Consumer snacking behavior is changing. The market for snacks has expanded from chips and crackers to tresn truits, vegetables, yogur, pasties, and protein bars. The change in consumer snacking behavior has significant implications for Frito$-$Lay, a division of PepsiCo and a dominant player in the salty snack segment, with a $36\mathrm{.}6\%$ market share. How can Frito$-$Lay determine the appropriate allocation of resources among its various snack brands? Which ones should they aggressively market, and which ones should they begin to phase out? It's not as easy as seeing which brands are making the most money now; Frito$-$Lay needs to determine which brands will be making the most money in the future and which ones are past their prime. $($

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