. Interpret the data in each of the cases using 2 different nontechnical approaches, such as graphs, charts, or another type of visual presentation. R Case - Caterpillar, Inc. Caterpillar, Inc., headquartered in Peoria, Illinois, is an American corporation with a worldwide dealer network which sells machinery, engines, financial products and insurance. Caterpillar is the world's leading manufacturer of construction and mining equipments, -diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. Although providing financial services through its Financial Products segment, Caterpillar primarily operates through its three product segments of Construction Industries, Resource Industries, and Energy \& Transportation. Founded in 1925, the company presently has sales and revenues of $55.2 billion, total assets of $78.5 billion, and 114,000 employees. Caterpillar machinery are commonly recognized by its trademark "Caterpillar Yellow" and it's "CAT" logo. Some of its manufactured construction products include: mini excavators, small-wheel loaders, backhoe loaders, multi-terrain loaders, and compactwheel loaders. Other products include: machinery in mining and quarrying applications, reciprocating engines and turbines in power systems, the remanufacturing of CAT engines and components, and a wide range of financial alternatives to customers and dealers for Caterpillar machinery and engines. Caterpillar tractors have undertaken and completed many difficult tasks since the company's beginning. In the late 1920 , the 5 oviet Grain Trust purchased 2,050 Caterpillar machines for use on its large farm cooperatives. This sale helped to keep Caterpillar's factories busy during the Great Depression. In the 1930 s. Caterpillar track-type tractors helped construct the Hoover Dam, worked on the Mississippi Levee construction project, helped construct the Golden Gate Bridge, and were used in the construction of the Chesapeake \& Delaware Canal. During this time period, CATs were also used in construction projects around the world in countries such as Palestine, Iraq, India, Canada, the Netherlands, Belgium and the building of the Pan American Highway. In World War II, Caterpillar built 51,000 track-type tractors for the U.S. military. In the 1940s, Caterpillar tractors were used in the construction of the Alaskan highway; and between 1944 and 1956 , they were used to help construct 70,000 miles of highway in the United States. In the 19505 and 605, usage of Caterpillar tractors around the world exploded and were used in such countries as Australia, Austria, Ceylon, France, Germany, Italy, Nigeria, Philippines, Rhodesia, Russia, Sweden, Switzerland, Uganda, and Venezuela, in a wide variety of projects. In addition, Caterpillar products were used to help construct the St. Lawrence Seaway between Canada and the United States. In the 19705 and 805, Caterpillar equipment were used in numerous dam, power, and pipeline projects. Since then.

1. . Interpret the data in each of the cases using 2 different nontechnical approaches, such as graphs,
charts, or another type of visual presentation. R Case - Caterpillar, Inc. Caterpillar, Inc.,
headquartered in Peoria, Illinois, is an American corporation with a worldwide dealer network
which sells machinery, engines, financial products and insurance. Caterpillar is the world's
leading manufacturer of construction and mining equipments, -diesel and natural gas engines,
industrial gas turbines and diesel-electric locomotives. Although providing financial services
through its Financial Products segment, Caterpillar primarily operates through its three product
segments of Construction Industries, Resource Industries, and Energy & Transportation.
