The main element question is whether PepsiCo will need to expand their restaurant organization by following a purchase of BUGGIES OF THE STATE OF COLORADO, a $7 million manufacturer and merchandiser of cellular food carts and kiosks, and CAL PIZZA HOME, a $34 million restaurant chain in the casual cusine segment.
2. Analysis of the main problemPepsiCo has several main segments: soft drinks (35% of PepsiCo’s sales and 39% of its functioning profits in 1991), snacks (29% of PepsiCo’s revenue and 35% of their operating profits) and eating places (36% of PepsiCo’s revenue and 26% of the operating profits).
In the early on 1990’s PepsiCo’s three cafe chains (KFC, Taco Bells and Pizzas Hut) were the leaders in their respective segment. PepsiCo’s senior managing believes it is ability to approach people inside and throughout divisions provides PepsiCo a competitive benefits in the restaurant segment. PepsiCo believes their very own restaurants execute due to their good management teams; which are created within the organization. PepsiCo wish to utilize their particular competitive advantage in jogging restaurants with PepsiCo managers by adding A bunch of states Pizza Kitchen and CARTS OF COLORADO to the PepsiCo portfolio.
Irrespective of PepsiCo’s accomplishment with APPLEBEES, Taco Bells and French fries Hut it had difficulty growing La Small Boulangerie, a three-unit food handling business chain it purchased more than 20 years ago. The large over head for La Petite Boulangerie made the business unprofitable and Pepsi distributed it in 1987 to get a $13 million loss. The unsuccessful opportunity into La Petite Boulangerie suggested that although PepsiCo managers had been gifted and may be easily relocated across partitions; the goes would not has always guaranteed a successful business expansion.
Therefore , the main problem for PepsiCo management is to decide if it can efficiently purchase and administer A BUNCH OF STATES PIZZA KITCHEN and BUGGIES OF CO. This is in light of the fact that PepsiCo believes excellent competitive benefit in the skillfulness of their managers that was not borne out in the unsuccessful La Petite Boulangerie bakery undertaking.
PepsiCo entails a related diversifier. Around 30% of its income is break up between their 3 main industrialcategories. PepsiCo’s business units reveal common methods and skills. Historically corporations that have a corporate technique of related diversification carry out the best (GBS_634M lecture notes). Therefore on the surface apparently diversification by simply acquiring WASHINGTON DC PIZZA KITCHEN and CARTS OF THE STATE OF COLORADO would be an outstanding strategic decision.
However , in arguments explained below; the evidence does not support a suggestion for PepsiCo to purchase Carts of Co or CALIFORNIA PIZZA KITCHEN.
IV. Reason for recommendations
PepsiCo is a lucrative business and therefore does not diversify in CALIFORNIA PIZZAS KITCHEN and CARTS OF COLORADO to keep it earnings. From 1987-1991 PepsiCo’s sales doubled, income from continuing operations grew at a compound rate of more than twenty percent, and the industry’s value around the stock market tripled (PepsiCo restaurant Case, pg. 4, and Exhibit 3).
Eight crucial reasons To not diversify in to CALIFORNIA FRENCH FRIES KITCHEN and CARTS OF COLORADO.
It truly is poor rationale for PepsiCo to mix up into CAL PIZZA HOME and CARTS OF THE STATE OF COLORADO simply to lessen risk. The restaurant organization is cyclical. Some restaurants will be profitable, while some will not be profitable. PepsiCo’s shareholders may diversify risk by purchasing shares in WASHINGTON DC PIZZA HOME and BUGGIES OF CO themselves. Furthermore, it is not the right strategy for PepsiCo management to over-diversify to safeguard their personal wealth.
Retaining growth is not a good basis to mix up into A BUNCH OF STATES PIZZA HOME or CARTS OF COLORADO. Most shareholders would rather maintain shares in a profitable business, not a big unprofitable company. As a aktionär, there is only a benefit in the event PepsiCo makes a profit. Presently PepsiCo is definitely making money. Although managers benefit from expansion regardless of earnings or reduction, growth in the interest of growth can be not an ideal reason to diversify.
