Energy Drinks Case Study Essay Example for Free

Energy Drinks Case Study Essay There are new coming items in beverage industry during the mid-2000s, which are energy drinks, sports drinks and Vitamin-Enhanced beverages. These items focus on different flavors, specified consumers, efficient distribution systems, and products innovation in the beverage market. They compete with water, soft drinks, juices, tea, and other common drinks, which are in low prices, good and long history of brand reputation, easy to accept the taste. From 2005 until now, alternative beverages grow fast and take more and more market share in the whole world beverage market. The main alternative beverages companies are Coca Cola, PepsiCo, Red Bull and Hansen Natural Corporation. Energy drinks, spots drinks, and vitamin-enhanced beverages use many strategies to find a good position in the beverage industry in the Global market, which also give us some ideas about how to operate beverage companies. Firstly, alternative beverages take the action via wider product selection, better product quality, good delivery system to gain sales and market share. For example, PepsiCo develops 12 flavors of Amp Energy drinks and 28 varieties of SoBe vitamin-enhanced drinks (Gamble, 2010, p. C-83). Again, PepsiCo, Coca-Cola through their own soft drinks distribution channels to deliver energy drinks at the same time, which reduce much time and cost. Secondly, energy drinks take big actions to enter emerging market opportunities, like most Asia countries and South America. For example, alternative beverages take 31. 5% market share in Asia-Pacific in 2009 (Gamble, 2010, p. C77). Thirdly, Energy drinks, spots drinks, and vitamin-enhanced beverages try to acquire or merge with other small companies to strengthen market standing and competitiveness. For instance, PepsiCo has a multiyear distribution agreement with Rockstar to distribute Rockstar energy drinks in the United States and Canada (Gamble, 2010, p. C-83). Coca-Cola also has a multiyear distribution agreement with Hansen Natural Corporation to distribute Hansen’s Monster energy drink in some areas of the United States, Canada, and six European countries (Gamble, 2010, p.C-84). SWOT Analysis Strengths| Weaknesses| * Healthier than traditional soda. * Global brands * New product development * Strong manufacturing and distribution capabilities * Strong support of parent company| * High price * Consumer limitation| Opportunities| Threats| * Growing demand for healthy drinks * High growth developing markets * Cost reduction measures| * Traditional drinks competition which includes price and taste * Regulations and law * Health risks * Environment problem * New entrents|. To solve weaknesses and threats, alternative beverages industry companies set up business models to match the customer value and gain profit. Firstly, Energy drinks, sports drinks, and vitamin-enhanced beverages companies develop many different flavors to match different customers’ taste. Second, these companies also focus on different customers’ demands. Third, they sell products in many different locations, not only supermarkets, but also convenience stores and vending machines around every corner, which give convenient service to customers. Fourth, alternative beverage companies always try to follow the state law and regulations. Try to avoid risk ingredients. Fifth, to pretend the health risk, some companies placed warnings on their products labels. Sixth, because many people and organizations are focus on environment issues, alternative beverages’ plastic bottles and cans are really concern by these people. To solve this problem, beverage companies recycle plastic bottles and cans to keep pollution away. I also have some recommendations to alternative beverage companies to grow bigger and faster in the global market. First, try to make innovation on the local taste in different countries. Do research on people’s taste in various countries. McDonald’s is a good example in promoting global market. McDonald’s knows Indian people don’t eat beef and pork and love spicy food, so McDonald’s over there never have any product with beef or pork but with more spicy taste. Again, don’t put sensitive ingredients in the drinks. People are more curious about health and drink ingredients. Many organizations are strict with it, too. Try to produce healthier and more nutritious drinks to the market. Moreover, drinks’ function attempts to everyone, but not only for a small group of people. Nowadays, teenage boys always buy energy drinks, people who do sports, fitness, or other strenuous activities bought sports drinks; adult consumers are interested in buying vitamin-enhanced beverages (Gamble, 2010, p. C-77). What I recommend is alternative beverage companies should develop beverages suitable for most people. White collar can drink energy drinks; sports people also suitable to buy some kinds of vitamin-enhanced beverages. Additionally, don’t publicize the function too powerful. Some alternative drinks have some special effects, but not like what the advertisement said. If the company wants to operate for a long time running, it should be honest and act in good faith. Last but not least, incumbents of alternative drinks use strong brand preferences, high degrees of customer loyalty, significant cost advantages to keep new entrants out of the market. References: Gamble, John E. (2010). Competition in Energy Drinks, sports Drinks, and Vitamin-Enhanced Beverages. Crafting Executing Strategy. p. C-77. Gamble, John E. (2010). Competition in Energy Drinks, sports Drinks, and Vitamin-Enhanced Beverages. Crafting Executing Strategy. p. C-79. Gamble, John E. (2010). Competition in Energy Drinks, sports Drinks, and Vitamin-Enhanced Beverages. Crafting Executing Strategy. p. C-83. Gamble, John E. (2010). Competition in Energy Drinks, sports Drinks, and Vitamin-Enhanced Beverages. Crafting Executing Strategy. p. C-84.

