MISSION STATEMENT:

DEFINITION:
“A mission statement is a short statement of why an organization exists, what its overall goal is,
identifying the goal of its operations: what kind of product or service it provides, its primary
customers or market, and its geographical region of operation.”

BCG MATRIX:
DEFINITION:
“BCG matrix (also referred to as Growth-Share Matrix) is a portfolio planning model used to
analyze the products in the business’s portfolio according to their growth and relative market
share.”

The model is based on the observation that a company’s business units can be classified into
four categories:

 Cash Cows
 Stars
 Question Marks
 Dogs

Stars:
High Growth, High Market Share

Star units are leaders in the category. These products have –

 A significant market share, hence they bring most cash to the business.
 A high growth potential that can be used to increase further cash inflow.

With time, when the market matures, these stars become cash cows that hold huge market
shares in a low growth market. Such cows are milked to fund other innovative products to
develop new stars.

Cash Cows:
Low Growth, High Market Share
Cash cows are products with significant ROI but operating in a matured market which lacks
innovation and growth. These products generates more cash than it consumes. 

Usually, these products finance other activities in progress (including stars and question marks).

Dogs:
Low Growth, Low Market Share

Dogs hold low market share and operate in a market with a low growth rate. Neither do they
generate cash nor do they require huge cash. In general, they are not worth investing
in because they generate low or negative cash returns and may require large sums of money to
support. Due to low market share, these products face cost disadvantages.

Question Marks:
High Growth, Low Market Share

Question marks have a high growth potential but a low market share which makes their future
potential to be doubtful.

Since the growth rate is high here, with the right strategies and investments, they can become
cash cows and ultimately x stars. But they have low market share so wrong investments can
downgrade them to Dogs even after lots of investment.

COMPANIES:
1. PepsiCo
2. Unilever
3. Toyota

1- MISSION STATEMENT OF PEPSICO:

“To provide consumers around the world with delicious, affordable, convenient and
complementary foods and beverages from wholesome breakfasts to healthy and fun daytime
snacks and beverages to evening treats.” 
 ELABORATION OF MISSION STATEMENT OF PEPSICO:

This mission statement highlights PepsiCo’s desire to satisfy customers. In conjunction with the
mission statement, PepsiCo also states, “We are committed to investing in our people, our
company and the communities where we operate to help position the company for long-term,
sustainable growth.” The main points of PepsiCo’s mission statement are as follows:

1. Consumers around the world

2. Delicious, healthy and fun products
3. Affordability
4. Convenience

PepsiCo’s mission statement focuses on consumers and product characteristics.

PORTFOLIO OF PEPSICO:

TYPE PUBLIC
INDUSTRY BEVERAGES
FOOD PROCESSING
FOUNDED AUGUST 28,1898
NEW BERN,NORTH
 COROLINA, UNITED
STATES
FOUNDER CALEB BRADHAM
HEADQUARTERS HARRISON,NEW YORK
(IN THE HAMLET OF
PURCHASE),UNITED
STATES
AREA SERVED WORLD WIDE
PRODUCTS  PEPSI
 MOUNTAIN
DEW
 LAY’S POTATO
CHIPS
 DIET PEPSI
 CHEETOS
 AQUAFINA
WATER BOTTLE
 FRITOS CORN
CHIPS
 WALKERS
POTATO CHIPS
 PEPSI MAX
WEBSITE www.pepsico.com