Chin lc cnh tranh theo phn khc tiu dng ca PepsiCo.Tp onPepsiCohot ng kinh doanh trong baphn khchng tiu dng chnh: Nc gii kht (Pepsi-Cola) Chui nh hng (Taco Bell, g rn hiu KFC, v Pizza Hut) n nh (snack food nh Frito-Lay) t c li th cnh tranh trong tng phn khc, tp on Pepsi xy dng 3 bc tranh chin lc sau: Thng hiu chnh gi v tr ng u, pht trin th trng H thng hot ng hiu qu M rng cc dng tin vi ri ro thp, tin u t ln trong mi phn khcCc bc tranh chin lc k trn phn nh c k nng marketing v kh nng phn phi ca tp on PepsiCo. Mt chuyn gia phn tch ngnh ni rng Sc mnh ca PepsiCo chnh l kh nng sn xut v tiu th hng t hng ha tng thm mt cch hiu qu.1. Phn khc Nc gii khtPhn khc nc gii kht l phn khc lu i v rng nht trong danh mc ca PepsiCo. Cng ty nc gii kht Pepsi-Cola sn xut v bn ra th trng cc loi nc gii kht, bao gm: Pepsi-Cola, Mountain Dew, v Slice. Cng ty Pepsi-Cola l cng ty nc gii kht ln th hai trn th gii ch sauCoca-Cola.Cc sn phm dn nhn ca Pepsi-Cola l: Pepsi, Pepsi dnh cho ngi n king (Diet Pepsi), Mountain Dew, 7UP.Pepsi thit lp vic bn hng, v thit lp mt chun mc cm xc khch hng trong ngnh cng nghip nc gii kht qua vic qung co, phn phi, marketing m rng hot ngChin lc:Pepsi s dng 4 chin lc quan trng tng doanh s bn hng. Mt trong nhng chng trnh qung co ni ting nht l chin dch Pepsi mt th h mi Chin lc th 2 l chin lc tp trung mnh vo sn phm Pepsi dnh cho ngi n king vi tn gi Diet Pepsi, v tp trung m rng th trng nc gii kht dnh cho ngi n king. M rng th trng cho sn phm Mountain Dew, nhn hiu nc gii kht ln th 7 M. Trong 2 thp k, Pepsi ch trng n vic pht trin mi v v hnh nh cho sn phm. Chin lc th 4 l m rng vic bn hng thng qua vic pht trin cc sn phm mi v cc dch v chm sc nhm khch hng khc nhau. Cc sn phm mi k n nh l Diet Pepsi, Diet Mountain Dew, H2oh!, Pepsi-AM v Mountain Dew Sport.Pepsi-Cola c mt mng li phn phi rng nht cho sn phm nc gii kht ca mnh vi hn 900 cng ty ang vn hnh v cc nh my nhng quyn thng mi ng chai trn th gii. Pepsi cng ch thng phn phi nng cao hiu qu hot ng v p ng tt hn cho nhng ngi bn l nc gii kht. Hn na, vic m rng mng li phn phi cn to ra mt li th cnh tranh trong vic a sn phm mi nhanh chng ra th trng. nng cao hiu qu hot ng, Pepsi pht trin mi quan h di hn vi cc nh cung cp, a vo hot ng cc nh my sn xut mi v k thut kho hng tit kim chi ph (khong 25 nghn USD). Nm 1989, Pepsi-Cola cn phn chia cc nh my sn xut nc gii kht M theo 4 khu vc a. Trn th gii Pepsi-Cola cng phn chia lm 6 khu vc nng cao, pht trin thm c hi trong nhng khu vc .2. Nhm kinh doanh nh hngNhm nh hng bao gm 3 h thng nhng quyn thng mi ln trn th gii l: Pizza Hut, Taco Bell, v g rn hiu KFC.Nhm nh hng ca tp on PepsiCo l h thng nh hng ln nht th gii nm 1990. G rnKFCc tp on PepsiCo mua li vo thng 10/1986. KFC m rng hot ng trong 57 nc v sut nm 1989, KFC m thm 3000 n v nc ngoi, tr thnh chui nhng quyn thng mi ra nc ngoi ln nht ca M. Pizza Hut c PepsiCo mua li vo nm 1977, l mt chui sn xut Pizza ln nht th gii, Trong sut nhng nm 1984-89, Pizza Hut tr thnh nh hng pht trin nhng quyn thng mi nhanh nht th gii. Taco Bell c mua li vo nm 1978 ng u th gii trong phn khc thc phm Mexico, vi rt t cc i th cnh tranh. PepsiCo tip tc m rng Taco Bell ra th gii thng qua vic tip tc u t.Chin lc:

