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Drink Probability Experiment
Preface to Study
You plan to conduct a marketing experiment in which students are to taste one of two different brands of soft drink. Their task is to identify the brand tasted.
You select a random sample of 200 students and assume that the students have no ability to distinguish between the two brands. (Hint: if an individual has no ability to distinguish between the two soft drinks, then each brand is equally likely to be selected).
What is the probability that the sample will have between 50% and 60% of the identifications correct?
Each taste has a 50/50 chance that the brand will be identified.
Where between 50% and 60% identifications are correct, there is a 90% probability, with a 10% margin of error.
The probability is 90% that the sample percentage is contained within what symmetrical limits of the population percentage?
We do not know…
Marketing Sports Drink
In today's current marketplace, there is stiff competition among sports drink manufacturers. Our company has developed a product with an edge on the competition. The product is a sports drink that comes in a container that effectively keeps the drink cold for approximately six hours. In order for sales of this product to succeed in the marketplace, it is necessary for our company to devise effective strategies for marketing the sports drink. The following discussion explores how marketing strategies could be developed in order to maximize profits from sales of the sports drink.
Marketing efforts may effectively begin by the company asking themselves a number of directed questions that help define where and how to direct energy and resources. The answers to these questions provide clarity and direction, ensuring that the product is being marketed in the most effective manner. These questions involve identifying market segments, competition,…
Kotler, P., Keller, K.L. (2012). Marketing Management, 14th Edition. Prentice Hall, Inc. ISBN: 0-13-600998-0.
Snell, P.G., Ward, R., Kandaswami, C., Stohs, S.J. (2010). Comparative effects of selected non-caffeinated rehydration sports drinks on short-term performance following moderate dehydration. Journal of International Sports Nutrition. 7, 28. Retrieved 15 April 2012 from
consumption of a carbohydrate performance drink increase 400m sprint times?
Carbohydrate loading was found to be beneficial for endurance sports in the late 1990s. esearch has demonstrated that consuming high amounts of carbohydrates, combined with low training levels for several days before an event can help to improve performance (Wade, 2008). Since that time, issues have arisen as to which types of carbohydrates are best, which proteins are a factor, and issues regarding gender and differences in metabolism. esults of studies differ in regards to these issues.
The idea that carbohydrate-loading before an endurance event is widely accepted among health and fitness professionals. Now, the food industry has seen the profitability potential in this increased hype about carbohydrate-loading. They have crowded supermarket shelves with performance drinks, performance bars, and powders that can be added to other foods, supposedly to increase performance in sports activities. This research will focus on one…
Aziz, A., Wahid, M., & Weileen, P. et al. (2010). Effects of Ramadan fasting on 60 min of endurance running performance in moderately trained men Br. J. Sports. Med. June 1, 2010 44(7): 516-521.
Burke L.M., Hawley J.A., Mujika I., & Noakes TD (2000) Carbohydrate loading failed to improve 100-km cycling performance in a placebo-controlled trial Journal of Applied Physiology. 88.1284-1290.
Hasswirth, C. & Le Meur, Y. (2011). Physiological and nutritional aspects of post-exercise recovery: specific recommendations for female athletes. Sports Med. 2011 Oct 1;41(10):861-82.
Haverman, L., West, S., & Goedecke, J. et al. (2006). Fat adaptation followed by carbohydrate loading compromises high-intensity sprint performance. Journal of Applied Physiology.
soft drink and automotive industry in United States
The consumer intensive industries whose global operations are indeed tremendously influenced by key macroeconomic indicators and more importantly, by the relationship between the linkages between these indicators, which are representations of the underlying variables from the contained data. The movement and potential movement of GDP, unemployment rate, and Inflation, along with interest rates within differing economies, the CPI and PPI, wage rates/minimum wage, the unemployment rate, and benefit packages, consumer confidence, GDP growth, inflation, and the real exchange rate, all play a critical role in how the automotive and soft drink industry address their respective markets.
U.S. GDP is the primary macroeconomic indicator that indicates aggregate economic activity for all members working nationally and internationally. Therefore, an American working in China will be counted toward the U.S. GDP and toward the Chinese Gross National Product, or GNP but not the Chinese GDP…
Deichert M., Ellenbecker M., Klehr E., Pesarchick L., Ziegler K. 2006 "Strategic Management in a Global Context" Industry Analysis: Soft Drinks http://www.csbsju.edu/Documents/libraries/zeigler_paper.pdf
FOREX brokerage firms. (2003-2006) "Auto And Truck Sales, U.S., Key Economic Indicators." http://www.forex-brokerage-firms.com/economicindicators/auto-truck-sales.htm
Regmi A. (2011) "Global Food Markets: International Consumer and Retail Trends." USDA Economic Research Service. http://www.ers.usda.gov/Briefing/globalfoodmarkets/consumer.htm
Latruffe, L. 2010. "Competitiveness, Productivity and Efficiency in the Agricultural and Agri-Food Sectors." OECD Directorate for Food, Agriculture and Agri-Food Sectors. Organization for Economic Cooperation and Development.
BAND STATEGY a soft drink manufacturer creating a brand an energy drink. Write a report benefits developing a brand strategy. Focusing communication theory itt a critical analysis branding concepts processes communication strategies successfully brand drink.
Brand Strategy Benefits
The process of globalization has significantly intensified competition in most business fields. This situation determines companies to increase their efforts and investments in creating competitive advantage. Some of them focus on developing high quality products and services, while others prefer to use opportunities determined by cost efficiency. In addition to this, companies understand the necessity of developing a marketing strategy oriented towards reaching the objectives that the company has the resources of reaching.
Some of these companies also focus on developing brand strategy. This is because specialists in the field consider that companies' brands are important tools that can be used in order to improve customer loyalty. Therefore, it is important to…
1. Williams, J. (2011). The Basics of Branding. Entrepreneur. Retrieved September 23, 2011 from http://www.entrepreneur.com/article/77408 .
2. Advantages of Brands (2011). KnowThis. Retrieved September 24, 2011 from http://www.knowthis.com/principles-of-marketing-tutorials/product-decisions/advantages-of-brands/ .
3. The Principles of Marketing (2010). Branding Strategy Insider. Retrieved September 24, 2011 from http://www.brandingstrategyinsider.com/2010/01/the-principles-of-marketing.html .
This same dynamic occurred with bottle and can suppliers, where the FTC also stepped in and forbid CSD manufacturers from purchasing additional businesses to become vertically integrated. Ultimately the FTC has said that the suppliers of ingredients to CPD manufacturers are in a commodity business, and therefore must be protected from becoming entirely replaced by vertical integration strategies on the part of their buyers. The gross margins and profitability on syrup specifically are low and as this is a process good, the impact of workflow design and re-engineering are critical. Suppliers are forming best practices teams to assist one another in becoming more cost-efficient and more capable of sustaining price points relative to the bargaining power of CSD manufacturers. The role of suppliers then in the CSD industry is one of being relatively weak relative to buyers, who are intent on creating more vertically integrated supply chains to attain higher…
Baker, Jonathan B. And Bresnahan, Timothy E (1984) Estimating the Elasticity of Demand Facing a Single Firm: Evidence on Three Brewing Firms, Research Paper No. 54 (Stanford Workshop on Factor Markets, Department of Economics, Stanford University, Stanford, CA). Retrieved April 16, 2008
Elliot Leschen, M Eric Johnson. (1999). Sourcing optimization tool for distribution-intensive industries. Production and Inventory Management Journal, 40(4), 49-54. Retrieved April 19, 2008, from ABI/INFORM Global database. (Document ID: 48260705).
Alberto Petroni, Marcello Braglia. (2000). Vendor selection using principal component analysis. Journal of Supply Chain Management, 36(2), 63-69. Retrieved April 19, 2008, from ABI/INFORM Global database. (Document ID: 54131862).
Michael E. Porter (2008). The FIVE COMPETITIVE FORCES THAT SHAPE STRATEGY. Harvard Business Review: Special HBS Centennial Issue, 86(1), 78-93. Retrieved April 18, 2008, from ABI/INFORM Global database. (Document ID: 1406854351).
