Read the Following Scenario and Then Answer the Questions That

question 12

Essay

Read the following scenario and then answer the questions that follow.
A recent article in the Wall Street Journal described how the next "Pepsi Generation" likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet soda drinkers and that teens start drinking diet soft drinks at a very early age. However, Pepsi also acknowledged that a substantial portion of young people don't consider diet sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America was quoted as saying, "We are treating Diet Pepsi as the flagship brand. . . . It's a big step for us." Indeed, this is a major break with the traditional soft-drink market, where the sugar-sweetened version of Pepsi still dominates in market share. However, with concerns of rising obesity and schools cutting back on sugar-sweetened drinks in vending machines, soft-drink manufacturers, like Pepsi, are responding with increased marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will be marketed as a hip, cool brand for everyone, including teenagers and baby boomers. Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular Pepsi-Cola to "soda drinkers younger than 25, Latinos, African-Americans, and sports fans."
-The article also noted that a substantial portion of young people don't consider diet sodas cool,particularly men.What is Pepsi trying to accomplish with its increased effort to reach these consumers?

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Definitions:

Stakeholder Responsibility

The obligation of an organization towards its stakeholders, including customers, employees, investors, and the community, to operate ethically and sustainably.

Organization

A structured group of people working together to achieve specific goals through a coordinated effort.

Ethical Intensity

Refers to the degree of importance or significance given to an ethical issue, determined by its potential impact on stakeholders and the urgency of addressing it.

Factors Influencing

Elements or conditions that affect the outcome of a process or the behavior of individuals.