Coca-Cola Enterprises Strategic Alliances
The carbonated beverage industry is one of the oldest and more complicated industries in existence. This industry is heavily dependent on its customer loyalty that it has developed historically and its reliance on marketing and innovation to grow new revenue streams. There are a growing number of potential threats that are present in the carbonated beverage industry. One trend that is emerging in many of the markets in the developed countries is that the consumers are becoming more health conscious. As a result the demand for drinks containing high fructose corn syrup is diminishing relatively rapidly in some segments. Coca-Cola has had to innovate to diversify their product mix to offer products that appeal to these demographics.
Another threat is that younger generations are seeking new types of drinks and new product brands. For example, the energy drink industry has grown rapidly. "Globally, the energy drink industry has gone from a $3.8-billion business in 1999, to a $27.5-billion business last year, according to data from market research firm Euromonitor. That's a more than 620% jump (Foeger, 2014)." Demand in new market niches has led Coca-Cola to find innovative ways and partnerships to meet the emerging demand.
Monster Energy Drinks
Coca-Cola has recently entered into a long-term strategic partnership with Monster Energy Drinks. The Coca-Cola Company announced that they have entered into definitive agreements for a long-term strategic...
The new, innovative partnership leverages the respective strengths of The Coca-Cola Company and Monster to create compelling value for both companies and their shareowners.
This partnership adds value to Coca-Cola's product mix through the addition of a strong brand in the energy drink niche. As consumers shift preferences from carbonated soft drinks s to alternatives such as sports and energy drinks, bottled water and ready-to-drink (RTD) teas, Coca-Cola needed to strengthen its portfolio in these fast growing segments in order to maintain its share in the overall beverage market. Although Coca-Cola has established itself in the global bottled water and sports drinks markets with popular brands Dasani and Powerade respectively, the company has negligible presence in energy drinks, which is the fastest growing beverage category (Trefis, 2014). The addition of Monster to Coca-Cola helps fill this void for the company and its investors by positioning itself in the growing market niche.
Improving Market Access
Monster will improve their market access through Coca-Cola's global supply chain and distribution system. Rodney C. Sacks, Chairman and Chief Executive Officer of Monster explained…
China's Intellectual Property Rights: Current Issues, Strategic Considerations And Problem Solving In this paper, the focus is primarily on the Intellectual Property Rights (IPR) that are given to individuals within the Republic of China. The paper starts off by defining IPR and the different ways that IPR is provided like copyright infringement. The paper them moves on to define IPR and its progression in China through the imperialistic years, the era
Compliance with Government Regulations and Current Issues - Initially, this joint venture between the Walt Disney Company and the Hong Kong government appeared successful as evidenced by the huge crowd it attracted since its opening on September 12, 2005 (Great Holidays and Hotels 2004, Giezl 2005). The very next day, Park chairman George Mitchell arranged for the opening of a second park in the adjacent lot. The government required an
A good market segmentation can reduce operational costs by efficiently allocating the resources to the most suitable segments, while taking under careful consideration the differences across different cultures (Hofstede et.al., 1999). The main alternative to this pricing strategy is by establishing the prices according to the local buying power. However, the customers from those countries where the company adopts a higher price may feel that this strategy is not
" As will be shown below, the bottled water market is increasingly competitive and consumers have a dazzling array of choices available to them. It is clear that Voss has taken this into account when developing its sophisticated packaging, some samples of which are shown in Figure ____ below. Figure ____. Representative Sampling of Voss Packaging Techniques. Source: noisedfisk.com/illustrations/vosswater.jpg, www.uncrate.com/men/images/voss-water.jpg, http://www.urbanfare.com/featuredfare/images/weeklyad/voss_water.jpg In fact, one new admirer of the Voss brand unashamedly proclaimed that even
A fourth foundational element is the strength of the Starbucks brand itself and is ubiquity globally. As a result of rapid and well-defined strategies for opening up retail stores, Starbucks is now considered one of the most preeminent and strongest brands globally. Starbucks has generated the strength of their brand through combining high-quality coffee and tea beverages with the third-place concept to generate customer loyalty and world-of-mouth among customers and their