Laughter :: essays research papers

A little old lady went into the Bank of Melbourne one day, carrying a bag of money. She insisted that she must speak with > the manager of the bank to open a savings account because, "It's a lot of money!" > After much hemming and hawing, the bank staff finally ushered her into the managers's office (the customer is always right!). The bank manager then asked her how much she would like to deposit. > She replied, "$165,000!" and dumped the cash out of her bag onto his desk. > The manager was of course curious as to how she came by all this cash, so he asked her, "Ma'am, I'm surprised you're carrying > so much cash around. Where did you get this money?" > The old lady replied, "I make bets." > The manager then asked, "Bets? What kind of bets?" > The old woman said, "Well, for example, I'll bet you $25,000 that your balls are square." > "Ha!" laughed the manager, "That's a stupid bet. You can never win that kind of bet!" > The old lady challenged, "So, would you like to take my bet?" > "Sure," said the manager, "I'll bet $25,000 that my balls are not square!" > The little old lady then said, "Okay, but since there is a lot of money involved, may I bring my lawyer with me tomorrow at 10am as a witness?" > "Sure!" replied the confident manager. > That night, the manager got very nervous about the bet and spent a long time in front of a mirror checking his balls,turning from side to side, again and again. He thoroughly checked them out until he was sure that there was absolutely no way his balls were square and that he would win the bet. > The next morning, at precisely 10am, the little old lady appeared with her lawyer at the manager's office. She introduced the lawyer to the manager and repeated the bet "$25,000 says the manager's balls are square!" The manager agreed with the bet > again and the old lady asked him to drop his pants so they could all see. The manager complied.

How Social Media Influences Your Shopping Essay

At the present time social media is the one of the most powerful ways to shop and advertise online via the use of web-based and mobile technologies; it transforms online communication into an interactive dialogue. Quester, Pettigrew and Hawkins (2011) defined social media as â€Å"media for social interaction, using highly accessible and scalable communication techniques.† According to Vithoulkas, social media is more than just the hardware or software which enables it, instead he argues that it is more of a philosophy of communication where honest and transparency is required and information is shared and has the potential to â€Å"spread virally very quickly†. For the consumer, social media can be a continual bombardment of advertising and promotion every time we use communication modes, such as the internet or mobile, which may be infuriating for the consumer but increases the market exposure for the seller. This report intends to analyse the effectiveness of social media in influencing the general population to purchase more than presently before. When large companies, such as Pepsi, invest 50% of their annual advertising budget into Social Media it is obviously a worthy idea for the discussion of marketing professionals worldwide. The buyer behaviour system has been challenged in ranges of high involvement and low involvement alike. Consumer control is now the focus of consumption, when before it was heavily regulated institutionally. Although social media is an inescapable part of every day life it cannot be assumed that it will replace other forms of communication. A great number of people of all ages use social networking sites before purchasing a product, especially in high involvement purchases. Seidma (2010, p11) has demonstrated that the large majority of people are engaged in some form of social media, showing its considerable societal acceptance; Marketing magazine online tells us that â€Å"Facebook has more than 400 million active users. Every minute, 24 hours of video is uploaded to YouTube. An estimated 5–10 thousand Twitter accounts are opened per day,† showing that when information is directly found by a population 20 times that of Australia there is serious product awareness to gain . Quester et al. (2011) stated that there are fives stages of decisions making processes prior to making the choice in buying a product or service. These include problem recognition, information search, evaluation and selection, store choice and purchase and post purchase processes. When consumers’ recognise a need or identify a problem which may exist, they then undertake an information search on the product or service with their behaviour influenced by internal and external factors, Consumers evaluate the various alternatives after they have gathered all information, and afterwards they make a selection of retail outlets for the actual purchase of the good or service. Lastly, the consumer compares the product performance against their expectations and decide whether they satisfied or dissatisfied with it. In last few decades, traditional media such as television, radio, newspaper has been the only way to promote and communicate with the target market, but now it appears that the trend has changed. As seen in diagram one (below) consumer control is now the driver in the marketing segment. As seen in chart one (below), it can be seen that on average people spend more time when choosing and product and general spend more money, suggesting that when purchasing online the products will be a high involvement purchase. Marketing Magazine online tell us â€Å"For 35% of shoppers, the process starts with online search; 30% of consumers read user reviews on retailer websites as a part of the shopping process.† In the U.S.A. alone there are 95 million people who admit to frequently using social-media in their purchase decisions. Hub Magazine found that more than 40% of American adults currently use social media as part of their shopping experiences, with further data showing most consumers increased in use of social media for shopping within an annual period. Hub magazine also found that 39% have strongly agreed with the statement that ‘they can learn a lot more about a brand by seeing what everyday people are saying about it online’ in comparison with only 22% percent of non-social media shoppers agreeing with the statement. This clealy shows us that Social Media can obviously affect buying habits. However, social media may not be the first choice for every business or organisation for their marketing strategy. In December 2009, COM Score released a report of their customer survey that showed peoples views on social media in comparison to traditional forms of media. Overall, they found that 28% of respondents were likely to notice advertising on social media and less than that 23% are likely to trust the advertisements they notice. Those numbers put social media websites at #5 on the list behind television, print, news and corporate websites. In the same findings it also showed that only 28% of those who had began their holiday shopping this season indicated that social media has influenced their purchases specifically consumers said their influences were: †¢ Reading a consumer-generated product review (13% of respondents) †¢ Reading an expert product review (11 %)  Ã¢â‚¬ ¢ Following a fan page on Face book to take advantage of special offers and deals (7%) †¢ Influence by a friend’s Face book status update referring to a particular product (6%) †¢ Following a company on Twitter to take advantage of special offers and deals (5%) †¢ A friend’s â€Å"tweet† about a product influenced their purchase behaviour (3%) Given the exposure to the internet that we in the western world undergo every day versus time spend watching television, it is odd that only 13% saw the high consumer involvement in reading reviews of products. What is even stranger is that these consumers have shifted from trusting expert reviews to peer reviews. In traditional media reputable sources were usually quoted to give weight to a certain product. It seems in the days of social media, peer influence has replaced the trustworthiness of reputable sources. Thus changing the buyer behaviour process. Social Media may influence and change the buyer behaviour process but it is not necessarily a replacement for tradition media. Although it is a change to the normal standards of media, it will never replace traditional media given the system of interaction in our society. The interesting thing, as discussed in this essay, is the change in the high involvement purchase process and the consumer control over purchases. It is effective to some degree, given the right target audience and consumer group, but in our society with the lack of general literacy (21.1% of the world are internet literate) and dramatic choices for consumers it is not the answer to the change of the consumer buyer process.

