How Do People Respond To Gatorade's Performance?

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In 1965, Ray Graves the Gators football coach noticed the performance level of his players drop during summer practices. Unsure of the reasons behind it, Ray Graves contacted a Professor of Medicine and Nephrology at the University of Florida, Robert Cade. Robert Cade gathered a group of scientists (Dana Shires, Harry James Free, and Alejandro de Quesada) and ran tests. Soon Cade and his team determined the reasons for the poor performance were caused by dehydration, loss of electrolytes and loss of carbohydrates. The team of scientists developed a mixture of water, sodium, sugar, potassium, phosphate and lemon juice. Cade and his team named this drink Gatorade in honor of the Gators. When Gators won their first Orange Bowl in 1967, they…show more content…
For a while Gatorade was the only option for athletes to maintain their level of performance while playing. Because of this Gatorade gained many followers, essentially because there were no other options. This allowed them to gain a large market share in the beginning. The loyal followers allowed Gatorade to then maintain that large share. It is difficult for Powerade to capture those shares against Gatorade’s well-established position in the market. People have been using Gatorade longer than Powerade, thus they are reluctant to change…show more content…
|Variety of flavors | | |Extensive distribution networks | | |Environmental friendly bottle cleaning process | | | | | |Opportunities |Threats | |Develop an energy drink |Competition from Powerade, water, vitamin water | |Expand into newer sports like martial arts |New energy drink flavors targeting 18-24 year old males | |Get into snack sports market |Recessionary economy | | |Losing market share

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