internship report shamim and company
TRANSCRIPT
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I dedicate this effort to my
PARENTS, TEACHERS
&Managers of Shamim & Co.
(Pvt) Ltd. Multan
WHO ENCOURAGED AND PUSHED ME TO FIGHT
THE CHALLENGES OF TIME
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ACKNOWLEDGEMENT
All praises belong to almighty Allah who the supreme authority knows the
ultimate relation underlying all sorts of phenomenon going on in this universe & whose
blessing & exaltation flourished my thought & thrived my ambitions to have the
cherished fruit of my modest efforts my humblest thanks to the Holy Prophet Hazard
Muhammad (PBUH) who is forever a torch of guidance & knowledge for humanity as a
whole.
We deem it our utmost pleasure to avail this opportunity to express gratitude &
deep sense of obligation to my revered teachers for their valuable and dexterous
guidance, untiring help, compassionate attitude, kind behavior, moral support and
enlightened supervision during this whole project.
Finally, I would like to extend hurtful thanks to my adoring parents and friends
for their day and night prayers sacrifices and encouragement, moral and financial support
throughout the course of my study.
May all of them live long and enjoy a happy life!
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TABLES OF CONTENT
Executive Summary ------------------------------------------------------------08
Introduction To Industry-------------------------------------------------------11
Vision Statement-----------------------------------------------------------------12
Mission Statement---------------------------------------------------------------12
Objective--------------------------------------------------------------------------12
Pepsi Cola International---------------------------------------------------------13
HISTORY ------------------------------------------------------------------13
PepsiCo Values & Philosophy-------------------------------------------14
Slogans Through the time-------------------------------------------------------15
Pepsi Cola Brands List-----------------------------------------------------------18
Pepsi Cola In Pakistan-----------------------------------------------------------19
Shamim & Co. (Pvt) Ltd Multan-----------------------------------------------20
Unique Features of Shamim & Co.------------------------------------21
Main Objective------------------------------------------------------------21
Main Operation------------------------------------------------------------21
Management of Shamim & CO.----------------------------------------22
Territory of Shamim & Co.----------------------------------------------22
Organizational Structure-------------------------------------------------23
Currently offering Products---------------------------------------------24
Major Competitors-------------------------------------------------- ------24
Stock Keeping Units----------------------------------------------------25
Internship Program----------------------------------------------------------------26
Human Resource Department------------------------------------------27
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Sales & Marketing Department----------------------------------------30
8 steps of Sales------------------------------------------------------------36
Key Accounts Department-----------------------------------------------39
Tools Of Trading Department-------------------------------------------42
Market Research & SIS Department-----------------------------------45
Other deparments-------------------------------------------------------------------
51
The Marketing Mix----------------------------------------------------------------55
SWOT Analysis--------------------------------------------------------------------60
PEST Analysis---------------------------------------------------------------------65
Suggestions-------------------------------------------------------------------------67
Recommendations for Improvement--------------------------------------------68
Comments---------------------------------------------------------------------------70
What I learn in the organization--------------------------------------------------71
Annexure----------------------------------------------------------------------------72
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EXECUTIVE SUMMARY
Beverage industry in the whole world is very well established industry and the same case
in Pakistan. The major beverage companies are Pepsi Cola and Coca Cola and the
emerging beverage industry is Gourmet Cola. The Pepsi Cola is the market leader in the
Pakistan as well as in the Asia but Coca Cola is the market leader in the whole world.
These industries develop their own marketing strategies to meet the requirements of their
respective target market. As for as the Shamim & Co. beverage in Multan is concerned, it
creates its monopoly in its target market, which is based on Multan, Rahim Yar Kahn and
the sub areas of these cities. Shamim & Co. beverage successfully fulfill the requirement
of its target market. Shamim & Co. beverages believe in departmentalization in their
office works and therefore they establish different department to achieve their respective
tasks. There are different departments in the Shamim & Co. beverages like humanresource department, management information system department, key accounts
department, sales department, marketing services department and marketing department,
audit and taxation department, TOT department, purchase department, production
department, finance department, store management and shipping department. Each
department is running under intellectual managers and there respective team of assistants.
Human resource department in Shamim & Co. has the major function is to manage the
workforce. Recruitment and promotions are also done by this department. Personal
record of each employee is maintained by this department. In this record each and every
thing about the employee is recorded. This record is maintained both by manual system
and computerized system. Employee selection, employee appraisal and leave records are
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also the part of this departments work. Different motivational tools for the employees are
also managed by this department.
The sales & marketing department in Shamim & Co. performs a very vital role. It
manages all the sale force. Mr. Aamir Hameed is the G.M of marketing and sale
department. He is very experienced person and he manages all the sale force in a good
manner. The G.M give monthly, quarterly, semi annually and annually targets to the sale
force. He adopts the policy that they hire the experienced person for the manager leveljobs and fresh MBAs for the sales officers and for the executives level jobs. The
distribution system as well as the supply system of Shamim & Co. is very effective and
very strong. That why Shamim & Co. market share is above 75%. The Shamim & Co.
employees build very strong relationship with the customer. Company also gives
incentive and bonus to the employees on achieving their targets. The marketing
department makes the advertising of all the new promotion, launching and relaunching of
brands. The marketing department is just perform the BTL (below the line) marketing
that include the banners, counters, billboard, wall chalking, paints and promotion of the
PCI ads.
The Key accounts department is basically works on the conversion of the Coca-Cola
point into the Pepsi Cola points. The main focus of this department is to convert the
Coca-Cola point on the basis of low cost and using their personal abilities and personal
relations. This department plays the role of communicator between customer and sales
force. The key accounts department also works on the retention of the existing point of
the Pepsi. The working of this department is to increase the point of Pepsi, when points
increase then automatically the market share is increased.
