The American companies produce in México for a fraction of what they do in America, and sell their goods in México, the kids grown surrounded by “Mickey Mouse” and “Bob Sponge”, eat for breakfast “Shrek” cereal and “Madagascar” cookies. The big companies are present in México as they are in the country of the bars and stripes ruling the life of everyone,since salaries until way of life, since preferences until expectations; and pushing for a notorious consumption, except for a big difference: there is no accountability for them in this country, neither legal frameworks to constraint their actions, neither a responsible consumer willing to ask more than charity to the big companies, or a defeating government defining the rules of the game. But thiswas about to change.
Mexican population strives to live as it is defined in the American T.V. and internet sites, but with a much lower budget. The head of the family might spend as much as half of their monthly income (300 USD) to buy a pair of “Nike” shoes, or instead buy a pair of fake ones for a tenth part of this money. This is the way of doing in México, if “you can’t afford the Americanget the Chinese” Which has led it to the second “most pirate” country in the world, just below China. But there is no substitutes, neither Chinese goods when it is about eating or drinking, which definitely shows off the big potential in calories consumption when it comes to numbers with México as the largest consumer of Cola refreshments in the world, according to the health commission of theMexican Senate and the third one in Junk food after USA and U.K.
This Latin American country often considered as “a young one” has a population with an average age of 15 years, and around 30 millions of kids under this average, according to the general census of 2009. Despite the fact of this opportunity, México face a big problem with its youth, problems in the schools where the kids spend themost part of the time, dealing with problems not as drugs or alcohol as it happens with their northern neighbor, but with such a normal ingredient present in all our houses: sugar; One of the many reasons (together with a diet mostly of junk food) for having the world’s fattest kids population, where 2 out of 3 kids have obesity. Figures that begin to have public health consequences and majorconcerns from the authorities since close to half a million of kids have got “Diabetes Melitus” with an increasing rate up to 70% every year in cases of the same disease directly related with the consumption of sugar.
This has bring to the friendly neighbor of USA into a difficult position with the most Americanized society but without the same welfare and health systems, but with the fattest kidson earth getting sick for life and the numbers increasing more than a half every year, a dangerous situation threading not only the future of the kids but of a nation where poverty and ignorance are in the table and corruption in the schools.
“Pepsico offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generates morethan $1 billion in annual retail sales”. With core products such as Pepsi-Cola, Quaker, Gatorade, Tropicana, Frito-Lay, Sonrics, and Gamesa this company is participating in the Mexican market with more than four thousand different products, all of it available in every elementary/junior school.
This company has as a strategy the macro-diversification through organic development all over theworld, present in more than 200 countries. And it considers itself as a “corporate citizen “company with a nuclear strategy that is sustainable growth that has the shareholders in the center of their stakeholder map, as a “normal” American company, assuring the growth in profits over all, through secondary spots as human, environmental, talent and sourcing sustainable, all in PepsiCo inside their...