PepsiCo s dng nhiu v khcnh tranh nng cao v th trong ngnh cng nghip nh hng. theo kp ngnh cng nghip thc n nhanh v xu hng thc phm m bo sc khe v dch v tt, PepsiCo bt u cung cp cho ngi tiu dng nhng thc n c gi tr. Thc n gi tr ca Taco Bell a ra vo nm 1988, gip tng doanh s bn hng v li nhun. Th 2, PepsiCo nhn mnh gi tr sc mnh ca thng hiu v sn phm mi (nh cnh g rn nng KFC) kch thch vic bn hng. Qung co l 1 phn quan trng trong chin lc, trong sut 1986-87. Pepsi chi 70 triu USD thc hin chin dch qung co trong nc cho Taco Bell vi ci tn cha bnh cho ba n M rng vic phn phi qua cc phng php mi tm kim ngi tiu dng mi trong nhng khu vc khc nhau tng doanh s bn hng v tng th phn.Mc tiu ca cng ty l bin nh hng PepsiCo ngy cng pht trin rng ra trn th gii.3. Phn khc thc phm nh (Snack food)PepsiCo mua li Frito-Lay vo nm 1965. Cc sn phm ca Frito-Lay ni ting trn th gii bao gm: Doritos, Ruffles, Lays, Fritos, v Chee-tos. Cng ty khng phi i mt vi i th ln no nhng phi cnh tranh t nhiu hng trong khu vc, c bit v gi c.Chin lc:PepsiCo thc hin 3 chin lc pht trin vic bn hng: Pht trin m rng loi sn phm bng vic gii thiu mi v mi. Mi v ny thay i theo ma tha mn c nhu cu ca khch hng trong cc khu vc khc nhau. Vic m rng ny khng ch l mi v mi m cn c c sn phm mi. To ra sn phm mi v to ra phn khc n nh p ng nhu cu khch hng. M ra th trng mi qua bao gi v phn phi. v d khoai ty rn c ng trong hp, v c bn ch yu qua cc ca hng. Qung co l 1 chin lc quan trng, Frito-Lay chi 60.2 nghn o la cho qung co nm 1985 v con s ny tip tc tng ln qua cc nm. Frito-Lay tip tc nng cao vic qun l. Sut nhng nm 1989, Frito-Lay phn chia cc cng ty trong nc M vo 4 phn khc nng cao hiu qu v tng nh hng a phng. Frito-Lay l cng ty u tin p a vo s dng h thng my tnh cho vic bn hng, iu ny cho php ngi qun l nm bt tnh hnh bn hng trong ngy hay trong thng, v trong mt khu vc, thnh ph no , da trn nhng s liu nhp vo h thng my tnh . N gip cho cc gim c bn hng gii quyt cc vn xy ra v phn ng mt cch nhanh chng vi iu kin cnh tranh. Frito-Lay pht trin li th cnh tranh thng qua mng li phn phi ca mnh vi hn 10.000 nhn vin bn hng. Frito phn phi trc tip t nh my sn xut ti cc ca hng ring ca mnh, cho php tit kim chi ph trong hot ng lu kho bi.Tng laiTrong nhng nm gn y, tp on chuyn k nng v tng ca 1 khch hng trong 1 phn khc sang 1 phn khc khc ginh c kt qu tt nht trong mi phn khc. V d, cc b quyt t phn khc nc gii kht v thc phm nh c s dng trong phn khc nh hng c gng lm cho g, pizza, v bnh tht chin gin tr ln ni ting nh Pepsi v Doritos. PepsiCo c k hoch s dng s pht trin ca h thng phn phi thc phm nh Chu u trong vic tng bn hng nc gii kht trong khu vc ny.Tng lnh vc kinh doanh hng tiu dng ca Pepsi u gp i th cnh tranh trong th trng ni a c bit l trong phn khc nc gii kht v h thng nh hng. Tuy nhin, c 3 phn khc ny u c nhiu c hi pht trin th trng th gii. PepsiCo c c cng ty ring v cng ty chuyn nhng quyn thng mi nhiu nc trn th gii nn vn phn phi cng tr nn quan trng, do phi la chn h thng phn phi cho ph hp vi tng khu vc trn th gii.

