Abstract
This paper explores the soft drink industry from the perspective of a consulting group hired to represent the interests of Coca-Cola. The case study presented is fictional but the data and recommendations used in the paper are based upon factual analysis of Coca-Cola's current global positioning, the positioning of the industry as a whole, as well as ongoing threats and challenges faced by the soft drink industry.

From the Paper
"Coca-Cola is only one of hundreds of participants in the global soft drink industry. For the purposes of clarity, participation in the soft drink industry is defined when a company "manufactures, distributes and markets non-alcoholic beverage concentrates and syrups, including fountain syrups" (Reuters, 2005)."

Tags:coke, pepsi, market

Abstract
This paper is an analysis of the soft drink industry, outlining the contribution of the major brands to the U.S economy and how the industry is categorized. This paper also discusses the market structure -how it operates, and various marketing strategies of the different soft drink industries.

From the Paper
"The soft drink industry is perhaps one of the most comprehensive as it identifies with other kinds of industries. The extent and expanse of the industry is insurmountable due to the fact that it is responsible for bringing in high level of revenues and provision of economic stability in the country. Yet it is also one of the most controversial due to the competitive environment it maintains. Researches indicate the carbonated soft drink industry is not only vast but its potential to growth is also on going. However, whether the growth is phenomenal or stagnant will be analyzed in the following sections."

Tags:cola, pepsi, gatorade, powerade, coke, nsda, schweppes, tropicana, carbonated

Abstract
This paper offers an analysis of Martin's social perspective on the soda industry and its unhealthy dietary standards that revolve around the growing urge for Americans to stop buying these products. In the first part of the article, he provides statistics that show a decline in Coca-Cola sales, yet certain brands increased sales because of their marketing objectives. If this is the case, the American population is merely buying a different product because it 'appears' to have more health benefits, rather than being fully aware of the synthetic products and unhealthy additives that are placed in these "alternative" sodas.

Tags:carbonated, phosphorus, health, drinking

Abstract
This paper analyzes the key environmental influences on the soft drink and beer industries in the United Kingdom, using the Political, Economical, Social, Technological (PEST) Analysis. It also evaluates the competitive environment by implementing Porters' Five Forces Analysis in order to compare the industries' competitive edge both today and in the future. The second section of the paper presents a SWOT Analysis for the two key players of each industry and illustrates how they respond to the main drivers to change. Finally, the comparable future prospects are discussed in Section Three. The appendix includes an analysis of gathered data for the two industries.

Table of Contents
Introduction
Environmental Influences
I.1 Soft Drinks Industry
I.1.1 Macro Environment PEST Analysis
I.1.2 Competitive Environment-Porter's 5 Forces Model
I.1.3 Attractiveness of the Soft Drinks Market
I.2 Beer Industry
I.2.1 Macro Environment PEST Analysis
I.2.2 Competitive Environment-Porter's 5 Force Model
I.2.3 Attractiveness of the Beer Market
I.3 Soft Drink Versus Beer Industry-Comparison of the Attractiveness
II Response of Key Players to the Changing Environment
II.1 Soft Drinks Industry
II.1.1 SWOT Analysis of the Key Players
II.1.2 Response of Key Players to Main Drivers to Change
II.2 Beer Industry
II.2.1 SWOT Analysis of Key Players
II.2.2 Response of Key Players to Main Drivers to Change
III Comparable Future Prospects
III.1 Soft Drinks Industry
III.2 Beer Industry
Bibliography
Appendix

From the Paper
"The soft drinks market is highly concentrated into the activities of a handful of major companies, led by two dominant alliances. The clear leader is the alliance between Coca-Cola and Cadbury Schweppes, knows as Coca-Cola & Schweppes Beverages (CCSB). Due to the high costs of market entry into a large, national sector such as soft drinks, and the significant resources required to meet distribution demands, it is expected that the soft drinks industry structure will continue to become more consolidated at the top, and increasingly fragmented at entry level."

Tags:management, pest, strengths, threats, weaknesses

Abstract
This paper studies the marketing trends and strategies used by Good Body drink to market its product in the United States. An overview of the soft drink market in general is provided. The paper discusses the target market of Good Body drink and analyzes the product's marketing successes and failures. Various opportunities and threats facing the soft drink company are presented in this paper.

Introduction
Good Body Drink and its Target Market
The Drink Industry and its Current Environment
Good Body Drink's Marketing Successes and Failures
SWOT Analysis of Good Body Drink
Opportunities and Threats to be Addressed
Conclusion

From the Paper
"Good Body drink was established in California by a group of friends who were looking for a healthy alternative drink in the early 70s. The product during its initial stages was produced in the homes of the manufacturers and marketed to local establishments and restaurants by using personal selling. The advertisements and promotions used by the company were pleasing and appealed to the sense of humor of the community they served. When pricing the product the owners of the company choose to price it higher that the other drinks available in the market. In spite of the higher price of the product the company was able to increase the sales growth. With customer demand increasing the company also decided to diversify. It created more than 25 additional unique flavors to complement the ones that were already being marketed at the time."

Tags:beverages, cola, health, brand

Abstract
A paper that analyzes Dr. Pepper and the soft drink industry.

Tags:dr., pepper, industry

Abstract
This paper discusses and compares the soft drink companies that produce Coca Cola and Pepsi, giants within their respected industry. The paper contends that each company has its own unique way to reach the consumer, which is the ultimate company goal. The paper discusses how these two companies really match up against each other. Are they both giants of the same size, or does one have more net worth than the other? Is it Coke or Pepsi you'll be having today?