Despite the narrator's desperate pleas, the raven says nothing else than "nevermore." Moreover, the narrator now finds himself unable to get rid of the bird and states, "And the Raven, never flitting, still is sitting, still is sitting/on the pallid bust of Pallas just above my chamber door;/and his eyes have all the seeming of a demons' that is dreaming,/and the lamp-light o'er him streaming throws his shadow on the floor:/and my soul from out that shadow that lies floating on the floor/Shall be lifted -- nevermore!" (ln 103-108). hether it is the bird or his grief for Lenore that triggered the narrator's insanity, he will never be able to escape the unanswered questions he posed to the bird and will forever be haunted by the memory of Lenore and by the physical presence of the raven.
The theme of the loss of a beautiful woman -- possibly rooted in…
Poe, Edgar Allan. "Annabel Lee." Complete Tales & Poems of Edgar Allan Poe. New York:
Vintage Books, 1975. pp. 654-666. Print.
-. Essays and Reviews. New York: Literary Classics of the United States, Inc., 1984. Print.
-. "Ligeia." Complete Tales & Poems of Edgar Allan Poe. New York:
"Eat" and "drink" come together primarily in visual ways, and this is the part of the movie that I enjoyed the most. The filming of the ways in which the food is prepared and then savored is just luscious: This is not a move that you should see if you are attempting to stick to a diet. Throughout the film, Lee helps us to see the ways in which food sustains (or can sustain) us on all levels, from its taste to the cultural context in which food is both made and eaten.
The ways in which "man" and "woman" are combined are embedded within the plot and the characters, in the ways that (in the beginning) the characters try to avoid the kinds of connections that make life worthwhile and meaningful. But -- because this is a comedy and not a tragedy -- we know that they will make…
The primary byproduct is lactic acid, but butyric acid and acetone also occur. The theoretical final result of oxygen deprivation is death, due to the buildup of byproducts from anaerobic respiration and the severe reduction in energy production. In athletics, death from oxygen deprivation is rare, as it usually causes unconsiousness first, which immidiately ceases the strenuous activity that significantly contributes to inadaquate availability of oxygen.
Athletes engage in carbohydrate loading before endurance events to increase the amount of glucose stored in the body in the form of glycogen. Carbohydrate loading consists of decreased activity combined with a high intake of carbohydrates. Carbohydrate loading gives an endurance athlete a larger supply of easily-metabolized glycogen for use during an event. Having a larger source of fuel that is easy to metabolize gives an athlete an endurance advantage over the competition. Foods high in starch such as breads, cereals and pasta are…
Pepsi, as part of this new strategy, is also strategically placing commercials. At the Grammy Awards, they bought the commercial spot after singer Will.i.iam presented an award. Pepsi placed a special "bumper" with the rapper's photo, which then shifted into an updated Pepsi ad that featured the rapper and ob Dylan.
This is one example, as part of its marketing strategy to completely remake its image, logo, and design, of how Pepsi thinks that this type of placement will allow them to relate to the audience better.
Coca-Cola has launched its new "Open Happiness" campaign as an integral keystone to its new marketing strategy for 2009. Much like Pepsi, the campaign is connecting the brand with key target audiences; teens and moms, driving recruitment and retention. As part of the Open Happiness campaign, Coke released a single by the same name on iTunes. According to Coca-Cola executives, the single has…
Brand management. (n.d.). Retrieved May 20, 2009, from Businessdictionary.com: http://www.businessdictionary.com/definition/brand-management.html
Coca-Cola. (2008). Behind the brand+various. Retrieved May 21, 2009, from Coca-cola.com: http://www.thecoca-colacompany.com/ourcompany/index.html
Collier, J.G. (2009, January 22). Coke announces 'open happiness' campaign. Retrieved May 21, 2009, from ajc.com: http://www.ajc.com/business/content/business/coke/stories/2009/01/21/coke_ad_campaign.html
Helm, B. (2009, April 23). Blowing up pepsi. Retrieved May 20, 2009, from Businessweek.com: http://www.businessweek.com/magazine/content/09_17/b4128032006687.htm?campaign_id=rss_innovate
College programs to intervene and stop students from drinking are successful at times if they are capable of changing the way that the student views his or her own alcohol use, thus altering the decisions that have made regarding the use of alcohol. There are some brief intervention techniques that appear to be effective. One of these is to use objective, personalized feedback regarding an individual's alcohol use, in order to increase the individual's awareness of potential risks caused by its use, which motivates changes in behavior. Even brief, one session, feedback interviews have been shown to produce significant decreases in levels of consumptions for six weeks following the session and to experience negative consequences related to alcohol for at least four years. Challenging students' expectations about alcohol use can alter their drinking behaviors (hite 1).
I have had high expectations of drinking in college, expecting it would…
Message to Parents about High-Risk Drinking at College." Ohio Parents for Drug Free Youth. 2006 http://www.higheredcenter.org/parents/ohio.pdf .
College Drinking -- Changing the Culture." NIAAA. 9/23/2005. http://www.collegedrinkingprevention.gov/NIAAACollegeMaterials/TaskForce/Intro_01.asp .
Hingson, Ralph, Heeren, Timothy, Zakocs, Ronda, et al. "Magnitude of Alcohol-Related Mortality and Morbidity among U.S. College Students Ages 18-24." Boston University School of Public Health, Social and Behavioral Sciences Department. 2002.
Ott, Carol H. "
Alcohol is a strong drug and it alters how one's emotional self. Some of the preliminary feelings of being "under the influence" include, lower blood pressure, calm mental affect and an all rounder pleasant sensation that teens as well as adults look for. Basically alcohol works as a depressant for our central nervous system, so technically if one is tensed or stiff due to any distraction then the intake of alcohol can provide the perfect "chill out" effect by reducing the tension and numbing the senses to a certain extent. As teenagers mature towards their senior years, they are encouraged to feel more comfortable about drinking. However brain scientists and researchers strongly imply that teenage drinking does have a very powerful impact on a teen's attitude and behavior. esearchers postulate based on their findings that alcohol has a comparatively stronger and toxic effect on the brain cells of…
Lo, Celia C., and Gerald Globetti. "Gender Differences in the Drinking Patterns of American and Hong Kong Adolescents." International Journal of Comparative Sociology 40.3 (1999): 307.
Kelly, Kathleen J., and Ruth W. Edwards. "Image Advertisements for Alcohol Products: Is Their Appeal Associated with Adolescents' Intention to Consume Alcohol?." Adolescence 33.129 (1998): 47.
Arata, Catalina M., Jeremy Stafford, and M. Scott Tims. "High School Drinking and Its Consequences." Adolescence 38.151 (2003): 567+.
Beman, Deane Scott. "Risk Factors Leading to Adolescent Substance Abuse." Adolescence 30.117 (1995): 201+
137-138). The WCTU membership simply could not conceive that women would actually support Prohibition reform, and so, they could not change with the times and learn how to become more open and lenient. They could not lend any support to their sisters or their cause, and so they condemned them instead, drawing distinct lines between many groups of women in the country.
Despite their differences, the importance of women's voices in the alcohol debate cannot be ignored. Murdock writes, "Both woman suffrage and prohibition emphasized male excess and potential female redemption" (Murdock, 1998, p. 7). Thus, women held political power, even if they did not even have the vote when Prohibition went into effect in 1919. This is one reason the two organizations are so significant and so important to American history. They show the long and illustrious history of political and social debate in the country. The founding fathers…
Murdock, Catherine Gilbert. (1998). Domesticating Drink: Women, Men, and Alcohol in America, 1870-1940. Baltimore, MD: The Johns Hopkins University Press.
This self-reporting could also be problematic, given that women with greater shame about their consumption might be less apt to report both food and alcohol calories. Women who drink moderately might also be more apt to appreciate and savor food and come from cultures such as France or the Mediterranean, where drinking with a healthy dinner is more common than in America. Eating meals socially has also been correlated with lower rates of obesity, and most of the drinking women consumed 'socially appropriate' levels of alcohol. Women who drank alcohol could also be more socially conscious of their appearance, and limit their dietary food intake for the rest of the day.
