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             PepsiCo is an organization that specializes in the beverage and soft drink industry. The company has revenues of over $200 billion and 125,000 employees. It was founded in 1965 by president and CEO Donald M. Kendell. The company consists of: Frito-Lay Company, the largest manufacturer and distributor of snack chips; Pepsi-Cola Company, the second largest soft drink business, and Tropicana Products, the largest marketer and producer of branded juice. PepsiCo products are sold in 190 countries all over the world.
             The business is engaged in the snack food, soft drink and juice business. Product brands include: Pepsi-Cola beverages, Mountain Dew, Slice, Aquafina, Mirinda, Lipton's Iced Tea, Tropicana Twister, Frivita, Fritos, Cheetos, Tostitos, Alegro, Doritos and Gamesa.
             Today, Frito-Lay maintains 58% of the of the United States snack chip industry. Pepsi-Cola accounts for almost one-third of all soft drink sales, with consumers spending $33 billion on these beverages. Throughout the years PepsiCo has acquired several other business including Lipton, the biggest selling ready-to-drink tea; Sobe, a new line of herbal and energy beverages; and a partnership with Starbucks, selling bottled Frappachinos. .
             PepsiCo, Inc. (PEP) is mainly traded on the New York Stock Exchange. The company is also traded on the Amsterdam, Chicago, Swiss and Tokyo stock exchange.
             II. Industry Culture and Structure.
             PepsiCo, Inc. manages itself at a global level, using strategic measures to have brand identity all across the world. It's strategy is to "concentrate our resources on growing our businesses, both through internal growth and carefully selected acquisitions and continually fine-tuned to address the opportunities and risks of the global marketplace." The company markets its Frito-Lay and Pepsi-Cola brands on a local level to introduce unique products for local tastes. The names include Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips in Brazil, Walkers in the United Kingdom.

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