i will be providing a research paper down below and you have to do a PowerPoint about it. Make a good amount of slides that enough to explain the information in the research paper and use a bullet points in the PowerPoint to summarize the information. Use google slides for the pow1
Running Head: Selling Overseas and Marketing in South Africa
Selling Overseas and Marketing in South Africa
Name
Registration Number
Institution
Date: 10th November 2020
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Selling Overseas and Marketing in South Africa
MEMORANDUM
To:
Mark Antones, COO PepsiCo Inc
From:
Evans Jevis, International Sales Department
Subject:
Selling PepsiCo Inc Products in South Africa
Date:
10th November 2020
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Selling Overseas and Marketing in South Africa
Table of Contents
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Selling Overseas and Marketing in South Africa
1
Introduction
PepsiCo Inc is a multi-national beverages and food production organization that is headquartered
in the city of Harrison in New York, United States of America. PepsiCo Inc has interests in
manufacturing, marketing and distribution of beverages, grain snacks and other products. The
company was founded in the year 1965 in New Bern, North Carolina by Caleb Bradham. It is
publically traded company under the name PEP and it recorded revenue in 2019 of 67 Billion.
The company has subsidiaries that help in the organization production processes. PepsiCo Inc
operates in a highly competitive environment and their main competitor is Coca Cola Inc. They
compete for the same market since they produce products that are alternatives to each other.
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Countries background
South Africa is one of the biggest economies in Africa ranking second after Nigeria. The country
is located on the southern most part of Africa. Johannesburg is the largest city in the country and
it is among the biggest cities in Africa. The country has a population of over 59 million
according to its last census conducted. South Africa is among the top 30 most populated
countries in the world hence making it a suitable location to market PepsiCo products. The
country is famous for its tourism destination for big game hence increasing the circulation of
money to promote business to thrive. South Africa has three capital cities namely Cape Town,
Pretoria and Bloemfontein. The country is a central economic point for all the countries
neighboring its borders hence making it a workers destination owing to its favorable payment
structure.
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Selling Overseas and Marketing in South Africa
3
Target market
PepsiCo Inc products are attractive to people of all ages since they offer a wide range of products
that can cover the needs of different groups of people. PepsiCo beverages target a family setup to
utilize the drink during meal time. Advertisements such as a happy family due to PepsiCo
beverages is an important part of the targeting the family setup as a key market. The middle class
family offers an appropriate target market for the organization products. This is because they
have the purchasing power to acquire the products. The middle class family aims at achieving
perfection through having happy families on advertisements of PepsiCo products entices such
families to acquire the products with an aim of being happy. The target advertisements aim at
focusing on some groups of consumers who are likely to consume the organizations products.
Another group of people that are likely to be more interested in the products are the middle class
and high class youths. The youths from such groups have the ability to purchase products due to
the access of money their parents provides to them. PepsiCo can market their products as a
source of socializing between different people. The advertisement should package the products
of the organization as a key ingredient towards having a happy social live. The ability to sell the
products of the organization as an important factor in promoting happiness through an
advertisement. It is achieved through combining the products of the organization with picnics in
a single advertisement. The advertisement will entice the youths to purchase PepsiCo products to
enable them to achieve happiness as their counterparts in advertisements. The middle class
youths is the perfect target market group for the organization beverages owing to the fact that
South Africa has hot seasons and youths spend most of their times outdoors.
Another target group is the football fans that are in major cities and towns across the country.
The football fans exist in large numbers and they play an important role a target market to
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Selling Overseas and Marketing in South Africa
organization selling beverages. The football fans can be targeted through having advertisements
of famous players quenching their thirst during the time live matches are being played. The
football fans are an important market niche for the organization because it forms a ready market.
The football fans are able to consume the drinks provided they see the advertisements and the
products are made available in the public location that they are watching soccer.
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Mode of transportation
South Africa is a big country and having a distribution channel in place to ensure that there are
no shortages of the products of the organization. PepsiCo Inc should establish a main office in
Johannesburg where the products of the organization should produced locally. Instead of
shipping complete products from its main supply centers in the United States that would incur
extra cost on shipment hence resulting in the transfer of cost to the consumers. The organization
will hugely benefit from having production center in Johannesburg that is a commercial
headquarters in the South Africa.
Mode of transportation from Johannesburg production center to other parts of the country should
be by using trailers and train. Using trailers is flexible and it enables the organization to its
products in all parts of the country that railway can’t cover. The train offers an advantage over
using trailers in terms of cost of transportation. Train is cheaper as compared to using Lorries or
trailers to move the organization products to other smaller towns and cities in the country. The
biggest disadvantage of train is that it doesn’t cover all parts of the country.
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Selling Overseas and Marketing in South Africa
5
Recommendation for regional sales center
The Johannesburg forms the best place for a regional sales center for PepsiCo products.
Johannesburg is the biggest city in South Africa and hence it is the perfect location because the
population of the city is a target market for the organization products. The Johannesburg is the
best place for the regional sales center owing to the fact that it has established media centers that
can be used to advertise the products of the organization. The location and infrastructure in the
city offers the best support to enable the organization to market and promote sales of the
organization products. The city has established network infrastructure that allows proper social
media advertisement for the organization.
The network infrastructure allows that organization to monitor and market its products using
different channels. Social media marketing is an important avenue for the organization to reach
its target market of middle class families and teenagers owing to the fact that the target groups
are active subscribers of social media. Johannesburg offers support to the organization in terms
of internet connectivity and stable power connection to enable social media analytics.
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How the product will be sold
The products will be sold on retailing shops by ensuring that the retailers have an access to a
distribution center within their locality. Having distributions centers enables the organization to
have access to the products within their locality hence improving the market reach of the
products. Using retailers to sell products to their consumers enables the consumers to have easy
access of the products. The easy access is enabled through ensuring that the distributers are able
to have sufficient stock level to facilitate sales of the products to the consumers. The consumers
depend on the organization ability to have a working channel to have their products available to
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Selling Overseas and Marketing in South Africa
the consumers at their area of operation. The consumers shouldn’t have to stress to acquire the
products because their competitors might utilize their inability of the organization to properly
supply their consumers through setting up a working supply chain.
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Conclusion and recommendations
In conclusion, PepsiCo Inc will hugely benefit from the South African market through setting up
a working supply chain capable of supplying the whole country. The supply chain of the
organization should work hand-in-hand with other departments such as sales and marketing to
identify key locations that have high consumers of the organization products. The ability to
identify such areas is key in ensuring that optimum stock level are supplied to the location and
hence increase the level of sales. The areas should provide the organization with a strategy on
how to advertise their products to realize such success in other parts of the country.
I recommend PepsiCo Inc to utilize social media to reach more consumers in the country. This is
because the young population in South Africa has a high subscription on social media. Social
media advertisement enables the organization to reach more clients and as a result increase the
sales of the organization. Social media advertisement is also cheaper as compared to regular
advertisements hence saving the organization cost of operations.
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Selling Overseas and Marketing in South Africa
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References
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Kumar, M., Memon, Z. A., Uqaili, M. A., & Baloch, M. H. (2018). An Overview of
Uninterruptible Power Supply System with Total Harmonic Analysis & Mitigation: An
Experimental Investigation for Renewable Energy Applications. International Journal of
Computer Science and Network Security , 26-30.
Prieto, M., & Caemmerer, B. (2013). An exploration of factors influencing car purchasing
decisions. International Journal of Retail & Distribution Management 41(10) , 2 – 8.
Randall, W. S., & Farris, M. T. (2013). Supply chain financing: Using cash-to-cash variables to
strengthen the supply chain. International Journal of Physical Distribution & Logistics
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