Three Restaurant Chains Prepare for Life After PepsicoBy GLENN COLLINSPublished: July 16, 1997 EMAIL PRINT SINGLE PAGE But was it all a mistake?Eleven years ago, Pepsico Inc. completed the restaurant-buying spree that made Taco Bell, Pizza Hut and KFC the unruly siblings of its booming beverage and snack-food businesses. Pepsico had a great run with the restaurants, but in the 1990's ran out of good ideas at roughly the same time price-cutting and competition joined a public perception that the chains' formulas were tired. Now, Pepsico is trying to get the underperforming units off its books.Still, while it was almost certainly not a mistake to buy the restaurants originally, the question is whether they can do any better out from under the Pepsico umbrella and the nearly bottomless pit of cheap capital the corporation once brought to them.Paradoxically, that problem will have to be solved by the very architect of the initial strategy to buy the chains: Andrall E. Pearson, Pepsico's president from 1971 to 1984.Mr. Pearson, who is 72 years old, is the chairman of the spinoff, which will soon be a publicly traded fast-food empire with revenues second only to the McDonald's Corporation and with an awkward moniker more suggestive of an iron foundry: Tricon Global Restaurants Inc.''The restaurants were the growth engine of Pepsico,'' Mr. Pearson said in an interview in his office overlooking Pepsico's sculpture-rich corporate park. ''I'm not presiding over their departure -- I'm presiding over their rebirth.''Joining Mr. Pearson as a midwife of the new venture is David C. Novak, 44, an 11-year Pepsico executive who is Mr. Pearson's understudy and heir apparent.Their plans for the new company -- sprucing up KFC, expanding at home and abroad -- hardly seem revolutionary. But, Mr. Novak said, the essential change would be the focus he and his fellow managers could bring to operations.''For the first time in the history of these brands, they'll be run by a restaurant company, by people who know and love the restaurant business,'' said Mr. Novak, who now heads both KFC and Pizza Hut North America. ''At Tricon, you won't have marketing people dreaming up products that can't be prepared for the customer.''The two men will have their work cut out for them. The fast-food industry in the United States has been in the doldrums of late, with even the market leader, McDonald's, finding that old formulas no longer exert the magic they once did.Moreover, even as fast-food chains battle one another to the last Happy Meal, they are coming under siege on new fronts, from price-cutting casual-dining chains and upscale takeout restaurants like Boston Market to supermarket delicatessen counters.The most formidable operational challenge facing Tricon (pronounced TRY-con) is to turn around Pizza Hut, which accounts for nearly 50 percent of the group's profits, according to Andrew J. Conway, an analyst at Morgan Stanley & Company. Sales at domestic Pizza Hut stores were down 4.1 percent from 1995 to 1996, while those at KFC were up 5.4 percent and those for Taco Bell rose 1 percent.Though strong for years, Pizza Hut began to have difficulty positioning itself between the delivery chains like Domino's Pizza Inc. and the local mom-and-pops in every market area. And in the mid-1990's, its pattern was volatility, with results tied almost completely to the success of new-product offerings such as Stuffed Crust Pizza.Analysts predict that Mr. Novak will try to turn around Pizza Hut using methods that worked at KFC after he took over there in 1994. At KFC, he perked up the decor, instituted intensive training programs to improve service, pushed new products like chicken pot pies and took on Boston Market, a unit of Boston Chicken Inc., directly by selling mix-and-match buckets of Tender Roast chicken parts to consumers who didn't want to buy a whole chicken or even half of one.Mr. Novak has already instituted a $50 million revamping of Pizza Hut's entire menu, service and ambiance. In addition, at KFC, he has quelled a rebellion among longtime franchisees angered at encroachment on their territory from new KFC outlets and has adopted a generally cooperative attitude toward them, in contrast to Pepsico's old imperious ways. He is likely to do the same with franchisees for Tricon's other chains.''David Novak is a super leader, and I made the best profit last year that I've ever had,'' said Pete Harman, an owner of 265 KFC outlets in four Western states and a former plaintiff in a now-resolved franchisees' lawsuit.Mr. Harman predicted that ''there will be a whole new attitude toward us in the new company.''As operating manager of his own business, analysts said, Mr. Novak will be able to execute changes more rapidly than under Pepsico. If a new product like Stuffed Crust Pizza works, Mr. Novak might quickly pile on more marketing money to make it a success. But if a new initiative bombs, like Taco Bell's Border Lights -- a low-fat line of Mexican food -- it can be yanked without the multilayered approval process necessary at Pepsico.''There is just no way that a $33 billion company can devote the same attention to the restaurants that David and I can,'' Mr. Pearson said of Pepsico.

