Case: Real Choices at Frito-Lay

  Summarize the case and identify the dilemma facing Frito-Lay. Research the products and organization at www.fritolay.com. Identify and discuss the most important issues surrounding the successful use of CRM at Frito-Lay. How does CRM link the marketing and sales functions of the organization? What is the purpose of trade sales promotions? Identify three types of trade sales promotions that Frito-Lay should use to increase sales. Specifically how should these be implemented? What factors are important in addressing the dilemma facing Frito-Lay? What are your recommendations and discuss specific implementation tactics for your recommendations?