The Energy And Sports Drink Industry - 1103 Words

The energy and sports drink industry has been around for more than forty years. In those years the industry has gained many competitors. These competitors are competing to be the most innovative and the best among its competition. Although they all may offer something different, the end goal is to be profitable and to continue to grow globally in this industry. Many companies have succeeded and many have failed. However, the demands for these products are increasing and more people are consuming these beverages on an hourly or daily basis. PepsiCo has been and still is one of the main contenders in the alternative drink industry. They have upset the industry by being the largest seller of beverages in the United States. The company†¦show more content†¦272)†. PepsiCo financial performance has consistently grown since 2009 and has remained in the top as a competitor in the industry. Coca-Cola was discovered in 1886, and is known as the world’s largest beverage company. This company understands the nature of competitive important resources that allows them to identify their best resources and capabilities to continue to advance the company. Coca-Cola’s resources have contributed to the competitive advantages and are important in the company’s future strategies. Gamble (2011) states, â€Å"Even though Cola-Cola was the worldwide leader in carbonate soft drink sales, it had struggled to build market share in alternative beverages and trailed PepsiCo by a significant margin worldwide in energy drinks, sports drinks, and vitamin-enhanced beverages. Asia was the only geographic market where Coca-Cola’s sales of alternative exceeded the sales of PepsiCo’s energy drinks, sports drinks, and vitamin-enhanced beverages. In the United States, Coca-Cola was the third-largest seller of alternative beverages, with its combined sales of Powerade, Full Throttle, Nos, Rehab, TaB, and Vault energy drinks; glaceau vitaminwater; and Fuze vitamin-enhanced drinks, falling just short of the sales of Red Bull energy drink (p.273)†. Coca-Cola resources and capabilities have to be strengthened and nurtured to remain competitive in the energy and sports drink industry. Red