Personal Growth Through Learning Essay - 1427 Words

I’ve made it my passion to be a life-long learner to sharpen my skills, abilities and God-given talent. When an individual doesn’t make a conscience effort to expand their minds, then they are actually making a decision to begin to digress. Being an older college student, my desire is to learn everything that I possibly can with the aid of Victory University. It was fascinating reading about Rene’ Descartes who grew up in France. Descartes was also a life-long learner. He was the thinker and writer who coined the phrase, â€Å"I think, therefore I am† (Gluck, Mercado, Myers, 2014, p. 7). Although Descartes existed during the time of the Renaissance, his theory that the eyes were significant to stimulating other parts of the body, such†¦show more content†¦Many individuals play themselves down because they are not fully aware of their capabilities. A focused and intentional person can accomplish a lot in a day if they put their minds to it. The strength of the mind with faith and belief plays a very crucial role in a successful person’s life. Dr. David Schwartz in The Magic of Thinking Big states, â€Å"Believe, really believe, you can move a mountain, and you can† (Schwartz, 1959, p. 9). My heart’s desire is to become a better student each year by applying the things that I learned previously. However, in order to do this, it is imperative that I create a plan in my schedule to focus on reading the material in advance prior to the instructor’s lecture. By doing this, I’m able to grasp the material a little easier by already being informed of the terminology and phrases that are common to that particular class. I enjoy reading; however, sometime I can view it as a chore. Nonetheless, the most productive way for me to accomplish my reading schedule is to become desensitized to by reading and studying according to my schedule. Knowing that the more that I do something like this , then the more likely it will become habit. At that time, I will be doing it mostly without thinking much about it. I will be in a much better position to allow generalization to occur. By generalizing, I will transfer my past learning to new situations and problems (Gluck et al., 2014, p. 209). One of my passions isShow MoreRelatedEssay On Employee Access To Learning Materials And Tools981 Words   |  4 Pagesreal-world pertaining to employee access to learning materials and tools. There will be an explanation about strategies which will enhance adult education leadership that will include relevant examples supporting the explanation. The inclusion of the ways mentoring can enhance personal, professional, and organizational growth will be presented in this paper. Employee Learning Materials and Tools Access Some real-world concerns about employee access to learning materials and tools can include: the convenienceRead MoreMy Most Prized Qualities Is My Affection For Learning Essay1486 Words   |  6 Pagesaffection for learning. 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