Case study
Pepsi Philippines, which manufactures Pepsi, Seven-Up, Mountain Dew, Gatorade,
Tropicana and Lipton, accounts for 20 percent of the total carbonated drink market in the
Philippines. It wants to expand its operation and increase its share of the market still further.
The marketing department will be vital in deciding how this can be achieved.
a) Which market (mass/niche) does Pepsi face? Please also give your reason for the
answer.
b) What are the advantages and disadvantages for Pepsi Philippines operates in this
market? (Bonus point will be given for reasons not listed in the PPT)
c) Do you think Pepsi Philippines should develop new varieties of drinks to sell in this
market? Explain your answer.