Energy Drink Case

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Strategic Group Map 


Coca Cola

Hansen Natural Corp

Market Segments

Red Bull GmbH



Product Offerings

I believe PepsiCo and Coca Cola are in the best positions because they offer a wide variety of products and have a well known image. Coca Cola was the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates in 2009. In 2010 PepsiCo was the world’s fourth largest food and beverage company and in 2009 was the number one seller of beverages in the United States. I believe that Red Bull is in worst position considering they have only a limited number of products and all being in the alternative beverage market. The alternative beverage market has been on a decline recently due to the economic downturn, this being why Red Bull is in the worst position.

5. The key success factors are: Consumer Knowledge, size of the organization, brand loyalty, price and taste of the product. Consumer knowledge is huge because if you don’t know what type of consumer you wish to cater to then marketing a product would be more difficult. Size of the organization is another key success factor. Large distributors have the ability to negotiate with more options making them the exclusive supplier for a specified period of time. Additionally, they have the ability to commit to mass purchases that significantly lower their costs. Establishing brand loyalty is a large aspect of this industry as well. Many consumers are dedicated to a particular product and rarely purchase other varieties. This stresses the importance of developing and maintaining a superior brand image. Price is also a key success factor; consumers without a strong brand preference will select the product with the most competitive price. Finally, taste of the product is the last key success factor. Consumers who don’t regularly drink the products offered by these companies will resort back to the memory of taste...
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