Further complicating the study's findings are the fact that a 2003 study of British men showed that regular drinkers gained more weight than nondrinkers. However, the Times surmised that the results of the 2010 study must have some validity,…
Parker-Pope, Tara. (2010, March 8). Women who drink more gain less weight. The New York
Times. Retrieved March 10, 2010 at http://well.blogs.nytimes.com/2010/03/08/women-drinkers-gain-less-weight/
Eat, Drink, and (Don't) be Merry: A comparison and contrast of Babette and Sophie
Food and drink are two of the great pleasures and reliefs of life's cares -- along with love. So suggests the character of Babette from Isak Dinesen's short story "Babette's Feast" and Sophie from the novel Razors Edge by Somerset Maugham. But food ultimately has the power to sustain the soul, while drink, although it may provide a temporary respite, ultimately can only kill what is good inside of a person. Both Babette and Sophie are symbolic and minor, rather than fully fleshed out characters, which enable different characters in the novel to establish connections between one another that they otherwise would not have been able to. For instance, Babette's decision to have a feast brings together the elder sisters whom she serves with the rest of their surrounding community. She creates a sense of community…
Dinesen, Isak. Babette's Feast and Other Anecdotes of Destiny. New York: Vintage, 1999.
Maugham, Somerset. Razor's Edge. New York: Vintage, 2003.
Appeal -- Combination of fun, fear, and environmental or health consciousness. The fun is in the graphic of the hyped up cat (bug eyed); the fear is in the initial tag concerning the children, and the environmental message is addressed in the ingredients and health benefits.
Executional Style -- Focuses on both humor and guilt. The implication is that parents need to change what their children drink and are not good parents if they allow the child to drink regular soft-drinks. By switching to "Super Juice," they provide a healthy and tasty alternative.
Color -- Colors are earth tones and natural colors. The soft green is designed to make the consumer believe in growing, healthy and natural products; the fading on the information section drives the eye towards the information. Notice also the bright colors of the packaging, the fruits and vegetables pop to the eye.
Font -- The…
The Coca-Cola drink is a product of the global beverage maker, the Coca-Cola Company. For years, the Coca-Cola Company has come up with creative advertisements targeting various segments of the market. In this text, I will come up with an analysis of a Coca-Cola polar bear advertisement.
The Coca-Cola polar bear advertisement features a sun glass clad polar bear pictured holding a Coca-Cola soft drink. In my opinion, the setting of the advertisement is meant to communicate the benefits of the soft drink. In this case, the advert seeks to advance the assertion that a cold coke is a wonderful choice of refreshment. Further, I am convinced that this advert does well as far as differentiating Coca-Cola from other competing brands is concerned. However, the advert could have been better had it used a more direct approach to comparative advertising. Comparative advertising involves comparing products directly on the…
Batra, R., Myers, J.G. & Aaker, D.A. (2006). Advertising Management. New Delhi: Pearson Education
Berman, M. (2010). Street-smart Advertising: How to Win the Battle of the Buzz. Maryland: Rowman & Littlefield.
Haig, M. (2004). Brand Royalty: How the World's Top 100 Brands Thrive and Survive. Sterling VA: Kogan Page Publishers.
Pride, W.M & Ferrell, O.C. (2010). Foundations of Marketing. Mason, OH: Cengage Learning.
"hen people get drunk that's why they act like children [the Raramuri believe]...Because the souls that are controlling their actions are the little souls, like little children" (Burnett, 2007). "By custom, participants will drink, dance, drum and carouse for as long as the tesguino holds out, whether two days or two weeks. [the] Spring planting will wait," and the harvest is a harvest of happiness as well as of corn. Instead of wishing one another a 'Happy Easter,' the Raramuri wish one another "bosasa" or "fill up, be satisfied, be contented" (Burnett, 2007).
This sense of joy during a celebration where conventional rules are suspended regarding behavior, and the blending of culture and Christianity are common in Meso-American celebrations of Holy eek all over Latin America. Also, Christians becoming like children before the feet of God is not an entirely foreign concept to estern Christians, nor is the featuring of…
Biggers ventures in the Sierra Madre." (16 Oct 2006). Book Review: Travel Feature.
Stellar Magazine. Retrieved 29 Jun 2007 at http://www.stellarmag.com/newsFeatures/travel_sierra_madre_book_494930
Burnett, John. (2007). "The sacred corn beer of the Tarahumara." NPR Transcript.
Retrieved 29 Jun 2007 at http://www.npr.org/templates/story/story.php?storyId=4532569
The study focused on competitiveness and cuent and potential pofitability of the soft dink industy in Bazil, and the Coca Cola Company in paticula as one of thee top competitos in the Bazilian soft dink industy, the othes being AmBey and Kaft Foods. The eseach analyzed Coca Cola's Bazilian in-bound and out-bound logistics, including its distibution pocesses; extenal and intenal opeations, i.e., human esouces, custome sevice; maketing stategies, and othe value chain opeations and pocesses. The eseach, using financial analysis, studied pofitability of the Coca Cola Company in Bazil, especially vis -- a vis its competitos; the economy; the political landscape; technology (o the lack theeof); Bazilian cultue, and specific Bazilian consume pefeences fo soft dinks (new and existing pefeences), and how the Coca Cola Company might bette appeal to those pefeences in the futue. Based on that eseach, the study concluded that the foeign Multinational Entepise (MNE) most…
references in the future. Based on that research, the study concluded that the foreign Multinational Enterprise (MNE) most likely to top its competition within a third world marketplace, such as Brazil's, is that foreign enterprise that best researches, and understands the local market there, and uses its insights and knowledge to link its products to popular and instantly-recognizable national symbols there.
BOBA (skincare Products)
ID 55501 BOBA
#1.Summary of pertinent case facts - Founded by Scott Vincent Borba, (age 32) who has had training at Hard Candy cosmetics, J& J. with Neutrogena in product development has now developed a drinkable beauty product. Borba is an "infused water beverage" which claims benefits such as "firming, "skin calming" and "age defying" is now available through Nordstrom, Sephora, Fred Segal Beauty, Bigelow Chemists, and other cosmetics counters.
Packaged in a twenty-eight day supply (that would be two packets taken each day) Borba water is not water at all. Instead of bottling fresh sparkling water filled with vitamins and minerals for the skin, Borba has created their "water" product by hydrolyzing it into a delicate powder form to later be reconstituted in the water or drink of your choice. You choose the water source and Borba gives you the right combination of vitamins and minerals…
LaRose, M. (2005). All about skin water. Retrieved 10/11/2005, from http://ewise.com/articles/borba-skin-water.htm
PSFK (2005, September). Borba Beauty Drink. Retrieved 10/11/2005, from http://psfk.com/2005/09/borba-_beauty_dr.html
Salubrious (2005, September). You can now drink from the fountain of youth. Retrieved 10/11/2005, from http://www.salubroiuslife.com/salubrious_life/2005/09/borba_can_we_re.html
Sephora (2005). Borba. Retrieved 10/11/2005, from http://www.sephora.com
The latter group was known for its strict adherence to the Prohibition, while the former group was known for their adherence to the law, although their protest and opposition was limited only to alcohol consumption in the saloons and public places, and not in the privacy of people's homes (95).
In effect, the Prohibition gave women the "voice" to express their position and opinion about the Prohibition. They were given greater power by the Dry movement and the opportunity to protect themselves openly from oppressive male members of their family and community. However, a corresponding change among women was also the eventual acceptance of drinking women, who have equaled men in terms of alcohol consumption since alcoholism among males drastically decreased during the Prohibition, as alcohol prices went up. Thus, what was once a "man's domain" had been invaded by women, 'reducing' males' dominion over alcohol drinking.
The increase in…
Murdock, C. (1998). Domesticating Drink: Women, Men, and Alcohol in America, 1870-1940. Baltimore: Johns Hopkins UP.
