What are the underlying drivers of change and how might those forces individually or collectively make the industry more or less attractive? Now energy drink, sports drinks and vitamin-enhanced is evolving. Energy drink, sports drinks and vitamin-enhanced in the beverage market, external and internal environment under pressure, causing it to change. The energy drink, sports drinks and vitamin-enhanced from 2009 began to develop, to grow from $1. 58 trillion in 2009 to nearly $1. 78 trillion in 2014. Market is very rapid. I feel the market underlying drivers the following: 1.
The influence of Globalization: the global beverage industry was project to grow from $1. 58 trillion in 2009 to nearly $1. 78 trillion in 2014 as beverage producers entered new geographic markets, development new types of beverages and continued to create demand fir popular drink . These new products to market has generated new creativity and new applications, so as to increase the intensity of competition in the market, the beverage market is booming. Because globalization, lead to product innovation development, Each enterprise according to new market policy undertook a series of adjustment. . Buyers demand increases, resulting in the beverage industry development:
Now many of the buyers to pay attention to nutritional balance and complement, so energy drink, sports drinks and vitamin-enhanced have a more broad market. 4. What does your strategic group map of the energy drink, sports drink, and vitamin-enhanced beverage industry look like? Which strategic groups do you think are in the best positions? The worst positions? The Red bull energy drinks was created in 1966. It became the one of the first energy drinks in the world.
In the fast moving consumer goods, beverage industry belongs to the keen industry, but the huge demand, walk quantity is the most effective way to enlarge its profit, “small profits but quick turnover” is also the retailers general technique, so the enterprise sales also often in several hundred million, billions of above, but the investment funds is very big, so the new industry enterprise also often be some big corporations. Marketing force, marketing force, it refers to the marketing strategy and the marketing ability of organization.
For example in china, , want to stand out in many products, must be competitive marketing strategy and a good marketing organization system. Channel force, it refers to the channel management ability, in the fast pin product, channel for the king, even if you have good products, put a great amount of expenses to do publicity without to channel intensive cultivation, or do bad market, can not reach walk quantity task, meager profit but high turnover “pin” link will break chain, will give enterprise to bring the serious loss. . What recommendations would you make to Coca-Cola to improve its competitiveness in the global alternative beverage industry? To PepsiCo? To Red Bull GmbH 1 internal Strengthen control of quality and learn more information about requirements for energy beverage in different nation. And I saw that lots of news about Red bull which include illegal composition in recent years. In 2009, Germany check out Red Bull Cola (Red Bull Cola) contains 0. PPM of cocaine 30 may 2009, Taiwan police check out Austria import red bull energy drinks contain extremely trace level of drug cocaine 1 June 2009 Hong Kong, 11 February 2012 China, Negative news would significant impacted a company or industry, especially Drinking and food industry. Everything about eating. In addition, there are lots of new beverage brand in the world. If Negative news led to lose market, company would very hard to get market back