Soft Drinks Market

Marketing proposal for sports soft drink company Gatorade’s expansion into international markets.

An analysis and marketing recommendations on Gatorade’s Strategy for International Markets. The analysis and recommendations have been developed based on recent market trends. The writer explains that given Gatorade’s undisputed success in the U.S. sports drink market; there is a strong case to invest in expanding its consumer franchise in international markets. The papers shows that such expansion will allow Gatorade to build on its already existing status as the world leader in sports drink, reduce dependence on the U.S. market and lead to strong revenue and profitability increases.
Gatorade’s sales, which was acquired by Quaker Oats in 1983, has grown from $100 million in 1984 to over $2 billion worldwide in 2001. The brand commands 85% share of the sports drink category in the U.S.,1 contributing 33% of total sales and growing at an annual double-digit rate, outpacing the ambling general foods industry. Realizing that 80% of its customers were in the U.S. and Canada, Gatorade turned its attention to potentially large and important global markets such as Latin America, Europe and China. 2 Gatorade was launched in Australia, Brazil, Singapore and Mexico in 1994; China, Indonesia, Columbia and the Philippines in 1995; and the Middle East and South Africa in 1996.3 However, given Quaker’s relative lack of global resources, Gatorade faces many challenges in international markets.
Objective: The objective of this paper is to evaluate the opportunities and challenges for Gatorade in key international markets and to recommend marketing solutions.