Competition in Energy Drinks, Sports Drinks and Vitamin-Enhanced Beverages

Guideline Questions for Case One CASE 1：Competition in Energy Drinks, Sports Drinks and Vitamin-Enhanced Beverages ( chapter 3) Time: before Sat. 9:00am Handover: PPT & Word Profile Q1. What are the strategically relevant components of the global and U.S. beverage industry macro-environment? PESTL Model (许艺弋) How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. Suggestions:Coffee,RTD Tea, Juice, Bottled Water, Milk,etc(汤华峥) Q2. What is competition like in the alternative beverage industry? Which of the five competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants? Competitor Group Map(王融) Five-Force(阎雪琳) Q3. How is the market for energy drinks, sports drinks and vitamin-enhanced beverages changing? What are the underlying drivers of change and how might those forces individually or collectively make the industry more or less attractive? Reading Equity Research and we can discuss to pick the key variables（马麟琨） Q4. What does your strategic group map of the energy drink, sports drink, and vitamin-enhanced beverage industry look like? Which strategic groups do you think are in the best positions? The worst positions? Reading Book P78 (陆凡) Q5. What key factors determine the success of alternative beverage producers? Reading Book P373 Key Competitive Capabilities Ex: Product Innovation, Brand Loyalty and Channels are suggested to be included(张笑飞) Q6. What recommendations would you make to Coca-Cola to improve its competitiveness in the global alternative beverage industry? to PepsiCo? to Red Bull GmbH? Coca-cola alternative beverage screen-shot(黄秀雯) Suggestions for Coca-cola, PepsiCo and Red Bull(冯剑华)