...Água das Pedras, UNICER *yellow underline indicates incomplete information that is to be completed through further research. The market for bottled water industry Globally, bottled water is the most dynamic segment of non-alcoholic drinks market, with a share of 38% of total sales. Major companies are looking today for entering developing markets, with a huge demand potential, like Asia and Middle East. Bottled water is the most dynamic segment of non-alcoholic drinks market, with a share of 38% of total sales. Europe is the indisputable leader of carbonated water market, with a 75% market share globally. Western Europe includes, also, countries with largest per capital bottled water consumption, like Germany, France, Spain and Italy. Non-carbonated water yet dominates water deliveries, with 80-85% of total sales, both in terms of value and volume. Non-carbonated water is expected to offer the most growing opportunities, exceeding 3-4 times the carbonated water sales growth rate. The biggest challenge for most companies is product innovation and differentiation, given the absolutely simple nature of product. Packaging represents a very important product component, with a 47% share of product costs. Appearance, weight and price are also important components of the product. (CRPCIS, 2012) Água das Pedras: mineral carbonated water in Portugal Água das Pedras is a mineral carbonated water coming from Pedras Salgadas, a spa village located in Vila Real district and Vila Pouca...
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...MILLIPLUS LIMITED MARKETING PLAN Milliplus limited is a company in Kenya, registered under the company’s act as per the new constitution. The company was started in 2010, is situated in the Kenya’s capital Nairobi and has 200 employees. The company mainly operates in Nairobi and its outskirts but has plans to open branches all over Kenya so as to serve the whole Kenyan market. Our mission statement is to return Kenya and also inspire moments of optimum and happiness among our customers. The company’s main products are non-alcoholic drinks. Non-alcoholic drinks include soft drinks and hot drinks. Soft drinks contain carbonated or non-carbonated water, sweetness and a flavor while hot drinks include coffee and tea. These are the main products that miliphus limited deals with. With the above products our target audience is the whole market. Non-alcoholic drinks have no regulations and hence the whole market from children, youth and adults are all allowed to use the non-alcoholic drinks. To meet our market niche the company does a lot of promotions activities in public, advertisements on the television and radios at all times because non-alcoholic drinks have no specific time to be advertised unlike the alcoholic drinks they must be advertised at specific times. SITUATION ANALYSIS. Situation analysis is the systematic collection and evaluation of past and present economic, political, social, and technological data aimed at identification of internal and external sources that...
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...PROJECT FEASIBILITY DOCUMENT |Project name |insert project name | |Release |Draft/Final | | |Date: | |Author: | | |Project | | |Director: | | |Project | | |Champion: | | |Accountable | | |Body: | | |Executive Summary ...
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...is competition like in the alternative beverage industry? Which of the five competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants? Competition from substitutes is substantial. There were many substitutes to alternative beverages such as tea, soft drinks, fruit juices, bottled water and tap water. Even though substitute products had a bigger market share in the US, consumers had tended to buy more alternative beverages. This change in customer preference had weakened the competitive power of substitute beverages. Convenience store, grocery store, and wholesale club buyers had substantial leverage in negotiating pricing and slotting fees with alternative beverage producers because of their large purchases. New brands with low market shares were most vulnerable to buyer leverage since shelf space was limited while top brands such as Red Bull were almost always assured of shelf space. Coca-Cola and PepsiCo were least vulnerable since they offered a wide variety of beverages that convenience stores, grocery stores, and wholesale clubs wished to offer to consumers. As a result of this certain appeal, the two companies’ alternative beverage brands almost always found shelf space in retail stores. The bargaining power and leverage of suppliers was the weakest competitive force. Many suppliers for alternative beverage ingredients and they fight with the others...