From the Paper
"Coca-Cola was created on May 8, 1886 by Dr. John Stith Pemberton, an Atlanta Pharmacist. Pemberton was curious about the caramel-colored liquid he created so he took the syrup a few doors down to Jacobs' Pharmacy. The syrup was mixed with carbonated water and the rest is effervescent history. During the first year Jacobs' pharmacy sold about nine glasses of Coca-Cola a day at five cents per glass. In the 119 years since then, Coca-Cola has produced 10 Billion gallons of syrup which are used to produce more than 400 different brands of beverages today. Dr. Pemberton was a great inventor to create the ingredients for the most popular soft drink in the world, but not the smartest businessman. In 1891 Dr. Pemberton sold the company to an Atlanta businessman, Asa Griggs Candler, for $2,300."

Tags:beverages, pemberton, carbonated

Abstract
This analysis begins with an overview of the market in which Snapple competes and a history of the company. The first part of the plan details Snapple in relationship to its major competitors, primarily the soft-drink giants, Coke and Pepsi, both of whom are vying for the same market as Snapple. A great amount of background detail on the beverage industry is provided, with special concentration on the ways that distribution is handled, how the companies relate to the distributors and what their strategies are. This report makes great use of the annual reports for Triarc that details the growth and projections for Snapple. Original marketing ideas and projections are reanalyzed in terms of how this acquisition would affect Snapple as a company. In the assumptions section of this plan, Cadbury?s possible reactions are detailed, based on secondary evidence of that company?s past experiences. Because of the complexity of comparing specific figures and competitive positions for Snapple and all of its competitors, the plan contains a number of tables for easy reference. One table that is of particular interest is the competitive matrix in which Lipton?s, Snapple, Nestea, Arizona and SoBe are analyzed.

Some attention is also directed to the way Snapple creates new products, and brings them to market, as well as how the company disposes of its old flavors by use of a ?flavor graveyard? on the company?s website. As a part of Snapple?s strong consumerism, the plan details how customers around the world vie for the honor of creating a new flavor. All referenced material is numbered, and the sources and notes appear at the end of the plan.

Executive Summary
Background Assessment
Historical Appraisal
Market
Market activity
Sales, Costs and Gross Profits
Technology Product and Process Improvements
Market Characteristics
Government and Social
Notes and Sources

From the Paper
"Standard & Poor's Industry Classification states that the soft drink industry, the one in which Snapple competes, is a sub-segment of the larger Foods and Nonalcoholic Beverage Industry. There are five major categories in this $81.7 billion sub-segment: A) soft drinks ($55.5 billion); B) fruit beverages ($15.4 billion), C) bottled water ($5 billion); D) ready-to-drink (RTD) tea ($3.5 billion); and E) sports drinks ($2.3 billion). Within this industry, costs are broken down into two main categories: "Marketing" costs which account for a total of 80% of consumer spending and raw materials costs which account for the remaining 20%. 1 By tradition, the sub-segment allots to marketing costs, all amounts direct or indirect connected to labor, packaging, transportation, distribution, advertising and promotions. Raw material costs of agricultural commodities have been on the decline in recent years. The soft drink industry is composed primarily of franchise companies. The typical business model is for the firm to produce soft drink concentrates, and then mix those with carbonated water to produce the final beverages. Generally, the companies manufacture and sell the beverages themselves, or outsource these functions to bottlers."

Tags:coke, pepsi, competition, beverage

Abstract
An analysis and marketing recommendations on Gatorade's Strategy for International Markets. The analysis and recommendations have been developed based on recent market trends. The writer explains that given Gatorade's undisputed success in the U.S. sports drink market; there is a strong case to invest in expanding its consumer franchise in international markets. The papers shows that such expansion will allow Gatorade to build on its already existing status as the world leader in sports drink, reduce dependence on the U.S. market and lead to strong revenue and profitability increases.

From the Paper
"Gatorade's sales, which was acquired by Quaker Oats in 1983, has grown from $100 million in 1984 to over $2 billion worldwide in 2001. The brand commands 85% share of the sports drink category in the U.S.,1 contributing 33% of total sales and growing at an annual double-digit rate, outpacing the ambling general foods industry. Realizing that 80% of its customers were in the U.S. and Canada, Gatorade turned its attention to potentially large and important global markets such as Latin America, Europe and China. 2 Gatorade was launched in Australia, Brazil, Singapore and Mexico in 1994; China, Indonesia, Columbia and the Philippines in 1995; and the Middle East and South Africa in 1996.3 However, given Quaker's relative lack of global resources, Gatorade faces many challenges in international markets.
Objective: The objective of this paper is to evaluate the opportunities and challenges for Gatorade in key international markets and to recommend marketing solutions."

Tags:market, sales, industry, food, customer, consumer, objective, analysis, distribution, product

Abstract
The paper discusses how Coca-Cola was founded in 1886 by a small-time druggist and wholesaler, and went on to become one of the great success stories of modern capitalism. The paper explains that despite the so-called "Cola Wars" of the 1960s, during which Coca-Cola faced an unprecedented challenge to its dominance of the soft drink industry, even today Coca-Cola remains such a successful and established corporation that it is impossible to imagine a world without Coke. The paper relates that it has a solid global presence, and despite being such an old company is riding the new wave of globalization with as much skill as younger companies.

From the Paper
"Coca-Cola was founded in 1886 by a small-time druggist and wholesaler, and went on to become one of the great success stories of modern capitalism. Despite the so-called "Cola Wars" of the 1960s, during which Coca-Cola faced an unprecedented challenge to its dominance of the soft drink industry, even today Coca-Cola remains such a successful and established corporation that it is impossible to imagine a world without Coke. It has a solid global presence, and despite being such an old company is riding the new wave of globalization with as much skill as younger companies."

Tags:coke, success, strategy