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The TOT department is work on the issuance and repairing of the deep freeze and visi
coolers. This department is established before three years. First this department work
under the SIS department. This department major focus is on the philosophy COLD IS
SOLD. When all the documents of agreement are completed, then their first priority is to
ensure the very soon delivery. This department work through out the year but the season
of issuance deep freezer and visi cooler is started from January.
Market Research & sales information system is a very important department for any firm.This department aims to keep current records of each and every outlet of the franchise.
Through this system, management comes to know about the market share, name &
address of each outlet, TOT details, publicity position, Discount Verification. Information
is collected about Distributors & area wise, Route wise and District wise. This system is
useful in accessing market & investment position in each area.
Finally, I am thankful to entire management of SHAMIM & COMPANY (Pvt) Ltd
MULTAN, especially HR Manager Madam Sadaf and Sir Nauman Assistant Manger of
Sales analysis who gave me chance to work with them and provide opportunity to learn
functioning of SHAMIM & COMPANY PEPSI COLA MULTAN.
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INTRODUCTION TO THE INDUSTRY
Coca Cola:
Coca Cola Company begins operating in Pakistan in 1963. coca cola brand for Pakistan
are coca cola, fanta, sprite, 3 G. the coca cola system in Pakistan operate through eight
bottlers, four of which are majority owned by coca cola beverages Pakistan limited
(CCBPL). CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujaranwala, Faisalabad,
RaheemYar Khan, Multan and Lahore. The remaining two plants independently owned
are in RawalPindi & Peshawar. It employees consist of 1800 people. During the last two
years, the coca cola system in Pakistan has invested over $ 150 million.
Gourmet Cola:
The gourmet cola is also a big competitor of Pepsi. It also captures and makes its
monopoly in its target market. It competes with its competitor in different markets. In
Lahore it competes with Coca Cola.
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VISION
"PepsiCo's responsibility is to continually improve all aspects of the world in which we
operate - environment, social, economic - creating a better tomorrow than today." Our
vision is put into action through programs and a focus on environmental stewardship,
activities to benefit society, and a commitment to build shareholder value by making
PepsiCo a truly sustainable company.
MISSION
We aspire to make Pepsi Company the worlds premier consumer Products Company,
focused on convenient beverages. We seek to produce healthy financial rewards for
investors as we provide opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in everything we do, westrive to act with honesty, openness, fairness and integrity
OBJECTIVES
The company operates through well experienced, loyal and hardworking employees. The
first and the most basic plan it to train them according to the changing technology and
computerized environment, and satisfying their needs and requirements. Upgrading
the plant structure and installation of the new machinery are other plans. The company
is planning to increase its sales force and development in its infrastructure in the coming
time period.
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PEPSI COLA INTERNATIONAL
History
Pepsi Cola is the number one soft drink in the world. The company has operated
continuously for over 40 years offering a range of quality products, Pepsi, Pepsi Diet,
Mirinda, 7UP, 7UP Diet, Dew and Teem through a regional network of 27 exclusive
franchise bottlers. Pepsi-Cola formulated in 1898, Diet Pepsi and Mountain Dew
introduced by Tip Corporation in 1948. History of Pepsi Cola starts with a small drug
store in North Carolina. This little store belonged to young chemist by the name of doc
Bradham. He invented a drink that the customer called broads drink. In 1903, Braham
got its sales improving gradually. By 1909, more than 250 bottlers in different Americansstates had been allowed to sell under the Pepsi Cola license. Pepsi Cola was first sold in
the standard size of 6.5 ounces. In 1932 PEPSI COLA took courage enough to introduce
a bottle of 12 ounces. Pepsi started offering its soft drinks in cans in 1948.
In 1950 reducing its sweetness and calories had changed the PEPSI COLAS formula and
a new advertising campaign Refresh without filling had been launched effectively. Under
the supervision of the attentive sales staff and the Marketing experts, Pepsi Cola began
setting new records of distinctions. At 30 plants per year, new plants were established all
across the globle. A new attractively designed bottle had been introduced in 1957 in place
for the 20 years old bottle, and the product line had been enhanced to introduce the new
flavors of team & mirinda. In 1963, a new low- calorie drink with taste of the Pepsi-Cola
trademark was introduced. It was called Diet Pepsi. In 1964, Mountain Dew left its
Mountain birthplace and joined the Pepsi-Cola family. In 1990, PepsiCo profits exceed
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$1 billion for the first time. In 1994, PepsiCo sales reach $30.4 billion. There are 470,000
employees worldwide, making PepsiCo the third largest employer.
In 1995, Pepsi-Cola introduces Nothing else is a Pepsi theme line. In 1996, Pepsi-Cola
introduces new advertising campaign with the theme Generation Next. In 1997, Pepsi-
Cola celebrates 100th Anniversary with first worldwide bottlers conference, held in
Hawaii.
In 2000, PepsiCo sales are $20 billion and the company has 125,000 employees. So at
this year PepsiCo creates PepsiCo International, the business that will unite all
international snack, beverage and food units in an effort to drive faster growth andimproved profitability around the world.
PEPSICO VALUES & PHILOSOPHY
Our Values & Philosophy are a reflection of the socially and environmentally responsible
company we aspire to be. They are the foundation for every business decision we make.