Thuyn trng ti ba ca tp on PepsiCoPepsiCo l tp on nc gii kht lu i ca M vi lch s trn mt trm nm k t ngy thnh lp. D vy, PepsiCo vn ch l s 2 th gii, lun b xp hng sau tp on Coca Cola. Cc c ng v nh u t ca PepsiCo khng th chp nhn mi v tr dng nh vnh cu c. H mun v c tham vng PepsiCo phi vt ln trn i th khng i tri chung Coca Cola bng mi gi.Cc c ng t ht nim tin vo Ch tch iu hnh Steven Reinemund v ng khng ph lng tin .Tp on Pepsi thnh lp nm 1898, tr s chnh ti thnh ph Purchase, bang New York, M. Nm 1965, Pepsi sp nhp vi tp on Frito-Lay thnh tp on PepsiCo. Doanh s bn hng ca PepsiCo hin nay t gn 30 t USD mi nm. Tng s nhn vin hng lng ca PepsiCo trn ton th gii l khong 150.000 ngi. PepsiCo c h thng phn phi v mng li bn hng i l dy c gn nh tt c mi nc.Bn cnh thng hiu Pepsi tr gi hng t USD, tp on ny cn s hu nhiu thng hiu nc gii kht lng danh khc nh Mirinda, 7 UP, Mountain Dew hay nc khong Aquafina.Cuc chin tay i vi i th Coca ColaLch s pht trin kinh doanh ca PepsiCo gn lin vi cuc chin tay i vi i th truyn kip. V s cnh tranh trn thng trng gia hai i gia khng l ny c rt nhiu cu chuyn v c giai thoi hp dn, k th.V cht lng sn phm, c bit v nc gii kht cola th kh c th ni rng Pepsi ngon hn hay Coca Cola tuyt ho hn. ng l PepsiCo v Coca Cola, k tm lng ngi na cn. C hai tp on ny li c gn nh chung nhau v i tng khch hng.Chnh v vy, cuc chin tranh ginh th trng, th phn ca nhau gia PepsiCo v Coca Cola rt khc lit. Khng cnh tranh nhau c v cht lng, gi c cng kh cnh tranh. Bi v chiu thc gim gi bn ch l chin lc "c ln nut c b" m thi. Gia hai "c ln" th khng th dng kiu gim gi mi c.Do vy, ai thng ai trong cuc u tay i ny s ph thuc ch yu vo chin lc kinh doanh v chin lc Marketing, qung b thng hiu ca mi tp on.Th nhng, cng bng m ni, PepsiCo vn ch ngi v th hai, cho d b rt xa cc tp on khc xp hng sau. c nhng thi gian PepsiCo bm ui st nt tp on Coca cola. Trong nhiu nm th phn v nc gii kht ca PepsiCo ch cha n 14%, trong khi ca Coca Cola l hn 19%. c bit v gi tr thng hiu th Pepsi vn cn km xa thng hiu Coca Cola, vn l mt trong nm thng hiu t gi nht th gii vi gi tr hng chc t USD.Tuy vy, ban lnh o PepsiCo t nhiu th h vn lun cay c v v tr s 2 ny. V h c nhng thay i chin lc kinh doanh ginh ngi v ch soi ca i th Coca Cola.c bit, di thi lnh o ca Ch tch iu hnh ti ba, Steven Reinemund, tp on PepsiCo vt ln trn Coca Cola nhiu ch tiu kinh doanh.Mnh dn thay i chin lc kinh doanhSteven Reinemund nm nay 56 tui. ng c nhiu nm lm vic ti Pizza Hut. y l tp on thc phm v n nhanh rt ln nn Steven Reinemund c c nhiu kinh nghim iu hnh cng nh hiu bit v th trng i vi lnh vc n v ung.T nm 1984, Steven Reinemund chuyn sang lm vic ti PepsiCo. Tri qua nhiu cng vic v v tr qun l khc nhau, nm 1992, khi mi ngoi 40 tui, Steven Reinemund c b nhim lm Tng gim c ca Frito Lay, tp on chuyn sn xut v kinh doanh cc loi bnh mn, chp khoai ty v sp nhp vo tp on Pepsi t nm 1965.Steven Reinemund rt thnh cng trong vic iu hnh ton b hot ng kinh doanh ca Frito Lay vi tc tng trng v pht trin kinh doanh ng kinh ngc. Sn phm ca Frito Lay chim ti 58% th phn v cc loi bnh mn, chp khoai ty.Vi kt qu kinh doanh nh vy, Steven Reinemund xo tan mi nghi ng v vic Frito Lay c th tr thnh gnh nng ti chnh ca c tp on PepsiCo.Thnh cng ca Steven Reinemund vi Frito Lay buc ban lnh o phi thay i t duy v chin lc kinh doanh khi vn mun chin u vi Coca Cola ginh ngi v s 1 th trng. C cu sn phm ca PepsiCo phi c thay i. Theo nc gii kht s khng cn v tr c tn gn nh tuyt i trong cc mt hng ca PepsiCo nh trc na.ng thi vi s thay i chin lc kinh doanh l vic Steven Reinemund c trng dng v tr thnh Tng gim c kinh doanh ca c tp on PepsiCo t nm 1996. Nhng thnh cng ca Steven Reinemund em li cho ng mt uy tn c nhn rt cao trong ni b tp on.T nm 2001, Steven Reinemund tr thnh Ch tch Hi ng qun tr