Though PepsiCo may use CALIFORNIA FRENCH FRIES KITCHEN and CARTS OF COLORADO to balance earnings by funneling cash from its large business units to the smaller CALIFORNIA PIZZAS KITCHEN and CARTS OF COLORADO sections; this is not recommended. Even thought PepsiCo has the capacity of doing this a person shareholder can accomplish this for him self. The counterargument would be that PepsiCo managers can execute a better task balancing earnings than investors because the firm can be even more tax effective than the specific shareholder. Nevertheless this alone is not a satisfactory reason to diversify.
The acquisition of A BUNCH OF STATES PIZZA KITCHEN and CARTS OF THE STATE OF COLORADO will not generate synergy in the PepsiCo corporate and business strategy. PepsiCo already includes a Pizza section (i. electronic. Pizza Hut) and does not have experience inside the mobile meals cart part. Diversifying in to these two market segments will not produce business synergy where the whole is usually greater than the sum from the parts.
Great reason for PepsiCo to variety into CALIFORNIA PIZZA HOME and BUGGIES OF CO is the showing of system and to make economies of scope. PepsiCo is currently lowering costs because they are rivalling in several different industries (ie. Soft drinks, snacks, and restaurants). These sections share the support composition and therefore the lowered costs. Whilst Pepsi’s economy of opportunity can be used to deliver chips as well as sodas it is not noticeable that they can deliver well in the niche cafe market just like CALIFORNIA PIZZAS KITCHEN (refer back to La Petite Boulangerie misfortune).
If PepsiCo were to sell several different items simultaneously that might be beneficial by creating an economy of scope. For instance , if PepsiCo could distribute Pepsi sodas and A bunch of states Pizza by a wagon they would have got justification to get the purchase of CALIFORNIA PIZZA KITCHEN and CARTS OF COLORADO since they would be sharing common infrastructure that could make them one of a kind. The uniqueness would make that very difficult intended for competitors to imitate and would be a cause to diversify. But you will discover currently zero mechanisms to market California Pizza’s from a cart. As a result at this time, sharing ofinfrastructure is usually not a good justification for PepsiCo to shift into those two markets.
Not necessarily apparent that PepsiCo increases its marketplace power in the event they get CALIFORNIA FRENCH FRIES KITCHEN and CARTS OF COLORADO. PepsiCo already offers multiple business units that purchase from the same pair of suppliers and sell to same set of clients. They have applied this to find market electrical power. It is not evident that adding CALIFORNIA LASAGNA KITCHEN or CARTS OF COLORADO to the fold increases PepsiCo’s business significantly.
It might be argued that by purchasing CALIFORNIA PIZZA KITCHEN and CARTS OF COLORADO PepsiCo is taking advantage of core competence. Although this is generally reasonable to diversify by producing more revenue opportunity and competing in several markets; this is not a good initiative for PepsiCo in the situation with CALIFORNIA PIZZAS KITCHEN and CARTS OF COLORADO. In order to exploit key competencies, PepsiCo’s business units has to be related, thus they reveal the same set of skills. To ensure that this strategy to be successful, the benefits to PepsiCo must be unavailable to PepsiCo’s rivals.
If PepsiCo’s competitors may gain the same advantage, then PepsiCo won’t have a strategic profit. Although the Co Carts happen to be unique, they could be duplicated by competition (e. g. Cal Carts, All-Star Carts, Imaginative Mobile systems). With regards to WASHINGTON DC PIZZA HOME, other pizzas restaurants can easily reproduce the first flavors and designs of lasagna. Therefore , PepsiCo will not be taking advantage of its primary competence and should not mix up.
If PepsiCo is thinking of CALIFORNIA LASAGNA KITCHEN and CARTS OF COLORADO as good ‘turnaround projects’ then this is simply not a approval for diversification. CALIFORNIA LASAGNA KITCHEN is a profitable firm. CALIFORNIA PIZZA KITCHEN has grown both revenue and net income from 1990 to 1991. CARTS OF COLORADO in addition has shown an increase in sales and operating salary from 1985-1991. The administration teams of both firms appear to be performing well. Hence the ‘turnaround’ potential is not a good reason to diversify.
CAL PIZZA KITCHEN and CARTS OF THE STATE OF COLORADO do not go with the PepsiCo Corporate strategyWhere does PepsiCo compete? There may be a market opportunity for PepsiCo in the acquisition of CALIFORNIA PIZZA KITCHEN and BUGGIES OF THE STATE OF COLORADO, but it does not necessarily signify PepsiCo should take the opportunity. The complete scope of PepsiCo is definitely on practical foods and beverages. The acquisition of CARTS OF CO would certainly become in-line with PepsiCo’s concentrate of the providing food and drinks at well-situated locations. Yet , PepsiCo will not have encounter in the placement of mobile meals carts and so PepsiCo can be at a drawback to those more knowledgeable in the mobile phone cart business.
