Frito Lay (North America) company

0

Frito Lay North America

Table of Contents

Introduction

Mission Statement

History

Executive Leadership

Internal Analysis

External Analysis

SWOT Analysis

Strategy #1

Strategy #2

Strategy #3

Strategy #4

Conclusion

References

Mission Statement

Definition: The company mission is a broadly framed but enduring statement of a firm's intent. It is the unique purpose that sets a company apart from others of its type and identifies the scope of its operations in product, market, and technology terms.

Frito Lay’s Vision

At Frito-Lay, we’re all about good fun — from making tasty snacks to get your party started to taking care of our 50,000 employees who know how to find the fun in everyday challenges. As a proud member of the PepsiCo family, is what we work to achieve every day. And to us, that means creating the high-quality snacks our fans deserve, while caring for our people, communities and the environment we share.

Executive Leadership

Vivek Sankaran

President and Chief Operating Officer
Frito-Lay North America

Vivek Sankaran is president and chief operating officer (COO) of Frito-Lay North America, Inc. where he leads PepsiCo’s $14 billion snack and convenient foods business.

Vivek’s leadership at Frito-Lay began in 2016, after serving as COO where he was responsible for Frito-Lay’s marketing, customer sales and go-to-market transformation functions, and oversaw PepsiCo’s commercial agenda in North America and the PepsiCo customer teams. Prior to that role, Vivek was chief commercial officer of PepsiCo North America where he led PepsiCo’s cross-divisional performance across North America customers.

Before joining PepsiCo in 2009, Vivek was a partner at McKinsey and Company, where he served various Fortune 100 companies with a focus on strategy and operations. He co-led the firm’s North American purchasing and supply management practice and was on the leadership team of the North American retail practice.

Vivek has an MBA from the University of Michigan, a master's degree in manufacturing from Georgia Institute of Technology and a bachelor's degree in mechanical engineering from the Indian Institute of Technology in Chennai F. (2017).

Hari Avula
Chief Financial Officer
Frito-Lay North America
Hari Avula is chief financial officer of Frito-Lay North America, responsible for driving profitable growth, productivity and cash flow for PepsiCo’s $14 billion snack and convenient foods business. This includes overall leadership and responsibility for finance at Frito-Lay North America including strategy, revenue management, planning and analysis, reporting and business development.
With his 20-year tenure at PepsiCo, Hari brings a wide variety of strategic and operating experiences to his role. Most recently, Hari served as senior vice president of revenue management for Frito-Lay North America, charged with leading the company’s brand, pricing, innovation and customer finance teams. Previously, he served as senior vice president of strategy, sales and marketing finance for PepsiCo Americas Beverages, where he played a key role in the integration and overall system transformation of the beverage business. He has held several global positions including vice president, corporate strategy/mergers and acquisitions in Hong Kong, chief financial officer for PepsiCo International in Thailand, director of planning for The Smith’s Snack Food Company in Australia, and director of management reporting and planning for Frito-Lay International, based in Plano, Texas. He began his career at PepsiCo as a manager for Mergers and Acquisitions, based in Purchase, New York. Prior to PepsiCo, he worked for BT Securities Corporation in corporate finance and M&A. He holds an MBA from the Yale School of Management and Bachelor of Commerce from Delhi University F. (2017).

Kristen Blum
Chief Information Officer
Frito-Lay North America
Kristen Blum is senior vice president and CIO for Frito-Lay North America, where she leads the technology agenda that powers PepsiCo’s $14 billion snack and convenient foods business. Her responsibilities include leading development and delivery of technology capabilities across Frito-Lay North America’s supply chain, operations, marketing, sales, insights, research and development, finance, human resources and other supporting businesses.
Kristen joined PepsiCo in 2010, and her previous roles at the company include leading the commercial solutions, innovation, and data & analytics function for the enterprise, and technology transformation programs for North America.
Kristen has more than 25 years of professional experience in technology and business leadership positions at leading retail and consumer-focused companies, including JCPenney, Abercrombie & Fitch, Apple, Planet Hollywood International, Disney and Victoria’s Secret. She was also a consultant with KPMG, working with a variety of retail, consumer packaged goods and technology companies.
Kristen is on the Board of Directors for the National Society of High School Scholars Foundation, Big Brothers Big Sisters Lone Star, and the Board of Advisors for The Ohio State University’s English Department. She has a bachelor’s degree in English from Ohio State F. (2017).

