The Study Of The Marketing Strategy Of Sports Beverage "Gatorade" In China

The developing tendency of beverage industry in China is swift and violent. Over the past 20 years, its yield has exceeded 20% average year, and it has become one of the most important parts of the national economy. There is a great variety of domestic brands in China's beverage market, which has made the competition fierce. Meanwhile, some foreign brands are also trying to get involved in the game, hoping to expand their global market share and increase their sales volume for a greater profit. Unfortunately, some of them failed to behave well enough facing the fierce competition of China's beverage market.Herein, the paper starts with a worldly well-known sport beverage named"Gatorade". First, it tries to make an overview of the macro-environment, including the economy, the culture, the natural condition and the technological condition as well as the consuming state, which are important for the foreign enterprises to create their business in China. Then it describes and analyses"Gatorade's micro-environment to illustrate how it influences the marketing practice and the marketing target of those foreign companies which invest in China. It also analyzes basic situation, consuming demand, marketing strategy, developing trend under the background of the beverage market to summarize the practical condition the beverage sales in internal market. It describes the company's interior strengths and weaknesses together with its exterior opportunities and threats by using SWOT to analyze its market opportunities at that time.In the end, the paper focuses on Gatorade's sales condition in China to analyze the main reasons that have made Gatorade fail in domestic beverage market, basing on marketing principles and Gatorade's sales and marketing data, to discuss the possible reasons of many multinational companies'failure in China's market.