Gatorade: Gatorade and Gatorade Swot Analysis Essay

Submitted By trichardson846
Words: 1291
Pages: 6
Open Document
Teddy Richardson
APSM 2310
11/16/13
Gatorade SWOT Analysis: “First in Thirst”

Gatorade was first introduced to the sports world in 1965. What started simply as a concoction that would be used to help stimulate the performance and health of football players from the University of Florida, has evolved into a global brand that is now worth billions of dollars to this day. Gatorade has dominated the sports world for years, whether it be in the college or in the professional ranks, all the while establishing itself as a product that is reliable, marketable and most importantly, effective. Despite the few cons of the product, which include dental damage, weight gain and a shortage of water within it, it has separated itself from all other competitors as the elite sports drink of the world. Gatorade is a premier product that ultimately strives as a premier business. Gatorade as a company possesses an endless amount of strengths that ultimately help to propel it into a constant rate of growth and success, however, none is more important than their uncanny ability to market their product. Gatorade’s exceptionally marketable image has helped to propel it as the top sports Drink Company of the world. Gatorade has excelled in marketing through endorsing widely successful and notable athletes from around the world. In 1991, Gatorade sought out the idea of outbidding Coca Cola in order to sign Michael Jordan to a 10 year endorsement deal. This would be one of Gatorade’s initial endorsements, as well as one of their most important. The strategy to nab Jordan as a Gatorade athlete was risky, yet in the long run, it would be essential. In an article on the Michael Jordan signing, notorious sports writer, Darren Rovell, explains the key aspect of Gatorade’s outbidding of Coca Cola in order to sign Jordan: “Not only did Gatorade have Jordan, but it prevented Coca- Cola from using him for its upstart sports drink POWERade, which was introduced in 1990” (Rovell). Gatorade was now in control of the sports drink industry. Michael Jordan, whom Gatorade would eventually help coin the slogan “Be Like Mike”, was a world famous athlete whom was now helping Gatorade to become one of the preeminent companies of our generation. Gatorade’s marketing strengths do not stop at endorsing notable professional athletes; the availability and diversity of the product prove to be essential in deeming it as elite. Gatorade has more than 30 delicious and available flavors to help make it a desirable choice for people everywhere. When Gatorade was first created at the University of Florida by a group of researchers, flavor wasn’t merely an issue. As time has gone on and competition has grown stiffer, Gatorade has developed a wide range of flavors that help to garner the attention of millions of consumers everywhere. On top of diversity in flavors comes diversity in consumers. In Gatorade’s company fact sheet (created by The Cary Institute), it can be found that Gatorade is widely available in 80 countries worldwide. Gatorade started the globalization movement in 1984 when the expanded to Canada, and then to Asia in 1987 and Europe and South America in 1988. Gatorade has marketed itself beyond its initial roots, which has benefitted the company in radical ways. Despite Gatorade’s avid success, it does possess a few flaws and weaknesses that have proven to be minor setbacks. Though Gatorade is a stable on most of the sidelines of the world, science has shown that water may still be a better alternative. Though Gatorade’s flavoring is exceedingly stronger and superior than water, it comes with consequences. Dental damage has been a major flaw of Gatorades sugary mixtures. In a 2010 article dissecting the pros and cons of Gatorade, Kay Ireland elaborates on the dangers that come with it: “…Gatorade has a relatively high sugar content of around 14 to 21 grams per serving. This, added to the artificial coloring and flavoring used in the drink, can cause
Show More

Related Documents: Gatorade: Gatorade and Gatorade Swot Analysis Essay

Mission Statement and Bjhbi Juice Essay

due to the high amount of activity and the nearby quality Florida attractions. Situational Analysis: Three Objectives: Three objectives for our new business are we want to achieve over 50% of the sports drink market by 2016, we want to franchise our company globally by 2018, and we want to achieve the highest level of sports drink quality and customer service by 2014. SWOT analysis: Our SWOT analysis ties together our (S)trengths, (W)eaknesses, (O)pportunities, and (T)hreats * Strengths:…

Words 556 - Pages 3

Swot Analysis Of Pepsi

largest food and beverage company in the world. That’s all the basic background information I want to deliver in this section. Now, to learn how Pepsi earned its current place, its strengths and weaknesses, we will move on to the second part with a SWOT analysis of Pepsi. STRENGTHS OF PEPSI Pepsi is a company with a long history. Pepsi was first introduced as "Brad's Drink" in United States in 1893 by Caleb Bradham, who made it at his drugstore where the drink was sold. Bradham sought to create…

Words 436 - Pages 2

BA 462 Final Paper

Yuxing Tang Rebecca Watkins Mark Kapadia Shane Reigert Zihao He Dr. Robert D. Russell BA. 462 10 December 2014 Learning organization project: PepsiCo Industry analysis Market Overview PepsiCo is operating in the food and beverage industry. PepsiCo merged with Pepsi and is the parent company that owns a variety of other companies such as, Frito Lay, Quakers, and ocean spray just to name a few. Pepsi alone is considered to be in the soft drink industry. (The PBG Inc. 2013). In accordance to Kpmg…

Words 5034 - Pages 21

The Coca-Cola Company Essay

effectiveness and how it was executed. After every case study there will be an analyses of how the decision of the executives and their leadership style affected the company. Finally the report will close with three types of analyses of the company (SWOT, Porter, BCG) from today’s perspective of the company. Early Beginnings Atlanta pharmacists, Dr. John Pemberton, created the product of Coca-Cola while the name was created by his bookkeeper Frank Robinson. In the first few days Pemberton…

Words 3374 - Pages 14

Red Bull, Case study Essay

Introduction This report is aimed at studying the marketing environment of Red Bull. It provides information obtained through research regarding their products, marketing strategies, their sustainability factors and how they impact the industry that they are in. This report will pay particular attention to strengths and weaknesses, opportunities and treats while offering some explanation for observed changes and also comparing the primary competitors and their marketing mixes. The report will cover…

Words 2695 - Pages 11

Group Case Study AIDS Essay

Group Case Study: AIDS, Condoms, and Carnival International Marketing Mark McAteer, Elizabeth Kean, Bria Cancemi, Gabrielle Verdon 2/4/15 Part One - Situation Analysis: Claiming the lives of millions across the globe, AIDS has become a growing epidemic over the past few decades. Organizations including UNAIDS and NACO are working hard to raise awareness and prevent further cases of HIV from developing. There is a large gap in the number of people who have contracted aids in poor countries…

Words 2402 - Pages 10

Red Bull Marketing Research Essay

This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster…

Words 5382 - Pages 22

Essay about Midterm Study Guide

Group (BCG), a nationally known management consulting firm, uses business portfolio analysis to quantify performance measures and growth targets to analyze its clients’ strategic business units (SBU) as though they were a collection of separate investments. The purpose of the tool is to determine the appeal of each SBU or offering and then determine the amount of cash, if any, each should receive. The BCG analysis can also be applied at the offering, product, or brand level; more than 75% of the…

Words 5536 - Pages 23