1. Company Portfolio
This section focuses on the company’s portfolio and on its current operations. It is very important to have a proper knowledge of the company in order to analyze on the company’s marketing strategies.
PepsiCo
1.1 Origin of PepsiCo
PepsiCo is multinational food and Beverage Company that is located in New York. And this company can be identified as one of the prominent beverage companies in the world. Because they are a company which has become established in the market over its history of staying in the business world. ("PepsiCo", 2019)
PepsiCo was establish in the year 1965 by merging with Pepsi-Cola Company and the Frito-Lay Inco. Since this merger, the company was able to achieve their market share and the more established brand name. Based on PepsiCo’s net revenue figures, they are identified as the world’s second largest food and beverage company in the world. In addition, they are behind the brand Nestle. In addition, in terms of the USA, PepsiCo is the largest food and beverage company. ("PepsiCo", 2019)
In terms of PepsiCo’s proportion of their products, their food brands consist of a percentage of 53% and their beverage brands represent 47% based on their net revenue figures in 2015. Some of the main brands of the company are Pepsi, Diet Pepsi, Ruffles, Mountain Dew, and Quaker Foods etc. All of these brands established brands in the whole world. ("PepsiCo", 2019)
PepsiCo is divided mainly in to six business divisions. Those six divisions are PepsiCo Beverages North America, Frito-Lay North America, Quaker Foods North America, Latin America, Europe and Sub-Saharan African, and Asia, Middle East and North Africa. ("PepsiCo", 2019)
Some of the main competitors of the PepsiCo are Coca cola, General Mills, and Kellogg’s. In addition, these companies have the same food beverage products, which satisfies the same needs of the customers like PepsiCo. ("PepsiCo's Competitors, Revenue, Number of Employees, Funding and Acquisitions", 2019)
Currently PepsiCo is involved heavy research and development areas in order to introduce new food and beverage brands to the company. Those are being carried out in their headquarters itself in New York.
New Product

Product Strategy Case Study. Choose one case from the following:...