Founded in 1925, the company presently has sales and revenues of $55.2 billion, total assets of
$78.5 billion, and 114,000 employees. Caterpillar machinery are commonly recognized by its
trademark "Caterpillar Yellow" and it's "CAT" logo. Some of its manufactured construction
products include: mini excavators, small-wheel loaders, backhoe loaders, multi-terrain loaders,
and compactwheel loaders. Other products include: machinery in mining and quarrying
applications, reciprocating engines and turbines in power systems, the remanufacturing of CAT
engines and components, and a wide range of financial alternatives to customers and dealers for
Caterpillar machinery and engines. Caterpillar tractors have undertaken and completed many
difficult tasks since the company's beginning. In the late 1920 , the 5 oviet Grain Trust purchased
2,050 Caterpillar machines for use on its large farm cooperatives. This sale helped to keep
Caterpillar's factories busy during the Great Depression. In the 1930 s. Caterpillar track-type
tractors helped construct the Hoover Dam, worked on the Mississippi Levee construction project,
helped construct the Golden Gate Bridge, and were used in the construction of the Chesapeake
& Delaware Canal. During this time period, CATs were also used in construction projects
around the world in countries such as Palestine, Iraq, India, Canada, the Netherlands, Belgium
and the building of the Pan American Highway. In World War II, Caterpillar built 51,000 track-
type tractors for the U.S. military. In the 1940s, Caterpillar tractors were used in the construction
of the Alaskan highway; and between 1944 and 1956 , they were used to help construct 70,000
miles of highway in the United States. In the 19505 and 605, usage of Caterpillar tractors around
the world exploded and were used in such countries as Australia, Austria, Ceylon, France,
Germany, Italy, Nigeria, Philippines, Rhodesia, Russia, Sweden, Switzerland, Uganda, and
Venezuela, in a wide variety of projects. In addition, Caterpillar products were used to help
construct the St. Lawrence Seaway between Canada and the United States. In the 19705 and 805,
Caterpillar equipment were used in numerous dam, power, and pipeline projects. Since then,
Caterpillars have been used in the construction of several projects such as Japan's Kansai
International Airport as a marine airport approximately three miles offshore in Osaka Bay, the
Chunnel between France and England, the "Big Dig" in Boston, Panama Canal expansion, and
several Olympic Games sites. Frito-Lay Targets the Hispanic Market Frito Company was
founded in 1932 in 5 an Antonio, Texa5, by Elmer Doolin. H. W. Lay & Company was founded
in Atlanta, Georgia, by Herman W. Lay in 1938. In 1961, the two companies merged to form
Frito-Lay, Inc., with headquarters in Texa5. Frito-Lay produced, distributed, and marketed snack
foods with particular emphasis on various types of chips. In 1965, the company merged with
Pepsi-Cola to form PepsiCo, Inc. Three decades later, Pepsi-Cola combined its domestic and
international snack food operations into one business unit called Frito-Lay Company. Today,
Frito-Lay brands account for 59% of the U.S. snack chip industry, and there are more than
50,000 Frito-Lay employees in the United States and Canada. In the late 1990s, despite its
overall popularity, Frito-Lay faced a general lack of appeal to Hispanics, a fast-growing U.5.
market. In an effort to better penetrate that market, Frito-Lay hired various market researchers to

2. determine why Hispanics were not purchasing their products as often as company offici als had
hoped and what could be done about the problem. In the studies, market researchers discovered
that Hispanics thought Frito-Lay products were too bland, Frito-Lay advertisements were not
being widely viewed by Hispanics, and Hispanics tended to purchase snacks in small bags at
local grocery stores rather than in the large family-style bags sold at large supermarkets. Focus
groups composed of male teens and male young adults - a group that tends to consume a lot of
chips-were formed. The researchers determined that even though many of the teens spoke
English at school, they spoke Spanish at home with their family. From this discovery, it was
concluded that Spanish advertisements would be needed to reach Hispanics. In addition, the use
of Spanish rock music, a growing movement in the Hispanic youth culture, could be effective in
some ads. Researchers also found that using a "Happy Face" logo, which is an icon of Frito-Lay's
sister company in Mexico, was effective. Because it reminded the 63% of all Hispanics in the
United States who are Mexican American of snack foods from home, the logo increased product
familiarity. As a result of this research. Frito-Lay launched its first Hispanic products in 5 an
Antonio, in 1997 . Within a few years, 5 ales of the Doritos brand improved 32% in Hispanic
area5. In M ay 2002, Frito-Lay teamed up with its Mexican affiliate, 5 abritas, to launch a new
line of products to further appeal to Hispanic customers. Included in these offerings are 5 abritas
Adobadas tomato and chile potato chips, 5 abritones Churrumais fried corn strips with chile and
lime seasonings, Crujitos queso and chile flavor puffed corn twists, Fritos 5 abrositas lime and
chile chips, El Isleno Plantains, and others. More recently, Frito-Lay has been relying on input
and guidance from the Adelante employee network, which is a multicultural Latina/Hispanic
professional organization associated with PepsiCo. At Frito-Lay, the organization's mission is to
help develop a diverse, inclusive culture accelerating growth opportunities for associates while
providing a competitive advantage in an increasingly diverse marketplace. As part of this effort,
Adelante has been used to help develop new flavors and advertising programs for Hispanics.
Based on information gleaned from Adelante members, new Frito-Lay snack products are being
test marketed in several states, and guacamole-flavored Doritos became one of the most
successful new-xproduct launches in the company's history.