Core Concepts of Marketing

REFERENCES 125

Salesofthesealternativebeveragesarestillgrowing,reachinga levelof$5.36billionin1999.

Inthatsameyear,thesoftdrinkindustryhadtotalsalesofabout$51billion.

Someindustryexpertsarepredictinganindustryshakeout.TheirreasoningisthatNewAge

beveragesalesaredrivenbytrendyyoungconsumerswhoareconstantlyseekingthelatestdrink.

Tappingintothisyounggeneration,over 100 companiesintroduceda NewAgebeverageintothe

marketplace.

Questions:

1.Describetheexternalfactorsthathaveanimpactonthesoftdrinkindustry.

2. Howwouldyouassessthecompetitivesituationinthesoftdrinkindustry?
   3.Whatmarketingstrategiesmightbeappropriateforsoftdrinkmarketersinordertoimprove
   salesofNewAgebeverages~

References

1.SubhashC.Jain,MarketingPlanningandStrategy,South-Western
PublishingCo.,Cincinnati,OH,1981,p.67.
2.RobertH.Malott, 1981 ,"AnOverdoseofLawsuits,"excerptsfrom
a speechinFriendlyExchange,August,27-28.
3.Witcher,S.Karene,"ADrivingTipFromDownUnder:KeepThose
RoosOfftheBullbar,"TheWallStreetJournal,(July14,1994),BI.
4.Robert1.Samuelson,"TheJo yofDeregulation,"Newsweek,(Feb-
ruary3,1997),p.39.
5.AlanR. Andreasen"Social Marketing:It'sDefinitionandDomain,"
JournalofPublicPolicy&Marketing,Vol.13(1),Spring1994,
108-114.

6.OscarSuris,"ElectricCarsAlsoPolluteAir,EPAStudySays,"The

WallStreetJournal,(AprilS,1994),BI, B8.

7.PeterFrancese,"AmericaAtMid-Decade,"AmericanDemographics,

Feb,1995,pp.12-31.

8.LaurieFreeman,"NoTricking theMedia-Savvy,"AdvertisingAge,

Feb6,1995,p.30.

9."ThePowertoCreateCompetitiveAdvantage,"RoperStarchWorld·

wide,2000.