Rtd Fruit Drinks-Category Attractiveness Analysis

1541 words 7 pages
RTD Fruit Drinks-Case Analysis 2
Category Attractiveness Analysis
Group 4

* Customer needs and behavior * 100% juiced product in bottle form * Plastic bottles-enter vending market segment? * Sugar Free (I don’t know same as diet?) * Snapple + Energy product * Powder form to add to bottled water * Low calorie option (pretty low already 100-120 calories)/low carb * Large carton option in more flavors

* Market or market segment size and growth rate
Market Potential * Units (in liters): *use market volume from datamonitor report pg. 11? * Revenue: *use market value table from datamonitor report pg. 10? * Number of prospective customers: ??? * Market
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For example, changes in recycling and bottle deposit laws or special taxes on soft drinks or ingredients could increase our costs. Regulatory focus on the health, safety and marketing of food products is increasing. Certain state warning and labeling laws, such as California's "Prop 65," which requires warnings on any product with substances that the state lists as potentially causing cancer or birth defects, are or could become applicable to our products.
Additionally, local and regional governments and school boards have enacted, or have proposed to enact, regulations restricting the sale of certain types or sizes of soft drinks in municipalities and schools as a result of concerns about the public health consequences and health care costs associated with obesity. In addition, federal, state, local and foreign governments could impose taxes on sugar-sweetened beverages as a result of these concerns, which could cause us to raise our prices. Any changes of regulations or imposed taxes may reduce consumer demand for our products, which could have a material adverse effect on our profitability and negatively affect our business and financial performance.

Technological-We depend on key information systems to accurately and efficiently transact our business, provide information


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