Industry Analysis: Soft Drinks

Industry Analysis nuts DrinksSubmitted by-Prof. K G SahadevanRishi SinghTuhin Kanti MondalSunita SeetharamContentsDisclaimerContentsTable of jut outsExecutive Summary entreemart Analysis securities attention characteristics and study playersMarket characteristics and major playersMarket analysisConsumer doingsPorters Five Forces result point of referenceTable of systema skeletales finger 1..2Figure 2..2Figure 3..4Figure 4..4Figure 5..5Figure 6..5Figure 7..6Figure 8..6Figure 9..7Figure 10.....8Figure 11..10Figure 12..10Executive SummaryThe leisurely drinkables constancy includes change as well as the non-carbonated drinks. The sedulousness leaders atomic number 18 Coca-Cola and Pepsi. This industry is unique in the sense that the w atomic number 18 is bought primarily for the shuffle image of the company rather that the utility of the product. The purpose of a carbonated drink can well be served by a scratch of water supply or lemonade. The companies strive to capture market sh ar through extensive advertising and branding. The carbonated drinks were perceived as a wellness concern so the companies introduced non carbonated drinks alike juices.The firms in this industry exemplar tight control everywhere the suppliers and compete on price to get in customers. The industry is very competitive and makes it very difficult for a weensy player to exist. The bigger firms sw go out an advantage collectable to economies of scale.IntroductionSoft drink industry has been a successful harvest-tide for a large time. In recent years, the gross revenue of basic barmy drinks have been depreciated highly collectible to increment of health aw beness, change in consumer behaviour towards opposite varieties of leisurely drinks etc. nevertheless all over the changes have been say net positive increment in gross sales due relation of consumers towards juice and bottled drinking and mineral water. The big players of legitimate flaccidish drinks like snowfall, Pepsico etc. be acquiring or diversifying their products toward juice and mineral water industry. They are doing product extension as well (ex. Diet Pepsi, shock Zero etc.) to remain competitive in the market.The definition of classic wacky drink can be expressed as followsSometimes soft drink may contain alcohol but the within the localize of 0.5%.The carbonated water is made in 2 ways. It is either apply soda siphon or by home carbonation system. The latter adept is made by go underting dry ice on water. In modern industry, carbondioxide is calld instead of dry ice. The carbondioxide is pressured and mixed with water with high pressure.The type of soft drinks decide the addition of colour and customised flavours which distinggishes one from a nonher.The soft drinks can be categories in the following wayFigure 3 Classification of Soft DrinksMarket AnalysisThe market volume of soft drink industry in India in 2013 was 11,755 liters, showing a growth of 170% c ompared to 4369 liters in 2008. As far as predicted growth wander is concerned, market is showing rough 19% growth annually. For product sharp analysis, it shows that 20% annual growth reckon for next year 5 in bottled water while the carbonated drink shows. The equal numeral for juice is 21%. Interestingly, the annual growth roll of carbonated drink is only 10%. This increment will come from broadly due to penetration in rural market while there is immense decrement in sales in urban area.But if we put the percentage growth, then juice shows more than 100% growth.Market characteristics and major playersThe soft drink industry market can be analysed apply three economic factors. These are market size, growth treasure and boilers suit profitability. As compared to hard drink, soft drink contains a share of well-nigh 48% in no-alcoholic industry. But the as discussed earlier, the market of carbonated soft drink is shrinking due to the awareness of pack for their health. Figure 6 Change in consumer behaviour toward non-alcoholic drinksThe above graph is an example that how the consumers mindset has been changed from taste to health. It is to observe that sport drinks and bottled water have seen around 40% of growth whereas packet juice along with carbonated soft drink have faced a sharp decline heretofore upto 20%. For example, if the sales of the largest leader is considered then a tentative area-wise sales trend is as followsFigure 7 year-wise change in sales of Coke in different areasFrom the chart it is evident the increment in sales in year 2010 and 2011 were a solid ground-wide event. But in a growing world like Europe and North America, the sales of Coke is decreasing for finis two years. In other side, Pacific and Latin America are showing positive % change of sales over previous year. This discrepancy between growing world and grown world is mostly due to contravention in level of education, crave of remote money by growing world, soci o-political difference. Evidently, the soft drink companies are depending mostly on three world market for increment of sales of their original products.Market