Energy Drinks - Case Study

1996 Words8 Pages
Case Synopsis At this time in the global beverages industry, carbonated soft drink market has reached a mature stage. This occurs because the demand shifts from carbonated soft drink to alternative beverages. Since the mid-2000s alternative beverages product became a product/brand line that was important for beverage companies because its market grew rapidly and had high profit margins due to the premium price. This not only impacted existing beverage manufacturers, but also encouraged the emergence of new sellers that focused solely on alternative beverages. The alternative beverages segment is divided over several segments of the energy drinks, sports drinks, vitamin-enhanced beverages, two-once concentrated energy shots and relaxation drinks. Each segment has different consumer types and different distribution channels. In terms of market, global beverage companies also began to shift to consumers in developing countries rather than develop in their own country where the market began to decline, made worse by the economic conditions in US which are the largest market of beverages industry. Issues and Problem There are several issues and problems that appear in the alternative beverage industry. These are 1.) The industry began to mature which could be seen from this graph below that show the growth of global alternative beverage become slower every years. Global Alternative Beverage 19.00% 14.00% Value 9.00% growth 4.00% 2006 2007 2008 2009 2010 2011 2012 2013 2014b. There are several researches that show the negative effect from the alternative beverage products’. Global economic crisis that make customer became more price sensitive. Analysis General Environment and Alternative Beverages (PEST Analysis) 1. Politic Factor- US government policy about subprime mortgage- Citigroup relieve act that allow bank to merger (bank merger)- The Commodity
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