August 28, 1898, was the day Pepsi-Cola was born. This is a day that everyone who loves Pepsi-Cola is proud of and will never forget. For more than a hundred years In the noisy, chaotic and competitive atmosphere, Pepsi-Cola has grown and grown with the United States and the world with the pace of the times. Like a "wow, wow" young life falling into the world, Pepsi-Cola has experienced countless conflicts with fate and fate. After struggling with illness, hardship, disaster, and even falling on the verge of death, Pepsi-Cola has entered the most glorious period of youth in life with its head held high and ushered in the spring of vitality. In the vast global beverage market, Pepsi-Cola has come from behind. , finally keeping pace with Coca-Cola, which came out 12 years before it, and taking the lead in the world. Today, when people open the development history of Pepsi-Cola page by page, follow her growth footprints step by step, and listen to the ups and downs and thrills. story, our hearts can still feel the tenacity and strength of life, appreciate the charm of natural selection, taste the tears of failure and the joy of victory, thereby paving the way for Pepsi-Cola’s progress in its century-old development history. The rise of Pepsi-Cola is a miracle in the history of business. While admiring the aura of Pepsi-Cola’s success, people will ask themselves, “How did the miracle happen? "This question is deeply immersed in the thinking and exploration of markets, opportunities, competition, marketing, and even humanistic concepts. From diversification to specialization, Pepsi's development has experienced from expansion to contraction, from diversification to specialization. Path. From the 1960s to the mid-1990s, PepsiCo adhered to a diversified development strategy. It not only had three main businesses: soft drinks, fast food, and restaurants, but also owned a long-distance transportation company. Starting in 1977, PepsiCo entered the fast food industry. PepsiCo's rival is McDonald's, the fast-food giant, which has acquired KFC, Pizza-hut Italian pizza and Taco Bell Mexican restaurants. Before the Pepsi merger, they were just some hot and cold restaurants, with only slight advantages in their own narrow market. After Pepsi merged them, they immediately stated that their target and opponent "should no longer be another fried chicken restaurant in the city." A bakery, but a great McDonald's! "So, Pepsi-Cola launched another challenge to strong players in the fast food industry. It was an era of rising inflation in the United States, and McDonald's food prices were also rising with prices. Pepsi-Cola saw the opportunity and used this as a breakthrough to start its business. Offensive. The company is constantly trying to reduce costs and has developed a principle of "simplify, simplify, simplify again" (this does not refer to the preparation and quality of food, but to minimizing non-food operating expenses), such as pre-preparing some food and in-store. BBQ beef outside, minimize the kitchen space, reduce labor costs; modify the menu, put the quickest dishes in the front, to speed up the circulation, etc. As a result, the sales quickly reached twice the previous level, and the employees were only half of the previous ones. Revenue has increased rapidly, costs have been greatly reduced, and profits have soared. It has been able to compete with McDonald's and boosted the sales of Pepsi-Cola beverages. Pepsi-Cola also pioneered the new marketing method of "home delivery" in the fast food industry. "We can't prosper if we just wait for busy people to come to the restaurant," Wei said. We want to make serving fried chicken and pie as convenient as telling the time. "Pepsi's high-quality, cheap food and efficient and diverse services have won the favor of customers. Sales have hit records year after year, and it has quickly become the most profitable catering company in the world. Many old fast food companies have been defeated by Pepsi's aggressive offensive. Later, even McDonald's was under huge threat. In the late 1970s and early 1980s, McDonald's annual profit margin was 8%, while PepsiCo's annual profit margin was as high as 20%. The excessively long front made PepsiCo's operations unsustainable. In 1996, the new PepsiCo global CEO recognized the shortcomings of diversified operations and made major strategic adjustments in 1997 to better leverage the advantages of product structure. , Pizza Hut, and Tacobell catering businesses were separated into Yum Global, an independent listed company, focusing on the development of soft drinks. In 1999, PepsiCo spun off its filling group and went public to concentrate on brand building and brand marketing. .

As the advantages of specialization emerged, PepsiCo started a new round of mergers and acquisitions in the beverage industry. In August 2001, PepsiCo acquired the world-famous Quaker Oats for US$13.4 billion, which was the largest acquisition in PepsiCo's history. Through this acquisition, the Gatorade brand, which holds an absolute share of the U.S. sports drink market and is known as "part of American life," will be placed under Pepsi's account. PepsiCo will achieve its goal of becoming the leader in the global non-carbonated beverage industry. It occupies 25% of the non-carbonated beverage market share, which is 1.5 times that of Coca-Cola in the same field.