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Strategic Management Essays (Examples)

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Strategic Marketing Plan for Lemon Thirst Energy Drink
Words: 3288 Length: 11 Pages Document Type: Research Paper Paper #: 54106401
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The American soft drink market has been gradually shrinking over the last two decades due to health concerns. Many health experts are warning against sugary and carbonated drinks, so the sales have naturally reduced. And several reports are showing that those who are no longer taking sugary and carbonated drinks are turning to alternative drinks such as teas, natural juices, water, and so on. This has resulted in the steady growth of healthier non-carbonated drinks (Al-Shaar et al., 2017). Among the many alternative drinks recording, steady growth in energy drinks.
The energy drink market has seen steady growth since its launch in the United States in the year 1997. According to Kunst (2019), since energy drinks were launched in the United States in 1997, the market or segment has grown steadily at an annual rate of about 20 percent every year. The market is now valued at over 53…