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CONTENTS * Introduction………………………………………………………………………..........2 * * Explain the various elements of the marketing process.........................................3,4,5,6,7 * * Evaluate the benefits and costs of a marketing orientation..............................................8 * * Show macro and micro environmental factors which influence marketing decisions.......9 * * Propose segmentation criteria to be used for products in different markets....................10 * Choose a targeting strategy for a selected product for Gatorade in Vietnam..................11

* Demonstrate how buyer behaviour affects marketing activities in different buying situations...........................................................................................................................11 * * Propose new positioning for a selected Gatorade in Vietnam product...................12,13,14 * * Conclusion………………………………………………………………………………14 * * References ………………………………………………………………………………15

Introduction
PepsiCo is known as a beverage company of USA. PepsiCo was formed very early and has demonstrated its success in the market of many countries around the world. PepsiCo currently has branches in many countries market. In Vietnam market, PepsiCo had just penetration in recent years but it has tended to thrive. PepsiCo's products include all kinds of soft drink such as Pepsi Cola, 7-up, Mirinda, else... Besides, Gatorade’s line of sport drinks. Gatorade is currently manufactured by PepsiCo. It was first invented in 1965 by researchers at the University of Florida. Nowadays, this brand isn’t so common in Vietnam but it was soon dominated the beverage market sports world long ago. Especially, it was also accounting 75 percent market share in the sports drink category. 1.1
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