"We have an excellent sales and marketing team here at Gatorade. We
believe we do know how to build brands, we do know how to advance
businesses. And our expectation is that we will do the same as we take
Snapple as well as Gatorade to the next level."
-Don Uzzi, President of the Quaker Oats Beverage Company, North
America.1
SUMMARY
The Quaker Oats Company, founded in 1891, is one of America's oldest food enterprises.
From its start in the domestic ready-to-eat cereal market, Quaker grew an appetite for
diversification, snapping up pet food, grocery and toy businesses, and by the 1960s had
expanded into Europe. While William D. Smithburg continued to diversify into the clothing
and optical wear industries after his appointment as CEO in 1979, he also launched an
aggressive program to streamline production through supply chain management and renewed
the company's focus on customer satisfaction. It was the purchase of Gatorade in 1983 (as
part of the Stokely-Van Camp......
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