Our Commitment
Sustained Growth
Empowered People
Responsibility and Trust
Guiding Principles
We uphold our commitment with six guiding principles. We must always strive to:
Care for our customers, our consumers and the world we live in
Sell only products we can be proud of
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Speak with truth and candor
Balance short term and long term
Win with diversity and inclusion
Respect others and succeed together
SLOGANS THROUGH TIME
Pepsi-Cola has different slogans through its history. They remained much known. These
are given below. This is also an important part of Pepsi-Cola.
1898 Brad's Drink
1903 Exhilarating, Invigorating, Aids Digestion
1906 Original Pure Food Drink
1908 Delicious and Healthful
1915 For All Thirsts - Pepsi: Cola
1919 Pepsi: Cola - It makes you Scintillate
1920 Drink Pepsi: Cola - It Will Satisfy You
1934Double
Refreshing and Healthful
1938 Join the Swing to Pepsi1939 Twice as Much for a Nickel
1943 Bigger Drink, Better Taste
1947 It's a Great American Custom
1949 Why Take Less When Pepsi's Best?
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1963 Come Alive! You're in the Pepsi Generation
1967 Taste that Beats the Others Cold, Pepsi Pours It On.
1969You've Got a Lot to Live, Pepsi's Got a Lot to Give
1973 Join the Pepsi People Feelin' Free
1976 Have a Pepsi Day!
1979Catch That Pepsi Spirit
Take the Pepsi Challenge
1981 Pepsi's Got Your Taste for Life
1983Pepsi Now!
1984 The Choice of a New Generation
1987 America's Choice
1989 A Generation Ahead
1992 Gotta Have It
1993 Be Young, Have Fun, Drink Pepsi
1995 Nothing Else is a Pepsi
1997 Generation Next
1998 Same Great Taste
1999 The Joy of Cola
2000 The Joy of Pepsi
2003 Pepsi. It's the Cola
2005 Dare for more
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2006 Yeh Dil Maange More
2009 Yeh hai youngistaan meri jaan
2010-
2011"Badal Do Zamana
2012
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PEPSI COLA BRANDS LIST
Product Available - Multan Zone
Pepsi-Cola
Diet Pepsi Pepsi Twist (regular & diet)
Pepsi Vanilla
Pepsi Max
Pepsi Light
Pepsi Limon
Mountain Dew
Diet Mountain Dew
Mirinda
7UP
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PEPSI COLA IN PAKISTAN
Pepsi Cola is being produced and consumed in 48 countries of world including Pakistan.
At present, Pepsi Cola is No. 1 in Pakistan in terms of sales wise and in market share. It is
the market leader. But overall in the world Coca-Cola is No. 1. In Pakistan the head
office of Pepsi Cola International is in Lahore.
In Pakistan, there are nine territories where the franchised unit produce and sell Pepsi-
Cola. Some of these territories are:
1) Lahore
2) Karachi
3) RawalPindi
4) Peshawar
5) Multan (Shamim & Co.)
6) Gujranwala
7) Sakhar
8) Faisalabad
9) Quetta (Baluchistan)
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SHAMIM & CO. (Pvt) Ltd. MULTAN
Shamim & Co. (Pvt.) Ltd. Was established in 1964, but it started its production in 1967.
Shamim & Co. is a franchise of Pepsi Cola International, which deals in CSD
(Carbonated Soft Drink). Mr. Allah Nawaz Khan Tareen was the founder of the company
and also chairman Pepsi Cola International have 9 (nine) Franchises all over Pakistan.
Allah Nawaz Khan Tareen (Ret. DIG) got license of 7 UP. But in 1973, it became Pepsi
Cola franchise. Now a day M.D of Pepsi Cola Multan is Alamgeer Khan Tareen son of
Allah Nawaz Khan Tareen. At start Pepsi Multan was having only one production plant
made by Netherlands and was only producing 7 UP because it was the only brand
produced by Parent Company. In 1973, PEPSI acquired 7 UP in Canada, so the Multan
franchise started producing PEPSI and Marinda along with 7 UP & became PEPSI
franchise.
Shamim & Co. (Pvt) Ltd. Jail Road Multan is one of them covering 18 Districts & 135
Stations. Shamim& Co. Multan has very committed staff and this is the reason that it
captures more than 70% share of market share. Company has now serviced new
experienced & competent sales staff & increases this share form 70% to 80 or 90%. As
for as Distribution / Placement is conserved company has a very well-establish
distribution network covering whole of the franchise area. Depending on the potential of
the town we have one and more than one distribution in each town. Sale supervisor / Sale
officer is responsible for all the activities of that distributor. He looks after the stock
availability, contingencies and all the routes covered by the salesman of that distribution.
Salesman training is also a main responsibility of sale supervisor. Company has invested
too much money in shape of Coolers, Visi Coolers, Counters and Cabin. Which are
offered to those shops which are producing good sales to promote sales& oblige these
shops? All the services matters of coolers and maintenance and look after of these assets
are also the responsibility of our sales force.
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Shamim & Co. (Pvt) Ltd. Multan
MANAGEMENT OF SHAMIM & CO.
It Includes:
Managing Director: Alamgeer Khan Tareen
GM Sales& Marketing: MR Amir Hameed
GM Production: MR Ijaz
GM Finance: MR Sohail Butt
Manager Managements Accounts: Mr Ch. TAHIR Ameen
Manager MIS: MR Rizwan Zafar
Manager HR: Madam Sadaf Tahir
Manager Shipping: Mr Major Farrooq
TERRITORY OF SHAMIM & CO. (PVT) LTD.
District Cover by Shamim & Co.
