Impact of Modern Trade Channels on Beverage Sales in Bangladesh – A Case Study on PepsiCo

Abstract

People are moving towards modern trade from traditional to enjoy the top-notch buying experience. Being an FMCG company, PepsiCo also started thinking about this highly potential market of Bangladesh. This report has been prepared to fulfill the internship program, a requirement to complete the BBA program. This report consists of chapters titled introduction, company and industry preview, methodology, analysis and findings, internship experiences, and recommendations and conclusion. The main objective of this report is to know the impact of modern trade channels on PepsiCo’s sales in Bangladesh. Both primary and secondary data were used in this descriptive type of report. Findings highlighted that modern trade has a favorable and vital impact on sales. It is almost compulsory to conduct business with modern trade to meet today's market demand, considering the intense competition for the beverage brands. Premium customers move towards modern trade to meet the standardized lifestyle and best buying experience. PepsiCo should have a uniform sales team hierarchy, and it needs to move more trade pricing to keep up with the competition. Thus, the report will provide insight and detail into the rapidly increasing modern trade, particularly for beverage companies in Bangladesh.