MARKETING PLAN (Lucozade Sport) Essay Example | Topics and Well Written Essays - 1250 words

MARKETING PLAN (Lucozade Sport) - Essay Example Whether on the gym or field or track the Lucozade sport aims to deliver right kind of fuel before exercise, during exercise and also after exercise. The Lucozade sport is proven to enhance the physical endurance and thus has been scientifically developed to contain carbohydrates, glucose, electrolytes, fluid which helps to fuel muscles and also maintain hydration. The Lucozade sport is therefore marketed to people who aim to pursue an active lifestyle and therefore has become the choice for footballers, athletes, runners and for people who loves sports, exercise and physical activity. Lucozade has been regarded as drink of choice for many people since its launch as unique isotonic sports drink. The product chosen is Lucozade Sport which is particular made for people who tends to maintain the same level of performance during exercise. It has been founded that just with 2% decrease in the body weight due to sweating can eventually lead to drop in the performance of athletes. The electr olytes in Lucozade sport thus replaces mineral and salt which gets lost during sweating and plays an essential role in the process of maintaining fluid balance. Lucozade is owned and controlled by GSK which is leading healthcare and pharmaceutical companies (Lucozade, 2011). Market analysis According to reports by Markets and Markets, there seems to be demand for sports as well as energy beverages as it is predicted to grow at a yearly growth rate of 10% till 2016. This growth is fuelled by increasing health awareness among consumers who are eager to combat fatigue with energy bossing drinks. The industry players are also diversifying the product portfolio with products such as diet drinks and also sugar free drinks targeting the female segment along with the health conscious consumers (ReportLinker, 2013). Customer Analysis As per data provided in Morgan database, the non alcoholic beverages market in New Zealand has undergone serious changes where the total consumption of non alco holic consumption amounted to about 95% and has varied in minor percentage such as total non-alcoholic consumption in 2011 showed 93.90% as compared to 95% in 2008 and 2010. Women are the largest customer for non alcoholic beverages as compared to men where total consumption of female was 6919 in 2010 and men amounted to 4201 in the same year. Further it was founded that the age group of 35 to 49 were the highest consumers of non alcoholic beverages followed by the age group of 50-64 with 2943 un weighted consumption. In the year 2011, the picture remained the same with women dominating the non alcoholic beverage market and highest consumption being in the age group of

1.Use an example of your choice to discuss how corporate restructuring Essay

1.Use an example of your choice to discuss how corporate restructuring transformed market, productive and financial performance - Essay Example However it should also be noted that the excessively managed organization of the company was another reason that can be attributed to this chronic stage which led to the complete restructuring process (Denis and Kruse, 2000; Baek, Kang and Park, 2004; Bae, Kang and Kim, 2002). Given the fact that Caterpillar Inc realized consistent profits over the course of its operation, the internal issues that escalated within the organization itself were overlooked and the company started lagging behind in terms of gathering information regarding he external environment. Following this, Caterpillar Inc became completely out of touch from the market realities. Thereafter when the international economy came under recession, the flawed structure of the company was not able to mitigate the challenges of the external environment and consequently became an attractive target for many of its competitors. The arguments mentioned above will be set forth throughout the essay according to the following stru cture: In the beginning the insinuation of the market maturity for the company (Caterpillar Inc) will be determined through the Product Life Cycle theoretical framework. Thereafter, Michael Porter’s five forces analysis will be done in order to assess the level of competition that the company faces which might provide the researcher with a valuable insight about the forces that compelled the company to go through a complete restructuring phase. Following that an in-depth analysis of the company’s original structure will be conducted in order to develop an understanding of the internal problems that weakened the company’s opportunities to prosper. The restructuring process of the company will thereafter be studied in order to understand the impact of the process on the company’s performance in terms of market, production, finance and efficiency. Finally a generalized conclusion will be provided