1. Multan A Zone 2. Jampur
3. Multan B Zone 4. Layyah
5. Multan C Zone 6. Sahiwal
7. Multan District 8. Okara9. Multan Outskirts 10. Bahawal Pur
11.Khanewal 12.Ahmad Pur
13. Mailsi 14. Bahawal Nagar
15. Vehari 16. Haroonabad
17. Muzafar Garh 18. Rahim Yar Khan
19. D.G. Khan 20. Chishtian
ORGANIZATIONAL STRUCTURE
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Shamim & Co. (Pvt) Ltd. Multan
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Managing Director
General Manager
Sales & Marketing
General Manager
Finance
Manager Sales &Marketing
Manager Research& SIS
Manager KeyAccounts
Sales OperationManager (SOM)
Manager MIS
Manager Banking& Insurance
ManagerAccounts
Manager Admin
Manager Personnel
Manager Shipping
General Manager
Operations
General Manager
Technical
Manager QualityControl
ManagerProduction
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Shamim & Co. (Pvt) Ltd. Multan
CURRENTLY OFFERING PRODUCTS
The first product of Shamim & Company was 7-up. The other products are:
Pepsi Cola
Mirinda
7-up
Diet Pepsi
Mountain Dew
Sting
Slice Juices
MAJOR COMPETITORS
Pepsi's direct competitor is Coca-Cola. The non-soft drink competitors are tea, coffee,
water, energy drinks, sports drinks, milks, etc which are all consumed on beverage
occasions. Pepsi aims to gain a greater share of these occasions.
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Shamim & Co. (Pvt) Ltd. Multan
STOCK KEEPING UNITS (SKUs)1. SSRB This stands for Single Serving Returnable Bottle (Regular)
We are offering Pepsi, Mirinda, 7-Up & Mountain Dew in this group.
2. LRB This stands for Liter Returnable Bottle this includes Pepsi, Mirinda &
7-Up. We are not offering Mountain Dew in this class.
3. Pet Bottle (1.5 Liter)
This includes Pepsi, Mirinda & 7-Up. This group also does not have Mountain
Dew in their family.
Here Diet Pepsi & 7-Up are also available to enlarge the range of group.
4. NRB This stand for Non Returnable Bottle. It can also be called as Deposable
It has 300ml quantity. This group includes Pepsi, Mirinda, 7-Up, Diet Pepsi &
Diet 7-Up.
5. Cane Packing, we are offering cane packing of all that brands that are offered in
SSRB. Including Pepsi, Mirinda, 7-Up and Mountain Dew.
6. Post Mix This includes Fresh / Fountain. This group includes Pepsi, Mirinda, 7-
Up & Mountain Dew. This facility is offered on QSR that stands for Quick
Serving Restaurants and all those points where no of walk-in-customers in very
huge with their short time stay at that point.
Pepsi Cola International is a large group coveringKFC,Pizza Hut, Burger King,
Lays Potato Chips & Aquafina (Mineral Water).
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Shamim & Co. (Pvt) Ltd. Multan
INTERNSHIP PROGRAMME
During my six week internship program, I was moved through following departments:
1. Human Resource Department
2. sales & Marketing Department
3. Key Accounts Department
4. TOT Department
5. Market Research & SIS Department
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Shamim & Co. (Pvt) Ltd. Multan
1. HUMAN RESOURCE DEPARTMENTHRM department play a vital role in each organization. Madam Sadaf Tahir is the HR
Manager of Shamim & Co. There is no involvement of even Country Office in the
decision of HR department. The department of Human resource is working efficiently in
the company from approximately 3 years. All training arrangements are made by
franchise itself. All hiring is done through references; there is no concept of job
advertisement in Shamim & Co.
The basic functions of this department are
Job analysis
Preparation and collection of application info
Recruiting
Selection
Specifying jobs and roles
Training
Evaluation
Feed Back
Career development
Out sourcing
Preventing violence in the workplace
Ensuring safety at the workplace
Transfer and promotion
Employees daily attendance
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Shamim & Co. (Pvt) Ltd. Multan
PROCESS OF RECRUITMENT AND SELECTION CHART
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Shamim & Co. (Pvt) Ltd. Multan
CAREER PATH
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CV acceptance
Written
TestIf Qualified
Demand generation byrespective department Experience
3rd Interview 2nd Interview 1st Interview
By HR ManagerBy Manager of
Respective Department
Paned interview
with G.M
JoiningFinalSelection
RJP
Qualification
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Shamim & Co. (Pvt) Ltd. Multan
The career path of the Shamim & Co. (Pvt) Ltd Multan is as
`
2. SALES / MARKETING DEPARTMENT
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General
Manager
Assistant General
Manager
Manager
Analyst
Assistant
Manager
Executive
Officer
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Shamim & Co. (Pvt) Ltd. Multan
Marketing is the social process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others.
Marketing is not only much broader than selling; it is not a specialized activity at all. It
encompasses the entire business. It is the whole business seen from the point of view of
the final result, that is, from the customers point of view.
Sale and marketing is the most important department of any beverage company. To
maximize the sales and profit, this department should be proper planed and managed. The
marketing department is responsible to make advertisement of the company products and
get them sailed. They are given monthly, quarterly, semi annually and annually salestargets and they are liable to achieve it. They use different schemes and offer different
discounts etc. to achieve those targets.
Shamim Co. Pvt. has a very aggressive and hardworking Sales and marketing
department. Due to its efforts the company has got the first position in sales in 1993
through out the Pakistan.
