百事女掌門(mén)面臨職業(yè)生涯最大挑戰(zhàn)
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????執(zhí)掌百事公司（Pepsi）的盧英德正面臨著嚴(yán)峻的領(lǐng)導(dǎo)力考驗(yàn)。公司制定了今后數(shù)年的宏觀戰(zhàn)略方案后，形勢(shì)已經(jīng)有所緩解，但依然嚴(yán)峻。這種情況在商界是家常便飯，但沒(méi)有哪個(gè)首席執(zhí)行官會(huì)喜歡這種考驗(yàn)。對(duì)百事公司的雇員、股東以及盧英德本人來(lái)說(shuō)，未來(lái)數(shù)月內(nèi)她的表現(xiàn)如何顯得至關(guān)重要。 ????百事公司股票的差勁表現(xiàn)是盧英德最明顯的問(wèn)題。百事股價(jià)在去年5-9月間下跌了15%，引發(fā)了一些投資者的恐慌。更重要的是，自從盧英德五年半之前開(kāi)始擔(dān)任首席執(zhí)行官，百事公司的股價(jià)就一直不見(jiàn)起色。怒火中燒的投資者指出，可口可樂(lè)公司（Coca-Cola）這幾年的股價(jià)卻上漲了大約四成。 ????如果這種對(duì)比就此打住，倒也不是太嚴(yán)重的問(wèn)題。但對(duì)這兩家公司進(jìn)行簡(jiǎn)單對(duì)比并不太公平。盧英德剛接手百事時(shí)，可口可樂(lè)的股票已持續(xù)數(shù)年下跌。因?yàn)闀r(shí)任可口可樂(lè)首席執(zhí)行官的傳奇性人物羅伯托?古茲維塔去世后，可口可樂(lè)就陷入了管理不善的境地，并持續(xù)七年之久，因此其股價(jià)有較大的上升空間。而百事公司一直以來(lái)管理良好，股價(jià)也穩(wěn)中有升。盧英德接手百事之時(shí)正處于經(jīng)濟(jì)擴(kuò)張最高點(diǎn)，公司股價(jià)充分反映市值，甚至有可能被高估。人們進(jìn)行這樣的比較，不能不說(shuō)盧英德運(yùn)氣欠佳。 ????但她現(xiàn)在確實(shí)面臨更深層次的問(wèn)題。她在任期內(nèi)已經(jīng)多次未能達(dá)到曾經(jīng)承諾的盈利目標(biāo)，投資者認(rèn)為這是無(wú)法饒恕的過(guò)失。尤其是公司的旗艦產(chǎn)品——飲料類(lèi)產(chǎn)品在北美這一全球最大飲料市場(chǎng)慘遭潰敗。去年汽水行業(yè)重新洗牌，作為長(zhǎng)期以來(lái)排在可口可樂(lè)之后的千年老二，百事甚至將碳酸飲料亞軍的位置也拱手讓給了健怡可樂(lè)（Diet Coke）。 ????汽水行業(yè)座次的變化對(duì)投資者震動(dòng)頗大，因?yàn)橥顿Y其他行業(yè)都不如投資名牌軟飲料更有吸引力。這一行業(yè)對(duì)資本要求低，而利潤(rùn)率相當(dāng)可觀。如果在這方面出了狀況，那么百事無(wú)疑發(fā)生了根本性的變化，同時(shí)也將喪失對(duì)投資者的吸引力。 |
????Indra Nooyi is in a leadership crucible. It isn't quite as hot as it was, now that the company she runs, PepsiCo, has laid out a broad strategic plan for the next couple of years. But it's still an extremely demanding test, the kind that no CEO enjoys but that most CEOs confront. For Pepsi's employees and shareholders, and for Nooyi personally, a great deal is riding on how she leads over the next several months. ????Nooyi's most obvious problem is Pepsi's stock. Last year between May and September it dropped 15%, which panicked some investors. More fundamentally, the stock has gone nowhere since Nooyi became CEO about five and a half years ago. During that same period, angry investors point out, Coca-Cola stock is up about 40%. ????If that comparison were as far as the complaining went, it wouldn't be much of a problem. The comparison is unfair. Back when Nooyi got the job, Coke (KO) stock had been falling for years, the result of seven years of poor management after the death of legendary CEO Roberto Goizueta; the stock had plenty of room to move up. But Pepsi (PEP) stock had been rising steadily through years of continued strong management; Nooyi took over near the height of the economic expansion, and the stock was fully valued, perhaps overvalued. The unflattering comparison with Coke is bad luck for Nooyi, nothing more. ????But she faces a deeper problem. During her tenure Pepsi has often failed to hit her stated profit targets, which investors consider an unforgivable sin. Specifically, the company is getting beaten up in its flagship product category, drinks, in the world's largest market, North America. The soda pop planets shifted in their orbits last year when Pepsi-Cola was displaced as America's eternal No. 2 carbonated soft drink (after Coca-Cola); the new No. 2 is Diet Coke. ????That reordering is especially distressing to investors because there is scarcely a more beautiful business in the world than producing branded soft drink concentrate. Capital requirements are low, and profit margins are stratospheric. If Pepsi was now making a mess of that franchise, then it was becoming a fundamentally different and much less attractive company. |
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