Case Store BCG at Work in PepsiCo t can be said that PepsiCo products and business portfolio can be divided in four major products or services; each service operates in accordance with its functions along with the products and services in different areas especially made as a distinction of each division. The PepsiCo analysis will be based in assessment of the services offered by the company- PepsiCo consists of 5 major brands: Gatorade, Quaker, Pepsi products, Frito-Lay and Tropicana The products that belong to the question mark are Gatorade and also Tropicana. Because of the emergence of different healthy drinks and beverages in the global market. the market share of Tropicana and Gatorade are being threatened. Although these brands are already established in the marketplace, the company still needs to have an effective marketing approach to increase the sale of these brands or brands. Accordingly, question mark category means that these products have a low share of a possible high growth market and may become a star product because of the positive response of the customers. BCG matrix prioritize divest high Invest Market Growth high Market Share low As can be seen in the figure, the services that fall in star category belong to the Pepsi brands. The star category shows the products with a high share of a gradual growth of market and these products tend to produce high amount of profits. The next category that can be seen in the figure is the cash cows. Herein, the products are consideredto have a high share of a slow-growth market. With regards to PepsiCo, services thatcan be considered the cash cows are the Quakers. Lastly, Tropicana, Gatorade, and Frito-Lay are products that can be considered in the dogs' category. It can be said that PepsiCo has been able to market its products and increase its market: share and market growth by using different strategies and approaches. The company enhances the market share of its brands by considering different marketing entry modes. Through collaborative venture, PepsiCo has been able to see mergers acquisitions along with a joint venture approach. Furthermore, franchising is another method that PepsiCo used to enhance the market share of the brands of the company. This model has been utilized by PepsiCo to expand its business portfolio in other regions in the world. In this manner, the management of PepsiCo considers franchising an existing company in an international market while applying the methods of a collaborative venture, To make this foreign operational mode combination a success, PepsiCo considers the most suitable and effective expansion strategy, It can be said that the spread of PepsiCo is truly global. The company has hundreds of brands, which can be found in almost 200 countries and territories around the world. Questions 1. Does every company have all the four categories of the BCG matrix? 2: What do you suggest putting the question marks of Pepsi in the Cow category? Will it be feasible for the company? Why/ why not