Executive Summary: Gatorade was first formed in the 1960's in Florida. The doctors of the University of Florida noticed that their football players where severely dehydrated in turn the players lacked the performance of the field. After several tests the doctors came up with a carbohydrate-electrolyte beverage that kept the players hydrated since water was not doing the trick. After noticing dramatic success in their teams' record in football, players and coaches wanted Gatorade to be on their sidelines each and every game. After the success in college sports, the Gatorade Company was on the sidelines helping professional athletes such as Michael Jordan. Players from the NBA, NFL and even NASCAR have all chosen to drink Gatorade. Gatorade even took the worldwide stage by introducing the brand to China, Colombia, the Middle East, South Africa and another 75 more countries. Even after all this success and 35 years in business, Gatorade keeps their focus on pro-players, amateur athletes, or anyone else.
Strategic Focus and Plan
The mission of Gatorade is to be the number one in sport drinks. They are trying to increase their distribution of the Gatorade bottle by reaching more channels of distribution, by doing this Gatorade is trying to make the base larger. Gatorade is very successful in achieving their goals of owning the majority of the market share, as they handle approximately 88% of the market shares. They are also trying to give the maximum profit and trust to their shareholders by increasing company's sales and profit.
The first goal Gatorade is trying to achieve is to be the most dominant thirst quencher distributor in the market and eliminate any competition.
To increase their means of distribution because some retailers carrying Gatorade thirst quenchers go out of stock and this can be a loss of profit to Gatorade.
1. The sales of the company are already up by 15% they are trying to increase the sale by anther 18% by end of this year. This means they want to have an increase in profit by a double-digit number.
2. The company wants to increase 15,000 "alternative sites" to the exciting 40,000 which mean in total they want to have 55,000 alternative site in the country which is going to increase the sales of the company by 40 % which is a lot of amount of money.
3. The company expects to increase such distribution from a January level of some 50% of the country to 70% by yearend.
Figure 1 shows the internal and external factors affecting the market opportunities of Gatorade. This analysis shows the great efforts done by the company since its first appearance in the market.
Figure 1. SWOT Analysis for Gatorade
Internal factors Strengths Weaknesses
Management Highly qualified management and board of directors Very big and have some regulations
Offerings One of the most favorite sports drink on the market Highly competitive product in price...