Internal Analysis , Strategic Objectives, Porters Generic Strategies (Essay Sample)

[MINUTE MAID PULPY]
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Table of contents
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Introduction  PAGEREF _Toc353805486 \h
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Discussion  PAGEREF _Toc353805487 \h
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Industry analysis  PAGEREF _Toc353805488 \h
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Internal analysis  PAGEREF _Toc353805489 \h
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Strategic Objectives, Porters Generic strategies on Minute Maid Pulpy  PAGEREF _Toc353805490 \h
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Means and Methods  PAGEREF _Toc353805491 \h
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Global Factors  PAGEREF _Toc353805492 \h
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Current Issues  PAGEREF _Toc353805493 \h
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Conclusion  PAGEREF _Toc353805494 \h
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References  PAGEREF _Toc353805495 \h
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Introduction
The Coca-Cola based in Atlanta, Georgia, has been known since 1944, and has consequently dominated the global soft-drink market during the 20th century. Over the years, the company has introduced several drinks under its name (Petretti, 2011). The latest in quest is the Coca-Cola Minute Maid Pulpy. The Minute Maid is one major beverages product line that is linked to lemonade or orange juice. It currently has several types of soft drinks. Minute Maid is retailed under the Cappy brand located in the Central Europe, which flourishes under the Fruitopia firm based in Germany. Minute Maid was the principal organization, which marketed concentrates of the orange juice, and allowed it to be dispersed all over the United States. This company has been owned by The Coca-Cola Company since 2003, and is currently one of the world leaders in the fruit juices and drinks industry. Currently the number of companies that are coming up with respect to the supply of fresh juices is overwhelming (Pride, Hughes, & Kapoor, 2011). This therefore necessitates the development of a suitable strategy for the company to gain sustainable competitive advantage. Competitive advantage refers to the advantage that any firm has when likened to the competitors. This advantage enables the firm to create more sales or sales margins, and retain more customers as opposed to the competitors. The competitive advantages could be the comparative or differential advantage. These aspects occur when an organization has acquired or developed a feature or several attributes, which allow it to outdo its competitors. Basing on this background, this paper will develop a relatively fast strategy for the company to gain sustainable competitive advantage. The developed strategy is expected to be both smart and realistic.
Discussion
Industry analysis
The fresh juices are high value products for their parent companies. Considering Minute Maid Pulpy, this is a high value product for the Coca-Cola Company. The brand is The brand has taken five years to become a celebrated billion-dollar brand. The lead is because of the significant revenue sales. The brand is in 18 markets within South America, Africa and Asia. The brand is sold in more than 100 markets globally (Cornell University, 2002).
Minute Maid Pulpy is a long life cycle product, considering that currently the marketing strategies that have put coca cola on top are being used to market this product. Being a product of a company that reaps super normal profits annually, the right budget allocation has enabled the firm to move to various markets. The product has a proper market mix; case in point is the product aspect. Minute Maid Pulpy has catered for the varied needs of the consumers internationally. The price of the Minute Maid Pulpy is in check with the prices of all the other soft drinks to maintain the clients. As for the place, the parent company has international outlets that have been utilized in ensuring this product reaches the target clients. The promotion of this product, thanks to the financial security of the parent company, there are several promotional tools in place, such as the national newspapers and magazines, the interactive advertisements on the billboards of busy streets, radio commercials and television. Another aspect that makes it a long life cycle product is the appropriate marketing mix that it has for the consumers. Being part of the Coca-Cola Company the recently released report of the time tested companies; Coca-Cola was the leading passing the Ј1 billion mark in the United Kingdom (Nielsen Company, 2010).
The global juice market, in which Minute Maid Pulpy is part of, is expected to have a very slow growth of less than 2% so that the market goes above $92 billion in the next two years. The Global Industry Analysis Inc, states that this market will increase its growth to more than 64 billion liters within the next two years (2012).
