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Tropicana, Gatorade, and Quaker Oats.[1] PepsiCo operates in over 200 countries, with its largest markets in North America and the United Kingdom.[2] Unlike its major competitor, the Coca-Cola Company (KO), the majority of PepsiCo's revenues do not come from carbonated soft drinks.[3] In fact, beverages account for less than 50% of total revenue.[3] Additionally, over 60% of PepsiCo's beverage sales come from its key noncarbonated brands like Gatorade and Tropicana.[4] PepsiCo's diverse portfolio can mitigate the impact of poor conditions in any one of its markets. Strong demand growth in international markets -- the company serves 86% of the world's population and international sales account for 48% of revenue -- is helping to offset a sluggish domestic market and provided the company with opportunities for continued expansion.[5] [6] PepsiCo is highly exposed to raw materials costs. Prices for the most important input
materials,aluminum, PET plastic, corn, sugar, and juice concentrates fluctuate widely.
Company Overview
PepsiCo is the largest snack and non-alcoholic drink producer in the United States, with 39% and 25% of the respective market shares.[7] The fall in net income was attributable to two reasons. First, PepsiCo recognized a $346 millionmark-to-market loss onderivatives used to hedgeits commodity exposure.[8]Next, the company incurred restructuring costs of $543 million in relation to its Productivity for Growth program.[9] Contents
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1 Company Overview 1.1 Bottlers 1.2 Operating Segments 2 Trends & Forces 2.1 PepsiCo Must Survive a US
o
Margins
2.2.2 To
Grow
International Presence and Compete with Changing Industry Conditions, PEP must Sustain its Acquisition Spree
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3 Competition 3.1 Beverages 3.2 Snacks and Convenient Foods 3.3 Coke vs. Pepsi
Offering
4 References
Bottlers
PepsiCo's beverage division manufactures concentrated syrup forms for all of Pepsi's beverage brands. PEP sells these concentrates to bottlers for production, packaging, and distribution of the final products. PepsiCo grants bottlers the use of Pepsi trademarks and other brand rights within certain geographic regions. Three companies distribute 60% of PepsiCo's North American beverage volume:[10]
The Pepsi Bottling Group (PBG) is the largest of PepsiCo's bottlers. PepsiCo has a 33% stake
inPepsi Bottling Group (PBG), and claims its share of income under the equity method of accounting.[11]
PepsiAmericas (PAS) is the second-largest bottler in the Pepsi system. PepsiCo has a 43% stake
inPepsiAmericas (PAS), and claims its share of income under the equity method of accounting.[12]
Pepsi Bottling Ventures is the third-largest domestic bottling company within the Pepsi system.
The company was formed in 1999 when five of Pepsis bottling companies consolidated to formPBV.
Operating Segments
PepsiCo operates in six divisions:
markets and sells branded snacks. Popular products include Lay's Potato Chips, Doritos Tortilla Chips, Cheetos, Rold Gold Pretzels, and SunChips.[1] Following the company's purchase of Pepsi Bottling Group (PBG) and Whitman (PAS), company executives have said that it will lead to increased joint marketing, bundling the company's snack and beverage offerings.[14]
markets and sells cereals, rice, pasta and other branded products. Popular products include Quaker Oatmeal, Aunt Jemima mixes and syrups, Cap n' Crunch cereal, Rice-A-Roni, and Life cereal.[1]
Latin America Foods (14% of Revenue, 13% of Operating Income)[13] manufactures, markets
and sells a number of leading salty and sweet snack brands. Popular products include Gamesa, Doritos, Cheetos, and Ruffles.[3]
markets and sells beverage concentrates, fountain syrups and finished goods, under various beverage brands. Popular products include Pepsi, Mountain Dew, Gatorade, Tropicana, and Izze.[3]
United Kingdom & Europe (15% of Revenue, 10% of Operating Income)[13] manufactures,
markets and sells a number of leading salty and sweet snack brands. Popular products include Lay's, Walker's, Doritos, and Cheetos.[3]
Middle East, Africa, and Asia (13% of Revenue, 8% of Operating Income) [13] manufactures,
markets and sells a number of leading salty and sweet snack brands. Popular products include Lay's, Smith's, Doritos, and Cheetos.[15]