kim Ch tch iu hnh ca PepsiCo. y l iu mong i t lu ca cc c ng v gii u t.Chnh v vy, ngay t thng 10 nm 2000, ch khi va cng b Steven Reinemund s tr thnh ngi lnh o cao nht ca tp on PepsiCo th gi c phiu ca PepsiCo tng t ngt 10%. ng thi ti thi im gi c phiu ca Coca Cola li b tt gim 14%.Vt ln trc nh i tt n uBit rng khng th, hay t nht l cha th ui kp Coca Cola trong cc mt hng nc gii kht, Steven Reinemund ngay t ngy u mi nhm chc quyt tm chuyn i c cu sn phm ca PepsiCo. nhanh chng c mt th phn ln vi cc sn phm mi, Steven Reinemund dng chnh sch i tt n u. Vi nc c la v loi nc gii kht c ga khc, PepsiCo ch c 21% th phn trong khi Cca Cola chim ti 50%. a tp on PepsiCo vt i th v doanh thu, Steven Reinemund phi nhm vo cc sn phm m Coca Cola khng c hay khng ch trng pht trin. Steven Reinemund tm mua bng c cc cng ty tp on khc. V nhng cng ty ny li phi cng to, cng c t l th phn cao cng tt.Ni sao lm vy, ngay trong nm 2001, Steven Reinemund thit k v o din mt v sp nhp tp on khng l trong lnh vc thc phm v n ung. Steven Reinemund k cng theo ui m phn v mnh tay b ra ti 14 t USD mua li tp on Quaker Oats vi nhng sn phm ang cnh tranh vi chnh PepsiCo.V mua bn gy chn ng th trng lc . V Steven Reinemund gp khng t s phn i t c quan cartel l c quan chuyn gim st, cp php cc phi v tng t chng c quyn trong kinh doanh. ng phi rt vt v gii trnh u tranh phi v ny c sun s.C c Quaker Oats, tp on PepsiCo tr nn mnh hn hn trc. Ch cn qua mt m, k xong hp ng mua bn l PepsiCo c thm 8% th phn ca sn phm nc ung Gatorade ginh cho ngi tp th thao. Ngoi ra PepsiCo cn c thm cc loi nc p tri cy vi thng hiu Tropicana tp on mua c.Cc thng hiu bnh qui, bnh mn ca Quaker Oats cng gp phn ng k lm thay i c cu sn phm ca tp on PepsiCo theo ng tng ca Ch tch Reinemund. Mua li cc tp on ln nh Quaker Oats, PepsiCo khng ch c thm th phn m s tit kim c nhiu chi ph qun l, c bit l chi ph hnh chnh v chi ph phi kinh doanh khc thng qua ti u ho cc hot ng, qui trnh sau khi sp nhp.Steven Reinemund d kin cho n ht nm 2005 s tit kim mi nm 400 triu USD chi ph qun l nh phi v mua li Quaker Oats. V trn thc t ngay trong hai nm u, nm 2001 v 2002, Steven Reinemund thc hin c d kin .Hiu qu kinh doanh tng r rt. Khng ch qui m doanh thu ca PepsiCo vt Coca Cola m li nhun ca tp on cng nhiu hn trc ng k. Nh m gi c phiu ca PepsiCo trn th trng chng khon tng 15,2% ln hn 41 USD cho mi c phiu.Chnh trong nm 2002 ny, c phiu ca PepsiCo tng vn vt v t im cao nht trong lch s hn 100 nm thnh lp ca mnh vi gi 53,5 USD.Chuyn gia qung co bc thyPepsiCo rt ch trng ti qung co thng hiu v cc hot ng marketing ni chung. thi k no, Tp on PepsiCo cng c nhng chuyn gia marketing c bit xut sc nh Roger Enrico, ngi tin nhim ca Steven Reinemund, nh Larry McIntosch, 12 nm l Ph ch tch ph trch Marketing v xy dng thng hiu.Cnh tay phi ca Steven Reinemund hin nay l John Comton, gim c marketing ca PepsiCo, ngi cng cng tc vi Steven Reinemund t thi ng ph trch Frito Lay. Bn thn Steven Reinemund cng chnh l mt chuyn gia bc thy trong lnh vc Marketing.Di thi Steven Reinemund, chi ph qung co v Marketing ca PepsiCo cn cao hn trc. Trn thc t, PepsiCo cng ang chy ua quyt lit vi Coca Cola v cc lnh vc khc thng qua c qung co. Chi ph qung co, marketing v qun l ca hai i gia ny u cao hn chi ph nguyn vt liu u vo.Steven Reinemund lun ch trng cc hnh thc qung co mi, c tnh sng to hp dn khch hng. ng khng bao gi b l cc c hi khi c cc s kin ln, c bit cc s kin th thao quan trng ti M v quc t, dm mnh tay chi nhiu khon ct x qung co khng l cho cc nhn vt ni ting.Hn hai nm lin, Pepsico k hp ng qung co vi n ca s lng danh Britney Spears. Tp on ny c truyn thng hp tc qung co vi cc ca s nhc Pop. Trc , nhiu ca s dng nhc ny nh Michael Jackson, Ray Chales hay Lionel Richie tng qung co cho cc sn phm ca PepsiCo.

