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Essay / Research Paper Abstract
This 20 page paper is an in-depth industry analysis of the carbonated soft drinks market in the United States, looking at it in the context of the beverage market as a whole. The paper includes a discussion on the general industry background, and sections that examine the dominant economic features, the industry using Porters Five Forces model the divers for change, including as PEST analysis, a discussion on the top three companies; Coca Cola and the Coke brand. PepsiCo and the Pepsi and Mountain Dew Brand and Cadbury Schweppes and the Dr Pepper brand, and how they compete, key success factors and an assessment of the industry’s long term prospects. The bibliography cites 13 sources.
Page Count:
20 pages (~225 words per page)
File: TS14_TEcarbsoft.rtf
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Unformatted sample text from the term paper:
4. Strongest Companies 15 5. Key Success Factors 19 6. Industrys Attractiveness and Prospects for Long-Term Profitability 20 References 22 1. Introduction The beverage market in the United
States is huge, classified under NAICS 3121 (NAICS code 312 is Tobacco and beverages), and made up of many segments, some of which may be seen as competing other complimentary.
In total, according to the Beverage Marketing Corporation in the US there are 192 gallons of liquid consumed each year by every person, weekly this is about 3.7 gallons and
in daily terms this equates to about 2 liters a day (American Beverage Association, 2007). This is made up of a large range of drink, and the general classification includes
all drinks from tap water and non alcoholic beverages, including carbonated drinks, fruit juices, tea and coffee, through to alcoholic rinks such as wine beers and spirits. The range
of drinks available reflects a very diverse range of tastes and demand. 13% of all drinks that are consumed are alcoholic, which means that about 87% are non alcoholic, making
this the larger segment of the market. However this is also a very large and diverse market. The largest single segment of the industry is that of carbonated drinks, these
include brands such as Coca-Cola, Pepsi and Dr Pepper. With more than 28% of the total drinks consumed this segment is twice as large as the next largest segment in
the non alcoholic drinks, which is bottled water; at more than 10% (American Beverage Association, 2007). However, the share of carbonated soft drinks is showing a slight decline over the
last few years and bottled water is increasing more rapidly (American Beverage Association, 2007). Looking at the range of beverages that are drunk the variety of this industry and the
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