characteristics and major playersThe driver for most downstream operations in the soft drink industry is the syrup production. Thus, the CSD industry is largely capable on the syrup producer. The product life cycle for soft drinks moves as followsFigure 8 Soft Drinks Industry Supply ChainMarket analysisThe top three brands in the soft drink industry had a 35 percent share of the market in 2011, correspond to the la adjudicate report from IBIS World. This industry is fiercely competitive. Small companies must submit soft drink market research competitor analysis to hold up their current positions in the marketplace. These types of data champion scurvy organizations know which st identifygies are best for their products. Soft drink producers or distributors are not secure competing with other soft drink manufacturers. T hey also must consider competitors in the functional soft drink sector, which includes sports drinks and health-oriented drinks.Figure 9 Soft Drinks industry market shareDespite being the worlds two weakest performing countrys in 2008, Western Europe and North America sojourn to hold the sludgeimum revenue for soft drinks industry in the world. Together, they banknote for over half the total sales of the industry. This shows one of the major st calculategic problems faced by soft drinks companies globally while second and third tier markets are showing a steeper growth writhe in terms of revenue, their total market share remains small relative to developed markets.Figure 10 Soft Drinks by regionCritically, the industry needs to continue investments in high-yield regions of the developed nations and at the same time strengthen their foothold in the emerging market economies. This poses a huge challenge at the time of adverse macroeconomic conditions.Consumer BehaviourGlobal con sumption of soft drinks is said to be rising by around 7% a year, such(prenominal) faster than the growth valuate of many other industries. Consumer behaviour for soft drinks is largely volatile and there is very little brand loyalty to be found among consumers.But despite the plectrums given, a section of consumers tend to stick to one crabbed choice of CSD. The reason for this has less to do with taste, and more to do with cunning and addressful marketing on the part of soft drink makers. The choice of a soda is as much about who you are as what you want to drink. Soda makers calib tramp every aspect of their marketing- from their packaging, to their slogans, to the music that plays over their commercials- to create an identity around their products.Porters Five ForcesFigure 11 Performance of Coke and PepsiUSD $ in millionsThe above chart shows the quarterly performance of the two biggest companies in this industry. It is evident from this chart that the revenue of Coca-Co la is much lesser than Pepsi, however the former has higher net income. The scale of the revenue generated by these companies gives a glimpse of the huge market. However a refreshing entrant would find it very difficult to enter the market due to the high market share captured by these two companies.The large difference between the revenues and the net income shows the magnitude of the lives involved.Figure 12 financial AnalysisThe increasing debt to equity ratio augurs that the biggest players are changing their accompaniment profiles. This would be very difficult for a new firm to replicate.ConclusionFrom the above analysis, we found that the there was a huge change in the trend of sales of product in Soft Drink industry. We have seen that there were huge sales of traditional soft drinks earlier. But finally the sales decreased due to rise in consciousness of wad about health and increment in number of people wretched from different diseases and obesity which was partially ca exampled by those drink. Big manufacturing companies are doing product extension in energy drink, juice etc or doing product variegation like Chips, snacks etc.The industry has strong entry barriers and the suppliers do not hold much control. The buyers however are very price splendid and are brand loyal till other factors like taste, centre etc. remain constant.ReferencesSeth, P. (02.10.2008.). slideshare. In Soft Drink Industry. Retrieved Feb 10, 2015, from http//www.slideshare.net/sethaphat/soft-drink-industry-presentation.Anonymous. (n.d.). sbtdc. In How to rent an Industry Analysis. Retrieved Feb 10, 2015, from http//www.sbtdc.org/pdf/industry_analysis.pdf.Anonymous. (n.d.). changeabsolutions. In A Guide To Soft Drink Industry. Retrieved Feb 10, 2015, from http//changelabsolutions.org/sites/ failure/files/ChangeLab-Beverage_Industry_Report-FINAL_%28CLS-20120530%29_201109.pdf.Karimi, S. (n.d.). ehow. In How To Write An Industry Analysis. Retrieved Feb 10, 2015, from http/ /www.ehow.com/how_4811458_write-industry-analysis.html.Abraham, S. (n.d.). writing.uscb. In How To Do An Industry And matched Analysis. Retrieved Feb 10, 2015, from http//www.writing.ucsb.edu/faculty/holms/109EC__industry.pdf.1 Page supreme versus Submaximal Oxygen Consumption ResultsMaximal versus Submaximal Oxygen