Frito Lay manufactures and markets snack foods around the globe and within each geographic market area must strive to provide snack products that meet the needs of its customers.
Over the years, Frito Lay has been very innovative in developing new products or modifying existing products and engages in extensive marketing research to test various flavors and snack food combinations. Frito Lay generally utilizes focus group research to test consumer responses to new products and based on the results will engage in more extensive marketing research such as field testing or test marketing. Recently, Frito Lay launched a new Doritos chip called Doritos Jacked 3D. The chips were released in summer 2015 across the United States in two flavors—Jalapeño Pepper Jack flavor and a Bacon Cheddar Ranch version, which were most popular with younger consumers. In addition to their unique flavor, the chips are three-dimensional and are thick and triangular with holes and a look of lightness and added crispiness. Frito Lay's use of marketing research to identify two new flavors of Doritos and the potential for success is an example of ___________ while the collection of the marketing research information is an example of __________.
a. environmental analysis; environmental scanning
b. environmental strategy; environmental management
c. environmental force; environmental analysis
d. environmental scanning; environmental analysis
Answer: a. environmental analysis; environmental scanning