Mi y nht, Steven Reinemund li mi k mt hp ng qung co tr gi nhiu triu USD vi ca s mi ni Beyonce Knowles ca ban nhc Destinnys.

L thuyn trng ca tp on nc gii kht ln nht th gii, c lch s di hn mt th k mang tn PepsiCo, Indra K. Nooyi t r bn lnh ca mt ngi ph n gc n v ti nng hoch nh chin lc xut sc, kh nng lnh o vi tm nhn v m ton cu. Nm 2007, b dn u trong danh sch nm mi n doanh nhn quyn lc nht do tp ch Fortune bnh chn.Indra K. Nooyi sinh ngy 28/10/1955 ti Chennai (tn c l Madras, min Nam n ) trong mt gia nh trung lu, c cha l nhn vin Ngn hng Nh nc Hyderabad, m lm ni tr. Nh phn ng ngi n, gia nh Nooyi theo o Hindu. Indra Nooyi theo hc ngnh ha hc ti Cao ng Madras Christian v tt nghip nm 1974. Sau , c hc thm v qun tr kinh doanh ti Hc vin Qun tr n thnh ph Calcutta. Nm 1976, Nooyi hon tt kha hc v lm vic cho Tp on Johnson & Johnson. Hai nm sau, c quyt nh sang M ly bng thc s qun tr kinh doanh ti i hc Qun trYale. Nm 1980, Indra Nooyi tt nghip thc s v lm vic cho Tp on t vn Boston. Sau su nm cng hin, c chuyn sang Motorola, gi v tr ph gim c pht trin k hoch v chin lc. c mt thi gian, Nooyi li ri Motorola, sang Asea Brown Boveri - mt trong nhng cng ty nng lng hng u M.Nm 1994, Indra Nooyi gia nhp Tp on PepsiCo gia lc hng ny ang i mt vi tht thot ti chnh ln. Trong cc nm 1996-1999, Nooyi gi cng v ph ch tch b phn pht trin chin lc, ng vai tr quan trng trong vic ci t v pht trin PepsiCo, h tr cho Ch tch tp on lc by gi l Steve S. Reinemund. Nm 1997, b a ra tng thnh lp chui nh hng Tricon (ngy nay c bit n vi tn gi Yum!Brands) v hp tc hoc sang nhng quyn s dng cc thng hiu thc n nhanh ni ting nh KFC, Pizza Hut, Taco Bell thc y Pepsi tr thnh thc ung chnh trong cc ba n nhanh. tng ny em li kt qu ngoi mong i nn PepsiCo tip tc m rng th trng sang ngnh kinh doanh thc phm. Nm 1998, nhn thy th trng M ang c xu hng chung cc thc phm cha t calorie, Nooyi xut chin lc hn ch sn xut loi nc ngt c gas cho d lc n ang l sn phm chnh ca Pepsi chuyn hng u t vo th trng thc phm c li cho sc khe. B chu trch nhim chnh trong mt quyt nh thng mi quan trng ca PepsiCo: mua li v sp nhp hai nhn hiu thc phm ni ting Quaker Oats (ng cc) v Tropicana (nc tri cy) vi gi hng chc t USD. Nooyi ng v chin lc ny ca b a PepsiCo tr thnh mt trong nhng cng ty sn xut thc phm hng u ti M. T nm 2000, Nooyi tr thnh Ph Ch tch kim Tng Gim c ti chnh ca PepsiCo. Di s lnh o ca b, doanh thu hng nm tng c 72%, li nhun t 5,6 t USD. Nm 2006, Nooyi tr thnh Ch tch kim Gim c iu hnh PepsiCo. T , b tp trung m rng th trng sang cc nc Trung ng, Trung Quc v qu hng n . Hin nay, PepsiCo ang vng vng tin ti v tr hng u ngnh cng ngh thc phm dinh dng theo nh k hoch b vch ra.

Nh qun tr ti ba

TiPepsiCo, Indra l gim c qun tr, b thc y tp on ny phi ci cchthng hiu, c cu li h thngti chnhv a ra nhng quyt nh quan trng c tc ng su rng i vi tp on ny. B cng l nh thng thuyt k kt cc hp ng quan trng. Tp on quyt nh pht trin cc quy hng ti cc nh hng, nh nm 1997 thnh lp KFC, Pizza Hut, Taco Bell.

Indra cng phn tch tt cc ng thi ca Coca Cola lm r nguyn nhn v sao i th ny c c li nhun n tng nh th. Pepsi hc theo cch thc ca i th v nm 1999 ln u tin c phiu ph thng c nh gi 2,3 t USD v tt nhin hng chim th phn ln trong .