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...1.1 Introduction This chapter outlines the background of this study that offers an insight on the Facebook phenomenon and how they are used by brands as one of their main marketing channel especially by food and beverage companies. It also describes on how it changes the way we communicate with one another and how it can have an impact on brands. The chapter further presents the problem statement of the study, research objectives, research questions and the significance of study. 1.2 Background of study As the world is moving in a faster pace, rapid changes have occurred in the way we live. The evolution of current internet had made our lives more interesting and convenient. Social media has been brought to a whole new level with the advents of social media on the new Web 2.0 where the Internet has gone social. The social media has transformed online monologues into engaging dialogues by redefining how people connect and communicate with other people as well as brands and businesses. This communication platform has now become imperative in being a part of the lives of the modern society by opening the door of endless possibilities of how information is being shared and exchanged. The social media as we know today encompasses all the social networking sites which include the top major players of the industry which is Facebook, Twitter, YouTube and LinkedIn. One such social networking site that grows in an instant rate is Facebook. In short, social media is the social software...
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...essay is to investigate price strategies of Uniliver (Lipton Iced Tea) and Arizona Beverages USA (stylized as AriZona) and find equilibrium in the ready-to-drink (RTD) market. These two companies compete in USA market and possess great market power. Our team use Cournot and Bertrand approaches to find equilibrium. We have completed a thorough analysis of : * Ready-to-Drink (RTD) tea industry * Competitive landscape * AriZona and Lipton brand perception * AriZona and Lipton sales and financial position We also believe that we can revitalize these brands through : * A better focused target market * Rebranding * Reformulation and new flavors * Increase in marketing expenditures * New line extensions * Building stronger partnerships with distributors Introduction In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely. Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. Unilever is aiming for global processes and alignment of their human resource activities. “Unilever is working with Accenture to identify supply opportunities within the marketplace and will look to develop longer term relationships with a rationalized base of preferred suppliers. In order to help with the increase in revenue, Unilever changed companies focus to places with higher potential for growth. Concentration on new...
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...FORCES INDUSTRY ANALYSIS COCA-COLA COMPANY 1. Threat of New Entrants: Medium - Coca-Cola is considered not only a beverage company but also a brand, so they own a significant market share providing Coca-Cola the ability to earn economy of scale that help maintain their total costs at a minimum level, which will create a quite difficult barrier for new beverages to enter the market. - As Coca-Cola has been founded and developed for a very long time, and now their products are considered to be one of the most famous and popular beverages around the world. With a huge number of Coca-Cola loyal customers who are not very likely to try a new brand, it will make things very hard for new businesses to enter the market. - As the prices of products are quite similar, the entrant of new competitors coming into the beverage industry are relatively easy because there is no consumer switching cost, consumers will not have to bear any additional cost when they switch to a new products, which will level the playing field and bring worries to Coca-Cola. 2. Threats of Substitute Products: High - As the prices of beverage products from different companies are at the same level so with the same amount of money customers pay for a Coca-Cola drink, they will have numerous other choices such as: Pepsi, Mountain Dew, 7Up, Dr. Pepper, or other types of drinks like Starbucks, Dunkin’ Donuts, etc. With various kinds of drinks, soda, juice products in the beverage market that taste almost nearly...
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...Company Profile The summer of 1983 * It was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices and syrups, trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations, inventing the beverage now known around the world as Pepsi-Cola. Pepsi’s Beginnings * Bradham had soda fountain in his drugstore, where he served his customers refreshing drinks that he created himself. * From “Brad’s Drink” to “Pepsi-Cola” * At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon, Bradham recognized that a greater opportunity existed – to bottle Pepsi-Cola so that people everywhere could enjoy it. Pepsi-Cola in the Philippines * Pepsi-Cola Products Philippines, Inc. (PIP) primarily engages in manufacturing, sale and distribution of carbonated softdrinks and non-carbonated beverages to retail, wholesale to restaurants and bar trades. * Pepsi was imported from the U.S. until the first bottling plant was put up in Quezon City in 1947. * The company became a Filipino corporation in 1985 when the Pepsi-Cola Distributors of the Philippines Inc. led by the Escaler clan acquired franchising and bottling rights. Mission statement “Our mission is to be the world’s premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we...
