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Strategic Management Final Paper: Pepsico Case Study Analysis
Strategic Management Final Paper: Pepsico Case Study Analysis
Strategic Management Final Paper: Pepsico Case Study Analysis
LECTURER:
Sisdjiatmo K. Widhaningrat
Composed by
2012
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STATEMENT OF AUTHORSHIP
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EXECUTIVE SUMMARY
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CHAPTER I
INTRODUCTION
I. COMPANY BACKGROUND
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PEPSICO
Each of the division has their own R&D team to match local needs
of the customers. That explains the broad product line aside from
PepsiCo’s massive acquisitions.
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CHAPTER II
STUDY ANALYSIS
I. b. Mission Statement
“To be the world’s premier consumer products company focused on
convenient foods and beverages. We seek to produce financial
rewards to investors as we provide opportunities and the
communities in which we operate. And in everything we do, we
strive for honesty, fairness and integrity.”
Factors Yes/No
Customer No
Product Yes
Philosophy No
Market No
Technology No
Concern for survival, growth and profitability Yes
Self-concept No
Concern for public image Yes
Concern for employees No
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Pepsico.’s statement lacks in factor that should be included in a
mission statement. With the existing statement, pepsico. has only
included Product, Concern for Survival, Growth and Profitability
and also Concern for Public Image. This statement doesn’t include
customer, market, philosophy, technology, self-concept and
concern for employees factors.
We will propose new mission statement to complete all these
factors requirements for a good mission statement:
“To be the world’s premier consumer products company focused on
selling high quality food and beverage products, to our customers
all across the globe. We are triggered to use the most efficient
processes using the best of machinery. By doing so, we seek to
produce healthy 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. And
everything we do, we strive for honesty, fairness and integrity.”
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2. Economic Forces
Economic factors have some significant impact on Pepsico’s
business. If the income level per capita of the people
inrcreases, it will have a positive effect on the consumption
of its products. Meanwhile, if there is an inflation, it will have
a negative effect on Pepsico as people’s purchasing power
decrease, they will consume less. Since Pepsico is operating
and distributing in different countries, while the
headquarter is in the USA, dollar strength has an impact on
Pepsico’s business. When there is a decrease in the dollar
strength, it gives a bigger opportunity for Pepsico for
exports.
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4. Technological Forces
Given how capital-intensive the food/beverage industry is, it
is imperative for Pepsico to stay ahead of the curve in terms
of the most advanced technological breakthroughs, as the
company requires highly mechanized assembly lines
designed both for long production runs and flexibility. The
growing technology gives new opportunity for Pepsico to
have new ways for Pepsico marketing strategy. The
proliferation of Internet users also opens up further market
opportunities for Pepsico to market its products.
5. Competitive Forces
In the food and beverage industry, Pepsico has the second
largest market share. The summary of Pepsico’s
performance compared to its competitors within the food
and beverage industry, which are Coca Cola and Kraft, is
shown in the table below:
PEP KO KRFT
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From the analysis above, we can conclude that the
opportunities of Pepsico are easy new products penetration in the
market, it operates in fast growing industry, changing social
trends, and new media promotion opportunities. In addition, it
has the opportunity to make a partnership with well known brand
such as Starbucks, and more sport tournaments that Pepsico can
support. On the conterary, the threats of Pepsico are strong
competition in every division it has, such as competition from
Coca-cola and Kraft, it operates in the mature beverage/food
industry, and aggresive top management strategy by its
competitors. There is also growth in the carbonated drink sector
which will bring new substitute products to entry. And also, some
health issues are concerned regarding the products of Pepsico.
Bargaining
Power of
Suppliers
Rivalry
Threats of
Threat of Among
New
Substitute Existing
Entrants
Competitors
Bargaining
Power of
Buyers
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Analysis:
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b. Few multinational groups own the largest part of the
market share.
c. There is high initial cost, therefore, few company want
to enter this market.
5. Bargaining Power of Suppliers : LOW
a. Dependence on raw materials, however, there are a lot
of suppliers available in the market.
b. The main ingredients for soft drink include carbonated
water, phosphoric acid, sweetener, and caffeine. The
suppliers are not concentrated or differentiated.
c. Any supplier would not want to lose a huge customer
like PepsiCo.
