249 The Development of Potato Chips
249 薯片的发展
Just five one-hundredths of an inch thick, light golden in color and with a perfect “saddle curl,” the Lay’s potato chip seems an unlikely weapon for global domination. But its maker. Frito-Lay. Thinks otherwise. “Potato chips are a snack food for the world,” said Salman Amin, the company’s head of global marketing. Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.
仅有0-05英寸厚，颜色呈淡金黄色，恰如马鞍状弯曲，菲多利的薯片看起来并不是能征服全球的武器。但是，它的制造商菲多利则不那样认为。萨尔曼·阿明是这家公司的全球营销部主管，他说：“薯片是属于全世界的零食。”他相信，世界没有哪一个地方可以抵挡菲多利薯片的魅力。
Frito-Lay is the biggest snack maker in America, owned by PepsiCo. And accounts for over half of the parent company’s $3 billion annual profits. But the U.S. snack food market is largely saturated, and to grow, the company has to look overseas.
菲多利归百事公司所有，是美国最大的零食生产厂家，百事公司30亿的年利润一半以上是来自于菲多利。但美国零食市场几乎已经达到饱和，公司要发展，必须把目光投向海外。
Its strategy rests on two beliefs: first a global product offers economies of scale with which local brands cannot compete. And second, consumers in the 21st century are drawn to “global” as a concept. “Global” does not mean products that are consciously identified as American, but ones than consumes-especially young people-see as part of a modem, innovative world in which people are linked across cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for instance, do not know than Frito-Lay is an American company. Instead, Riskey, the company’s research and development head, would hope they associate the brand with the new world of global communications and business.
它的战略建立在两条信念之上，第一，全球化产品所拥有的规模经济优势是一些地方性品牌无法匹敌的：第二，21世纪的消费者会被“全球化”的概念所吸引。全球化。指的并非是那些被有意识地认定属于美国的产品，而是指那种被消费者，特别是年轻消费者看作是现代创新世界的一部分的产品，在这个新世界中，不同文化的人被共同的信念和品味联系在—起。薯片源自美国，但是，大多数人，比如中国人，不知道菲多利是—个美国公司。然而，瑞斯金，作为公司的研发部主管，希望消
费者们将这一品牌和与全球交流和商业的新世界联想在一起。
With brand perception a crucial factor, Riskey ordered a redesign of the Frito-Lay logo. The logo, along with the company’s long-held marketing image of the “irresistibility” of its chips, would help facilitate the company’s global expansion.
因为品牌观念是一个关键因素，瑞斯金要求重新设计公司标识。这一标识，上面有该公司经久不衰的市场形象——无法抵挡的薯片，这有利于加强公司的全球化发展。
The executives acknowledge that they try to swing national eating habits to a food created in America, but they deny that amounts to economic imperialism. Rater, they see Frito-Lay as spreading the benefits of free enterprise across the world. “We’re making products in those countries, we’re adapting them to the tastes of those countries, building businesses and employing people and changing lives,” said Steve Reinemund, PepsiCo’s chief executive.
经理们承认他们会尽力将各国的饮食习惯引到一种美国创造的食品上来，但是他们否认那样会导致经济帝国主义。相反，他们认为菲多利能把自由企业经济的好处传播到世界各地。史蒂夫·雷蒙德，百事公司的总经理说：“我们在这些国家生产产品．我们会让这些产品适应那些国家的品味，跟他们做生意，雇佣当地人们从而改变他们的生活。”