Ti PepsiCo, Indra thc hin cc hp ng theo hai hng chin lc cc k quan trng l va sn xut nc ung, va sn xut n. Vo nm 1998, b k hp ng tr gi 3,3 t USD mua lithng hiusn xut nc qu p Tropicana. 3 nm sau , b cng -kp ca mnh k hp ng mua li hng Quaker Oats vi gi 14 t USD. y l mt trong nhng hp ng ln nht ca tp on sau cho ra i hng lot cc sn phm n, thc ung mi ca PepsiCo. B cn gip thc hin thnh cng vic mua li nh sn xut nc ung SoBe vi gi 337 triu USD.

Nh ti nng n tng nn Indra K.Nooyi c c chcGim cti chnhca PepsiCo vo thng 2.2000. iu ny gip b tr thnh ngi ph n n u tin c nh hng nht trong s cc tp on ln ca M. Mt nm sau , b tip qun chic gh ch tch HQT ca v tin nhim v cng l bn ca b - ng Steven Reinemund, ngi rt thnh cng trong vai tr gim c iu hnh v ch tch HQT. Steven Reinemund rt qu Indra v ni rng s d ng m nhim v tr ny ch v c b trong HQT ca tp on.

Trong cng v mi, t thng 5.2001, Indra lun thc rng, phi lin tc gi nhp tng trng cao cho tp on vi phng chm: Trong bt k lc no chng ti cng lun p ng n, thc ung cho bn. Cc n thc ung t Mountain Dew, Rice-a-Roni, Captain Crunch n Gatorade lin tc p ng nhu cu cakhch hng. Ngoi ra, tp on cn tung ra c loi nc ng chai mi Aquafina hay bnh snack Doritos.

Thnh cng ca Indra, khin tp ch Time vo nm 2003 xp b v tr n doanh nhn c tc ng ln n thng mi ton th gii. Gia danh vng v tin bc, c khng t tin n v ngi ph n ti ba ny, no l b s chuyn sang lm cho Gucci Group, no l b thnh lp cng ty con PepsiCo Beverages. Nhng s gn b ca b vi PepsiCo l cu tr li cho nhng tin n .

(CNN) - Indra Nooyi cng c uy tn ca mnh trong th gii kinh doanh trc khi c m nhn nhim v ca mnh nh l gim c iu hnh PepsiCo Inc vo thng Mi nm 2006.Trong v tr trc y ca mnh ti PepsiCo Inc, trong bao gm hai bi vit ph ch tch v gn y nht, gim c ti chnh ca cng ty, Nooyi dn vic chuyn i chin lc ton cu ca cng ty, theo ngi tin nhim ca mnh, Steven Reinemund."K lc chuyn PepsiCo Indra ni cho chnh n, v c y l mt i tc v ng minh v gi trong sut thi gian ca ti l Gim c iu hnh," Reinemund cho bit trong mt tuyn b pht hnh thng 8 nm 2006 khi PepsiCo Inc thng bo rng Nooyi, 51 tui, s mt v tr.Trong 12 nm lm vic ti cng ty, Nooyi dn u mt s thay i ln trong bi cnh mi trng kinh doanh thay i c trng bi s gia tng trong tiu dng sc khe c thc tm kim mua thm nc tri cy v nc.Nhng thay i ny - s ly i ca Kentucky Fried Chicken, Pizza Hut v Taco Bell, vic mua li Tropicana, vic sp nhp vi Cng ty Quaker Oats, v spin-off v u ra cng chng ca Pepsi Bottling Group - gip y PepsiCo Inc qua Coca-Cola gi tr th trng ln u tin vo thng Mi Hai nm 2005."Indra l mt SuperTalent. Khng nghi ng g, di s lnh o ca mnh, Pepsi s khng b l mt nhp trong qu trnh chuyn i ny", John Sicher, bin tp vin ca n phm thng mi Beverage Digest, ni vi CNN vo thng Tm.

Hin nay, vi cng v CEO, Indra Nooyi iu hnh hn 185.000 nhn vin ca PepsiCo gn 200 nc. Ngay c trong thi im kinh t ton cu kh khn nht b vn em li cho hng mt doanh thu ln.

Nm 1994, khi vo lm vic PepsiCo, b tr thnh ph ch tch cao cp v pht trin v chin lc ca cng ty. B ch o cng ty p dng chin lc ton cu v ti cu trc tp on Pepsi. Mt trong nhng thnh cng ln ca Indra Nooyi vo thp nin 1990 l tp on Pepsi thu tm nh sn xut nc ngt Tropicana v tp on sn xut thc phm Quaker Oats.

Nm 1997, nhn thy tng lai ngnh thc n nhanh gim i, b cho cng ty tung ra cc sn phm mang nhn hiu KFC, Pizza Hut, v Taco Bell. nh cc vic thay th ung v n ng gi, b tham gia cng vic iu hnh tp on v em li 3 t USD doanh thu ca Tropicana nm 1998. Thnh cng tip theo l 14 t USD doanh thu ca nhn hiu Quaker Oats nm 2001 v to nn nhn hiu Gatorade. Cc bc chuyn bin chng t nhng chn la ca b u mang tnh d bo. Doanh thu ca cng ty tng vt v a v ca b cng tr nn quan trng hn nhiu.