Soaring food and energy prices[16], the housing slump[17] and a weakening job market[18] are putting the breaks on consumer spending in North America, even in the typically recession proof drinks and snacks market. Emerging markets such as China, India, Eastern Europe and Latin America present strong growth
opportunities for Pepsico. Pepsi purchased Wimm-Bill-Dann Foods, a Russian food and beverage company, for $5.4 billion[19] Wimm-Bill-Dan is the leading producer of dairy products in Russia and they also have a large market share for juice; the purchase significantly expands Pepsi's presence in Eastern Europe and Central Asia. In addition to making international acquisitions, PepsiCo is investing significant resources in expanding their manufacturing capabilities in developing markets. The company has pledged to invest $3.5 billion in China through 2013, mainly through the construction of 10 to 12 new manufacturing facilities (in addition to the 27 it currently operates). In China, Pepsi is also pursuing a strategy of buying back stakes in its Chinese operations from local partners. These acquisitions will give the company greater control over its operations while increasing profits. Unlike the saturated North American market, China's carbonated drink market is growing at almost 20% annually.[20] In the past two years, the company invested in two other manufacturing plants in Vietnam, and it currently operates five plants in the country. [21] In Latin America, the company has pledged $3 million over the next three years to create an agriculture research center in Peru, which will focus on the discovery of new potato and other vegetable varieties.[22] Pepsi's expects their global nutrition business will be worth $20 billion by 2020.[23]
company's potato chip brands[25] In addition to its farms in China, Pepsi has 12,000 contract farmers in India growing potatoes on 16,000 acres of land. In addition to potatoes, the company is hoping to expand its contract farming initiative to include oats in the near future.[26]
To Grow International Presence and Compete with Changing Industry Conditions, PEP must Sustain its Acquisition Spree
PepsiCo hopes to streamline manufacturing and distribution through the acquisitions, allowing it to bring new products to market more quickly and efficiently. The company expects to gain full control of 80% of its North American market and increase pre-tax profit by $300 million, increasing eps by $.15.[27] The deal adds $4 billion in debt to PepsiCo's balance sheet. According to PepsiCo CEO Indra Nooyi, the acquisition is necessary to consolidate profit as there is not enough total profit in the North American beverage industry to support investments in several different companies.[28] The acquisition closed on March 1, 2010.[29] With the purchase of Pepsi Bottling Group (PBG) and Whitman (PAS) in 2010, company executives have said that it will lead to increased joint marketing that will bundle the company's snack and beverage offerings together.[30]
Competition
Beverages
In the domestic beverage market, the Coca-Cola Company (KO) is PepsiCo's main competitor. Coca-Cola Company (KO) has a higher worldwide share of carbonated soda beverages, but PepsiCo has a more diverse product line and leads the industry in non-carbonated soft drink innovations. [31] PepsiCo's revenues
are also substantially higher than Coca-Cola's, due to PepsiCo's snack and convenient foods business, a market in which KO does not participate. PepsiCo's presence in the snack and convenient food industries, as well as its industry-leading innovations in the non-carbonated soft drink segment, gives it a somewhat more balanced portfolio than Coca-Cola and provides the company with some protection against further declining demand for CSD. Pepsi also pays the Dr Pepper Snapple Group (DPS) for the rights to sell its products, along with Coca-Cola Company (KO).
Global Footprint
When it comes to international presence, Coca-Cola easily trumps Pepsico. Coca-Cola's impressive global footprint puts it in a better position to benefit from strong growth across the globe, particularly in the developing world. Furthermore, because Coke generates so much of its revenue abroad, it stands to benefit greatly from the continuing weakening of the dollar as sales denominated in foreign currencies are suddenly worth more dollars back home. At the same time, Pepsico's heavy dependence on North America makes it much more susceptible to a slowing US economy.