Jana sipped her drink. The cool bitter liquid skimmed down her throat and she stifled a gag. The cold sun beamed through the window and she wanted to vomit. She took another sip of the drink and stared out of the window, the frozen sun not even blinding her eyes. She put her sunglasses on anyways, as she was going to go outside, eventually. The sunglasses didn't protect her from the sunbeams or the eyes of her companions, whose vision was bearing down on her as she attempted to decide what to do next.
She chose pthalo blue as the base color for the sky. She decided to mix in some alizarin crimson to add a violet touch to the top of the sky. It would eventually be painted sky blue, whatever that turned out to mean, she decided. She dipped the brush into the alizarin crimson, mixed…
"People are going to drink!" Brian De Palma's 1987 film The Untouchables is a classic portrayal of one of America's most notorious gangsters and the elite team of law enforcement that was poised on taking him down. Set in the 1930s, the film is accurate in many of its depictions and thematic structures, yet is plagued with some historical inaccuracies that decrease the credibility of the plot. However, the basic structure of the movie shows how the American public is so fascinated with underground culture.
The film did highlight a number of historical accuracies that were depicted very honestly by De Palma. The movie was very accurate in appropriately depicting the settings and lifestyles that were present in Chicago in the 1920s and early 1930s. The film really shows the style of the era, and all the clothing and sets are very true to the time period. Being a…
The Living Essentials company claims it markets its high-powered beverage (which is sold in a 2-oz bottle as a "shot") to "…hardworking adults who need an extra boost of energy" (Meier, p. 2).
Another article in the respected New York Times reports that in addition to the 13 fatalities linked to 5-Hour Energy, another 5 deaths have been linked to "Monster Energy" (Meier, 2012). These data were released by the FDA in November, 2012, because, according to spokeswoman Shelly Burgess, the FDA is making "…an effort to be transparent" (Meier, p. 1). hile the FDA did not officially find the product at fault -- at this point there are linkages but no empirical proof that the deaths were a direct result of consuming the energy drinks -- Burgess added that if a "relationship between the consumption of the product and harm" can be proved, the FDA will take "appropriate action…
Huffpost. "Energy Drinks Hire Lobbyists to Fend Off Regulation." Retrieved March 6, 2013,
from http://www.huffingtonpost.com .
Meier, Barry. "Caffeinated Drink Cited in Reports of 13 Deaths." The New York Times.
Retrieved March 6, 2013, from http://www.nytimes.com . 2012.
A low concentration of market share is always held by many rival firms making the competitive landscape more intense.
Threat of substitutes; Substitutes refer to other products in other industries. Pepsi deals with beverage industry and food industry for example. The private label food products that are low priced compared to those of Pepsi which is highly priced, is leading to price wars as customers opt for cheaper products.
Buyer power; The purchasing power of buyer increases when suppliers are many and few buyers of a product and is low when buyers are many with few suppliers'. It's important for Pepsi the behavior of their customers in order to lay effective strategies.
Supplier power; Suppliers' if powerful can exert an influence on the producing industry. As a producing industry, Pepsi can use this platform to establish a buyer-supplier relationship and capture some of the industry profits. This is possible through…
NetMBA,(2010). Strategic Management: Value Chain. Retrieved on December 2, 2011 from http://www.netmba.com/strategy/value-chain/
Prenhall, (2010).Enterprise Integration: The Pepsi Challenge. Retrieved on December 2, 2011 from http://wps.prenhall.com/bp_laudon_essbus_7/48/12303/3149766.cw/content/index.html
QuickMBA (2010). Porter's 5 Forces: A Model for Industry Analysis. Retrieved on December 2, 2011 from http://www.quickmba.com/strategy/porter.shtml
The strategic group map for the energy/sports drink category should focus along the axes of energy and sport. An energy drink is basically a caffeine/sugar bomb, intended to provide a burst of energy and alertness. A sports drink tends to also have a lot of sugar, but not necessarily caffeine, and instead will have salt as a means of boosting electrolytes. Thus, the two categories can be quite a bit different from one another, but can also have some overlap. My strategic group map looks at how the industry is structured along these two axes (Ketchen & Short, 2014).
A drink that has no caffeine but focused on electrolytes and sugar would be viewed as a sport drink, in the upper right quadrant. Examples would be Gatorade, Powerade, and numerous other knockoffs thereof. In the lower left quadrant are the energy drinks that include the likes of Monster…
Ketchen, D. & Short, J. (2014). Mastering strategic management 2.0. Flat World Knowledge. Retrieved November 16, 2014 from http://catalog.flatworldknowledge.com/bookhub/reader/3085?e=ketchen_1.0-ch03_s04
Caffeine Informer. (2014). Top selling energy drinks. Caffeine Informer. Retrieved November 16, 2014 from http://www.caffeineinformer.com/the-15-top-energy-drink-brands
Euromonitor (2014). Sports and energy drinks in the U.S. Euromonitor. Retrieved November 16, 2014 from http://www.euromonitor.com/sports-and-energy-drinks-in-the-us/report
The author of this report has been asked to construct a business plan and analysis relating to a hypothetical non-alcoholic beverage (NAB) company. In this case, the company will be Jerzee Fresh. It will focus on drinks that are made entirely of organic fruits and vegetables. As might already be obvious, the drink will be geared towards people in the community that are healthy and active. Included in this analysis will be the significance of the name, the revise mission statement and the justification for its components, a few reasons why this particular NAB was selected, a SWOT analysis of the new brand, a strategic position that will be taken and an overview of the distribution channels that will exist. Something else that should be mentioned are regulatory risks and a few other items. While the healthy drink industry is getting very crowded, this is indeed because there…
Boston Matrix: Innocent Drinks
Innocent Drinks manufactures all-natural juice drinks, smoothies, vegetable 'pots' (blended vegetables in small containers), and squeezable fruit tubes. Some of these products are specifically positioned as being intended for children, others are not, although nearly all are packaged in a child-friendly fashion with cartoon characters on the label. These products are designed to capitalize upon the new trend for 'eating healthy' and answer concerns about obesity in children. The company's product range remains relatively limited but like all brand names it has an array of 'dogs,' 'cash cows,' 'problem children' and 'stars.'
The new squeezable 'fruit tubes' for children seem like a dubious investment. Parents that purchase Innocent Drinks are attracted by the brand's pure image. Selling fruit puree in a highly processed 'squeezable' format is unlikely to attract the target consumer. Innocent Drinks have a somewhat unconvincing explanation on their website as why these…
Coin, Glen. (2010). Michael Pollan tells Syracuse audience 'nutritionism' is making us sick.
The Syracuse Standard. Retrieved November 10, 2011 at http://blog.syracuse.com/cny/2010/10/michael_pollan_tells_syracuse_audience_nutritionism_is_making_us_sick.html
Hale, Beth. (2007). Prove superfoods are good for you. Daily Mail.
Retrieved November 10, 2011 at http://www.dailymail.co.uk/news/article-465272/Prove-superfoods-good-supermarkets-told.html
Histories of the orld in 6 Glasses (compare and Contrast 3 Drinks)
The History of the orld in Six Glasses by Tom Standage
'Tell me what you drink and I will tell you who you are'
The History of the orld in Six Glasses by Tom Standage chronicles human history through changing tastes in beverages, spanning from beer to wine to 'spirits' (hard liquor), coffee to tea, and ending with Coca-Cola. Although many books have explored human history through the lens of a singular foodstuff, few have used beverages. Yet, as Standage points out in his introduction, although a person can survive without food for a relatively long period of time, without liquids, he or she will perish in days. Beverages also have intoxicating properties which can change the way that civilizations unfold, either causing drunkenness or alertness. And it is perhaps for that reason that so many cultures and…
Standage, Tom. The History of the World in Six Glasses. New York: Walker & Co., 2005.
