Strategic Analysis of Pepsico
Executive Summary
PepsiCo Inc. is an American multinational food, snack, and beverage corporation that divided its products into five categories: Pepsi-Cola, Frito-Lay, Tropicana, Quaker, and Gatorade, and each category have plenty of brands. In fact, according to PepsiCo’s official website, PepsiCo leads food and beverage leader portfolio that includes 22 brands. The company reported sales of $510 million and has 19,000 employees (http://en.wikipedia.org/wiki/PepsiCo). Moreover, the company employed approximately 297,000 people worldwide as of 2011. (Wiki/PepsiCo) In fact, PepsiCo is now the second largest food & beverage business in the world. (Wiki/PepsiCo) Furthermore, Within North America, PepsiCo is ranked (by net revenue) as the largest food, snack, and beverage business. (Wiki/PepsiCo)
To speak about PepsiCo’s mission and vision, according to PepsiCo official site, the mission of PepsiCo is “to be the world 's premier consumer products company focused on convenient foods and beverages, we seeks to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate.” To be more specific, PepsiCo focuses on both gaining high revenue and benefiting society. Analysis of target Market
The most famous slogan of Pepsi is “The choice of a new generation”. Because of this slogan, people can easily find out that PepsiCo definitely pay attention to young generation. In fact, since 1960s, PepsiCo has been eagerly attracting young customers. Pepsi’s American slogan from 1961-1964:”Now it 's Pepsi for those who think young”. Also in 2006 – 2007, the slogan of Pepsi was “Taste the one that 's forever young”. This slogan focuses on word “young” and “new generation” points out that teenagers and young adults are PepsiCo’s target consumers.
How does PepsiCo attract young consumers? First, every year the company invites numerous celebrity endorsers who are
PepsiCo Inc. is an American multinational food, snack, and beverage corporation that divided its products into five categories: Pepsi-Cola, Frito-Lay, Tropicana, Quaker, and Gatorade, and each category have plenty of brands. In fact, according to PepsiCo’s official website, PepsiCo leads food and beverage leader portfolio that includes 22 brands. The company reported sales of $510 million and has 19,000 employees (http://en.wikipedia.org/wiki/PepsiCo). Moreover, the company employed approximately 297,000 people worldwide as of 2011. (Wiki/PepsiCo) In fact, PepsiCo is now the second largest food & beverage business in the world. (Wiki/PepsiCo) Furthermore, Within North America, PepsiCo is ranked (by net revenue) as the largest food, snack, and beverage business. (Wiki/PepsiCo)
To speak about PepsiCo’s mission and vision, according to PepsiCo official site, the mission of PepsiCo is “to be the world 's premier consumer products company focused on convenient foods and beverages, we seeks to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate.” To be more specific, PepsiCo focuses on both gaining high revenue and benefiting society. Analysis of target Market
The most famous slogan of Pepsi is “The choice of a new generation”. Because of this slogan, people can easily find out that PepsiCo definitely pay attention to young generation. In fact, since 1960s, PepsiCo has been eagerly attracting young customers. Pepsi’s American slogan from 1961-1964:”Now it 's Pepsi for those who think young”. Also in 2006 – 2007, the slogan of Pepsi was “Taste the one that 's forever young”. This slogan focuses on word “young” and “new generation” points out that teenagers and young adults are PepsiCo’s target consumers.
How does PepsiCo attract young consumers? First, every year the company invites numerous celebrity endorsers who are
References: Herrera, M. (2009). Michael Jackson, Pepsi Made Marketing History. ADweek. Retrieved from http://www.adweek.com/news/advertising-branding/michael-jackson-pepsi-made-marketing-history-99789 List of Pepsi spokespersons PepsiCo. Reteieved Dec 5, 2012, from http://en.wikipedia.org/wiki/PepsiCo Pepsico (2012) Shannon, S. (2011). PepsiCo Working to Raise Prices in U.S., Nooyi Says. Bloomberg. Retrieved from http://www.bloomberg.com/news/2011-06-17/pepsico-working-to-raise-u-s-prices-right-now-nooyi-says.html Sharma, S Co, P. (n.d.). Retrieved November 15, 2012, from http://www.pepsico.com/PressRelease/Quaker-Oats-Issues-Voluntary-Recall-of-Specific-8-Count-Quaker-Chewy-Smashbar-Gr09022011.html (2011) Swot, A. (n.d.). Retrieved November 17, 2012, from http://en.wikipedia.org/wiki/SWOT_analysis PepsiCo Web/ Values&Phil PepsiCo Web/ CorpProf| PepsiCo.com (n.d). Retrieved November 14, 2012. From http://www.pepsico.com/Investors/Corporate-Profile.html PepsiCo Web/ StgyInveGrow PepsiCo Web/ StgyInveGrow02. | PepsiCo.com (n.d). Retrieved November 14, 2012 https://www.pepsico.com/PressRelease/PepsiCo-Announces-Strategic-Investments-to-Drive- Growth02092012.html PepsiCo Web/ HumanSus PepsiCo Web/ RespMark. | PepsiCo.com (n.d). Retrieved November 14, 2012 http://www.pepsico.com/Purpose/Human-Sustainability/Responsible-Marketing.html PepsiCo Web/ NutriLabel PepsiCo Web/ Part&Commu | PepsiCo.com (n.d) Retrieved November 14, 2012 http://www.pepsico.com/Purpose/Human-Sustainability/Partnerships-and-Community.html PepsiCo Web/ EnvirSusta | PepsiCo.com (n.d) PepsiCo Web/ BSCR | PepsiCo.com (n.d). Retrieved November 14, 2012 http://www.balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/tabid/55/Default.aspx PepsiCo Web/ TalSust | PepsiCo.com (n.d) BalanceScorecard | PepsiCo.com (n.d). Retrieved November 14, 2012 http://www.balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/tabid/55/Default.aspx PepsiCo Hum/Sus | PepsiCo.com