This case describes the complexity of PepsiCo’s competitive position in the Mexican soft drink market in late 1996. After PepsiCo anchor bottler in Mexico, Gemex the case describes the strategies employed by the management of PepsiCo, starting in 1993, its market share compared to expand its traditional “red nemesis,” Coca-Cola. The various dimensions of PepsiCo marketing strategy, management, financial, strategic saw-all, have worsened in the aftermath of the unexpected decline … Read more »

This case describes the complexity of PepsiCo’s competitive position in the Mexican soft drink market in late 1996. After PepsiCo anchor bottler in Mexico, Gemex the case describes the strategies employed by the management of PepsiCo, starting in 1993, its market share compared to expand its traditional “red nemesis,” Coca-Cola. The various dimensions of PepsiCo marketing strategy, management, financial, strategic saw-all, have worsened in the aftermath of the unexpected fall of the Mexican peso in December 1994. Focusing on the financial impact of the devaluation of the peso, the case, then PepsiCo describes the response that only seemed to increase the financial burden imposed on the faltering Pepsi market share.
This is a Thunderbird Case Study.
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from
Michael Moffett
Tomas Soto
Source: Thunderbird School of Global Management
25 pages.
Release Date: 1 April 2009. Prod #: TB0219-PDF-ENG
Pepsico in Mexico HBR case solution

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