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佳得乐公司市场战略PESTEL分析、Porters 5 forces model分析 [5]

论文作者：www.51lunwen.org论文属性：学期论文 termpaper登出时间：2014-12-17编辑：Cinderella点击率：15415

论文字数：4493论文编号：org201412171221165668语种：英语 English地区：美国价格：免费论文

关键词：Gatoradeinternational marketPEST AnalysisPorters 5 forces model

摘要：这是一篇term paper，对运动饮料佳得乐公司的全球市场扩张战略进行了分析。

mal'> Threats of new entry: - The threat of new entrants is high in the Sports drink industry because many other companies are also coming in the same market in order to provide cut through competition to Gatorade.

 

Threats of substitutes: - Threats of substitutes is very high because many other forms of soft drinks are available in the market which is doing the same work as that of the Gatorade.

 

Bargaining power of Buyers: - The bargaining power of buyers is very high because many other sports drinks are also available in the market such as PowerAde so buyer if not satisfied with the product can switch to other companies products.

 

Bargaining power of suppliers: - The supplier's power is low for Gatorade Company because other player such as PowerAde of Coca Cola are also present in the market so the suppliers cannot charge high cost by the customers than its competitors.

 

Current Products


G Series and Elite Series.In early 2010, Gatorade announced its latest marketing campaign, promoting its products as the 'G Series.' Gatorade describes the G Series as a three-part regimen designed to fuel every step of its consumers' athletic performance. The first part, 'Prime,' includes a 'pre-game fuel' with B vitamins, carbohydrates, and electrolytes to be taken before athletic performance. G Prime is described as 'coming soon' on the company's website. The second part of the series, 'Perform,' includes traditional Gatorade products such as Gatorade G, G2, and Gatorade powder. The third part of G Series, 'Recover,' is described as 'the world's first rehydrating protein drink' and is designed for consumption immediately following athletic activity.

 

In addition to the G Series, Gatorade also maintains a line of products called the 'Elite Series' designed for serious athletes. Similar to the G Series, the Elite Series includes products for before, during, and after workouts, as well as 'All Day' nutrition shakes.

 

G2: Off the Field Hydration.Otherwise known as Gatorade 2 (G2), is a low-calorie electrolyte beverage that was launched in late 2007; G2 is currently available in six flavors: Orange, Fruit Punch, Lemon-Lime, Strawberry Kiwi, Blueberry-Pomegranate, and Grape. It is also labeled as a healthy choice beverage. It was the top new food product of 2008, generating the sales of $159.1 million.

 

2009 Rebranding.In 2009, Gatorade began a massive rebranding, resulting in new names for most of their products; however, some products only had name changes:

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