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...Introduction The beverage industry refers to the industry that produces drinks. Beverage production can vary greatly depending on which beverage is being made. The website ManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling lines they operate and the types of products they can run". Other bits of required information include the knowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural or conventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholic beverages, include: beverage plants, beverage processing, and beverage packing. Beverages industry is also a mature sector and includes companies that market nonalcoholic and alcoholic items. Since growth opportunities are limited, many members of the industry endeavor to diversify their offerings to better compete and gain share. Too, they may pursue lucrative distribution arrangements and/or acquisitions to expand their operations and geographic reach. Most equities in this industry are suitable for conservative investors. The largest companies offer reliable dividends, with regular increases, and above-average stock price stability. There are a few selections for those that are more enterprising. Such issues might serve a particular market niche, for example, energy drinks or developing overseas markets. The focus of this strategic management paper is Zest-O Corporation which happens to be under the Beverage Industry in the Philippines...
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...CHLOROPHYLL RESTAURANT BUSINESS PLAN a Table of Contents Executive Summary…………..……………………………………….…….. Company Profile……………..……………………………………………… Marketing Plan……………………………………….……………………... Marketing Objectives……………………………………………………. Marketing Mix…………………………………………………………… Target Market Segmentation…………………………………………….. Competitor Analysis……………………………………………………... SWOT Analysis…………………………………………………….. Five Forces Analysis………………………………………………... Marketing Strategy……………………………………………………….. Advertising Method…………………………………………………. Promotional Campaign……………………………………………… E-Commerce……………………………………………………………... Management Plan………….………………………………………………... 1 2 4 4 4 4 5 5 6 7 7 8 8 10 Organization Chart……………………………………………………….. 10 Management Summary…………………………………………………... 10 Hiring Positions…………………….……………………………….. 11 Three-year Personal plan………………………………………………… 12 Facilities and Utilities……………………………………………………. 13 Value Chain Management………………………………………………... 13 Total Quality Management………………………………………………. 15 Government Regulations………………………………………………… Protection of Intellectual Property Rights……………………………….. Financial Assumption……………………………………………………. 16 16 17 Financial Plan………………..………………………………………………. 17 Financial Statements……………………………………………………... 18 Financial Ratios……………………………………………………... 18 Capital Budgeting…………………………………………………… 19 Income Statement…………………………………………………… 20 Balance Sheet……………………………………………………….. 21 CHLOROPHYLL RESTAURANT BUSINESS PLAN b Statement of Cash Flow…………………………………………….. Financing...
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...The Coca-Cola Company Diversity and a global presence Main problem: Sufficient of global business marketing plans/strategies Causes of Problems: * Possible health effects of Coca-Cola products. * A poor environmental record. * perception of the companies' engagement in monopolistic business practices, * Questionable labor practices (including allegations of involvement with paramilitary organizations in suppression of trade unions. * Questionable marketing strategies, and * Accusation of violations of intellectual property rights. Recommendations: Recommendations for Declining Sales Volume in Soft Drink Sector If Coca-Cola focuses only on the carbonated soft drink sector competitively, it will weaken or lose the market leader in beverage industry. Coca-Cola can focus more on bottled water, noncarbonated drinks, and especially energy drinks. Energy drinks and healthy drinks will be major beverage needs of new generations of Young consumers and health conscious buyers. Recommendations for Health and Wellness Trend Coca-Cola should provide industry leadership in the health and wellness area. It should produce different kinds of products for different segments of the market. In baby boomers’ market, Coca-Cola should focus on marketing tea and water beverage which contain less sodium and sugar. In younger generation market, besides sport drink and energy drink, Coca-Cola can produce organic beverages for younger people. Recommendations for...
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...The critique of Case Study: Specialty Food and Beverage Company Written by: Haolin Li(ID:1207710), Jing Zhao(ID:1210347) Words : 1617 Specialty Food and Beverage company (SF), which founded in 2004 in Denmark, mainly covers foods and beverage, restaurants and hotel area. Recent years, the company had faced several problems which lead SF to an embarrassing situation. This assignment will introduce SF’s current issues, analyze the decision and then discuss the solution way which chose by SF’s high level management team. Tim Casey, the owner also the operator of SF, has made an extraordinary forward for the company business in 1992. He used over fifteen years to arise the company revenues from $1 million to $25 million mark, successfully opening business markets for the company and transfer them to the permanent customers. As a growing business, there were lots of troubles start showing and many business competitors appear to share the market, which would give the retailers more pressures and force them to choose another cooperator. The supply chain of the company is complicated and sensitive. The company gets the primarily tea from the Asia countries, such as China and India, which could make the company gets higher amount of tea with lower price. In contrast, this will costs extra time transfer tea products to the packing firm in delivery process . As Nepal stated that “ With annual production of 1,640,310 metric tonnes annually...
