The following case study covers Frito-Lay and their decision to acquire Cracker Jack. Borden Foods Corporation originally owned the Cracker Jack brand since 1962. However in June 1997, Borden announced the brand was available for purchase. Frito-Lay is best known for their chip products, but are currently considering taking on the Cracker Jack brand and its assets. Lynne Peissig, Vice President and General Manager for New Ventures at Frito-Lay, has assembled a team to research the opportunity. Should Frito-Lay acquire Cracker Jack, how will the company business strategy be affected and will there be an evident increase in sales? In addition, how well will the new Frio-Lay brand mix fit into the predominate �chip snack� company? Mission The mission of Frito-Lay is to �provide the customer with a product of the highest quality and value; sell it for a fair profit; and make service a fundamental part of doing business." Frito-Lay values cultural differences and sees it as a competitive advantage. Frito-Lay views diversity as a key to their future. The mission of the New Ven......

Word Count: 954
Page Count: 3.8 (250 words a page / double spaced)

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