Sumol & Compal
A Detailed Analysis of Strategic Management Opportunities
Value Creation Model
Research and Development
Marketing and Sales
Resource-Based View of the Firm
Firm Specific Advantage
The begginnings of the Grupo Sumol date back to 1945 when the company was founded to produce soft drinks (sumol + compal, N.d.). The sumol + compal company later merged and have crafted a unique niche geographically as well as with their product mix. The company owns many domestic brands of soft drinks, fruit and vegetable juices, and alcoholic beverages as well as act as a distributor for strategic partnerships in the Portuguese market. The company is managed by an experienced management team that has expanded customer loyalty in the domestic market (sumol + compal, N.d.). Despite having an innovative product mix, the industry is competitive and there can be many distribution challenges. Furthermore, the target market…
Bugge, A., & Goncalves, S. (2015, February 6). Greece must take bitter pill like Portugal: minister. Retrieved from Reuters: http://www.reuters.com/article/2015/02/06/us-eurozone-greece-portugal-idUSKBN0LA15Q20150206
iBet. (2012, February 22). NATUREXT | SUMOL+COMPAL AND IBET PROJECT. Retrieved from iBet: http://www.ibet.pt/news/naturext-sumolcompal-and-ibet-project
KPMG. (N.d.). Fast-Moving Consumer Goods in Africa. Retrieved from KPMG: http://www.kpmg.com/Africa/en/IssuesAndInsights/Articles-Publications/General-Industries-Publications/Documents/Fast-moving%20Consumer%20Goods%20in%20Africa.pdf
sumol + compal. (N.d.). About Us. Retrieved from sumol + compal: http://en.sumolcompal.pt/quemsomos / sumol + compal. (N.d.). Boards do Directors. Retrieved from sumol + compal: http://en.sumolcompal.pt/quemsomos/administracao
(A Mosel iesling, 2011)
The region in which German iesling grapes are grown is centered on the valleys of the Mosel iver, especially along two of the Mosel tributaries, the uwer and the Saar. These valleys are far from rolling: The valleys along the Mosel are steep, so much so that they might seem (if they were not already planted with vines) to seem too steep to support viticulture. These hillsides are also relatively steep, which is one of the most important elements in what makes German ieslings acquire their specific identity. The higher altitude at which the grapes are grown translates into a cooler microclimate for the grapes, which lengthens the period that it takes for the grapes to ripen. This is one of the fundamentals of German ieslings (Dawson & Molesworth, 2011).
The soil type in the Mosel Valley also affects the taste of the ieslings produced from…
Asimov, E. (2010). A German Riesling that embodies spring. http://www.nytimes.com /2010/04/14/dining/reviews/14wine.html?pagewanted=all.
Asimov, E. (2011). Deep lakes, icy climate, great wine.
MAKETING PLANNING www.innocentdrinksandfoods..uk pls make uts original... life. Part 1: Identify a selection competitors (minimum 3 competitors) criteria price, quality, brand, level advertising, product range Using strategic positioning tools PLC, BCG matrix perceptual mapping, identify competitive advantage organization Part 2: Identify marketing objectives Ansoff's growth matrix Part 3: Identify a growth strategy Ansoff's growth matrix propose a short-term marketing strategy (marketing mix recommendations) target market.
Competition and competitive advantage
Based on the nature of the products sold, as well as the means of targeting the customers, Innocent faces severe competition from three distinctive players:
Orchard House Foods Limited
Premier Foods Plc. And Wellness Foods Limited (Hoovers, 2011).
The competition posed by each of these entities is important, but it must also be noticed that each firm is characterized by its own strengths and weaknesses. At the level of Innocent, these are best observed through the lenses of the…
Bock, M., 2010, Governance risk management and financial product development in Islamic financial institutions, GRIN Verlag
Daft, K.M., Vershina, N.., 2010, Management, International edition, Cengage Learning EMEA
Kumar, D., 2010, Enterprise growth strategy: vision, planning and execution, Gower Publishing Ltd.
Pooler, J.A., Pooler, J., 2003, Why we shop: emotional rewards and retail strategies, Greenwood Publishing Group
Profiling Markets With Psychographics
Profiling the Soft Drink Market with Psychographics
The intent of this analysis is to evaluate the various psychographic segments of the soft drink marketplace. There are seven different psychographic segments included in this analysis, each with drastically different expectations, needs, wants and preferences for soft drinks overall. Beginning with the Thrill Seekers, and progressing to the Trendy Quality Seekers, then the Price-Value Shopper who shops for soft drinks on price and availability, then the Social Shoppers, Brand Aspirationals and Price-Sensitive Affluents round out the entire series of segments. Each of these segments have drastically different needs and approaches to purchasing and consuming soft drinks as this analysis illustrates.
Analysis of Psychographic Segments
Each of the segments are analyzed with specific focus on their preferred types of soft drinks, ways of purchasing them, and a short analysis of their demographics as well. The differences in each segment…
First, the market for energy drinks, sports drinks and vitamin-enhanced beverages is being more fragmented and growing much faster than the traditional market for energy drinks. This is due to both the healthy nature of these drinks, the caffeinated ingredients, and nearly immediate energy they give consumers,. The underlying drivers of change that are going to individually and collectively make this industry even more attractive over the long-term is the proliferation of individualized brands and the ability of drink producers to rapidly increase their speed to market. These two factors will lead to short, more profitable product lifecycles and a much greater level of innovation over the long-term.
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?
Those brands that have the ability to continually support…
Porter, Michael E., Millar, Victor E..(1985). How Information Gives You Competitive Advantage. Harvard Business Review, July 1, 149.
Porters' Five Forces Model
9). It is also dubious to present the research on food and drink and other interlinked issues "as academic reflection on hospitality" (Brotherton & Wood, 2000, p.139) by scholars belonging to various disciplines such as Visser (1991) and Beardsworth & Keil (1997). In this context, it should not be forgotten that hospitality is a false identification of an industry that has existed for only twenty years and which has transitioned into almost a critically to education, research and knowledge. However at the bottom of the transfer lie the motives of power and commerce more than the academic thirst of education and information.
Hospitality is seen as "related" to drinking and eating however you are mistaken if you think the vice versa i.e. drinking and eating are seen as related to hospitality stands true.
AN OVELOOKED STEAM OF STUDIES
The above mentioned formulation perfectly fits the area of Commercial hospitality or…
Barthes, R. (1979). Toward a psychosociology of contemporary food consumption. In R. Forster & O. Ranum (Eds.), Food and Drink in History (pp. 166 -- 173). Baltimore: Johns Hopkins University Press.
Beardsworth, A., & Keil, T. (1997). Sociology on the menu: An invitation to the study of food and society. London: Routledge.
Brillat-Savarin, J.-A. (1994). The physiology of taste (Trans. A. Drayton). Harmondsworth: Penguin.
Brotherton, B., & Wood C.R. (2000). Hospitality and Hospitality Management. In C. Lashley & A. Morrison (Eds.), In Search of Hospitality: Theoretical perspectives and debates (pp. 134 -- 156). Oxford: Butterworth Heineman.
innocentdrinks..uk / 1 introduction: a general overview business, business sector, size, history, product rage, location, information interesting 2 organizational chart 3 recrutements career opportunities, organisation secrets stuff 4 selection: selection process, qualities experience a candidate 5 rewards benefits 6 Training - details training personal development programmes company
Innocent Drinks was founded in 1999 in London, United Kingdom. It is a small size company, employing slightly over 200 staff members, but generating impressive revenues of over £120 per year (Website of Innocent Drinks, 2012).
The success of the organization is based on the powerful management and business model, with primary emphasis on the products they sell. Innocent Drinks produces and retails beverages and foods products created in the most natural manner possible. The ingredients are naturally grown and the end products do not contain any preservatives, water, sugar or other sweeteners, concentrates and so on. "Innocent's products are as…
2010, BCG growth-share matrix, Quick MBA, http://www.quickmba.com/strategy/matrix/bcg / last accessed on March 11, 2012
2012, Innocent Ltd. Hoovers, http://www.hoovers.com/company/innocent_ltd/ryyhrif-1-1njht4-1njfaq.html last accessed on March 11, 2012
2012, Website of Innocent Drinks, http://www.innocentdrinks.co.uk / last accessed on March 11, 2012
2012, Market research for the soft drinks industry, Euromonitor International, http://www.euromonitor.com/soft-drinks last accessed on March 11, 2012
The research question examined in this study poses the following question: "How does one person's behavior affect another person's behavior?" Specifically, this study is intended to assess the various mechanisms through which people communicate, both verbally and non-verbally. The study is intended to examine the different methods in which males vs. females communicate, and explore whether a difference in gender correlates with a different approach to communicate. Also examined is whether or not males or females are likely to be influenced by each others communication cues, and whether one gender is more influenced by certain settings/cues than the other.