There is even less facts for a unique market opportunity for PepsiCo with all the acquisition of WASHINGTON DC PIZZA HOME. PepsiCo currently owns Pizzas Hut and for that reason has a put in place the dine-in and take-out pizza business. Although CALIFORNIA PIZZA KITCHEN is suited to more upscale market segments with exclusive flavors and tastes, Lasagna Hut could introduce related unique flavours and likes. In addition Lasagna Hut offers stores through the United States and internationally, although CALIFORNIA PIZZA KITCHEN contains a limited geographic scope. This currently operates only 25 restaurants in eight says (PepsiCo circumstance, pg. 15). The offbeat pizzas may well not sell well across the United States and internationally. For example , jerk-chicken pizza may possibly sell very well in Beverly Hills, CA but not sell off well in Peoria, Illinois or perhaps Duesseldorf, Indonesia.
How does PepsiCo compete? PepsiCo’s corporate approach allows for transfer of assets (i. elizabeth. managers) around their business units. PepsiCo’s idea is “We take silver eagles and train them to take flight in formation (PepsiCo circumstance, pg. 3). Therefore PepsiCo may include a strategic edge by copying managers in one of the current sections to CAL PIZZA HOME or BUGGIES OF THE STATE OF COLORADO. For example , one particular manager may transfer her knowledge by a position in Pizza Hut to WASHINGTON DC PIZZA HOME relatively transparently; although it might be more difficult to transfer expertise from Pizzas Hut for the food buggies and kiosks; the business of Colorado Carts.
PepsiCo will transfers methods which fit well together with the CARTS OF COLORADOenterprise. PepsiCo can create a Cart outside the house a retail complex on the street offering food. At some carts PepsiCo could offer KFC or Palabrota Bell and will be offering a Pepsi soft drink; might be put forward a lot of Frito lies chips. Nevertheless this strategy will not fit very well with the idea of the upscale WASHINGTON DC PIZZA HOME being directly near a KFC or perhaps Taco Bells in a mega-mall food court docket.
How does PepsiCo execute? PepsiCo, although an extremely large business office, has an execution strategy in which they let the managers go for their own speed. They have a ‘decentralized organization’ (PepsiCo case pg. 4). PepsiCo managers happen to be rewarded on the two-phase program; reporting performance first to direct managers then to upper level managers. To become promoted managers of CALIFORNIA PIZZA HOME and BUGGIES OF CO would have to carry out very well relative to all of the leftover PepsiCo restaurants. Because each of the other PepsiCo restaurants have reached the top with their respective sections it will be challenging for managers of WASHINGTON DC PIZZA KITCHEN and BUGGIES OF THE STATE OF COLORADO to get past other PepsiCo business units. Therefore the managers will never be incentivized as well managing WASHINGTON DC PIZZA HOME or BUGGIES OF THE STATE OF COLORADO.
Therefore , diversifying into Washington dc Pizza Kitchen and CARTS OF THE STATE OF COLORADO is not really copasetic with all the PepsiCo corporate strategy.
Sixth is v. Summary.
The acquisition of BUGGIES OF CO and CAL PIZZA KITCHEN will not business lead toward the fulfillment of PepsiCo’s quest which is “To be the world’s leading consumer items company focused upon convenient foods and refreshments and tries to produce healthier financial advantages to shareholders as they give opportunities for growth and enrichment to their employees, their very own business partners and the areas in which they operate. In addition to everything they actually, to target honesty, justness and sincerity. (http://www.pepsico.com/PEP_Company/Overview/index.cfm)PepsiCo’s management should take the “guilty until confirmed innocent way and not diversify into those two business sectors. As referred to in the earlier paragraphsat on this occasion there is not satisfactory and effective evidence to support the need for variation into WASHINGTON DC PIZZA HOME or CARTS OF THE STATE OF COLORADO.
1 ) http://www.pepsico.com/PEP_Company/Overview/index.cfm2. www.cpk.com3. PepsiCo eating places. HBS 9-794-078