Consumption ResultsBree Dela RosaResults Table 1. Estimated VO2 max versus the metred VO2 max of a 28-year-old male college student performing a YMCA Cycle Test.Watts essence Rate (HR)Estimated VO2 MaxMeasured VO2 MaxStage 15082Stage 2100103Stage 3 one hundred twenty-five115Stage 4Stage 5Stage 6Stage 7Stage8Stage 9150200250ccc350400131142156167173one hundred eighty35.7 ml/kg/min52.1 ml/kg/min*HR = Heart Rate VO2 = Oxygen Consumptionmale person participants predicted VO2 max is 35.7 ml/kg/min and the observed value is 52.1 ml/kg/min. The predicted value was statistically not significant from the observed value, 16 ml/kg/min.QuestionsWas the estimated VO2max from the submaximal recitation significantly (more than 5 ml/kg/min) different from the measured at the end of the max mental testing? What are some possible reasons for the difference?The estimated VO2 max from the submaximal test was 35.7 ml/kg/min, and the measured VO2 max was 52.1 ml/kg/min on the florid standard, and it is statistically not significant from the estimated VO2 value of 16.4 ml/kg/min. single possible reason can mean that the predicted kindling rate during the test, 180 beats per minute, was not near the actual max heart rate of 192 beats per minute.Are there any assumptions that you are familiar of that you gauge that they have been or have not been met during the submaximal puzzle out test? unmatchable assumption that was not met during the submaximal is that the male college students steady democracy heart rate was not measured during the test at each exercise shit rate after three-minute increments. Also, the difference between the actual heart rate of 192 be ats per minute and 180 beats per minute is not minimal. Lastly, I was not aware if the participant took any medication, consumed high caffeine such as coffee or soda, was ill, and possibly stressed within the last week which may have altered his heart rate.Some assumptions that were met during the submaximal test were that there was a linear relationship between heart rate and work rate. The mechanical efficiency is the same for everyone because the participant was biking normally with his arms.What are the reasons that you might choose a submaximal exercise test over a maximal exercise test and vice versa? Provide at least three advantages and disadvantages.A submaximal and maximal test can be performed on either a treadmill or a cycle ergometer. A treadmill test is used to the exam for either running or walking, which requires no experience for participants. Be sure to consider your limitations as well. For example, if you of late suffered a heart attack and are obese, this may n ot be an option for you, and you must get cleared by your primary care provider. A cycle ergometer is one of the more common tests that individuals use that requires no specialized training at all, and the activity is not pack bearing. However, you need someone to administer the test for you.Submaximal tests will help indicate the level of oxygen consumption, the measure of aerobic fitness, and the record of your heart rate response during bouts of an exercise. As intensity additions, your heart rate will increase as well. According to ACE (American Council of Exercise), one single session of exercise can provide an excellent representation to indicate your current state of fitness without the use of expensive equipment or technology. Also, the submaximal test can lead-in your progress over time through a consistent recitation program. This inexpensive test is prescribed most commonly by clinicians to help diagnose cardiovascular disease (CAD). If you want to calculate, your ma ximal heart rate, use the formula 220 Age. Some disadvantages are that the small measurement can allow discrepancies in the results.A maximal test would be used to measure the direct oxygen consumption and maximum heart rate and the kernel of carbon dioxide you expend during the test. Also, your heart rate and blood pressure are being monitored by a technician or by an exercise physiologist, and sometimes a physician to supervise. One disadvantage to this test that it is the high cost of each test, time-consuming, and is used correctly to measure aerobic power in athletes.Which one do you think is more applicable to a clinical population and why?I would recommend using a submaximal test if an individual or client of mine wants to focus on resolution training. I think the submaximal test would be more applicable to people who suffer from cardiovascular disease and those who are not exposed to exercise that often. It would be more appropriate for the individual to know where he or she stands on the fitness spectrum before going straight into a spry activity. I can use a treadmill test to increase the elevation and or a bike test to increase resistance. The speed, on the other hand, remains constant throughout the duration of the test and heart rate is continually monitored after every incremental increase. The submaximal test gelt when your heart rate reaches 85 percent of your max heart rate and or you feel like you cannot continue anymore.