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SWOT analysis for Coca-Cola
SWOT analysis for Coca-Cola
swot analysis for a new beverage
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Table of Content
INTRODUCTION 2
SWOT ANALYSIS OF LUCOZADE 3
MARKETING OBJECTIVES 5
CONSTRAINTS 7
BIBLIOGRAPHY 8
Introduction
Lucozade has successfully built a positive image by showing itself as an energy drink provider. Our packaging is eye catching and is value for money to our customers. Lucozade has successfully built an image presenting itself as a drink full of energy and is appealing to people who do physical sports. To build this image Lucozade used well known sports celebrities and celebrities such as Michael Owen and Lara Croft to promote Lucozade (Lucozade, 2010). This has increased market share of Lucozade products. In addition this allowed Lucozade to be seen as a drink for active people. In other words the underlying message to customers is that if they want to be successful in sports or remain active in life they need to drink Lucozade.
On request from managing director this report will examine the strengths and weaknesses of Lucozade soft drinks using SWOT analysis and than set marketing objectives to counter the growing market competition from rival competitors. The report will also highlight any constraints in
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For example, manufacturing, marketing, and distribution of food products may be altered as a result of state, federal or local dictates. In addition the government is expected to cut down on public services to save funds in order to bring the economy out of recession. The Chancellor George Osborne has declared already that there will be job losses from public sector. This may result in less sales of soft drink such as Lucozade as unemployment has direct impact on
...three needs onto which the emotional appeal of this ad was directed. Clearly, aside from its pop and hyperbolic effect, it also addresses the emotional side of the audience's perception to ads. The ad is not manipulative in nature and analyses the appeals depicted by the PowerAde. This is a good example of the influential nature of adverts in the general public and can be said that an effective advert must have the appealing nature to ensure that it has an impact in influencing the consumer buying behaviors. The overall appeal of the ad is sufficient and it basically stimulates our emotions in a profound way to challenge us to be successful and at the same time increasing the awareness of the energy drink. The belief that powered brand is the best energy drink is created and the best drink to use to attain ones optimal performance and be outstanding from the rest.
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
Monster Energy Drink Target Audience And Company Objectives Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is still more particular than in other industries. When thinking about the energy drink target market, it is important to consider who is most receptive to the purported effects of the beverages.
After PDB acquired Crescent Pure in July of 2013, its management team was faced with a decision when discussing how the product was to be marketed -- some felt that the drink’s energizing ingredients would make it a better fit as an energy drink, while others felt that its hydrating elements would make it a better fit as a sports drink (Quelch, Zalsoh 2014). Crescent Pure was founded in 2008, as founder Peter Hooper wanted “a drink that would refresh, energize and enhance mental focus” (pg 2). However, Crescent Pure will be PDB’s first entry in the U.S., sports and/or energy beverage markets; therefore, in discussing the
An interview held on April 10, 2013 with a customer who is not a fan of energy drinks described the logo as being clever in design and the overall appearance as colourful. Interviewee also stated that the oval appearance of the can design with graphics is very creative, appealing to the m...
What is a SWOT analysis? This concept involves assisting businesses to identify their strengths, weaknesses, opportunities and threats. It is often used to analyze an organization and its environment. Businesses find the analysis useful in assisting them to improve their business, establish goals and objectives.
The low-calorie, high-intensity sweetener market has been dominated by one major player, NutraSweet, with annual sales of $711M and about 80% market share (the total market in 1986 was $884M annual sales). NutraSweet, a monopolist in the industry, was able to charge premium prices and successfully capture the majority of the pie. Also, the market was expected to grow 15% annually, with a 70% projected sales growth in Europe and Canada. However, since NutraSweet’s original patents were due to expire soon (Europe/Canada market patent expires in 1987 and US in 1992), a new entrant was threatening to enter the lucrative low-calorie sweetener market – HSC.
