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the development of an export market.
Pages 11 (2761 words)
The Development of an Export Market Table of Contents I. Introduction 3 II. Marketing Mix (7 Ps) 6 A. Product 6 B. Price 8 C. Place 8 D. Promotion 9 E. People 9 F. Process 10 G. Physical Evidence 10 III. Supply Chain 11 IV. Distribution 11 A. Channel Strategy 11 B.
The emphasis on the sports benefits of the drinks, as an improvement to water and as an aid to intense sports activities that is able to provide adequate hydration and nutrition even to the most demanding and most gifted athletes. It is worth noting that as a product range, the Lucozade brand benefits from insights and inputs from hard core research undertaken on behalf of the brand by universities, sports coaches, practitioners, and nutritionists, under the so-called Lucozade Sports Science Academy. Moreover, the brand is well-known for its marketing tag line, which is about replacing the lost energy from intense physical activities making use of Lucozade. That said, officially the classification is that of Lucozade being a soft drink brand (Answers Corporation 2013; GlaxoSmithKline Group of Companies 2013). In the United States, which is the chosen export market, key competitors in the segment of sports hydration drinks where Lucozade is bound to compete includes Gatorade and Powerade, with the former being the heavyweight brand with the greatest mind share and market share not only in the United States but in many parts of the world, and with the latter being the key competitor brand offered by Coca Cola (Carpenter 2000; Howard 2008; Competitor Group 2013). ...
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