David Flavell
Senior Vice President and General Counsel
Frito-Lay North America & Latin America
David Flavell is senior vice president and general counsel of Frito-Lay North America together with PepsiCo Latin America. In this role, David is responsible for managing all legal matters for Frito-Lay North America and PepsiCo's Latin American food and beverage businesses. He assumed this role in March 2015.

David joined PepsiCo in 2011 as senior vice president and general counsel for PepsiCo Asia, Middle East and Africa (AMEA). David was based in Dubai and was responsible for managing the AMEA Legal Team and all legal matters across the AMEA region including several key business transformational projects, including the re-franchising of PepsiCo’s China bottling business to Tingyi Asahi Beverages.

David has over 20 years legal experience in the food and beverage industry and has lived and worked in multiple developed and developing markets. Before joining PepsiCo David served as general counsel for Asia Pacific and Middle East at Danone and was based in Shanghai, China. Prior to that he was mergers and acquisitions (M&A) and global transactional counsel for Fonterra Cooperative Group one of the world’s largest global dairy ingredient businesses. David was in private practice for over 10 years and was formerly an M&A and anti-trust partner at leading Australian law firm, Corrs Chambers Westgarth.

David holds a law degree and also an economics degree from Monash University in Melbourne, Australia F. (2017).

Ted Herrod
Senior Vice President of Sales Transformation
Frito-Lay North America

Ted Herrod is the senior vice president of Sales Transformation for Frito-Lay North America, where he leads the transformation go-to-market and productivity agenda, as well as the sales commercialization and customer capability teams.
With more than 20 years of experience with PepsiCo, Ted previously served as senior vice president and general manager for the West Division of Frito-Lay. He has also held a variety of sales, marketing and general management roles with PepsiCo, including senior vice president of PepsiCo’s Grocery Channel, vice president and general manager for PepsiCo’s Safeway business, and vice president of sales and marketing for Frito-Lay Foodservice.
Ted began his PepsiCo career in 1991, with Frito-Lay in San Antonio after graduating from the University of Texas. During his seven years at Frito-Lay, Ted completed route training, district sales leader (DSL) and key account roles, and served as zone sales leader in Austin.
Ted holds bachelors and master’s degrees from the University of Texas in Austin F. (2017).

Michael Hourihan
Vice President of Procurement and Market Supply Officer
Frito-Lay North America

Michael Hourihan is vice president of Procurement and Market Supply Officer for Frito-Lay North America where he leads the strategic sourcing agenda across a diverse portfolio of ingredients, packaging, goods and services.

Michael joined PepsiCo in 1996 and has held a variety of strategic sourcing leadership roles across Foods and Beverages in both direct and indirect sourcing categories. As he built his career, Michael has operated in UK, Switzerland, Ireland and North America. Before his current role, Michael led the Global Procurement Center of Excellence for Beverage Packaging based in New York.

Michael holds a bachelor’s degree from the University College Dublin, Ireland, and a post graduate degree from Kingston University Business School, London, UK F. (2017).

Chris Kuechenmeister
Vice President of Communications
Frito-Lay North America

Chris Kuechenmeister is vice president of Communications for Frito-Lay North America, where he is responsible for internal and external communications across customers, employees, the media and other key stakeholders.
Before serving in this role, Chris led public relations strategy and reputation management for Frito-Lay and its portfolio of snack brands. Prior to joining Frito-Lay in 2008, he served in various leadership roles directing corporate reputation and consumer communications across a variety of brands and companies on both the agency and corporate sides, including roles with Hill & Knowlton, Michelin North America and other consulting firms on the East and West coasts. Chris holds a bachelor’s degree from Michigan State University and is a native of the Detroit area F. (2017).

