Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th
18.104.22.168.22.214.171.124 Net Savvy
1 The mission statement for Quaker Oats cites its origins, “inspired by the power and
wholesome goodness of the amazing oat.” Frito-Lay looks a little more to the present,
citing its mission “To be the world’s favorite snack and always within arm’s reach.”
These different perspectives also reflect the quite different positioning adopted by
each company. Visit the websites of each and review the descriptions of the company,
its mission, and its values. Now consider what it means when you learn that both
brands are owned by PepsiCo. What is PepsiCo’s mission statement? Do you believe
these two disparate mission statements reflect what the firms do and who they are
portrayed in the media? Justify your answer.
PepsiCo’s mission statement is, “Our mission is to be the world's premier consumer
products company focused on convenient foods and beverages. We seek to produce
1. More and more firms seem to be entering the dating service industry. Visit
www.eharmony.com and tour its website to find the types of activities and methods
such companies use to help match compatible couples. Then visit www.match.com
and do the same. What are the similarities and differences of these two online dating
services? Pick one and perform a SWOT analysis for it.
Students can apply what they have learned to a novel service area they might not have
considered before. To obtain an understanding of how a company like eHarmony
attempts to match singles, students must consider what factors affect online dating
services in the guise of a SWOT analysis.