My current employer, Mayo Clinic, is a world renowned not-for-profit hospital that has been established for 150 years. Mayo Clinic is the first and biggest integrated not-for-profit medical group practice in the world and is a well-known brand name that is recognized world-wide. Working for an organization where the primary value is the needs of the patient come first, the organizations domain is held to a higher standard. The mission statement is to encourage hope and contribute to health and well-being by providing the best care to all patients through integrated clinical practice, education and research (Strategic statement of Mayo Clinic, 2012). The vision statement is that Mayo Clinic will offer an unparalleled experience as the most trusted partner for health care (Strategic statement of Mayo Clinic, 2012). In the medical field, innovations, research and technology motivate the business to perform and deliver care in a new standard. Mayo Clinic has a logo of three shields that are interlocked, presenting patient care, research and education.
Johnson, G., Scholes, K., Johnson, G. and Whittington, R. 2011. Exploring strategy. Harlow: Financial Times Prentice Hall.
The first step for Pepsi Cola to undertake is to generate ideas for the new product. There are many different alternative ideas available to help Pepsi through this process. They shoul...
Being the first company to provide a carbonated performance enhancing drink, Red Bull opened up a whole new market in the drinks industry. Through well developed and initiated marketing strategies red bull has become much more than a performance enhancing drink – it has now become a lifestyle. Recognisable to most, the blue and silver can with two red bulls about to clash in front of a yellow sun is now a brand identity recognised in 169 countries (Red Bull, 2016). As the performance enhancing drinks market expands, Red Bull is still able to boast a high majority of market share due to the solid understanding they have of their consumers needs. With clever use of the marketing mix and the four P’s, Red Bull has been able cement their spot in the market as a premium quality drink that helps fight tiredness, fatigue and lack of energy – something that many of us can relate to. Red Bull is mainly targeting a segment of 18 to 34 year-old males based on their interests – being outdoors, taking risks and having fun.
Over the years, energy drinks have become very popular being one of the fastest-growing parts of the beverage industry. (Meier) These products are meant to revitalize the body by boosting energy so that consumers can be more active and productive. The strengths of entering this industry include: low supplier power, international recognition, and an appealing image. The ingredients necessary to make energy drinks consist of caffeine, taurine, vitamins, and other supplements that are easily accessible. There are a large number of suppliers from which a manufacturer could purchase the ingredients; therefore, entering this market is probably not too expensive. Another benefit is that energy drinks are a popular market all over the world, especially
claims to provide those who consume it with extra energy” (ucan.org). Energy drinks are all made different by the flavor ingredients chosen by the company who is making it, but there are five major ingredients that are typically fou...
However, a sales performance review in the year 2015 of new soft drinks introduced by Coca cola established that in Mount Kenya region, only 15% had succeeded, 55% were performing poorly, 17.5% had failed completely, while another 12.5% exhibited abnormally high artificial growth.(MKBL,2015) Despite the introduction of new products by the Company, its market share in the soft drinks market dropped from a high of 98% in year 2013, to a low of 93% in 2015 in Mount Kenya region, which included Nyahururu town. (Ac Nielsen, 2016). There have been complaints by customers on the products attributes, pricing, distribution and the execution of promotional activities. Still, there is scanty and inconclusive empirical data that would explain this trend of Coca cola products within Nyahururu town. A study by Migwi (2012) researched on Mount Kenya Bottlers response strategies to changes in external environment. However this research did not study the effects of marketing mix variables of new Coca cola soft drink products on sales performance as it was out of scope. This study therefore, aimed at filling this knowledge gap by examining the effects of marketing mix variables of new Coca cola soft drink products on the company’s sales performance in Nyahururu town. It aimed at providing insights towards the application and integration of the marketing mix variables by marketing managers so as to achieve the envisaged goals. By gaining insights into how sales performance is affected by the marketing mix variables, the company is going to design and integrate the marketing mix better, therefore improving sales performance in terms of market share, growth and ultimately,
SWOT analysis A SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture or in any other situation of an organization or individual requiring a decision in pursuit of an objective. It involves monitoring the marketing environment internal and external to the organization or individual. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from the Fortune 500 companies. 1 Performing the SWOT Analysis 2 Internal and External Factors 3 Examples 3.1 Strengths and Weaknesses 3.2 Opportunities and Threats 4 Errors to Be Avoided 5 Additional Uses of SWOT Analysis 6 References 7 External links Performing the SWOT Analysis SWOT analysis is part of the Harvard Policy Model, which has been developed as part of the business policy courses taught at the Harvard Business School since the 1920s.