Diversity of Pepsi (history)

PepsiCo is a global brand that closely rival Coca-Cola.Its inception dates back to 1893 when Caleb Bradham made a drink with diverse ingredients and called it pepsin. The sensational appeal of the drink made Brad rename it “Pepsi-Cola” in 1898. The drink was both refreshing and facilitating digestion. The emerging popularity of Pepsi-Cola syrup by 1902 led to the establishment of the company (Louis, et al..54). Under the leadership of Bratham, the business expanded and by 16th of June 1903, the official trademark of the company became Pepsi-Cola. The overwhelming sales volume of the syrup registered over 19000 gallons by 1904 and Bradham decided to package the drink in bottles. At the beginning of 1910, Pepsi-Cola had acquired 240 franchises in 24 states with the company crowning the year’s Schedule by a Bottler Convention that was held in Bern. At the onset of World War I, the hard economic times characterized by high sugar prices led to higher selling pricing against the limited quantity of supply to meet the needs of the people. Attempts by Radham to revive the company included the creation of multiple substitutes, but this never made much impact. At the end of World War I, the sugar prices soared worst and Bradham was compelled to take a loan that the company failed to honor its part of the agreement. In 1923, Pepsi-cola officially became bankrupt and was auctioned at an estimated $30000. The subsequent bankruptcy and insolvency of Pepsi-Cola made it experience the problem but by 1930’s it began to restore higher sales (Louis, et al..61). In 1934, Walter S. Mack took office as company president and undertakes reforms that saw the company through turbulent times.   Since then the company waded the murky waters of the industry and won most respected company ward in 2013.

The ensuing competition for the market between Pepsi-Cola and Coca-Cola in 1940 brought a new approach towards strategic management. Pepsi-Cola decided to hire Black Americans to promote and increase sales in the Africa-America dominated areas. The step to include the Black America salesmen in its sale team explored the concept of diversity. It is, therefore, clear to note that when Mack was the president of Pepsi-cola, he made significant strategic adjustments that put the company in the path to success. Although he had employed black-American as salesmen, offering a rather permanent position, he led the company to secure a market niche among the Black-Americans. This was the first step toward the use of racial diversity to expand its popularity and challenge its main competitor in Coca-Cola(Louis, et al.71). In 1947, Mack hired a singer and actor by the name Edward F. Boyd to promote its product in New York. With other six members of the team, most of who are alive to date, the new division grew to propel Pepsi-Cola ahead of Coca-Cola. The inclusion of artists was an alternative strategic diversity concept that succeeded in boosting the performance of the company. In 2006, the company showed a Great Spirit of racial and gender sensitivity by appointing Indra K. Nooyi as the new Chief executive officer of the company.Indra is a woman and of Indian origin, and the company overtook Coca-Cola in aggregate market capitalization.

Pepsi-Cola has shown consistency in terms of personnel background diversity. Its increasing brands loyalty is attributed to the multi-racial and ethnic worker recruitment diversity. In 2013, the company 63% of the entire fresh college recruits exhibited a diverse background history. This has just served to explore its commitment to diversity a tool for prosperity in this era of globalization. PepsiCo has significant influence in the business community through its involvement in diversity recruiting conferences. Sponsoring of several such conferences like the Consortium; Management Leadership for Tomorrow; Reaching Out MBA; National Black MBA; Enactus and LIMEConnect. The overriding gain of top talent from these conferences boosts the performance of the company (Louis, et al.87).Besides, the company is funding local university organizations to help members realize their potential through training and eventual recruitment on a competitive basis. The principle of equal opportunity and merit makes the company open its doors for diversity. Like the customer diversity, PepsiCo emphasizes workplace inclusivity when it comes to employees’ cultural background. The history of PepsiCo can, therefore, be seen as derived from its emphasis on racial, ethnic, gender, and religious diversity. Apart from brand product differentiation, personnel diversity brings in a blend of skills that works in one direction of making the company competitive and sustainable. The future of PepsiCo is bright in respect of its chronological adoption and flexibility when it comes to diversity in employee recruitment. The history offers an insight into how PepsiCo has made great strides in the industry.

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