Abstract
This paper first describes the mass appeal of energy drinks to students and then examines the history of energy drinks since the introduction of the popular energy drink, Red Bull, in 1997. The major issues examined in this paper are whether or not the negative health risks associated with energy drinks make it worth the advantages that students use them for. The paper lastly discusses how the energy drink companies have grown in recent years and discusses the future of students and energy drinks.

From the Paper
"Energy drinks should be taken into moderation to avoid the negative side effects of caffeine withdraw. Consuming abundant amounts of caffeine daily affects the body by creating an unhealthy dependency. The amount of caffeine that's needed daily to produce a dependency is labeled at 100 milligrams a day. Most energy drinks have equal or double that amount in just one 16 oz can. Energy drinks are just like any other addictive substance; once you are hooked the levels of tolerance for caffeine increases making it more difficult to maintain the "high" rush. Long extended periods of time without caffeine in a person's system, provided by energy drinks, cause them to exhibit caffeine withdrawal symptoms. Young adults will experience headaches, which are mild to extreme causes, which have been linked to deaths. Other symptoms that may arise include, but are not limited to fatigue, drowsiness, dysphonic mood, difficulty concentrating, depression, irritability, nausea, and muscle aches ([Griffiths et al., 1990] [Juliano and Griffiths, 2004]). Young adults need to be informed on this subject so they can make smarter choices about their health."

Tags:health risks, college students, energy stimulants caffeine

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
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
This paper explains that underage drinking has been a problem in Mexico because there are no laws that are enforced for teenagers that may become dangerously drunk or even killed under the influence of alcohol. The author points out that, when he or she crossed the border to relates, the author saw a limited implementation of the law and no preventive measures in Mexico to limit drinks to minors. The paper suggests that the issue of underage drinking is a cultural, economic and legal problem.

From the Paper
This study presents an experience that I had while crossing the Tijuana Border from San Diego. When traveling across the border into Tijuana there was a great deal of underage drinking that was allowed due to the differing cultural, legal, and economic problems that reside in Tijuana/San Diego trans-border relations. Although I was old enough to drink, I was made aware of the growing problem of underage drinking that was part of a personal experience in trans-border life. When interacting with the Mexicans across the border, I found that cultural, legal and economic factors allowed this activity to be a major problem for the safety of underage youths drinking Mexico. When I was old enough to drink I went with a few buddies across the border into Tijuana."

Tags:mexico, tijuana, drinking

Abstract
The paper looks at the causes of binge drinking and why teenagers find acceptable excuses to consume alcoholic drinks. The paper then highlights the effects of their continuous drinking, that include alcoholism, impaired judgment, decline of mental and physical health and alcohol poisoning.

From the Paper
"Binge drinking is the consumption of several alcoholic beverages in a short period of time. For men, it would be five or more drinks in a row, or four or more in a row for women. Binge drinking has terrible effects, but the problem also lies within the causes of it. Over the past decade, binge drinking has become an intriguing aspect of college life that many college students across the country partake in. There are several different reasons why binge drinking is so popular, especially amongst young adults in college."

Tags:college, high, school, alcohol, alcoholism, peer, pressure

Abstract
This paper examines how food and drink providers are bending to consumer demand and realizing they have to provide low-carbohydrate alternatives if they are to compete in the ever-changing marketplace. It looks at how restaurants are introducing their Atkins-approved menus and South Beach Diet alternatives and how several new alcoholic drinks have been introduced, which are designed to piggyback on the popularity of a low-carb lifestyle. It shows how these industries are under the influence of the "Low Carb Effect" and how this shift in preference has come about from the realization that America is getting fatter.

From the Paper
"Fast food companies are quick to realize the health trend is affecting them as well. They have followed their counterparts, food manufactures, in change. Americans are starting to see menus that incorporate low-carb choices. The fast food industry is already starting to broaden its appeal to consumers with entree-sized salads, low carbohydrate meals, and the famous "bunless burger". These alternative choices are aimed at the health set, women, and young adults (Chan 2004). McDonalds, the largest restaurant, evaluated their current menu options for the on-the-go dieter, and decided to dabble in the low-carb market. Their improvements are helping the fast food giant rebound from the mid-May lows. Figure 2 depicts the McDonalds Corporation's last six months."

Tags:low-carb, south, beach, atkins

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

From the Paper
"Marc Chagall (1887-1985) was a painter, graphic artist and stage designer whose unique style never belonged to any particular twentieth century school of art but drew on many of them. Chagall's Jewish upbringing, the political status of Jews in Russia, the background of Russian folk art and the events of Russian history had an enormous impact on his work. The interest in historical events and in serious problems are not often guessed at because of the lyrical, joyous nature of Chagall's work. But Chagall, because he primarily invented his own style, drew on every possible source in the world that surrounded him. He was an artist who "absorbed the tremors which shook the world around him and translated these into his language" (Kamensky 41). Chagall's 1912 painting The Soldier Drinks was painted during his first stay in Paris, and it.."

Abstract
This is an analysis of the characters and themes that run through Joyce Carol Oates' short story, "Four Summers." One of the themes-- alcoholism-- runs through the story which takes place over the course of four different summers in the narrator's life. The different characters and their development over the course of the four summers is examined in detail.

From the Paper
"The short story "Four Summers" written by Joyce Carol Oates takes place over different summers in the narrator's life. Its starts when she is very young and the short story ends with her being married and pregnant. This story is about Sissie's life around alcohol and how it changes her life dramatically over these four particular summers. She grows to hate her parents, her life, and even her marriage at the end of story. Alcohol is the root of all evil in this story and it shows how a bright young girl's life is ruin because of the use of alcohol."

Tags:carol, joyce, oates, short, story, summer, alcohol, parents, marriage

Abstract
This paper proposes an alternative to the age-21 drinking law, recommending a teen drinking program in which teens are taught by their parents how to drink responsibly. The paper discusses the urgent issue of teen drinking.

From the Paper
"The legal drinking age may seem to be an issue that only affects teenagers and their parents but it actually affects all of us. The drunk teen driving the car in the opposite lane as you drive home on icy roads, the teenager no one has taught to drink responsibly and who wants to be an airline pilot, and the teenaged babysitter who sneaks sips of vodka while the children play can all potentially harm any of us or our..."

Tags:drinking, alcohol, driving, teen, proposal, training, education, responsible drinking