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1. Industry analysis行业分析
1.1 the size of the industry行业规模
能量饮料-咖啡因，瓜拉那，牛磺酸和人参或其他草药或这些成分的一些组合声称是从一个特殊的能量增强功能性的软饮料。能量饮料有别于传统的软饮料，它们的重点是“能量”，如咖啡因、瓜拉那、牛磺酸和人参或其他草药或这些成分的一些组合。2015年，该行业在英国市场的规模可能达到6.72亿升，随着市场对能量饮料的预期，市场仍然增长了4%，这些饮料也吸引了更多的资本关注。Energy drinks - caffeine, guarana, taurine and ginseng or other herbs or some combination of these ingredients are claimed from a particular energy boost functionally from the soft drink. Energy drink is distinct from the traditional soft drink, they are focus on the "energy", such as caffeine, guarana, taurine and ginseng or other herbs or some combination of these ingredients. The size of the industry could be 672 Million Liters in the UK markets in 2015, the market is still increased up to 4% increase with the markets expectations on the energy drinks, also these drinks are attracted more attentions on the capitals.
如图1所示，从2010年到2015年，能量饮料的消费量每年都会增加，占整个软饮料市场的5.1%，这一比例将随着资本投资的增加而增加。虽然增长率放缓，但总消费量仍在等待随着消费者对能量饮料的需求而增加。
AS can be seen in the Figure 1, the consumption of the energy drink could increase each year from 2010 to 2015m the percentage could be 5.1 of the total soft drink markets, the percentage would be increased with the investment on the capitals. Though the growth percentage slows down, the total consumption is still waiting to increase with the needs of the customers for the energy drinks.
1.2 the earning ability of the industry1.2行业盈利能力
能源饮料的市场规模超过20亿英镑，与2014年相比增长了近8%。这意味着该行业的盈利能力可能很有价值。产业的增长能力可能要高得多。随着大量进入新的竞争对手，价格可能会放缓，更多的产品也会提供给客户。
The market sizes of the energy drinks are more than £2 billion increased over nearly 8% compared with 2014. That means that the earning ability of the industry could be valuable. The increase ability of the industry could be much higher. With largely entering new competitors, the price could be slow down and more products are also provided to the customers.
2.3 General trend of the industry行业总体趋势
随着软饮料对健康的关注，到2020年，软饮料行业的卡路里摄入量减少了近20%。能量饮料作为一种软饮料，在生产过程中注重降低热量。除此之外，糖分的摄入也与健康问题有关，规律性大大低于16.2%，使能量饮料中的糖分和热量都有所降低，能量饮料的总体趋势是健康的，具有较强的竞争性。
With the health attention paid by the soft drink, the calories intakes are reduced from the soft-drink industry reached nearly 20% by 2020. As a category of the soft-drink, the energy drink is paid attention to the calories reducing in the manufactures. Besides that, the sugar intake is also reduced related to the healthy issues , the regular is much lower than 16.2%, so that sugar and calories are both reduced in the energy drinks, the general trend of the energy drink could be healthy and strong competition.
2 Competitor analysis
2.1 the price of the similar products
First, the main production enterprises will focus on the beverage development priority to strengthen functional products so that the products can enter the mainstream market. Small businesses are also turning to productive drinks, which can avoid the convergence of products and make their products stand out among the many drinks. The prevalence of obesity, coronary heart disease, diabetes and other diseases of affluence has made health the focus of the world. The ageing of the population and the accelerating rhythm of life, working pressure increase makes the consumers pay more attention to their health diet in daily life, in the aspect of how to make themselves more healthy, more happy more and more willing to spend money investment; The competition of the existing beverage price makes the profit space very small, and the functional drink provides a good profit growth space for the production enterprises. Therefore, although the production of functional beverages and other beverages is relatively small compared with other beverages, the promotion of the market in the face of the market makes the functional beverage market full of business opportunities.
2.2. Product and risk analysis
From carbonated drinks to the RTD tea, more and more soft drinks by sport to enhance their own brand, sports drinks rarely participate in instead, manufacturers have also found that make consumers believe that sports drinks is the best choice after motion is more and more difficult. Gato rade and N BA have official cooperation for many years, and some important star sign deeply affects is keen on the movement of teenagers, red bull, F1 sponsorship event for a long time, has obvious sales results have been achieved. While relying on celebrities, participate in important activities and advertising to promote the development of functional drinks, but there are still some enterprises did not explicitly pass to consumers in the process of selling products information, consumers face a range of market first consumer demand is still "thirst". The zero point research group's survey of what "functional drinks are" reflects a generally low level of awareness among urban residents. The high price of functional drinks also limits the consumption of low-income people. Product demand diversification, can solve the current popular health problems pertinently; Scientific experiment certification support, real and effective, can attract the attention of the consumer, the name is not in fact, exaggerated propaganda can lose consumer's trust in the end; Suitable packaging for the product and proper packaging; At the same time, the establishment of brand awareness, advertising highlighting product features and differentiation, suitable sales methods and price advantages are the key to the success of functional drinks. How to guide consumers to learn more about functional beverages and improve the market acceptability of functional drinks is one of the problems faced by functional beverage manufacturers. At present, advertising is the main way for consumers to understand the function beverage in our country, and from the publicity effect of the existing products, most products are fuzzy.
