Expanded Executive Summary
Frito-Lay Dips

Frito-Lay Inc. has to choose between positioning the dip line in segment “chip dip” or in segment “vegetable dip”, and it is about the planning meeting was where and how Frito-Lay’s Dips could be developed further. Frito-Lay executives had yet to decide how much emphasis to place on each category in 1987. Furthermore, expense budgets would need special consideration. More aggressive marketing would require higher marketing investment or at least a reallocation of funds, while at the same time to gross margin and profit contribution of dips would have to be preserved.
If we choose the segment Chip Dip, in one view we can capitalize on its foothold in the chip dip market and attempt to expand the market and build market share. But there are several arguments of this view. First research indicated that only 20 percent of chips were currently eaten with dips; only 45 percent of all U.S. households used dips in 1985, whereas 97......

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Title: Frito Lay
Approximate Word Count: 584
Approximate Pages: 3 (250 words per double-spaced page)

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