Pepsico and Its Diversification Strategy

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In 1965 PepsiCo Inc was formed when beverage giant Pepsi cola and snack food icon Frito-lay agreed to a merger. In the years after, leading up to 1996 the company pursued a growth strategy through acquisitions of businesses in the snack food, beverage and fast food industry, which they believed had potential benefits in cost sharing and skills transfer. Companies acquired during this period included KFC, Pizza Hut, Taco Bell, Mug root beer, 7UP, sun chips, etc. However, by 1996 it became apparent theses potential benefits were difficult to accomplish and in 1997 the company underwent a major portfolio restructuring which spun off the company’s restaurants as publicly traded companies. This portfolio restructuring initiative was geared to acquire powerful and emerging brands which would bolster PepsiCo’s profits and dominance within the market. The company during this period acquired major brands such as Tropicana, Cracker Jack, SoBe teas, Quaker Oats, etc. This restructuring enabled the company to record annual increases in revenues by 7% and net income of 12% for the period 1998 - 2007. This lead the company in 2007 to devise strategies aimed at sustaining and improving this favorable performance and to combat challenges such as low international profit, changing consumer preference, value chain efficiency and fierce competition. SWOT Analysis Strengths 1.) PepsiCo is financially sound with relatively good profit margins, 2.)Has global distribution capabilities, 3.)Proven ability to capture strategic fits between new acquisitions and its other businesses, 4.)Large product portfolio with strong brand names, and 5.)Adaptive to consumer demands Weaknesses 1.) Difficulty in expanding the Quaker brand internationally, 2.)PepsiCo. Still unable to take lead in the soda market over the coca cola brand, 3.)Company may be perceived as unstable due to frequent

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