Jason McDonell
President
PepsiCo Foods Canada
Jason is president of PepsiCo Foods Canada. He has been with PepsiCo for 17 years, and has a wealth of knowledge in general management, sales and marketing from his roles in PepsiCo’s foods and snacks businesses across Canada and the United States.
At the beginning of his PepsiCo career, Jason worked in Brand Marketing in Canada on some of the company’s biggest brands including Lay’s, Doritos and Cheetos, before moving to the U.S. with Frito-Lay North America in Plano, Texas, as a director of Marketing. Jason then moved over to sales at Frito-Lay North America as the vice president and general manager for Customer Strategy, before taking on a broader PepsiCo role as vice president and general manager of PepsiCo Sales in California. Jason returned to Canada in 2011 as the Chief Marketing Officer for PepsiCo Foods Canada. Jason then moved to a field assignment in 2013 as GM Field Sales role leading the Ontario Area – the country’s largest direct store delivery (DSD) retail area. In 2015, Jason moved to his most recent role, VP/GM Field Sales for Canada, where he was responsible for Go-To-Market, Foodservice and the Ontario, East and West regions of Canada. Prior to PepsiCo, Jason worked in Brand Management at Procter & Gamble and he holds an Honors Business degree from Wilfrid Laurier University F. (2017).

Jonathan McIntyre
Senior Vice President
PepsiCo Research & Development, Global Snacks Category
Dr. Jonathan McIntyre is senior vice president of PepsiCo Research & Development, Global Snacks Category. He leads PepsiCo’s team of innovative engineers, scientists and culinary chefs.
Jonathan is a highly credentialed scientist with experience leading technology organizations in multiple life science businesses, including pharmaceuticals, food ingredients, consumer branded foods, nutrition and biotechnology. He has a broad expertise in innovation management, discovery research, package-product development, regulatory affairs, quality assurance and business development.
Jonathan joined PepsiCo in 2009 as senior vice president, PepsiCo R&D Global Beverages. Before joining PepsiCo, he served as senior vice president of Technology and Innovation at Solae, a food ingredient division of DuPont. Prior to Solae, he served as Chief of Development and Operations for Auxeris Therapeutics, a discovery stage biotechnology start-up focused on drugs for bone diseases.
He began his career at Monsanto, where he served as a discovery researcher in the Searle Pharmaceutical division, and then went on to lead product development at the Nutrasweet division. In his final assignment at Monsanto, Jonathan served as chief scientist at Monsanto Protein Technologies, a plant biotechnology business. Jonathan holds a bachelor’s degree in chemistry from Grove City College and a Ph.D. in biochemistry from the University of Cincinnati College of Medicine. He also completed post-doctoral training at the University of Cincinnati College of Medicine F. (2017).

Patrick McLaughlin
Senior Vice President of Human Resources, Chief Human Resources Officer
Frito-Lay North America

Patrick McLaughlin is senior vice president of human resources and chief human resources officer for Frito-Lay North America, leading the field and headquarters structure with a focus on building organizational health and capability, developing talent and strengthening employee relations.
Patrick assumed this role in February 2012, after serving as vice president of human resources sales and supply chain, which included the human resources support for Frito-Lay North America plants, sales regions, sales operations organizations and the headquarters organizations since May 2010. Before this appointment he served as a regional human resource director, manager of labor relations, and headed the human resources function for the PCNA franchise organization at Pepsi Beverages Company/Pepsi Beverages Americas and helped lead the integration of bottler acquisition.
Prior to PepsiCo, Patrick worked for Exxon in Organizational Development, Labor and HR generalist roles. Patrick holds bachelors and masters degrees from Purdue University and is originally from Northwest Indiana F. (2017).

