Gatorade Case Study

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The Gatorade Company has many competitive advantages over its competitors. Strategized operations are necessary to develop the company’s capacity to retain its market share, especially with the existence of new innovative competitors in the sports drinks market. With proper supply chain management, quality products, and focus on customer satisfaction, the company can easily realize its goals and objectives. However, this requires a good leader who can spearhead the development and implementation of the various strategies discussed.
The company’s dominance in the market and constant high sales over decades are a good indicator that its product life cycle is relatively high. However, the company has experienced a perpetual decline in its sales in the last few years. This has come, together with the increasing emergence of competitors producing similar products. Customers who seek rehydration in using the products are turning to trendier and healthier varieties offered by the company’s competitors (Kumar & Krob, 2005). Customers who seek to be energized are focusing on purpose specific products, which are more active. This includes energizing drinks, such as Monster and Red Bull. In response to these changes in consumer behavior, the company has changed its brands as fears of losing its market share escalate.
In an effort to retain its market share, the company recently reviewed its traditional slogans and advertisements. It adopted a modern culture and strategy of marketing its products where it rebranded the product as “G.” The company released a variety of products, such as Gatorade A.M and G2, which contains half the amount of calories (Black, 2012). More products followed, referred to as the G-series brands. The series includ...

... middle of paper ...

...claim the firm’s market share in the sports drinks market. This will enable the company to maintain long-term benefits and profitability.

Works Cited

Black, K. (2012). Business statistics: For contemporary decision making. Hoboken, NJ: Wiley.
Boyer, K. K., & Verma, R. (2010). Operations & supply chain management for the 21st century. Mason, OH: South-Western/Cengage Learning.
Kumar, S., & Krob, W. A. (2005). Managing product life cycle in a supply chain context: A prescription based on empirical research. Boston, MA: Springer Science+Business Media, Inc.
Lai, K., & Cheng, T. C. E. (2009). Just-in-time logistics. Farnham: Gower.
Lawrence, K. D., Klimberg, R. K., & Lawrence, S. M. (2009). Fundamentals of forecasting using Excel. New York, NY: Industrial Press.
Shah, J. (2009). Supply chain management: Text and cases. Upper Saddle River, NJ: Pearson Education.

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