1. what are the strategically relevant components of the global and U.S beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain
2. What is competition like in the alternative beverage industry? Which of the competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants?
3. How is the market for energy drinks, sports drinks and vitamin-enhanced beverages changing? What are the underlying drivers of change and how might those forces individually or collectively make the industry more or less attractive?
Now energy drink, sports drinks and vitamin-enhanced is evolving. Energy drink, sports drinks and vitamin-enhanced in the beverage market, external and internal environment under pressure, causing it to change. The energy drink, sports drinks and vitamin-enhanced from 2009 began to develop, to grow from $1.58 trillion in 2009 to nearly $1.78 trillion in 2014. Market is very rapid. I feel the market underlying drivers the following:
1. The influence of Globalization: the global beverage industry was project to grow from $1.58 trillion in 2009 to nearly $1.78 trillion in 2014 as beverage producers entered new geographic markets, development new types of beverages and continued to create demand fir popular drink .These new products to market has generated new creativity and new applications, so as to increase the intensity of competition in the market, the beverage market is booming. Because globalization, lead to product innovation development, Each enterprise according to new market policy undertook a series of adjustment. 2. Buyers demand increases, resulting in the beverage industry development: Now many of the buyers to pay attention to nutritional balance and complement, so energy drink, sports...
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