II. c. EFE MATRIX
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TOTAL 0.45 0.72
GRAND TOTAL 1.00 2.38
II. d. CPM
Critical Success Factors Weight Rating Score Rating Score Rating Score
Financial Positions 0.15 3 0.45 4 0.60 3 0.45
Advertising 0.15 4 0.60 4 0.60 3 0.45
Market Share 0.10 3 0.30 4 0.40 3 0.30
Customer Loyalty 0.20 3 0.60 3 0.60 3 0.60
Price Competitiveness 0.10 3 0.30 3 0.30 3 0.30
Expansions 0.15 3 0.45 4 0.60 3 0.45
Brand Image 0.15 4 0.60 4 0.60 4 0.60
Total 1.00 3.30 3.70 3.15
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consumer’s attention which is their target and makes PepsiCo
more valuable than its competitor, Kraft. Coca-Cola Company
which is PepsiCo’s main and biggest competitor, scores much
more than PepsiCo. If PepsiCo can increase their financial position
and market share, they might catch up with Coca Cola Company in
this matrix. But again, what does it has to reality? This will help
each company to examine how far they have gone in the market,
whether to maintain or to improve their current position.
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bottling units in diverse geographical region, which enables the
company to produce its products near the consumers. By doing
this, it reduces the transportation cost and storage cost of the
company, which leads to the higher profit as it reduces the
expense.
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innovativeness provides it the capability to respond quickly to
changes in the market. The company convenient size also gives it
the ability to change quickly. The firmstructure is neither to small
like most of its competitors neither too large like its main
competitor, Coca Cola. The relatively large size of the company
gives the organization access to resources that also make it easier
for the company to move quickly.
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III. d. INTERNAL FACTORS EVALUATION (IFE) MATRIX
Like its EFE Matrix, PepsiCo is also below average with the
score of 2.36. This means that PepsiCo doesn’t really know their
current Strengths and Weaknesses, although they know, they
didn’t use them effectively.
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IV. SWOT-TOWS Matrix
Favorable Unfavorable
Strengths Weaknesses
9. Strong brand 1. High debts
10. Strong marketing and 2. Health issues
advertising 3. Low sales in some products
11. Products availability 4. Negative impact due to
12. Revenue and Profits product recall
13. Market share 5. Product focus
14. Competent workforce 6. High operating expense
15. Wide variety of products
16. High EPS
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Opportunities S-O Strategies W-O Strategies
1. New products penetration 1. Increase marketing and 1. Extend R&D section to cope
2. Fastest growing industry advertising to penetrate products health issues to
3. Social trends new products in the market comprehend social trends
4. Media promotions and (S1, S2, S3, O1, O4) (W2, W4, O3)
vending machines 2. Promote investments in the 2. Sampling in events to
5. Partnerships company with existing capture customers by
6. Sport tournaments promising feedback (S1, S4, offering better taste and
S5, S8, O2) quality (W3, O8)
V. BCG MATRIX
High Low
Analysis:
1. Aquafina : Low market share, low growth chances
2. Frito-Lay : High market share, high growth chances
3. Pepsi-Cola : High market share, low growth chances
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VI. SPACE Matrix
Conservative Agressive
Suggested
2.0 Strategy Type
2.3
Defensive Competitive
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CHAPTER III
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Overall PepsiCo is a successful company with substantial revenue, and
a large footprint in the marketplace. PepsiCo should continue to expand their
growth and take advantage of potential opportunities by continuing to
improve on areas at the corporate top level, in the markets that they
currently are in, and in new markets and market segments that they wish to
expand into.
PepsiCo should expand into markets and market segments that they are
currently not in, such as Asia, India, and South America, in order to
expand their market share at the global level and to increase their
overall revenue.
PepsiCo should expand into markets and market segments that they are
currently not in, such as Asia, India, and South America, in order to
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expand their market share at the global level and to increase their
overall revenue. In doing so, they should increase the revenue
percentage above the current below 20%. They should evaluate the
situation and growth again in one calendar year, and analyze the total
effect.
PepsiCo should do market surveys of their target market segments in
order to analyze the existing brand awareness in the marketplace every
two quarters and then analyze the overall change and trend on the
calendar year.
PepsiCo should cut their expenses by a set percentage every quarter in
order to increase their Net Income each quarter and year. This would
increase the bottom line and benefit the stockholders. It would be
advised to reduce costs by 10% as an original amount, and then
potentially increase the percentage after a few trial quarters.
PepsiCo should position themselves on the cutting edge of the health
trend in the marketplace by increasing funds for R&D in order to
research potential new product ideas. Funding should be increased
significantly and then the ROI on the positioning should be analyzed
after multiple quarters of study.
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REFERENCES AND APPENDICES
Wikipedia (www.wikipedia.com)
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