STRUCTURE OF THE SALES & MARKETING DEPARTMENT
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Shamim & Co. (Pvt) Ltd. Multan
Sales Department Marketing Department
Following are the major contents of this department:
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General Manager
(G.M)
Divisional Sales
Manager (DSM)
Regional Sales
Manager (RSM)
Area Sales
Manager (ASM)
Sales Officer
(S.O)
Company
Representative
(C.R)
General Manager
(G.M)
Marketing Manager
Marketing Executives
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Shamim & Co. (Pvt) Ltd. Multan
Marketing Development
Tactical analysis and routine planning of market strategies.
Competition activity monitoring
T.O.T. management
Publicity management
Time management
1. Market Development
Targets are set and then this department makes strategies to achieve those targets and
develop the market.
The following major factors are considered in this respect.
Location of non traditional shops where potential is available for the beverage.
Collection of all the data about each and every distributors/outlets, about its sale,
volume, growth and exclusivity.
Finding the gaps in the market where there is a potential.
Different offers must be given to break the competitors point.
Finding the points where competitor is strong and hoe we can break this point.
2. Tactical Analysis & Routine Planning Of Market Strategies
On the market side the sales people gather information and on the bases of these
information they further plan and improve their strategies.
Checking of the designated area, its sale, volume and growth.
Calculation of share n brands and package wise
Calculation of daily sales achievements on monthly target basis
Location of the poor performance factors and analyzing their cause
Finding their solution and getting the approval for its execution.
Planning for a schedule for the designated area.
Visiting the area according to the plan and reporting it to the higher management
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Shamim & Co. (Pvt) Ltd. Multan
3. Competition Activity Monitoring
A firm has to monitor its competitor continuously in order to be successful in the market.
There are six steps in competitor analysis.
Identifying the companys competitors
Determining the competitors objective
Determining the competitors strategies
Assessing competitors strengths & weakness
Benchmarking
The process of comparing the companies product and processes to those off competitors
or leading firms in other industries to find ways to improve quality and performance.
Benchmarking has become a powerful tool for increasing company competitiveness.
Estimating competitors Reaction:
Selecting competitors to Attack & Avoid:
A company has already largely selected its major competitors through prior decision on
customer targets, distribution channels, and marketing-mix strategy. These decisions
define the strategic group to which the company belongs. Management now must decidewhich competitors to compete against most vigorously. The company can focus on one of
several causes of competitors.
Strong or Weak Competitors
Close of Distant Competitors
Well-Behaved or Disruptive Competitor
On the other hand a constant intention has been given to the competitors activities,
strategies and offers. They have been compared with ours and updated according to the
environment.
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Shamim & Co. (Pvt) Ltd. Multan
4. Sensory Indices Levels Measures
Sensory measures means to check the quality and standards through the senses.
The color, taste, appearance and other specimens of the bottle, must be checked
time by time so that the standards of the PCI may not doubted.
5. Empty & Load Management:
Empty management means full utilization of available empty at highest productive Trip
page level within the franchise area.
There are two types of empty management i.e.
Empty management within distributors
Empty management within Salesman.
The sales and marketing department have to manage, plan and make strategies a about
the distribution of empty whether it is on credit or cash. The department also has to
handle and manage load. Whether it is on vehicles, or shipping, distributors or at the
depots level. At shipping level load management can be divided into
Package wise
Brand wise
Demand wise
How to Manage the Empty
Following are the steps which are necessary to manage the empty
Estimation of empty available (within shopkeeper)
Estimation of empty available ( within distributors )
Previous sales record of each specific area within distributors.
Trip page level tracking of each distributor for the last two years at least.
Estimation of sales volume growth for at least last three years
(Distributors or salesman rout)
Estimation of empty injection volume for at least three years
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Shamim & Co. (Pvt) Ltd. Multan
(Distributors or salesman rout)
Comparison of empty Trip page from the one to other distributors/salesman rout.
Factors causing poor Trip page
Factors involved causing hyper Trip page.
Empty plan (Forecasting) based on the previous years Trip page
Level & Percentage increase of empty injection.
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Shamim & Co. (Pvt) Ltd. Multan
8 STEPS OF PEPSI SALES
Shamim & Company (Pvt) Ltd. Multan is very conscious about the development and
growth of its employees especially the sale force. They have designed an 8 step
process for proper guideline of their sales team just to make their sales calls
effective and result oriented.
There steps are as follow
1- Preparation
2- Greeting
3- Stock Checking
4- Merchandising
5- Presentation
6- Order taking
7- Curb side de-briefing evaluation
8- Administration
1. Preparation
i. What are Objective
ii. What to do here
iii. How to do that
Simply where we want to go, & how to get our there.
2. Greeting
It includes greetings and hand-shake. Greet the customer by name & he will
be delighted should be keep in mind of every person involved in sales.
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Shamim & Co. (Pvt) Ltd. Multan
3. Stock Checking (Stock Availability Store Checking)
This includes all the good e is dealing in this will help us to know about his
financial worth patented and clientage.
4. Merchandising (Display)
Display of Visi Cooler
Display outside shop
Availability inside Deep Freezers
It is the most important job to be performed by our sales force.
The order of our product in display should be like this
1) Top cane packing
Pepsi, 7-Up, Mirinda and Mountain dew
Then
2) Non Returnable bottles
Then
3) Single serving returnable bottles
Then
4) Single serving returnable bottles (Regular)
Then
5) Liter returnable bottles & pet bottles on the floor of visi coolers
Every sales person should be caring about the display.
5. Presentation
Policy
Scheme
Product availability
Total sales tack
6. Order Taking
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Taking Order from shopkeeper
7. Curb Side De-Briefing
Evaluation of the shopkeepers performance (in term of sales) is noted and
compared to his previous performance.
