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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:15412
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。
Based upon their company website design, it seems as through PowerAde is trying to offer the attributes of having the 'cooler' drink.
PowerAde has a very interactive website compared to Gatorade, one can choose from 8 different varieties of musical beats that represent each unique flavour. The website also allows individuals who are visiting the site to put up their own thoughts about PowerAde.
PowerAde does not have a good target market perception; they are considered a second place to Gatorade, PowerAde does not have the same quality of winning athletics that Gatorade has. They also lack scientific research behind their product without a research institute.
The future for competition against Gatorade seems bleak. Gatorade owns the sports drink category and much can be done to stop them.
Segmentation, Targeting & Positioning
Demographics.The demographics of the Gatorade target market are active males, aged 18-25. They can be students, just starting their career, or well established, regardless of status the majority of them believe they are athletics.
They grew up idolizing many different sports athletics and teams, which still have an influence. They make very wide variety of incomes because Gatorade is inexpensive.
Education could vary also, most have at least high school level education and some have college experience. Their attitudes can vary a little, but most of them are competitive, care about sports and enjoy their perspective athletics endeavours. These types of consumers may also be interested in other sport-related clothing and accessories. They may be interested in items such as jerseys, hats, shoes or anything that will show off their allegiance to a team, sport or player.
Advertisement
TARGET MARKET: Athletes
CURRENT SLOGAN: Is it in you?
TYPES of ADS: commercials, web site, print, sponsorship, partnerships, promotion, etc.
Endorsements.Gatorade scored a slam dunk in 1991 when it tabbed Jordan to become its first athlete endorser. Although the sports drink brand already dominated store shelves, millions of people still have the 'Be like Mike本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。