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佳得乐公司市场战略PESTEL分析、Porters 5 forces model分析 [6]

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：15410

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。

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Original Gatorade was relabeled as Gatorade G.Gatorade Rain was relabeled as No Excuses.Other products were reformulated as well:Gatorade AM was relabeled Shine On, which now contains the addition of 20% RDV of Vitamin C per 8-oz. serving.Gatorade X-Factor was relabeled as Be Tough, which now contains the addition of 20% RDV of Vitamin E per 8-oz. serving.Gatorade Fierce was relabeled Bring It, which now contains the addition of 25% RDV of several B vitamins, including B3, B5 and B6.G2, which was not renamed, now contains the same added B vitamins as Bring It. G2's label was further redesigned at the end of 2009, giving it a silver label and a new slogan: '½ the Calories, All the G'.

 

Former Products


Gator Gum.In the late 1970s and early 1980s (as well as the late 90s to early 2000s), Gatorade sold a brand of chewing gum called Gator Gum. The product, manufactured by Fleer Corporation, was available in both of Gatorade's original flavors (lemon-lime and orange) and was rather sour-tasting by normal chewing gum standards.

 

In the late 1970s, Stokley-Van Camp (owner of Gatorade prior to 1983) negotiated a long-term licensing deal, with Swell and Vicks, to market 'Gator Gum.' T

 

he gum, which had no functionality or ingredients of Gatorade Thirst Quencher, was discontinued in 1989 after the contract expired. Mueller Sports, in Wisconsin, manufactures a gum called Quench; it is based on Gator Gum but is not the same as what Stokley-Van Camp created.

Gator Gum's foil packaging advertised that the product 'Helps Quench Thirst.' However, like all chewing gums, the product would not actually rehydrate the body on its own but would, instead, only give the feeling of a 'wet mouth'. However, it did contain electrolytes to assist the human body with the rehydration process.

 

Competition of Gatorade with PowerAde


Gatorade's main competitive brand is POWERade, made by the Coca-Cola Company. PowerAde is the main competitor for Gatorade, others like all sport exist, but they do not present a challenge to Gatorade. The brand of PowerAde has essentially the same target market as Gatorade: 18-24 year old males who are engaged in athletics.

 

However, PowerAde appears to be looking for the trendier types of consumers.

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