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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:15611
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。
The company continues to work at expanding distribution beyond the United States, particularly in Latin America and the Pacific Rim countries. More than $20 million was spent on expansion in 1996, resulting in sales of $283 million in more than 45 nations. The number of countries in which the sports drink was sold increased by 10 over the previous year. Worldwide sales increased 19 percent internationally, reflecting growth in both Latin America and Italy. In 1997 international sales climbed 18.7 percent to $335.2 million.
By 1998 the company was the world's leading manufacturer of sports beverages, with Gatorade being sold in 47 countries around the world. The number one sports drink in the United States, Canada, Mexico, Italy, Argentina, Brazil, Venezuela, Colombia, Indonesia and the Philippines, Gatorade is also one of the leading sports drink brands in Korea and
Gatorade is marketed not merely as a tasty drink, but as a carbohydrate-electrolyte beverage designed to provide rapid rehydration. How does it work? Well, all food and beverages are absorbed by the small intestine, and Gatorade claims that its 6-percent carbohydrate level and small amount of sodium are ideal for rapid fluid absorption. By comparison, beverages with a higher percentage of carbohydrates, such as fruit drinks and soft drinks, are said to slow the absorption rate of fluids. Gatorade points out that the salt and sugar in Gatorade 'stimulates people to drink more fluid voluntarily.'
Gatorade is the market leader in the sport drink category, dominating the main competition of PowerAde.Gatorade has science to back up their product and it is proven to excel and maintain physical performance during competition.It is the field of play in many professional sports, which means not is it on television, but it is also proven to work at the highest level.A wide array of athletes endorses the Gatorade message from virtually every type of sport. Not only are those, but nearly every one of their athletes proven winners which instils additional credibility in the brand.Gatorade has a loyal consumer base and their brand is held in high regard. This gives them flexibility to expend into other products meant to help athletes.
Weaknesses
There may be too many varieties and flavours of the Gatorade product, which might ultimately, might confuse and annoy customers.Gatorade also does not have an energy drink and do not have lot of p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。