Writing Assignment #3: Analyzing the Annual Report
An Annual report is a document that provides information about a company’s yearly activities to the shareholders and the public. An annual report is comprised of a letter from the CEO, overview of the company's products and services, management discussion and analysis, a statement from the auditing firm, and financial statements. The goals of an Annual Report are to distinguish the brand and reassure the shareholders. Lately, the annual report has used more graphics, colors, and easy-to-read charts and section headings to grab the attention of investors. PepsiCo’s 2011 Annual Report uses graphs and statistics to showcase its many billion dollar brands; it reiterates the word “Global” to portray global innovation, and it displays young adults to illustrate their target consumers so that stockholders invest in their stock. PepsiCo’s billion dollar portfolio is presented through graphs and statistics. PepsiCo’s megabrands such as Pepsi, Lay’s and Mountain Dew have found worldwide fame and produced the most profit for the company. A good portion of the world does not even know that PepsiCo has other products. In its annual report, PepsiCo promotes the emerging brands such as Walker’s, Fritos, and Brisk to stockholders by depicting them on a graph displaying world retail sales with their other products. These three brands and nineteen others have sold over a billion dollars each worldwide in 2011 forming PepsiCo’s current billion dollar portfolio. PepsiCo displayed this billion dollar graph in its annual report to show stockholders that its three megabrands are not the only products that are successful. By displaying all twenty two products in PepsiCo’s billion dollar portfolio, the company can reassure stockholders that they are not investing in one successful product but several world renowned brands. PepsiCo’s annual report reiterates the word “Global” to highlight global innovation. In the letter to...
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