Non-participant observation was the methodology selected for this study. Specifically, in order to best assess and observe gender relationships, our group decided to split the observations between two social settings: bars where people might "hang out" casually and the student center. Four members of our group went to Pete's…
Source 1: The Arts of Impression Management
Source 2: Studies of the Routine Grounds of Everyday Activities
Digby, Devin. Communication Minutes.
Mehta, Radhi. College Avenue Student Center, Food Court
Marketing Plan for Coca-Cola Drink
Current marketing situation
Coca-Cola is a carbonated drink that is manufactured by The Coca-Cola Company. The drink is aimed for the non-alcoholic beverage industry because it is a soft drink. Within the non-alcoholic beverage industry, there are soft and hot drinks. Hot drinks comprise of tea and coffee, while soft drinks contain flavor, sweetness, and carbonated or non-carbonated water. The industry is dominated by the soft drinks category and includes bottled water, sports drinks, ready to drink coffee, energy drink, juice, carbonates, and bottled water. In the United States, Coca-Cola is the most consumed non-alcoholic beverage. In order to cater for the health conscious consumers the company developed two drinks namely Coca-Cola Zero, and Diet Coca-Cola that are aimed for health conscious teens and adults respectively. With a global presence, the drink has continued to attract more and more consumers mainly because of its unique…
Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. New York, NY: Psychology Press.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.
Jefferson, D., & Anthony, D. (2014). Creative Market Segmentation Process, Global Positioning, Global Product Design and Successful Global Brands. Creative Market Segmentation Process, Global Positioning, Global Product Design and Successful Global Brands (October 18, 2014).
Karnani, A. (2014). Corporate Social Responsibility Does Not Avert the Tragedy of the Commons. Case Study: Coca-Cola India. Economics, Management, and Financial Markets (3), 11-23.
Typically, buyers have the ability to switch their tastes from one soft drink brand to the other.
Barrier to Entry: It is very difficult to enter the industry due to several factors:
First, a new firm will need to implement economic of scale to enjoy cost reduction and compete favourably within the industry. To establish economic of scale, a new firm will require huge capital investment ranging from several millions of dollar. Huge capital needed to enter the industry serves as a barrier for a new firm. More importantly, a new firm will need to overcome the tremendous marketing muscle to establish market presence within the industry, and entering into the industry requires substantial capital. Moreover, government regulation is another factor making entry into the industry very difficult. egulations such as Soft Drink Inter-brand Competition Act are making the new entry nearly impossible in the U.S. market.
Assessment of the…
Annual Report, (2010). Coca Cola Company. USA.
Frost and Sullivan Research (2011).Financial Assessment of Non-alcoholic Beverages Market. Frost and Sullivan Research Service.USA.
IMAP (2011). Food and Beverage Industry Global Report -2010. A IMAP Consumer Staple Report.
Lagos, T. & Smith, V. (2001). Analysis of the Coca-Cola Company. Massachusetts Institute of Technology.
His father's drinking caused him concern. He felt that his father would either become ill or meet with an accident. James suggested that John go to Alcoholics Anonymous meeting. John's reaction was violent. For the first time in his life, John struck James. He yelled, "I am not an alcoholic." John felt that his drinking was under control; he could stop any time; and he could never be classified as an alcoholic.
John never remembered hitting James, even spanking him. John belonged to the school that never subscribed to the adage: "Spare the rod, spoil the brat." James received this stoically. Though he spent the night weeping, he realized that his father did not strike him, it was the alcohol. James did miss his mother, very much. The next day, after John had sobered, but still needed that "pick me up," he felt remorse and tearfully apologized to his son.…
This writer would like to know if Ms. Barr ever felt the need to cut down on drinking or to stop and couldn't. This writer would like to know if Ms. Barr takes any other drugs or medication in order to sleep or make her feel better and if so how much, and how often.
Mental Health Symptoms:
Mental Status: This writer would like to ask Ms. Barr if she ever thought of harming herself or someone else. If yes, did she have a plan and when was the last time she thought about harming herself or someone else? This writer would like to know if she has ever harmed anyone intentionally. If yes, does she have a plan and when was the last time she harmed someone else. This writer would observe if Ms. Barr's physical characteristics such as clothing, hair color, eye color, mannerisims, interaction with her and…
Exporting a Ready-to-Drink Cold Coffee Product to Australia
The following details a market plan to export a ready-to-drink cold coffee product to Australia. The product is similar to Starbucks Frappuccino, which is the market leader in the industry in America, having around 90% market share. The product is named Elixa and will be manufactured and sold in America as well as exported to Australia.
Australia as the Export Country of Choice
There are several reasons why Australia has been selected as the country of choice. Firstly, it is important to recognize that the product will also be sold and marketed in America. Australia has been chosen because of the seasonal variation compared to America, because the market leader Starbucks has not established a market in Australia, because it is a stable market and finally, because Australia is an Americanized market.
Firstly, the seasonal variation is important. As a cold product,…
Ball, D., & McCulloch, W. International Business: The Challenge of Global Competition. New York: McGraw Hill, 1999.
Department of Foreign Affairs and Trade. "Australia in Brief 2000: A diverse people." Commonwealth of Australia, August 23, 2002. Retrieved 15 October 15, 2002. URL:
Fischer, Jeff. 'Fool Conference Call Synopsis.' July 24, 1998. Retrieved October 15, 2002. URL:
Porter, M.E. "Competitive Strategy: Techniques for Analyzing Industries and Competitors." New York: The Free Press, 1980.
Both men's appearance are said to repel the young, yet they attempt to safeguard their 'just' reputations -- Blindy even says directly that he earned his nickname in his infamous fight: "you seen me earn it" (495). Blindy says that Willie Sawyer's castrating him, although not blinding him was 'too much' during his final fight, as if bargaining with fate.
Eventually, some compassionate individual steps in to defend the reputation of the old men. In "A Clean, Well-Lighted Place" the older waiter takes the old man's side when the younger waiter casts aspersions on the old man's lack of sexual prowess -- because, it is implied that he also lives alone in similar depression and isolation. Frank the bartender tells the story of Blindy's final fight. This is essential given that even if they men believe their fates are 'just' in some fashion, they are haunted by incomplete business in…
08% or higher. Blood Alcohol content is the concentrated amount of alcohol in the blood, and this number can be assessed via chemical and Breathalyzer tests. Though this limit was previously as high as.10% in some states, even the lowered limit is not adequate to prevent alcohol related vehicle accidents. In fact, law enforcement officials classify an accident as alcohol related if a driver's blood alcohol content was.01%, or two drinks, or higher. Though some groups praise the.08% law as one of the biggest steps in drunk driving prevention, other groups believe a no tolerance policy should be adopted for operating under the influence of alcohol, similar to the policy that is already in effect for minors.
The physiological effects of alcohol do not begin at.08%. In fact, they begin at much lower blood alcohol content levels. According to Brown University, moodiness increases at.02-.03%; fatigue, delayed reaction time, and errors…
American Academy of Pediatrics. "Fetal Alcohol Syndrome and Fetal Alcohol Effects."
Pediatrics. 91.5(1993): 1004-1006.
Fetal Alcohol Information." Fetal Alcohol Spectrum Disorders. 2006. Centers for Disease Control. 6 May 2008. http://www.cdc.gov/ncbddd/fas/fasask.htm .