Cc sn phm ca PepsiCo

Nm 2006, Indra Nooyi l mt trong hai ngi lt vo vng chung kt k tc CEO Steven Reinemund tip qun PepsiCo tr thnh n gim c iu hnh ca mt trong nhng thng hiu ung ni ting nht th gii. Trong 6 thng u nm 2006, di s iu hnh ca Indra Nooyi, PepsiCo t c doanh thu gn 16 t USD, trong li nhun ln n mc k lc l 2,4 t USD.

Nm 2007 b tip tc c bu lm ch tch HQT. B cn lm Ch tch Hi ng Kinh doanh M - n v lm trong cc ban ca Hi ng Kinh doanh M - Trung, Trung tm Lincoln cho Ngh thut biu din v Ban T chc ca Din n Kinh t Th gii. B c trao tng Hun chng danh d Barnard ca i hc Barnard. Ngoi ra b cn l U vin ca Vin Hn lm Ngh thut v Khoa hc M. Cng trong nm 2007, b nhn c Gii thng Padma Bhushan ca Chnh ph n .

Mt CEO tn tm v chu o

Indra Nooyi, mt CEO tn tm v chu o.

Mc d ham m mn th thao Cric-k nhng Nooyi tr thnh mt chuyn gia v s liu thng k ngi M New York. Nooyi l mt ngi hiu su sc v bn cht, hiu c dng sn phm ca PepsiCo v cc s liu ti chnh theo chiu su. Chnh Reinemund, cu CEO ca PepsiCo, gi y l hiu trng cc trng kinh doanh ti i hc Wake Forest, cng nhn thy b l "mt ngi tn tm su sc", l ngi "c th lin kt ban gim c vi nhn vin hnh chnh."

L Gim c iu hnh, b tip tc theo ui tm nhn y tham vng v khc thng ti cu trc PepsiCo. B c gng a cng ty t cc sn phm thc n vt n cc sn phm thc n c li cho sc khe, t nc gii kht c-la c ca-f-in n nc hoa qu, v t gi tr c ng thnh cc doanh nghip trc thuc hot ng tt. Bng vic lm nh vy, Nooyi ang c gng vt ln trn c nhng tha hip trc y gia li nhun v con ngi.

B thu ht bi tng ca mnh - hot ng c mc ch, b mun mang n cho Ph Wall nhng g n mun, ng thi mang n cho hnh tinh nhng g n cn. iu khng c ngha l loi tr im mu cht, b gii thch trong bi pht biu nm 2007, nhng phn no chng ta mang n cho nhau nhng g tt p cho kinh doanh cng vi nhng g tt p cho th gii.

Indra Nooyi lun c gng to ra cc sn phm c li cho sc khe.

Nm 2010, Nooyi bo m mt na doanh thu M ca hng s c mang li t cc sn phm c li cho sc khe nh cc sn phm mang thng hiu Gatorade vi hm lng ca-lo thp v bt yn mch nhiu si. Cng ty tng cng s dng nng lng gi v mt tri thay cho cc cc nhin liu thng thng.

Indra Nooyi lun tm nim rng cng vic kinh doanh ca PepsiCo r rng khng phi l kinh doanh thng thng. Trong mt ln pht biu, b ni: Ngy nay con ngi ang a cc nguyn tc ca mnh vo vic mua hng. Cn chng ti ang mang mc ch vo hot ng ca mnh. Nu c th va sn xut thc n khng c hi va to ra li nhun c cn c th tng lai ca PepsiCo mi c th an ton.

Tuy nhin, nhng thch thc mi nht m Nooyi phi i mt bao gm s tng gi nguyn liu, chng hn nh gi du n, bt m ch bin cc sn phm ca cng ty; s hng h ca khch hng i vi nc ng chai nh nhn hiu Aquafina ca PepsiCo; v trong bi cnh khng hong kinh t ton cu, ngi tiu dng tiu th chm cc hng mc sn phm; nhng cuc chin lu nay vi i th Coca Cola c th lun lun bng n tr li.

Th nhng Nooyi vn tip tc kt hp hiu qu hot ng v mc ch ti PepsiCo, ng thi a ra gii php thu gn cng ty li. Trong nhng nm gn y, vi doanh thu hng nm khong 39 t USD, cng ty do Nooyi iu hnh tr nn ln mnh ngang hng vi nhiu c quan lin bang.

Mc d bn rn vi cng vic nhng b lun dnh thi gian cho gia nh v ngi thn. B thng xuyn gi in v cho m mnh n hai ngy mt ln. C ln b tng ni vi phng vin BBC: Vo cui ngy, ti lun t nhc nh mnh: Hy ng qun rng bn l mt con ngi, mt b m, mt ngi v v mt c con gi.