...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 the same to each other, it would be very...
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... 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, but rather, the whole...
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...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 provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And...
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...Good or Bad? Would you like some water? No thanks, what do you have that is diet? One of the easiest ways to lose weight and control calories is by switching to something diet. On average, a normal soda pop runs roughly around 150 to 200 calories per can, and that depends on the size. Remember the movie, “Supersize Me”. So you decided a long time ago to go with artificial sweeteners and after a while you didn’t even notice the difference between the two. You get zero calories and sometimes zero carbs and both taste buds and body are happy. It is a win-win situation. Not so fast. Drinking excessive amounts of diet soda may increase the risk of disease; therefore we should drink healthy drinks instead of artificially sweetened beverages. Disease and Health Risks Diet soda is harmful and produces dangerous side effects. Heavy diet drinkers may increase their risk of serious diseases. A new study by US researchers links diet soda to increased risk of vascular events (including ischemic and hemorrhagic stroke, which is caused by rupture of a weakened blood vessel), though reasons are still unclear. The scientists said people who drank diet soda every day had a 61 per cent higher risk of vascular events than those who did not. Does this mean that there's something in diet sodas that hurts our blood vessels? Nobody knows the answer to that question yet. Investigators say, among other things, caramel, the ingredient that gives diet sodas the dark color...
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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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...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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...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 Increased Competition from PepsiCo As PepsiCo has a horizontal expansion, Coca-Cola should have a vertical expansion. Coca-Cola should focus on beverages business and related businesses, e.g. bottling, sugar plantation or even tin can and glass recycling business. Nowadays, environmental change is rapid. Coca-Cola should be sensitive of any new trend and position itself as a unique brand in...
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...Chatime http://www.termpaperwarehouse.com/essay-on/Chatime/83766 The target market is the basis for creating a marketing mix to satisfy the needs of the market. It is the in-depth research into the characteristics of the target market and it consist of product, pricing, promotion and place. Based on graph above, the research found out that majority of Chatime’s customers are between the age of 18 to 22, which is 25 out of 50 persons. Other than that,the second highest range of chatime customers age are below the 18, which is 14 out of 50 persons. The target market of Chatime is probably the college age students and post graduate individuals. They are mostly from the urban areas and care about trends and enjoying good lifestyle. A company`s product is an important variable in the marketing mix. If a company`s products do not meet customers` wants, the firm will fail unless it is willing to make an adjustments. Chatime diversify their products into several categories. There are mellow milk tea, fresh tea, coffee, chatime special mix, oriental pop tea, QQ jelly, energetic healthy juice and smoothie series. In total, there are 73 choices of drinks for customers to choose from. Besides, customers can also customize their drinks according to their likings in terms of ice options, sugar levels and choice for toppings. _____________. Furthermore, Chatime provides comfortable lounge that features modern European which is designed by Ana Marcelo. The white and purple couches and cushion...
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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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...Professor Harris English 1101 October 16, 2013 Media analysis Starbucks refresher commercial: Thesis: Starbucks is not only selling a beverage but an everyday life style to which each should live by. Starbucks has built this commercial around a phrase” Rethink how you reenergize”. Starbucks is not only selling a beverage but an everyday life style to which each should live by. There new refreshers is the new and improved way to start your day. It has special natural ingredients to getting you closer with nature itself. The commercials is both warm and upbeat with making a connection with the inner us and the physical us. Throughout this analysis we will be looking closer and breaking down every detail from what can be seen by the eye to the concepts they want you to take away from the commercial. Interpretation on Farrell concepts and how they relate into this media. Let’s start from the obvious. These refresher beverages give you energy. Energy to any and everything.at the beginning we see the barista at Starbucks shaking up one of the refresher beverages. The fusion of the mixture us like the building of energy. Once the drink is poured into M a r s h a l l | 2 the cup, we see a change in the scenery. The energy is exploding out. We see a mother take a sip of the drink and in the next second she is kicking a soccer ball with her child. How often do we see that every day? The better question is what mother has the energy to do...
