A 15 page paper investigating PepsiCo, in general, and Tropicana, in particular. How the companies are marketed is the operational element considered most closely. PepsiCo acquired Tropicana in 1998 and no substantial changes have been made to date in the marketing strategies for the company. A brief overview, including market share, is provided for each PepsiCo and Tropicana. A SWOT analysis is presented in graphic form. Recommendations are made for the greatest challenge that faces Tropicana. Bibliography lists 14 sources.
Name of Research Paper File: D0_Tropepsi.doc
Unformatted Sample Text from the Research Paper:
PepsiCo, as a corporation, relatively young having been founded in 1965 through a merger of Frito-Lay and Pepsi-Cola (PepsiCo Corporate Overview, 1998). Its 1997 revenues totaled nearly $21 billion which
represented 33.9% increase over the previous year (Hoover, 1998). PepsiCo, Inc. bought Tropicana Juice from Seagrams in August 1998. This acquisition placed them in another head-to-head competition with Coca Cola,
which owns Minute Maid Juice Company. PepsiCo is the #2 soft-drink maker in the world but its beverages, Pepsi, Slice and Mountain Dew account for only about half of the
annual sales of this much diversified company. The other half comes from sales from Frito-Lay, the #1 producer of snacks like corn chips Fritos and Doritos and potato chips, Lays
and Ruffles. PepsiCo also produces Rold Gold pretzels and other snacks. Additionally, PepsiCo owns the Taco Bell, Pizza Hut and KFC chains although they spun them off into their own
division in 1997 called TRICON Global Restaurants (Hoover, 1998). Brands of beverages produced by PepsiCo include: all of the Pepsi drinks, Dew, Slice, Mug, All-Sport, Lipton, Aquafina, Josta and Frappuccino,
which account for nearly one-third of all soft drink sales in the United States and one-fourth of those sold in the world. Outside of the United States Pepsi-Cola Companys soft
drink operations include the business of Seven-Up International. Pepsi beverages are available in more than 190 countries (PepsiCo Corporate Overview, 1998). The company has just introduced a new product: PepsiOne;
it is a one-calorie Pepsi for those who are diet-conscious (Kramer, 1998). Frito-Lay brands, which are known by different names in different countries, are the largest selling snacks in the
world with about one-fifth of the entire international market. Brand names include Frito-Lay, Lays, Tostitos, Cheetos, Chesters Popcorn, Doritos, Munchos, Funyons Onion Flavored Rings, Grandmas brand Cookies, Munchos, Santitas, and