂競爭地位的重要因素。百事可樂的品牌名在當(dāng)今世界94%的地區(qū)都很知名。這意味著，在過去幾年里，人們最關(guān)心的是讓這個品牌更加知名。包裝的變化也影響了銷售和行業(yè)定位，但總體而言，公眾傾向于不受新產(chǎn)品的影響。百事可樂的灌裝系統(tǒng)也使該公司能夠利用世界各地的無限增長機(jī)會。這一戰(zhàn)略使百事公司有機(jī)會服務(wù)于一個地域廣闊、多元化的地區(qū)。
Pepsi is such an experienced powerful global company, which has a basic of a great fund. So it has the ability to place an idle sum of money to the promotion. We can see that the advertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise for it. The advertisement is so elaborate and attractive so that Pepsi gained the special prize of the advertisement Granny.
百事可樂是一家經(jīng)驗(yàn)豐富、實(shí)力強(qiáng)大的全球性公司，它擁有一支強(qiáng)大的基金。因此，它有能力將一筆閑置資金用于促銷。我們可以看到百事可樂的廣告是如此吸引人。它還邀請了頂級名人為它做廣告。這則廣告是如此的精致和吸引人，以至于百事可樂獲得了廣告《奶奶》的特別獎。
Threats 威脅
Currently the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes however is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate, even thought Coco-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect.
目前，碳酸軟飲料行業(yè)中新的可行競爭者的威脅不是很大。然而，替代品的威脅是一個非常真實(shí)的威脅。軟飲料行業(yè)非常強(qiáng)大，但消費(fèi)者并不一定會與之結(jié)緣。持續(xù)給百事可樂和可口可樂帶來壓力的可能替代品包括茶、咖啡、果汁、牛奶和熱巧克力，盡管可口可樂和百事可樂控制了整個飲料市場近40%的份額，但市場健康意識的變化可能會產(chǎn)生嚴(yán)重影響。
Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumer or face losing market share to the competition. In addition, consumer can easily switch to other beverages with little cost or consequence.
當(dāng)然，可口可樂和百事可樂都已經(jīng)在這些市場進(jìn)行了多元化經(jīng)營，從而使它們擁有更大的市場份額，并抵消了因市場波動而產(chǎn)生的任何損失。消費(fèi)者購買力也是該行業(yè)的一個關(guān)鍵威脅。百事可樂和可口可樂之間的競爭產(chǎn)生了一個發(fā)展非常緩慢的行業(yè)，在這個行業(yè)中，管理層必須不斷應(yīng)對消費(fèi)者不斷變化的態(tài)度和需求，否則將面臨市場份額在競爭中的損失。此外，消費(fèi)者可以很容易地轉(zhuǎn)換到其他飲料，成本或后果都很小。本站提供各國各專業(yè)term paper代寫或指導(dǎo)服務(wù)，如有需要可咨詢本平臺。