Tropicana Coco Quench

I. SWOT Analysis

A. Strengths

1. Established and distributed by one of the largest beverage corporations in the world, Pepsi Co.

2. Market leader in the coconut water industry in the country.

3. Product packaging enables to replicate the protection of coconut’s freshness and shelf-life to 8 months through the use of advanced technology of Tetra Pack.

4. Visible above and below the line advertisements/endorsement.

5. It is widely available in supermarkets and convenience stores.

B. Weaknesses

1. Taste of the product was not met for the satisfaction of the consumers.

2. Competitors sold its product in an affordable price.

3. Company does not fully make use of the social media advertisement that may help to increase the chance creating brand awareness and brand recognition.

4. Consumers are not convince to pay the price for its taste.

5. Labels of product packaging are not fully maximize.

6. Mostly of Filipinos has a mindset that coconut juice offered tetra pack in the market contains preservatives.

C. Opportunities

1. Coconut water offers medical remedies to consumers who are having urinary problems.

2. Healthy and dynamic lifestyle is developing a trend among Filipinos increasing coconut water as the new trend in health drinks.

3. Growing economy promises an increase income that gives more buying power to consumers.

4. Coconut water being a valuable product to be exported overseas.

D. Threats

1. Market share of the coconut juice is small and obscure.

2. Brands which are more affordable are more attractive to consumers.

3. Competitors also develop below the line promotion.

4. Entrant of imported products with the same line of market share.

5. Local competitors offers more variants of coconut juice.

II.

III. Gap Analysis

E. Manufacturer-Consumers (industrial / household)

Service Output Demanded by the consumers...