8. Administrations
Cash
Empty
Sales figure entry
Infection of stock
Company desired to increase its market share from 80 % or above. This is only possible
if we
Retain our exclusive point
Explore new points
Increase sales of points
Increase stock at mix points
Conversion of coke points
Elimination of B- Brands
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3. KEY ACCOUNTS DEPARTMENT
This department is basically working on retention of the existing points and the
conversion of coca cola points into the Pepsi points. The head of this department is called
the Key Account Manager. The employees that are working in this department are
called the Key Account Executives. The job of converting of Coca Cola points into thePepsi points is very difficult. The Key accounts Executives deals in a very good way
because the points conversion is very difficult. The Key accounts convert the Coca Cola
points into Pepsi points through different offers and giving a good incentive package.
Key accounts Executives also listen the complaints of the shopkeeper. They also make
work on the merchandising. They have no concern with the sales force, but they
coordinate the sales force.
Job Description of Key Accounts Executives
They work on three things
Convert the Coca Cola points into Pepsi through low cost.
They perform like a communicator. They listen the shopkeeper complaints, then
forward to the sales force.
Retentions of Pepsi point by giving large discount.
Different Offers used for Conversion
By giving deep freezer or visi cooler
Through trade payment & advance payment
By offering a big amounts discounts and different schemes
Including their names in the lucky Draw
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discount is charged by the company, so in this way company charge the entire amount
which is given to the shopkeeper.
Advance Payment
Company gives the total amount to the distributors. So distributors give some stock of
the company and some amount to the shopkeeper to start their business. So thediscount is not given to the shopkeeper and this discount is charged by the company.
The conversion of the point is depends on the worth of the points. Because if you
convert a point, but this point not sale your brands very well, so the company not get
the benefits of conversion.
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4. TOT DEPARTMENT
(COLD IS SOLD)
This department is working on the cold assets like deep freezers, visi cooler etc.
STRUCTURE OF TOT DEPARTMENT
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G.M
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Working of TOT Department
This department is basically works on two things.
Issuance of Deep Freezer & Visi Cooler
Workshop or repairing of Deep Freezer & Visi Cooler
This department is work on the term Cold is sold. To focus on this term and to meet the
demands of shopkeepers, there are many types of Quotas comes.
Types of Quotas
Seasonal Quota
Additional Quota
Regular Quota
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Cold Assets Manager
Cold Assets Executives
KPO KPO KPOKPO
Market Equipment
Manager (MEM)
Sales Operation
Manager (SOM)
Workshop Incharge
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The total injections in 2011 are 8569, and the injections figures on the 1 st August are
8091.
The term injection means to give a deep freezer or visi cooler to the shopkeeper.
Injection Process
The process of giving a deep freezer or visi cooler to the shopkeeper is called injection
process. Following step are involved in injection process
Company give a specific Quota to every distributor
G.M approved this Quota
Then Documents comes like Chiller issuance Summary, Chiller issuance form,
injection description and distributor undertaking etc.
Then verification of these documents comes, when all documents are complete
then they give a delivery order to the store Incharge and the delivery comes, but if
documents are not complete then the injection not comes.
Types of Deep Freezers and Visi Cooler
3 types of Deep Freezer are
10cft,
12cft,
15cft
3 types of Visi Cooler are
250SAX
400SAX
1000SAX or D.D (double door)
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5. MARKET RESEARCH & SIS DEPARTMENT
Market research and marketing research are often confused. Market research is simply
research into a specific market. It is a very narrow concept.
Marketing research is much broader. It not only includes market research, but also areas
such as research into new products, or modes of distribution such as via the internet.
Marketing research is the function that links the consumer, customer, and public to the
marketer through information information used to identify and define marketing
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opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the methods
for collecting information, manages and implements the data collection process, analyzes,
and communicates the findings and their implications.
Market Research & sales information system is a very important department for any firm.
This department aims to keep current records of each and every outlet of the franchise.
Mr. Kamran Ahsan is the manager of this department. He is responsible to check all the
activities of this department, and report to the MD.
STRUCTURE OF RESEARCH & SIS DEPARTMENT
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M.D
SIS Manager
KPOField SupervisorResearchExecutives
Assistant
Manager
Data Analyst
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Through this system, management can come to know
Market Share
Name & address of each outlet. T.O.T details
Publicity position
Discount verification
The system is designed in such a way that reports can be obtained about each and every
outlet.
Distributor & area wise
Route wise
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District wise
The system is useful in accessing market & investment position in each area.
Market Share
Research Assistant Manager (Saeed Bhutta) analysis is a proprietary methodology
developed to help share determine whether their sale should go the market & new
competitive products in this market. This analysis allows research supervisor to go into
the market, identify the components that establish market share, and determine which of
those like availability, Chiller, Empty stock in order to improve their share position.
Research supervisor analysis the market & visit the shops, they analysis and clicks on
there checking share format after the completion of sample size; they come back and
submit these checking format to the Computer Section. Here information feed in the
computer program and generate the result in the form of Share Summary.
Market Category
Main
Side
Village
Captive
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Main Market: These are main road, high volume market, wagon stands, and commercial
area.
Side Market: These are colonies, mohallah, entrails, links road, side road.
Village Market: means village sides, small areas
Captive Market: means parks, cinema, canteen, institute, govt. offices, kutchary, courts.
