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Instructions

Evaluation: This assignment is worth $20\%$ of your final grade in this course.

Purpose:

To discuss market opportunities and target markets to develop brand's market positioning.

To Investigate how to conduct market research within the framework of a SWOT analysis.

Instructions:

Group Activity $-$ Frito Lay SWOT Analysis

Part $1$:

Review Frito Lay$$s website.

Answer the following question, using the SWOT matrix template.

How would you describe Frito Lay's strengths, weaknesses, opportunities, and threats?

Answer this question using this template: in a SWOT matrix.

Part $2$:

Watch these two videos: $$Loud row over noisy chips packet$$ and $$Sun Chips Ditches Compostable Bag$.$

Answer the following question: What did Frito Lay do to regain its competitive advantage?

What elements of the marketing mix did Frito Lay change to improve its marketing strategy after the noisy bag fiasco?