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Case 1: Frito?Lay Dips

Essay specific features

 

Issue:

Miscellaneous

 

Written by:

Jo B

 

Date added:

November 8, 2015

 

Level:

University

 

Grade:

B

 

No of pages / words:

3 / 775

 

Was viewed:

10321 times

 

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Essay content:

Frito-Lay's was the major competitor in shelf-stable dips with $135 million in sales. The total shelf-stable dips sales in 1985 were $185 millions. Since 1981 Frito-Lay's had been enjoying profits and growth in sales. However, 1985 did not witness a growth in Frito-Lay's dips sales. Frito-Lay's Marketing director was faced with 2 options to develop their dips line, either focus only on the bigger market and expand their existing market in the "chip dip" category, or pursued the "vegetable dip" category...
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New Competitors aggressively pursued the dip market including well establish names as Campbell soup. In 1985 competitors spend $58 million just on consumer advertising a 25% higher than a year before. Although Frito-Lay's had almost tripled their Sales from 1981 to 1985, they needed to develop their strategy and products to maintain their dominant position in the shelf-stable dips market...
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General issues of this essay:
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