PepsiCo Turkey
Team 7 Report
GEB 6930
EMBA11 Study Tour
İstanbul, Türkiye
PepsiCo Turkey
• History and Evolution of Strategy
• Mission and Major Goals
• Current CEO of Division
• Global Operations
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PepsiCo Turkey – History & Strategy
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PepsiCo Founded 1965
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Donald Kendall CEO & President of Pepsi Cola
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Herman W. Lay CEO & Chairman of Frito-Lay
Entered into Eastern Europe in 1966
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PepsiCo Turkey – History & Strategy
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Market Expansion
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Eastern Europe 1966
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U.S.S.R. 1974
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China 1985
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India 1988
Distributed in 150 countries and 10 markets by
1985
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PepsiCo Turkey – History & Strategy
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Environmentally Sensitive
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Recyclable plastic bottle 1970
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Environmental Protection Agency award as
water efficiency leader
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Introduces Hybrid vehicles into Mexico
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PepsiCo Turkey – History & Strategy
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Socially Sensitive
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Worldwide Code of Conduct 1976
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Fitness
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PepsiCo Fitness Center
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Partnership with Cooper Concepts to
promote nutrition, fitness, and wellness
Launched “Diversity@work” 2000
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100% rating from Human Rights Campaign
Foundation 2009 5 years in a row
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PepsiCo Turkey – Mission & Goals
PepsiCo’s Mission: deliver financial success while
leaving a positive imprint on society
• Be the world’s premier consumer products company,
focused on convenient foods and beverages
• Produce financial rewards for shareholders
• Provide employees and partner’s opportunities for
growth and success
• Improve all aspects of world in which it operates environmentally, socially and economically
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PepsiCo Turkey – Mission & Goals
“Performance with Purpose”:
(1) Human Sustainability
(2) Environmental Sustainability
(3) Talent Sustainability
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PepsiCo Turkey – Mission & Goals
PepsiCo Europe – Performance Drivers:
•
Differentiated Value
•
Revenue Management
•
Strong Cost Control
•
Cash Flow Generation
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PepsiCo Turkey – Mission & Goals
Results of Performance Drivers:
• PepsiCo Europe – Fiscal Year 2009:
– 10% Net Revenue increase
– 13% operating profit increase
• PepsiCo Turkey: 35% Market Share
• Goal: Overtake Coca-Cola as Market Leader
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PepsiCo Turkey – CEO
Ümran Beba – President, South
East Europe Region, PepsiCo
Europe
•1994: Joined Frito Lay as
Marketing Director
•1994 – 2001: Various Marketing,
HR, Sales Duties
•2001 – 2004: General Manager,
Turkey Operations
•2004 - 2008: General Manager,
East Mediterranean Business Unit
•Named President SEE January
2009
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PepsiCo Turkey – CEO
• Based in İstanbul
• South East Europe Region: 13 Countries
• Turkey, Greece, Cyprus, Serbia, Bosnia and
Herzegovina, Kosovo, Macedonia, Croatia, Slovenia,
Montenegro, Romania, Bulgaria, Moldova, and Israel
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PepsiCo Turkey – CEO
• Recently Named to Head PepsiCo’s Asia-Pacific
Division
• Relocating to Hong Kong March 2010
• Will be Responsible for 18 Countries including
Australia, Indonesia, Japan, New Zealand,
Pakistan, and Singapore
• China and India as Well
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PepsiCo Turkey – Global Operations
PepsiCo:
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$43 Billion Revenues
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198,000 employees worldwide
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PepsiCo Turkey – Global Operations
(1) PepsiCo Americas Foods (PAF)
• Frito-Lay North America
• Quaker Foods North America
• Latin American food and snack businesses
(2) PepsiCo Americas Beverages (PAB)
• PepsiCo Beverages North America
• Latin American beverage businesses
(3) PepsiCo International (PI)
• United Kingdom, Europe, Asia, Middle East and Africa
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PepsiCo Turkey – Global Operations
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PepsiCo Europe part of PepsiCo International
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880 million European Consumers
PepsiCo Turkey part of PepsiCo South East
Europe, one of 14 divisions of PepsiCo Europe
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Turkey Population (est. July 2009): 76.8 million
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PepsiCo Turkey – Global Operations
PepsiCo Turkey’s Brands:
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