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...Name Professor’s Name Date Lemonade Stand: Part 2 The company, John’s Lemons, is a lemonade stand engaged in the beverages business. Specifically, the company’s products are lemonades made up of lemon, sugar, water, and ice. Lemonades are popular drinks during the summer as it helps quench thirst because of the hot weather. Considering the low initial cost of putting up a lemonade business, there is substantial competition making it a highly competitive venture with a soaring market demand. Because of the tough competition, John’s Lemons formulated a plan that positions its products for success. As a result, this report outlines the company’s branding strategy, identification of possible new locations, promotional plans, and employee training opportunities. Branding Strategy For the purposes of creating a branding strategy for John’s Lemons, the remaining aspects of the marketing mix, namely, Product, Place, and Promotion, will be used. This will be done after identifying and dividing the market into various segments where customers will be grouped according to characteristics, needs, and behaviors. Product John’s Lemons will primarily offer lemonade to its customers. It is moderate in size and will be priced competitively. It will be known for its healthy, natural, flavorful, and well-known taste. The main objective is to create the image of a light and satisfying thirst quencher, a beverage that is not only appropriate and appreciated during the summer months...
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...and Vitamin-Enhanced Beverages Executive Summary Beverage companies were intent on expanding the market for alternative beverages by introducing energy drinks, sports drinks, and vitamin drinks in more and more emerging international markets. Energy drinks, sports drinks, and vitamin-enhanced beverages were the stars of the beverage industry during the mid-2000s. Rapid growth in the category, coupled with premium prices and high profit margins made alternative beverages an important part of beverage companies' lineup of brands. On the other hand, Fifth consecutive year data show that U.S. consumers had purchased fewer carbonated soft drinks than the year before. Carbonated soft drinks sales would continue to decline as consumers developed preferences for bottled water, sports drinks, fruit juices, readyto-drink tea, vitamin-enhanced beverages, energy drinks, ready-to-drink coffee, and other types of beverages. Even though the global beverage industry was projected to grow from $1.58 trillion in 2009 to nearly $1.78 trillion in 2014 as beverage producers entered new geographic markets, developed new types of beverages, and continued to create demand for popular drinks., beverage producers also were forced to contend with criticism from some that energy drinks, energy shots, and relaxation drinks presented health risks for consumers and that some producers' strategies promoted reckless behavior. Although sports drinks and vitamin-enhanced beverages were also available...
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...Australian Beverages Limited A. A brief introduction of ABL Australian Beverages Limited (ABL) commenced soft drink manufacturing in 1937. During the 1970s and 1980s, the company expanded its beverage portfolio by entering into other non-alcoholic beverage categories, such as fruit and milk-based drinks. Entry into the snack food market was recently undertaken in response to declining consumption of carbonated soft drinks (CSDs), the company’s traditional area of business strength. This move also enabled ABL to leverage its strong distribution capabilities to supermarkets, convenience stores and hospitality channels by adding such complementary food products to non-alcoholic beverages. Nevertheless, CSDs still accounted for 90 per cent of company revenue in 2004. Tom Dwyer, the current managing director, has been with the company since 2005. He joined the company at a time when CSD growth was stagnating and shareholder confidence in the company was waning. In order to restore shareholder confidence, Dwyer established a strategic planning team within the company to assess the current product portfolio and identify organic and acquisition growth opportunities. Having finalized the integration of a snack food business acquisition just over 12 months ago, Dwyer is now aware that he needs to identify further growth options given predicted continuing decline in the CSD market. In January 2010 he asked the strategic planning team to undertake a detailed review of ...
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