2.3. Porter's five forces
Competition among existing competitors. Judging from the industry life cycle, with the improvement of the willing to reducing weight, the energy drink beverage industry has increased over the willing of the drinks and demand of these would like to increase. At present, there are many competitors in the energy drink beverage market, there are various products, there are leaders in each segment of the market, but there is a shortage of strong brands. Although numerous small and medium-sized enterprises without the brand advantage, with its superb technology of copy and imitation, also has certain influence in niche markets, these companies often use price competition and well-known brands for the market. Dilemma facing falling profits of large enterprise and small and medium-sized enterprises in the capital, channel is under huge pressure of competition, product and so on, combined with the influence of the price war.
New entrants threaten. It depends mainly on entry and counter-attacks by incumbents. The author believes that the new entrants in the juice beverage industry have the following aspects:
First, the barriers to entry of economies of scale, or the risk of new entrants risking strong counterattacks from incumbents, are coming in at large scale. Or endure high cost disadvantage of products for a long time to small scale entry. Energy drinks enterprises belong to "equipment production" enterprises, fine processing technology, which means higher production efficiency and lower production cost. Second, the industry is fighting back. Energy drinks the huge market potential increases sales costs of competitors, etc., form barriers to entry
The threat of alternatives. The energy drinks industry's alternatives are not just other types of beverages, but also the impact of nine other types of drinks. If the price of substitutes is low, the price ceiling of energy drinks can only be lower, which limits the benefits of energy drink. The more attractive alternative products are, the greater the restriction and the greater the pressure on the juice beverage market.
The bargaining power of purchasers. Overall, energy drinks market buyers are more bargaining power. Energy drinks are strictly on the shelf, and most of them choose energy drink with considerable brand effect. These stores also participate in the formulation of the retail price of products according to their own interests.
The ability of suppliers to bargain. Supplier threats are mainly about increasing prices of supply or reducing the quality of supply energy drink products.
3.0 Recommendations
within the scope of a distinct advantage, the new entrance to the energy markets is quite hard to share the market to sell the products. In the process of the promotions, the new enter should be focus on the own advantages in the products schedules, they could be used their own advantage sources to share the markets for energy drinks.The author thinks that, juice enterprise implement differentiation strategy: firstly, good effect and into a wide range of market implementation differences. Finally, the company realizes that the product difference is only temporary, to maintain its uniqueness and lasting competitiveness, the key is brand culture construction. Products can be imitated, but the differences and uniqueness of brands are not replicable, which is the core of real differentiation.#p#分页标题#e#
The low-cost competition strategy refers to a strategy for enterprises to gain a competitive advantage by reducing costs and having more profit space with competitors in the same situation. Beverage price sensitivity is high, price is the main factor that consumers decide to buy, realize low price basis is low cost. Cost advantage can be obtained through raw material price below competitors, higher production efficiency, lower labor cost in the area, or advantages of distribution cost.
Energy beverage companies can reduce the cost of activities on the value chain by integrating organizational resources to achieve a low cost competitive advantage. Making the new product business of an enterprise to share resources with existing businesses, for example, production equipment, distribution channels, convertible brands, etc., will greatly reduce costs. In addition, through "(production can also obtain cost advantage. On the one hand, the enterprise through "professional" business with its power scale Consumers see energy drinks as a blue-collar workers engaged in heavy manual labor provide energy drinks, and many parts of the world is regarded as a suitable for some meetings, entertainment, or activity occasion of drinks (often mixed with wine to drink); As a result, the product is repositioned to expand the drinking population. Eurmonitor International found that consumers have to diversify foreign energy drinks, office clerk, often refreshing, such drinks to ease tensions in the work, need to keep a clear long-distance truck drivers, struggle for a long and continuous term of the students, and participating in activities such as skiing, cycling, skating, climbing movement. In 2005, Japanese makers of energy drinks locked consumers into teenage children, especially in exam season. "Key" and "Guts Cha rg e" adopt the packaging that suits the children to attract their consumption, "Pow erful Sassou Vitamin" adopts fruity flavor to cater to the tastes of teenagers. Thai energy drink market is one of the leading brand of "the M - 150" market positioning has gradually from the manual workers energy drinks to "life without limits" as the motto of teenage "cool children" love a cool drink ". In addition, the drink also faces pressure from consumers to choose other healthier drinks. Consumers are increasingly concerned about their blood sugar levels and have to give up high-sugar energy drinks and choose other drinks. Thus, reducing the amount of sugar added is also one of the ways to expand the drinking population.
The real core of the brand lies in the inherent brand spirit. Consumers buy brand products, forming high brand loyalty. At present, the biggest problem of energy beverage enterprise brand building is that it is easy to be imitated or replaced by new products appearing in the market. In fact, enterprises should not launch different products in different market segments at the same time in the initial stage of development, which is not only costly, but also has a large market risk. Heart good kind of products, using it to build the brand culture, convey the enterprise idea, and then reuse has strong product, so it will get twice the result with half the effort effect.
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