Market Sample Size
Main Market 45 % of Total Sample
Side Market 30 % of Total Sample
Village Market 25 % of Total Sample
Stock Base Share
Availability
Chiller
Fresh Consumption
Floor stock
Exclusivity Base Share
Pepsi Exclusivity
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Coke Exclusivity
Mix
SIS deals with Tools of Traders (TOT). T.O.T. means list of items available in a
shop, which helps to sell our product conveniently on priority basis. It is one of the
major investments being made by the company. T.O.T. management completely
depends upon the Sales force. The factors to be considered are
Data collection about the sale, volume, growth, profitability, size and place of the
shop
Record of all the T.O.T. given to the shopkeeper.
Deep Freezer
Visi Cooler
Ice Chest
Bottle Rack
Further plan for the injection of T.O.T.
Checking all the equipment time by time any removing their complaints.
Publicity Management
To promote the image of the company and its products, publicity is a major tool.
Publicity plays an important role in the promoting the image in the consumer mind.
Publicity involves Banners, Posters, Signings, gifts and schemes. Publicity budget is
spent by focusing the followings.
Location of the area
Arranging the sources and requirements and making priority lists
Carefully arranging the publicity execution
Discount Verification
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The SIS department also verifies the discounts that are give by the distributors. When
distributors give the discount to the shopkeepers then they claim this discount from the
sales department. The sales department gives this responsibility to the SIS department.
The field supervisors visit the market and verify from the shopkeeper that they are
benefited from the discounts or not. When SIS verifies then they sent back these claims to
the sales department and then sales department return the claims of the distributors.
OTHER AREAS (DEPARTMENTS)
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FINANCE DEPARMENT
This is one of the most important departments of this organization. This department made
the financial plans of the organization, they analyze their resources and then concise other
reports and gives the whole budget the organization can afford. Another job of this
department is to make the complete record of all financial and non financial transaction
made inside as well as outside the organization.
The following departments working under the Finance department:
Management Accounts Department
Supply Chain Department
Banking and Insurance Departments
Management Accounts Department
The basic function of this department is to get data from MIS department and then
generating reports on daily basis like
Daily loading comparison
Filled stock position
Stock placement report
FIFO implementation report
Daily raw material yield report
Daily production losses report
Daily shift wise yield report
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Supply Chain Department
This department proves to be back bone for the company. It performs various
functions that are:
Generate Inventory Reports
Policy Making
Contacting with supplier
Planning for future activities regarding inventory
Supply chain management department manages the supply of
Caps of bottles
Bottles (Both plastic and glass bottles)
Cartons for pet bottles
Plastics shells
TOT
The main suppliers for different materials are
Material Supplier
Caps Mehran Karachi
Pet Bottles Plasto Bag Hattar (Islamabad)
Mehran Karachi
Glass Bottles Toyo Lahore
Ghani Glass Karachi
Cartons Al Aziz Faisalabad
Plastics Shells Mehran / Blow Plast Karachi
Plasco Pack Hattar (Islamabad)
TOT Waves Lahore Ltd
Varioline Pak LtdCrowns Imran Traders Karachi
Banking and Insurance Departments
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The basic function of this department is to deal with different banks for certain
financial activities and different matters concerning bank.
Another function of this department is to provide and manage the insurance of almost
every type. It deals with the insurance activities like
Insurance of Machines
Insurance of Vehicles
Insurance of Employees health
Insurance of buildings
Insurance of Computers etc.
MANAGEMENT INFORMATION SYSTEM DEPARTMENT (MIS)
MIS department of Shamim & Co. is playing a very important role. The department is
working with a small setup & satisfying the information requirements of the organization.
The basic input of this system is empties slip, liquid slip, full in slip by order slip, empty
short slip. The reports of the system are
Load Report (dealer wise, depot wise)
Settlements sheet ( dealer wise, depot wise)
Shipping shift summary
Agent wise Load out summary
Agent wise sales summary
Actual production
Computerized sales statements
Pending report
The MIS department is currently performing its day to day operation as well involved in
software development.
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PRODUCTION DEPARTMENT
The working of this department is to control the production process like to get raw material and
process them and convert them into finished goods.
Master Production Schedule
The process of MPS in Shamim & Company is that sales & Marketing manager forecast sales on
annual basis and as well as month basis. That forecast is send to the production manager.
The responsibility of production manager to achieve the said demand within specified time with
best utilization of resources.
Production Process
Activities in production process are as
Purchasing and washing of bottles
Water Treatment
Preparation of Simple Syrup
Mixing of Co2 Gas in Syrup
Filling of Bottles
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THE MARKETING MIX
The major marketing management decisions can be classified in each of the following four
categories
Product
Price
Place (distribution)
Promotion
The variables are known as the marketing mix or The 4 Ps of marketing. These are the variables
that marketing managers can control in order to best satisfy customers in the target market.
The marketing mix is portrayed in the following diagram;
The firm attempts to generate a positive response, focus on the target market by blending these
four marketing mix variables in an optional manner.
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Product
Product varietyQualityBrand namePackagingSizesServicesWarranty
Target
Customers
Place
ChannelsCoverageLocationsInventoryTransportationLogistics
Promotion
AdvertisingSales promotionPrint mediaSponsors
MobilesPostersBannersElectronic media
Price
List priceDiscountCreditAllowance
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Product
The product is the physical product or service offered to the consumer. In the case of physical
products, it also refers to any services or conversions that are part of the offering.
Stock Keeping Units (SKUs)
Package Pepsi Pepsi diet 7 UP 7 UP Free Mirinda M.Dew Sting Slice
(juice
250ml * * * * * * *
300ml * * * * * *
500ml * * * * * *
1 liter * * * * * * 1.5 liter * * * * * *
2.25 liter * * * * * *
Pepsi Cola International is a large group covering KFC, Pizza Hut, Burger King, Lays Potato
Chips & Aquafina (mineral water).
