Lucozade Company International Expansion Essay Example | Topics and Well Written Essays - 2500 words

Lucozade Company International Expansion - Essay Example Introduction Lucozade Company is a trademark name that is used to encompass a series of sports energy drinks, which are produced by the GlaxoSmithKline Company. The energy drink alongside Ribena is currently being produced in Royal Forest Factory in  Cole ford,  Gloucestershire, in the  Forest of Dean. Although Lucozade is presently known as Lucozade Energy, it was previously branded Lucozade. The drink contains a series of flavors, which depend with the taste, and preference of the individual consumer. It contains a series of still, fruit based, isotonic energy drinks, which are designed mainly for use to the original Lucozade sport and other physically demanding activities. Moreover, the company has developed a brand known as Lucozade sport lite, which is a sugar free substance and was launched in 2011 mainly for diabetic people. Other flavors that come along with this drinks include, Orange, Raspberry, Tropical, Cherry, Lite- Orange, Lite- Lemon & Lime, and Lite- Cherry. Bac kground Lucozade Company was started in 1953 in Brent ford, England. However, William Owe, a chemical analyst from Newcastle-Upon-Tyne, started the events that started the company in 1927. Owen’s original idea was to come up with a soft drink that would be primarily used by ailing patients to boost their energy. The product was marketed in UK under the brand name Glucozade but later, the product was rebranded to Lucozade. The company has rebranded severally since then, which has been informed by several breakthrough insights by consumer psychologist Roy Langmaid, who recognized that there was a need to shift the brand's associations away from illness and towards empowerment. Expanding In Saudi Arabia and Saudi Drink Sector Lucozade Company is a major sponsor of events and sports globally. The company also sponsors various athletes in different sports. The recommendation by most countries has cautioned the company not to exceed 700k Cal per liter and 0.01% ethanol. This has ma de the energy drink to be forbidden in most Muslim countries. However, the Muslim council made a ruling that it would be religiously safe to use the energy drink. However, it is recommended for people to take Lucozade in case they are suffering from diarrhea. This is because during this condition, a great deal of fluid and electrolytes are lost from the body. However, it is scientifically claimed that the drink does not contain enough electrolytes to be suitable for electrolyte replacement. The sports and energy drink industry in Saudi Arabia can be analyzed and depicted well according to the Porters Five Forces Model. Porters Five Forces Model is arguable the most important tool for analysis since it is based on fundamentals of competitive advantage. The model deals with forces outside the model which influences the nature of competition in the industry, which is the microenvironment and so, the industries likely profitability (Ekeledo, 2003, p.68). The Saudi Marketing Environment Lucozade Company has to understand the dynamics of the industry and the Saudi Arabian market in order to compete favorably and effectively in the marketplace. This model describes the forces, which describe the forces that drive competition (Madsen & Servais, 1997, p. 561). These forces include rivalry between existing sellers, influence of consumers on the market, seller-supplier influence, the potential threat of new market entrants as well as threat of substitute products (Zahra

A personal statement for master Essay Example | Topics and Well Written Essays - 750 words

A personal statement for master - Essay Example I was usually the winner, because I could always rely on my calculations to win the large majority of overall rounds in the long term. This sense of winning from the poker games stimulated my interest in studying the relevant courses of statistics even further. However, I do not believe that this use of statistics would be good for actual gambling, because if I was not doing it just to entertain friends I would lose the objectivity needed for the calculations. Statistics is still full of barriers for non-professionals to read or understand. This is obvious from Mark Twains famous quote, â€Å"There are three kinds of lies: lies, damned lies, and statistics†. In my opinion, non-professional people may be surprised or even feel cheated if a 95% probability failed, so a 99% significant level may be something they would accept more easily. However, despite peoples lack of trust in the reliability of statistics, they really do need a reliable probability or statistics result to help them make the sensible choice when confused or unsure. I met with just this kind of problem during my two periods of internship. I was a three-month part-time cleaner of Runnymede campus in the summer of 2007. At the end of each term, all rooms need to be cleaned, so the workload available determines the number of full-time workers. During summer holidays, there are many European students who would come for their short vacations on campus. Thus, some part-time cleaners are needed to deal with the increased workload. However, the number of European students is variable, and the campus doesn’t start these employees appointments several months before their arrival. Even by employing part-time cleaners, the campus couldn’t catch up with the sudden increase of cleaning work. Many rooms couldn’t be cleaned on time, so the campus had to reduce the amount of students that were received. I was interested in this problem, which was quite similar to a question