StudentShare solutions
Triangle menu

Lucozade Company International Expansion - Essay Example

Nobody downloaded yet

Extract of sample
Lucozade Company International Expansion

Introduction Lucozade Company is a trademark name that is used to encompass a series of sports energy drinks, which are produced by the GlaxoSmithKline Company. The energy drink alongside Ribena is currently being produced in Royal Forest Factory in Cole ford, Gloucestershire, in the Forest of Dean. Although Lucozade is presently known as Lucozade Energy, it was previously branded Lucozade. The drink contains a series of flavors, which depend with the taste, and preference of the individual consumer. It contains a series of still, fruit based, isotonic energy drinks, which are designed mainly for use to the original Lucozade sport and other physically demanding activities. Moreover, the company has developed a brand known as Lucozade sport lite, which is a sugar free substance and was launched in 2011 mainly for diabetic people. Other flavors that come along with this drinks include, Orange, Raspberry, Tropical, Cherry, Lite- Orange, Lite- Lemon & Lime, and Lite- Cherry. Background Lucozade Company was started in 1953 in Brent ford, England. However, William Owe, a chemical analyst from Newcastle-Upon-Tyne, started the events that started the company in 1927. Owen’s original idea was to come up with a soft drink that would be primarily used by ailing patients to boost their energy. The product was marketed in UK under the brand name Glucozade but later, the product was rebranded to Lucozade. The company has rebranded severally since then, which has been informed by several breakthrough insights by consumer psychologist Roy Langmaid, who recognized that there was a need to shift the brand's associations away from illness and towards empowerment. Expanding In Saudi Arabia and Saudi Drink Sector Lucozade Company is a major sponsor of events and sports globally. The company also sponsors various athletes in different sports. The recommendation by most countries has cautioned the company not to exceed 700k Cal per liter and 0.01% ethanol. This has made the energy drink to be forbidden in most Muslim countries. However, the Muslim council made a ruling that it would be religiously safe to use the energy drink. However, it is recommended for people to take Lucozade in case they are suffering from diarrhea. This is because during this condition, a great deal of fluid and electrolytes are lost from the body. However, it is scientifically claimed that the drink does not contain enough electrolytes to be suitable for electrolyte replacement. The sports and energy drink industry in Saudi Arabia can be analyzed and depicted well according to the Porters Five Forces Model. Porters Five Forces Model is arguable the most important tool for analysis since it is based on fundamentals of competitive advantage. The model deals with forces outside the model which influences the nature of competition in the industry, which is the microenvironment and so, the industries likely profitability (Ekeledo, 2003, p.68). The Saudi Marketing Environment Lucozade Company has to understand the dynamics of the industry and the Saudi Arabian market in order to compete favorably and effectively in the marketplace. This model describes the forces, which describe the forces that drive competition (Madsen & Servais, 1997, p. 561). These forces include rivalry between existing sellers, influence of consumers on the market, seller-supplier influence, the potential threat of new market entrants as well as threat of substitute products (Zahra ...Show more


Lucozade Company International Expansion Abstract This article looks at the expansion of the lucozade company into Saudi Arabian market and its effects on the Muslim people. The Saudi Arabian market, unlike England, is a Muslim dominated market where people are strict followers of the religion…
Author : boganeaston
Lucozade Company International Expansion essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Lucozade Company International Expansion"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

International Expansion Opportunities of importing an energy drink product from Brazil to Germany called Guarana Antarctica
One of the main characteristics of 21st century’s business environment is high globalization. Most organizations are growing and expanding into multinational corporations. A multinational corporation would demand various aspects of special attentions unlike local business.
10 pages (2500 words) Essay
MARKETING PLAN (Lucozade Sport)
Market description and development of strategy. Outline of the product The sports drink market is presently experiencing a growth stage and analyzing the trend product from sport drink category has been chosen. Lucozade Sports is one of the leading sport drinks in UK and also plays a vital role in New Zealand in managing lifestyles of the people.
5 pages (1250 words) Essay
International expansion proposal
The company was founded in 1977 by Roy Raymond but later sold to Leslie Wexner, the creator of Limited Stores Inc., in 1982 with headquarters located at Three Limited Parkway, Columbus Ohio. The company is in the apparel industry with gender-specific specialization on women wear; lingerie, Bras, panties, beauty garments, swimming and sporting bras/panties, clothing, shoes and beauty products such as lipsticks and fragrances.
6 pages (1500 words) Essay
Victoria's International expansion
For any company that is focused at attaining a competitive edge, it has to use any means possible to outdo its competitors. Precisely, organization that are focused at putting at bay their competitors, will have to apply some strategies like advertisement and marketing strategies to retain their popularity as the leading distributors and manufacturers of the products.
8 pages (2000 words) Essay
Finance International Expansion
For US Computer Systems companies, the major difference between doing business at home and abroad lies in a lowered predictability of foreign markets and,therefore, potential liability to incurring a greater costs than at home. The international/global marketing environment is more complex and varied than at home, adding considerably to the risks associated with international expansion.
4 pages (1000 words) Essay
International Expansion
These are the Mercantilist Theory, the Theory of Absolute Advantage, the Theory of Comparative Advantage and the Theory of Factor Endowments. Mercantilism is the theory that a nation's wealth depends upon the balance of its exports over its imports (Mercantilism, 2007).
6 pages (1500 words) Essay
International Expansion Essay
According to Hill (1998) every fiscal year retailers are able to experience a significant progress in several key metrics. Retailer's inventory was reduced from $55 million to $23 million and inventory turns rose from 12 to 26. The cost of revenues, excluding the benefit from previous special charges and the applicable portion of the amortization of intangible assets, decreased from 72.3% of revenues to 67.8% of revenues (McAuliffe, 2000).
12 pages (3000 words) Essay
International expansion-business
on an American enterprise entering Mexico, followed by a brief history of the history of the Mexican peso then an analysis will be conducted as to the prospects of this currency in the near to late future. There are two types of currency risk associated with investing in Mexico
3 pages (750 words) Essay
International Market Expansion
Translation exposure is also called accounting exposure as firms operating in foreign currency has to convert or translate the same into local currency to represent these assets/liabilities in local currency.
6 pages (1500 words) Essay
International Expansion (Case Study)
On the contrary, verifiable experience within the hospitality industry would be more risk-averse since there is an indication of knowledge related
2 pages (500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us