Randy Melville
Senior Vice President and General Manager of West Division
Frito-Lay North America

Randy Melville is senior vice president and general manager of Frito-Lay North America. He is responsible for Frito-Lay’s West Division, which includes the company’s California, Pacific Northwest, Mountain, Midwest, Texoma and Heartland regions.
In this role, Randy is accountable for all aspects of Frito-Lay’s business and P&L in the West Division including sales, finance, supply chain, human resources and strategic planning. Randy joined Frito-Lay in 1993 and assumed this role in February 2016, after serving as senior vice president and general manager of Frito-Lay’s East Division, where he worked for four years, and previously the Central Business Unit. Prior to these appointments, he served as vice president and general manager of sales for Frito-Lay’s Southern Division, where he was responsible for the revenue and growth agenda for the Division. During his tenure, the Division finished in the top percentile of revenue vs. Frito-Lay’s other two divisions. From 2003 to 2004, he was the chief customer officer for Frito-Lay, responsible for developing and ensuring performance against the company’s strategy and growth agenda for its top 10 national customers in North America. Additionally, he served as vice president of urban/ethnic marketing for PepsiCo from 2001 to 2003. He left Frito-Lay for two years to lead Maytag’s sales organization as senior vice president, he was vice president of sales in Texas and Colorado for Frito-Lay. Before joining Frito-Lay, he held numerous leadership positions with Procter & Gamble. Randy graduated from Princeton University with a bachelor’s degree in Sociology F. (2017).

Craig Musgrove
Senior Vice President of National Sales - Large Format
and eCommerce
Frito-Lay North America
Craig Musgrove is currently senior vice president of National Sales - Large Format and eCommerce for Frito-Lay North America, responsible for leading growth strategies for Walmart, grocery, club, mass and Frito-Lay North America’s rapidly growing e-commerce businesses. Additionally, he oversees Frito-Lay North America’s Warehouse Sales.
Before his current role, Craig served as senior vice president of Transformation, where he was responsible for the initiatives and processes to deliver the company’s strategic business plan. In this role, Craig successfully led the creation of Frito-Lay North America’s Transformation Integration Office (TIO).
During his 23-year career at PepsiCo, he has held a variety of sales and general management leadership roles, including region vice president, vice president / general manager of PepsiCo’s Safeway team and director of sales.
He joined PepsiCo in 1991 as a sales associate, after graduating from the University of Texas with a degree in Marketing F. (2017).

Jennifer Saenz
Senior Vice President and Chief Marketing Officer
Frito-Lay North America
Jennifer Saenz serves as senior vice president and chief marketing officer of Frito-Lay North America, where she leads Frito-Lay’s marketing organization with responsibility for brands, innovation, strategic insights and analytics, and design across the full snacks and convenient foods portfolio.
Jennifer has held previous leadership positions. Most recently, she was vice president of marketing innovation for Frito-Lay North America, where she was responsible for directing the company’s innovation strategy and product pipeline. Prior to her position in marketing innovation, Jennifer served as senior director of marketing, responsible for leading the Lay’s brand. While overseeing the Lay’s brand, she led the highly successful “Do Us A Flavor” promotion, repositioned the Lay’s Wavy potato chips business to appeal to women and expanded the product portfolio into salty/sweet offerings. Her previous positions at Frito-Lay include marketing director of SunChips and senior director of Lay’s. Before joining Frito-Lay, Jennifer worked at Deloitte Consulting’s Consumer Business and Retail Strategy group.
Jennifer earned her MBA from The Wharton School at the University of Pennsylvania and her bachelor of arts from the Goizueta School of Business at Emory University F. (2017).

Leslie Starr Keating
Senior Vice President of Supply Chain
North America Foods

Leslie Starr Keating is senior vice president of PepsiCo’s North America Foods Supply Chain, leading the 24,000-person strong team responsible for making and moving Frito-Lay snacks and Quaker foods across the U.S. and Canada.

Leslie assumed this role in February 2012, after serving as senior vice president of operations for Frito-Lay North America for four years. Leslie previously held various field operations and headquarters roles with Frito-Lay.

Before joining PepsiCo in 1985, Leslie spent four years at Procter & Gamble. She received a bachelor’s degree in mechanical engineering from Virginia Tech and an MBA from Georgia State F. (2017).