Proposition 65." Office of Environmental Health Hazard Assessment. n.d. California
At nnocent right from onset, they have embraced customer feedback as a tool to drive its product, brand values and strategic direction. They have engaged the services of the customers in brand naming through an easy and interactive channel of communication to take their advices in every activity of the company in order to stay abreast with the ever changing customer tastes and preferences. This long-term perspective is a characteristic of leadership style as compared to a manager whose goals are short-term and works towards achieving short-term goal with unclear vision into the future.
Managers have always relied on control to handle their duties whereas leaders inspire trust on people. At innocent the employees are empowered and they have embraced the culture of creativity, the employees feel involved in every aspect of the company's decision making hence a sense of company-wide commitment to success. The company has monthly and weekly…
In conclusion as Richard Reed, Jon Wright and Adam Balon the founders of Innocent puts it, certain principles might have worked for them which does not necessarily mean they can work the same way when replicated into a different business. Management characteristics can still be beneficial and can be blended with leadership for the success of an organization.
Bennis, W. (1989), Leadership. Retrieved 12th April 2012 from http://www.managementupdate.info/management-leadership
Block for Instructions
Issue facing a local community:
Limitations on soda consumption in New York City
One of the most divisive local issues in America does not pertain to gun control or education but revolves around that quintessentially all-American beverage -- the soft drink. New York City Mayor Bloomberg recently proposed limiting the sizes of "large sodas and other sugary drinks at restaurants, movie theaters and street carts, in the most ambitious effort by the Bloomberg administration to combat rising obesity" (Grynbaum 2012). While New York City's obesity rates are not as alarmingly high as elsewhere in the nation, they are still high enough to cause concern, specifically within demographics such as children, minorities, and the poor. Sodas have been the target of anti-obesity activists because of their minimal nutritional value and high caloric content. Under the proposal, sales of sweetened drinks larger than 16 fluid ounces would be prohibited…
DeNoon, Daniel. (2005). Drink more diet soda, gain more weight? Web MD. Retrieved:
Gross, Samantha. (2012). N.Y. mayor wants to limit soda drinks to 16 ounces. Philly.com.
hile each of these studies has reported a cardioprotective effect of alcohol, they differ over which type of alcoholic beverage provides the greatest benefit" (634).
Overlooked in many of these studies, though, is the fact that some people who categorize themselves as being one type of drinker compared to another may engage in other activities that are unhealthy from the outset (for instance, beer drinkers may be more likely to also be tobacco users) while others may engage in a wide range of healthy behaviors (for example, wine drinkers may not be smokers and may job or exercise regularly). As McGregor and his colleagues emphasize, "One inherent difficulty within these studies is that in the general population, drinkers distinguished as primarily wine, beer or spirits drinkers tend to differ in other important aspects. If, for example, wine drinkers are found to be healthier, it may be the result of a…
"Alcohol." 2009, Partnership for a Drug-Free America. [Online]. Available: http://www.drug free.org/Portal/drug_guide/Alcohol.
Booth, Brenda M., Joann, Kirchner, John Fortney, Robin Ross and Kathryn Rost, 2000, "Rural
At-Risk Drinkers: Correlates and One-Year Use of Alcoholism Treatment Services."
Journal of Studies on Alcohol 61(2): 267.
Target Market Segment
The fitness drink market is highly segmented, and one of these segments includes energy drinks. However, energy drinks are not exclusively subsumed by the fitness drink product category; energy drinks overlap to some degree with other product categories such as soft drinks. An example of an energy drink that represents the overlap of both fitness and soft drink categories is Red Bull.
Not only is the market segmented according to usage, but also by ingredients into a spectrum with distilled water at one end and sugary drinks like Gatorade and Red Bull at the other. Somewhere in between we find the mineral waters, vitamin enhanced water, vitamin and mineral enhanced water, flavored vitamin and mineral enhanced water, sweetened and unsweetened varieties of the same, sugary and sugar-free varieties, and so forth. Propel is a popular vitamin and mineral enhanced flavored bottled water while…
They do not assume the coffee, their life style. The primary customers are those people, who are youngsters, and middle-aged people as 13 to 21 are youngsters and 22 to 35 are middle aged people. They treat coffee as modish way of living. They prefer to drink coffee as compare to tea. People of upper and middle class will also be targeted and will offer affordable prices which will be suitable for both classes.
B.4 SWOT Analysis
The SWOT analysis of MOCHALICIOUS is described below which includes strengths, weaknesses, opportunities and threats.
The strengths of MOCHALICIOUS will be the quality which will be provided to their customers. People use to drink coffee for refreshing their minds. Therefore, when they will visit the coffee shop they expect to drink coffee in a peaceful environment. It will be also one of strength for MOCHALICIOUS that it has innovative flavors that they…
Commonwealth of Australia (2011) Australian food statistics 2009-10. Australian Government.
Fourie, I. & Ball, L. (2012) Promotional strategies for information products and services -- aligning with the serious and entertainment facets of information consumers' lives. Library Hi Tech vol.30 no. (4).
Liu, H. (2010) Dynamics of Pricing in the Video Game Console Market: Skimming or Penetration? Journal of Marketing Researchvol.47 no. (3) p.428-443
Rose, D. (2010) Australia a nation of coffee drinkers. The Sydney Morning Herald.
Pick a marketing environment and a popular brand of your coice. Ten discuss te potential impact on te brand of trends tat are observable in tat external environment. How will tey impact te demand for te product? How will tey define wo te competitors are? Wat recommendations would you make to te brand to prepare for te canges your see coming from te environmental trends you observed?
I coose Coca-Cola as te brand of coice. I coose te macroenivronment as marketing environment. Te macro environment constitutes influences from te muc larger global society. Tese include culture, political issues, tecnology, te natural environment, economic issues and demograpic factors amongst oters. Te Coca-Cola beverage, produced by te Coca-Cola Company of Atlanta, Georgia is sold in more tan 200 countries. Te Company produces te Coca-Cola (oterwise called Coke) beverage wic is ten distributed to licensed international Coca-Cola bottlers. It is peraps one…
Marketing Strategies for Coca-Cola
The key to the success of any consumer product is an effective marketing strategy. In order to develop such a strategy, it is necessary to carefully examine consumer needs and behavior in relation to the product and adapt marketing techniques to target and address these needs. As one of the top beverage manufacturers, Coca Cola must focus on ways to continually meet the beverage needs of a diverse marketplace that demands variety and choice in products.
Several factors have recently affected sales of Coca-Cola products, included various international economic crises as well as anti-American sentiments abroad that fuelled boycotts ("New formula Coke," Economist, 2001). Also, an increasingly health conscious consumer has caused sales of non-carbonated beverages, such as bottled water and juices to sky-rocket, which necessitated some regrouping for Coca-Cola ("New additions and reformulations," Beverage Industry, 2003). The enormous purchasing power of overseas consumer markets also…
Bruss, J. "Reaching the world." Beverage Industry 92.12 (2001): 28.
Bruss, J. "SCC (single can of cola) seeking perfect consumer." Beverage Industry 92.4 (2001): 46.
Keenan, F. " Friendly spies on the net." Business Week 3740 (2001): 26-29.
Kramer, L. "Beverage makers flood city with ads to give brands fizz." Crain's New York Business 17.20 (2001): 4-6.
Porter's Five Forces Analysis
Bargaining power of buyers -- low; individual consumers cannot influence the price, but large buyers can negotiate better contracts
Bargaining power of suppliers -- low, as they need the tea companies to buy their items
Barriers to entry -- relatively high due to the maturity of the market
Substitute products -- their threat is increased, including items such as sodas, bottled water, juices or coffee and coffee-based beverages
Competitive rivalry -- increased as all players strive to improve their competitive positions, increase their access to customers and increase their market share.
4. Solution Generation and Evaluation
Before generating a solution, it is necessary to look at the problem encountered by the Australian Easy Tea Company from three different angles -- the 5W questions, fishbone diagrams and the Pareto analysis.