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...components of the global and U.S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. Market size The beverage market is a large market with the worldwide total market for beverages in 2009 was $1,581.7 billion. The total sale of beverages during 2009 in the US was nearly 458.3 billion gallons; with 48.2 percent of industry sales was from carbonated soft drinks and 29.2 percent of bottle water industry sales. In 2009, the market segment of alternative beverage include sports drinks, flavored or enhanced water, and energy drinks made up 4.0 percent, 1.6 percent, and 1.2 percent of industry sales, respectively. The global market for alternative beverages in the same year was $40.2 billion (12.7 billion liters), while the value of the U.S market for alternative beverages stood at $17 billion (4.2 billion liters). Meanwhile, in Asia-Pacific region, the market for alternative beverages in 2009 was $12.7 billion (6.2 billion liters) and it was $9.1 billion (1.6 billion liters) in the European market. Market growth The dollar value of the global beverage industry had grown at a 2.6 percent annually between 2005 and 2009 and was forecasted to grow at a 2.3 percent between 2010 and 2014. However, this indicator for the alternative beverage industry was much higher. For example, the dollar value of the global market for alternative beverages grew at a 9.8 percent annually...
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...Running Head: Phizz Beverages of Switzerland Phizz Beverages of Switzerland Learning Team C University of Phoenix November 30, 2009 Ruth Admal SWOT Analysis STRENGTHS: The company Phizz Beverages is a reputable business with strong marketing background and dedicated employees. The company has been in existence for over 20 years therefore has built a strong history with the general public as a family oriented business. The company continues to work on its management team to promote exceptional customer satisfaction and quality decision making to increase profits. Provide loyalty to customers and employees. WEAKNESSES Build stronger relationships with customers. Excel at continuing to keep the cost per can at a stable rate so that profits would remain constant but competitive with other competitors. Build new client services to increase product sells, there is a lack in advertising of the product being offered. OPPORTUNITIES Expanding products and providing more services to customers than just sales. Provide opportunity for growth and upgrade to a bottle container. Increase marketing strategy to increase sales and revenue. Provide marketing training. THREATS Local competitors with lower prices. Targeting employee strengths and weaknesses regarding customer service. Developing price war with new competitors in the local area. Justification of Selected Country The international country selected is Switzerland. Switzerland...
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...2008074 2008085 2008088 Group B2 7/31/2010 7/31/2010 Contents Contents......................................................................................................................2 Introduction..................................................................................................................3 Background..................................................................................................................3 Analysis........................................................................................................................4 Refreshment Beverage Market in Canada.................................................................4 Should Vincor launch a new refreshment beverage?................................................4 Is Vincor well equipped to launch a new refreshment beverage?.............................5 What kind of a beverage should Vincor launch?........................................................6 RECOMMENDATIONS....................................................................................................8 Marketing Objective..................................................................................................8 Entry Strategy...........................................................................................................8 Markets and Target Segment....................................................................................8 Positioning.......................................
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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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...Bottled water is one of the fastest-growing segments in the world’s food and beverage market owing to increasing health concerns. The market for bottled water in the US generated revenues of about $15.6 billion in 2006. Market consumption volumes were estimated to be 30 billion liters in 2006. The market's consumption volume is expected to rise to 38.6 billion units by the end of 2010. This represents a CAGR of 6.9% during 2005-2010. In terms of value, the bottled water market is forecast to reach $19.3 billion by the end of 2010. In the bottled water market, the revenue of flavored water (water-based, slightly sweetened refreshment drink) segment is growing by about $10 billion annually. TCCC is third largest player in the bottled water market in the US with market share of 11.9%. The company acquired Energy Brands Inc. in 2007 to further expand its presence in still beverage offerings in categories like vitaminwater, fruitwater and smartwater. TCCC could leverage its strong position in the bottled water segment to take advantage of growing demand for flavored water. Growing bottled water market Bottled water is one of the fastest-growing segments in the world’s food and beverage market owing to increasing health concerns. The market for bottled water in the US generated revenues of about $15.6 billion in 2006. Market consumption volumes were estimated to be 30 billion liters in 2006. The market's consumption volume is expected to rise to 38.6 billion units by...
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