Chris Turner
Senior Vice President of Strategy
Frito-Lay North America

Chris Turner is senior vice president of Strategy for Frito-Lay North America. In his role, Chris and his team are responsible for identifying new strategic business opportunities and solving critical long-term business challenges.
Prior to joining PepsiCo in February 2016, Chris was a Partner in the Dallas office of McKinsey & Company, the world’s largest strategic management consulting firm. During his 13 years with the firm, Chris served clients in the retail, restaurant, consumer packaged goods, airline, high-tech and media industries. Chris led McKinsey’s Service Operations practice in North America, focused on helping clients improve the effectiveness and productivity of their customer-facing frontline workforces. Chris also led McKinsey’s Restaurant Service Line, supporting restaurant companies in the U.S. and globally, and previously led McKinsey’s Retail Operations team. In addition, Chris led McKinsey’s recruiting efforts for its offices based in the Southern U.S.
Earlier in his career, Chris held roles at Accenture and Walmart. Chris earned his MBA from Stanford University and his bachelor’s degree in industrial engineering from the University of Arkansas F.(2017).

Kevin Vivian
Senior Vice President of National Sales - Immediate Consumption
Frito-Lay North America
Kevin Vivian serves as senior vice president of National Sales - Immediate Consumption for Frito-Lay North America. He is responsible for leading the strategic agenda for foodservice and distributor sales, including small-format customers such as convenience and gas, immediate consumption, drug store, dollar and military channels.
In this role, Kevin oversees the full integration of plans for immediate consumption across small format and foodservice channels. Prior to his current role, Kevin served as vice president of sales for the South Division.
Kevin joined PepsiCo in 1985 as a zone designate/account representative supervisor and has worked in various national and field sales positions at Frito-Lay North America with increasing responsibility. F. (2017).

Steven Williams
Senior Vice President of East Division
Frito-Lay North America
Steven Williams is the senior vice president of the East Division of Frito-Lay, where he leads the sales strategy and execution for six geographic regions. A 19-year PepsiCo veteran, he most recently served as senior vice president and general manager of PepsiCo’s global Walmart business, where he led a cross-functional team responsible for managing PepsiCo’s portfolio of products across all aspects of the Walmart business worldwide, including Walmart U.S., Sam’s Club, and Walmart International divisions.
Prior to that role, Steven was the senior vice president of sales for PepsiCo’s North America Nutrition businesses, which includes Quaker, Tropicana, Gatorade and Naked Emerging Brands. Steven joined Quaker in 1997, prior to the 2001 PepsiCo acquisition, and has held multi-category leadership positions of increased responsibility in general management, sales leadership, shopper marketing, sales planning, and field Sales.

Steven holds a bachelor of arts in economics from the University of Central Oklahoma and is a graduate of the Program for Leadership Development (PLD) at Harvard Business School. F. (2017).

Introduction

“Bet you can't have just one.” This line is the challenge written on the backs of Frito Lay chips daring people to try to only eat one chip. The genius is that people are wired to do the opposite of what they are told. So, more often than not, the whole bag is eaten. Ingenious marketing, intense research, and sound business practices has cemented Frito Lay as the top snack food company in the US and indeed the world. Having merged with Pepsi-Cola in 1961 Frito Lay has operated as a wholly owned subsidiary of PepsiCo. This merger allowed the cola and snack industries to spread from the US to the entire world. P. (n.d.).

Thesis Statement

Time brings about change. Like in our own lives, companies must adapt and change with the times. PepsiCo and Frito Lay have been through past challenges and overcome them, but the challenges never stop coming. As we enter a new era, different problems arise, and Frito Lay must adapt to these new changes, or risk losing market share. With the rise of smart phones, a new generation of young people can be reached instantly and constantly. New ideas are needed to reach this young group of snackers in order to solidify the companies' future. Using internal and external analysis of PepsiCo and Frito Lay, I will show how marketing, line extension, and management of operating costs will provide the strategies for the continued success of the snack food giant Frito Lay.

References

Pearce, J. A., & Robinson, R. B. (2015), Strategic Management: Planning for domestic and global competition (14th ed.). NY: McGraw Hill Education.

Frito-Lay – OUR VISION. Retrieved January 26, 2017, from http://www.fritolay.com/company

Frito-Lay – Leadership. Retrieved January 26, 2017, from http://www.fritolay.com/company

P. (n.d.). Our History. Retrieved February 02, 2017, from http://www.pepsico.com/company/Our-History