Inthe past few years, the demand for soda has been on a sharp declinefollowing the attempts to avoid the use of carbonated drinks.Scientist claim that sweetened drinks cause about 184,000 deathsevery year or leave its users exposed a wide variety of ailments(Jacobs, 2011). Regarding the challenge above, PepsiCo conducted amarket research during which some of its regular customers wereinterviewed. About 90% of the interviewees, agreed with the factthat carbonated drinks expose them to the risk of developingsecondary complexities. When asked to rate how severe the problemwas, the standard answer was “very.”
Judgingfrom the exasperated looks and grieved voices from the intervieweesas they answered the research questions, it was concluded that theproblem had taken a deep root within the society and affected almost90% of Pepsi’s customers. The problem has become more widespreadgiven that the demand for fizzy drinks has declined by about 25% asconsumers shift to the use of natural and organic products. One ofthe affected customers complained of negligence from the associatedcompanies for not taking immediate measures to protect theirconsumers even after the ongoing anti-sugar protests.
Varioussolutions can be identified to satisfy the problem above. One of themwould be reducing the amount of sugar in the snacks and beveragesproduced as requested by the customers. Another strategy would bediversifying operations to provide new products for consumers whointend on watching their diet. (Capparell, 2014). However, the mostpromising solution for PepsiCo is to completely withdraw from theproduction of sweetened beverages to manufacturing of non-carbonateddrinks. This is because the company is quietly losing its sales tothe small and upcoming organic and natural business entities. Allthese solutions are viable because they focus on decreasing the useof soft drinks which is the core problem facing PepsiCo’sconsumers. However, there is a need to identify a real match betweenthe problem and the solution to avoid hiccups in the future.Involving the primary users in decision making would be crucial, andthat would imply additional market research.
Jacobs,G. (2011). Killercolas: The hard truth about soft drinks.Garden City Park, NY: Square One Publishers.
Capparell,S. (2014). TheReal Pepsi Challenge.NewYork: Random House.