The 5W questions:
Who? The Tea Easy Australia Company
What? Cannot improve its competitive position
Burt, J., Growing green tea in Western Australia: development of a green tea industry in the Manjimup / Pemberton area, Government of Western Australia, Department of Agriculture and Food, http://www.agric.wa.gov.au/PC_92186.html?s=1001 last accessed on March 4, 2010
Moore, C.W., 2008, Managing small business: an entrepreneurial emphasis, 14th edition, Cengage Learning EMEA
1999, 4804.0 -- National Nutrition Survey: Foods Eaten, Australia, 1995, Australian Bureau of Statistics, http://www.abs.gov.au/Ausstats/[email protected]/e8ae5488b598839cca25682000131612/9a125034802f94ceca2568a9001393ce last accessed on March 4, 2010
2010, the World Factbook -- Australia, Central Intelligence Agency, https://www.cia.gov/library/publications/the-world-factbook/geos/au.html last accessed on March 4, 2010
Traditional manufacturing industries are at a loss due to the trade deficit and many setbacks the whole nation has faced. Consumers are very dependent on debt due to re-mortgaging the properties to attain higher loans. Due to the sub-prime market fall, the services sector is likely to suffer a lot. A significant amount of people are without pensions or health insurance. The housing and mortgage markets are still in crisis. Consumers are paying more for the basic necessities such as food, fuel, medical care, college tuition etc. (Hunkar, D. 2009).
To recap, the number one market for Shin Shii tea outside Taiwan would be the United States. Certainly, it can be argued that possibility is there. This would be the best indication that the company should definitely choose a global approach to marketing, rather than localization. The U.S. is also the safest market to start. In addition, due to globalization,…
Chandon, P. & Wansink, B. (2002). When are stockpiled products consumed faster? a
convenience-salience framework of postpurchase consumption incidence and quantity. Journal of Marketing Research. 39 (1), 321-335.
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https://www.cia.gov/library/publications/the-world-factbook/geos/us.html . Last accessed 3rd Mar 2011.
4. easons for Differences in Supply, Demand and Price
Before presenting the two major reasons which generate changes within a monopolistic market, it is necessary to state that they refer to a general market, rather than the soft drinks market, which stands fairly increased chances of regulating itself on the long run. This being said, the two reason are the mechanisms of setting price and the control of the monopoly.
Within a well regulated market, in which economic agents compete through the implementation of the principles of friendly competition, the retail price of a commodity is established based on the assessment of the offer and the supply. This feature constitutes the primary reason as to why differences occur in the demand, supply and price, as these three elements are no longer established within the free market, but by the discretionary desires of the monopolistic organization.
The second element of the…
McConnell, C.R., Brue, S.L., 2004, Microeconomics: Principles, Problems and Policies, 16th Edition, McGraw-Hill Professional
Mulcrone, P., 2001, McGraw Hill's GED: The Most Complete and Reliable Study Program for the GED Tests, McGraw-Hill Professional
Von Missess, M., 1981, Socialism: An Economic and Sociological Analysis, Liberty Fund
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 friends. It is common to hear students mention they will have a team meeting at the local Starbucks, for studying or completing projects.
In summary the Starbucks model is strengthened by the company's coffee expertise, impressive new product development record, and the development of Starbucks locations as "third places" where friends can meet and enjoy coffee and pastries. Underscoring all these points is the strength of the Starbucks brand.
What were the key issues and the decision by Starbucks…
Patrick Burnson (2002, December). Amsterdam's key role in Starbucks' global strategy. World Trade, 15(12), 40-41. Retrieved December 7, 2007, from ABI/INFORM Global database. (Document ID: 241805271).
Deutsche Bank (2006) - Starbucks Overview. Deutsche Bank Securities Research. New York, NY. 10 July 2006.
Geoffrey a. Fowler (2003, July 14). Starbucks' Road to China; Prime Locations Are the Key, but So Is Using Snob Appeal to Lure Nation of Tea Drinkers. Wall Street Journal (Eastern Edition), p. B.1. Retrieved December 7, 2007, from ABI/INFORM Global database. (Document ID: 369860271).
Jeffrey S. Harrison, Eun-Young Chang, Carina Gauthier, Todd Joerchel, et al. (2005). Exporting a North American Concept to Asia: Starbucks in China. Cornell Hotel and Restaurant Administration Quarterly, 46(2), 275-283. Retrieved December 7, 2007, from ABI/INFORM Global database. (Document ID: 832085141).
Water, Gatorades and Powerades
I am a registered dietician, presenting my piece of work on the different types of beverages. I am giving this presentation because water is an overlooked nutrient in the hydration process while it can be an excellent sports beverage. Water is the most essential nutrient in the body because death can occur rapidly in the absence of water than any other nutrient. Knowing this, does not take much imagination when dehydration occurs during sports performance or training. Around 60% of the human body is inside water called intracellular cells, and the muscle tissues have 70% of water which is critical during exercise.
Gatorade and PowerAde contain added proteins, sodium and carbohydrates, which help in increasing blood glucose levels and high cycling performance. PowerAde has low calories while Gatorade is lightly flavored with enhanced vitamins also with low calories. These power drinks are moderately isotonic because, they…
Heather, F.A. (2011). Practical Applications In Sports Nutrients. Atlanta: Jones and Bartlett Publishers.
Jones, R.S. (2010). Nutrition for Sport and Exercise. Atlanta: Jonnes and Bartlett Publishers.
Personal Childhood Story From Cuba
It is a night I will likely never forget. My sister and I had flown in to Cuba for a Quinceanara, which is the 15th birthday party for a young woman of Latina descent. We were very excited because the girl whose party it was a close friend of both my sister and I as well as of our extended family in Cuba. I remember my sister looked really pretty that night. She wore purple polka dotted dress with a lace frock that flared at the bottom. Her hair was pinned up in a bun and, at 14 years of age at the time, I thought she looked like it could have been her rite of passage/coming to womanhood birthday party instead of my friend's.
Quite possibly my sister had the same thought because, for some reason, she decided to drink alcohol for the first…
Based on this situation of the Crush brand, the recommendation for the future strategy in the orange segment is that of investing more in the products and in their marketing in order to attract more customers. Still, this course of action would be expected to generate only a slight increase in sales, and this is due to the fact that the soft beverage market is already mature and consolidated, and major shifts are improbable.
Still, the orange sector represents a stable one, which would bring sustainable revenues. In a more specific formulation, Cadbury Beverages should recognize its orange segment as one retailing cash cow products. These products are able to generate suitable revenues, for investments which only maintain, rather then reinvent the product line. The profits generated from this segment are as such secure and the costs are lower, indicating as such, that even if the market for them does…
Kerin, R.A., 1995, Cadbury Beverages, Inc., Crush Brand
Perceptual mapping is a method by which a product can be positioned in the marketplace. It allows marketers see where the competition is positioned, which is valuable for a couple of reasons. One is that the product can be positioned in a blind spot, an area on the map where there are few competing products. The other is that the marketing team understand which competitors represent the most direct threats, and why.
The product we are mapping is a line of Coca-Cola mixed drinks. These included Coke & Rum, Whiskey & Coke and other such mixed beverages. Such products are known in Europe and are particularly common in Germany in the same premixed format that we are charged with launching. In North America, however, there is little knowledge of these products. Consumers are only familiar with drinks they have mixed themselves. Moreover, consumers are familiar with the Coke brand,…
Although it tea first became celebrated in China, the Japanese were quickly attracted to it and it marked their culture permanently. People from Japan interacted with China all across the sixteenth century, being strongly influenced by uddhism. In addition to spiritual teachings, the religion provided them with a thorough understanding of tea. The popularity of tea quickly rose in Japan, as more and more people discovered the drink. Even though it was only found next to uddhist monasteries during its early years in Japan, tea was particularly appreciated by the Japanese and it became well-known in a matter of decades.
People in Japan started to assimilate tea into their culture and developed the industry throughout the centuries, even during its period of isolation. Japan is particularly known because of the cha no yu (hot water for tea) ceremony, which involves a series of elements relating to philosophy, spirituality, and art.…
Martin, Laura C. (2007). "Tea: the drink that changed the world." Tuttle Publishing.