 The drivers of profitability for Minute Maid Pulpy, in most countries include the reduction of the unit costs. As part of the Coca-Cola Company, Minute Maid Pulpy has had a growth in profitability due to the advance in both the volume and value of sales. The increase in the value of sales stems from the company being able to fetch a somewhat higher price for Minute Maid Pulpy. Another profitability driver is aggressive marketing. The parent company, has invested more than eleven billion dollars in both the direct and in direct forms of marketing. This has resulted Minute Maid Pulpy having an augment in the market share as well as the enrolment of new customers. The use of brand marketing strategy has also driven the profits of Minute Maid Pulpy to greater heights, and has consequently driven up the sales. Minute Maid Pulpy has differentiated its products and as a result, there has been a significant one to two per cent growth in the sales. Although the core flavour is orange, the other flavours such as lemon, tropical, apple and pink grapes suffice in the differentiation aspect. The retail prices of Minute Maid Pulpy have increased by four per cent. This increase in values of the sales volume has transformed into more revenue. The other profitability driver is on the capital investments made through the acquisition of bottlers thus the firm has more control with respect to the production process of Minute Maid Pulpy (Jones & Hil, 2007).
The main consumers of Minute Maid Pulpy include the children who get the single serve portion sizes and moms. The age brackets considered are the thirty to thirty nine year old contemporary moms and six to ten year-old children. Both male and female youth who are in deep need of refreshment as well as nourishment within their daily routines are equally great consumers. Another group is the males between the ages of ten to twenty nine. Research by Coca-Cola company researchers has indicated that three orange juice cups daily in a month, would to a great extent increase the HDL levels, thus increase the LDL of a patient. These are healthy adults but have moderate hypercholesterolemia.
Minute Maid Pulpy is bought via an array of means. Case in point is the online purchase, which include sites like buythecase.net, walmart.com and amazon.com. The product is also bought from grocery store shelves, and display stalls.
Internal analysis
The competitors that Minute Maid Pulpy faces in this business include Onjus, with a nineteen per cent market share (Money Life, 2011), Tropicana with a market share of 28.2 per cent (Xfinity, 2013)and Delmonte Juice with a twenty nine per cent market share in processed fruit (Munigo, 2013).
The main strengths of Minute Maid Pulpy include its excellent branding and advertising linked to that of the Coca Cola Company, the excellent product distribution to all its competitors as well as availability of the commodity to its clients. Minute Maid Pulpy has a first mover advantage thus through innovation, the products has managed to reach most of its target markets. Strength also lies in the brand image as well as fan following, since Coca Cola and Minute Maid already have an existing brand image Minute Maid Pulpy is widely accepted as people are assured of high-class quality and taste thanks to the parent brand name. The brand also has an assured financial backup; the Coca Cola Company is financially secured, thus carries out intense marketing for the product. Minute Maid Pulpy has a huge target market and as such very many prospective buyers, and a unique packaging concept. The weaknesses include the fact that the prices of Minute Maid Pulpy are slightly higher compared to those of the immediate competitors. Another weakness is the inability of some clients to associate Minute Maid Pulpy and the Coca Cola Company, thus do not trust the brand. Further, to this is the great publicity against concentrated fruit juice and its effects.
The quality of Minute Maid Pulpy stems from the components; these include water, fruit, natural identical and artificial flavoring, antioxidant of about 300,307, regulators of about 330, sugar and orange juice at about 12.5%. Per 100 ml, there is 42 kcals of energy and 10.5 grams of carbohydrates (Coca Cola, 2013).
In comparison with the greatest competitor Tropicana, orange juice and some pulp, which can be likened to the Minute Maid Pulpy, in about 8fl oz of serving that serves about 7 per container, contains 450 milligrams of potassium, 22 grams of carbohydrates, 17 grams of sugar, and one gram of proteins (PepsiCo, 2013).
Regarding the amount spent on research and development Tropicana has a new $17 million research and development centre. As for Delmonte, in 2008, $24.8 million was spent, a further $24.6 million in 2007 and $19....