Fanta

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  • Topic: Marketing, Profit, Cost accounting
  • Pages : 4 (654 words )
  • Download(s) : 71
  • Published : February 28, 2012
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GE Matrix Step 4
Accessing Industry Attractiveness
Fanta Hong Kong
Criteria | Weights | x Ratings | = Values |
Market size| 0.30 | 3 | 0.90|
Growth rate| 0.20 | 2 | 0.40 |
Profit margin| 0.25 | 2| 0.50 |
Market diversity| 0.15 | 1 | 0.15 |
Industry profitability| 0.10 | 1 | 0.10 |
| 1.00 | 1 to 3 | 2.05 |

Fanta USA
Criteria | Weights | x Ratings | = Values |
Market size| 0.30 | 3 | 0.90 |
Growth rate| 0.20 | 2 | 0.40 |
Profit margin| 0.25 | 2 | 0.50 |
Market diversity| 0.15 | 1 | 0.15 |
Industry profitability| 0.10 | 2 | 0.20 |
| 1.00 | 1 to 3 | 2.15 |

Fanta Japan
Criteria | Weights | x Ratings | = Values |
Market size| 0.30 | 2 | 0.60 |
Growth rate| 0.20 | 2 | 0.40 |
Profit margin| 0.25 | 2 | 0.50 |
Market diversity| 0.15 | 1 | 0.15 |
Industry profitability| 0.10 | 2 | 0.20 |
| 1.00 | 1 to 3 | 1.85 |

Fanta China
Criteria | Weights | x Ratings | = Values |
Market size| 0.30 | 3 | 0.90 |
Growth rate| 0.20 | 2 | 0.40 |
Profit margin| 0.25 | 1 | 0.25|
Market diversity| 0.15 | 1 | 0.15 |
Industry profitability| 0.10 | 1 | 0.10 |
| 1.00 | 1 to 3 | 1.80 |
** “1” denotes very unattractive;
“3” denotes very attractive.

For the country which gets the highest value of attractiveness, we have got a result after the calculation, and the winner is Fanta USA. According to Appendix w1 to w2, USA have around 300 million people in 2010, and will has a large growth rate in the future, in addition, western people are more prefer these types of drink than Chinese’, so USA can have the biggest market against other country. Moreover, because of the biggest market, Fanta USA can have the highest profit margin, and this is profitable to the company. To conclude, USA should be the most attractive market and would be worth to invest.

Accessing Business Strengths

Fanta Hong Kong
Criteria | Weights...
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