Price
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Pricing decisions should take into account to consider the profit margins and the probable pricing
response of competitors pricing includes not only the list price, but also discounts, financing, and
other options.
The price of a single 250 ml bottle of Pepsi in the market is Rs.15.
The price of a single 1 liter bottle of Pepsi in the market is Rs.45.
The price of a single 1500ml (1.5 liter) bottle of Pepsi Cola in the market is Rs.75.
Package Trade Price/case
Rs.
Trade Price/unit
Rs.
Consumer Price/unit
Rs.
250ml 326 13.58 15300ml 286 23.83 25
500ml 375 31.25 35
1 liter 445 37.08 40
1.5 liter 430 71.66 75
2.25 liter 516 86 90
Sting 436 18.16 20
The price of the bottle is very reasonable as compared to the other drinks with respect to quality.
Overall peoples are satisfied with its pricing and its quality.
Place
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Place (or placement) decisions are those associated with channels of distribution that serve as the
means for getting the product to the target customers, the distribution system performs
transactional, logistical, and facilitating functions.
Distribution decisions include market coverage, channel member selection, logistics, and levels
of service.
Shamim & Company (Pvt) Ltd Multan have placed its products at right place, so that its
consumers can get them when they require it. Pepsi is available at almost every area which
comes under Shamim & Company territory.
Promotion
Promotion decisions are those related to communication and selling to potential consumers.
Promotions decision involves advertising, public relations, media types, etc.Shamim & Company main focus is given on the local advertising with respect to the promotion.
Pepsi spend almost a large amount each year on advertisement to tell people about their new
schemes and prices. About 60% of the marketing funds are spent on advertising. Primarily TV
advertising with radio, magazine, cinema and outdoor support. Other promotional items include:
point of sale material, consumer premiums (e.g. clothing, caps), sporting and concerting
sponsorships.
Shamim & Company Multan use three source of promotion
1. Electronic
2. Print Media
3. personal Selling
All are important because each one has its own importance and covers its target area.
SWOT ANALYSIS
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SWOT analysis is a tool for auditing an organization and its environment. It is the first
stage of planning and helps marketers to focus on key issues. SWOT stand for strengths,
weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors.
Opportunities and threats are external factors.
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Strengths
Brand name reputation
Customer loyalty
Strong distribution network
Pepsi is currently the market leader with more than 75% of market share
All brands support each other
Well known company
Excellent distributor selection criteria
Strong coordination between different departments
Sponsoring matches all over the world
Nicely display of different shop by company
Daily basis supply
Strong sales & marketing department
Inspection of quality is regularly performed by Country Office to insure
consistent quality products.
They have their own research department which is responsible for conducting
market research
A strong key accounts department for conversion
Strong position in FMCG products
They are financially very strong and require no financial help from country office
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They offer attractive margins to the distributors, so distributors are willing to
carry PEPSI brands
Weaknesses
Poor feed back from employees
Insufficient salaries
Lack of skilled sale team
No Proper Infrastructure
Fewer Incentives
Not satisfied workforce
No involvement of lower level subordinates in decision making.
Monopoly of distributors cause harm to company
Factory is located in the residential areas with no proper parking arrangements for its
vehicles. Supply gapes
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Shamim & Co. (Pvt) Ltd. Multan
Opportunities
Opening of new outlets
Expanding markets through its strong advertisement
Expanding the target market
Penetrating market would motivate considerable sales growth
increase its market share by conducting
Training of sales officer and salesman
Opportunity to Attract By Incentives As Pepsi is a well known brand in all over the
Pakistan so it also has the opportunity to create its value and to attract the customer by
offering extra incentives to the retailers and specially consumers
Innovation or Cost Reduction Edge
Because of high customer loyalty and brand image new brands can gain customer
preference very soon.
There is high market growth opportunity
Country office is responsible for national add campaigns which facilitate PEPSI Multan
to enjoy the benefits of integrated advertisements.
Low cost skilled person availability
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Threats
Gourmet cola is trying to get market share
After getting the skills many employees run away due to salary
Rapid changes in demand due to seasonal reason
Changes in consumer purchasing power
Increase in competition
Rising cost of raw material and transportation expense
Due to blame of religious group biggest threat to the brand image of the company
at national and international level.
No proper employees orientation programs
Pepsi Co. has the threat of its competitor which is putting its best to get the
maximum customer satisfaction and to maximize its profits by its active and keen
management.
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PEST ANALYSIS
The PEST analysis examines changes in a marketplace caused by the following
factors.
Political Changes
Economic Changes
Social Changes
Technological Changes
Political
Pepsi is a non-alcoholic beverage and is therefore regulated by the FDA. So, theyre
supposed to maintain a firm standard of the laws set out by the FDA with consistency.
Also, many different markets across the world have different set of regulations that are
either relaxed or are either stringent. There is competitive pricing by Pepsis competitors
and that is one factor that Pepsi has to keep in mind at all times. The political scenario
also matters greatly as there can be some civil unrest in certain markets or due to inflation
the sales of the product can fall. Most importantly, cross border situations are starkly
different therefore Pepsi has to stay in line with all those policies and changes so that they
can adapt to all those changes accordingly.Economic
As the recent economic downturn has plagued the economy, companies had to restructure
their sales and marketing campaigns greatly. Also, with diminishing profits they had to
undergo downsizing internally and re-think upon how to penetrate the market. Economic
conditions have the highest influence on a business, regardless of what trade it is in.
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