Integrated Market Analysis

This paper provides an integrated market analysis of the non-alcoholic beverage industry in the United States, with a focus on a new company called RECHARGE that produces natural, healthy drinks. The analysis includes a SWOT analysis and an examination of external factors such as FDA regulations and market trends.

Running head: INTEGRATED MARKET ANALYSIS
Integrated Market Analysis
Name of the Student
Name of the University
Author Note

1INTEGRATED MARKET ANALYSIS
Table of Contents
Introduction................................................................................................................................3
Company Overview...................................................................................................................3
Trends in Beverage Industry......................................................................................................3
Rationale for the Choosing the Beverage...................................................................................4
Integrated Analysis.....................................................................................................................4
External Factors:....................................................................................................................4
SWOT Analysis:....................................................................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

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Introduction
The non-alcoholic beverages are having a big market in the whole United States The
purpose of the study is create an organization that is dealing in producing a non-alcoholic
beverage and analyse the market variables along with analysis of the internal factors in
organization. The study is starts with developing an identity of the company and products the
company is intending to sale. The paper then states the recommendations after performing the
internal and external analysis of the organization.
Company Overview
The name of any company plays big role in determining the identity of the brand. The
name of this is brand that will be RECHARGE, as it will be associated with selling non-
alcoholic beverage. The particular product for the company will be serving the refreshing
drinks based on natural products such as coconut water and organic fruit juices. The current
trend in the American market shows that consumers are mostly considering the products
which is made from the natural ingredients (Dey, 2018). The mission statement for any
company states the ultimate objectives that can help shaping the future (Rey & Bastons,
2018). The mission statement for the company is: “Motivate the community to promote
healthy living culture by promoting healthy drinking”. The company will be following the
distribution channel that will consist the following: manufacturer, whole-seller, retailer and
end consumer.
Trends in Beverage Industry
The American consumers are targeted consumers. The present trend in the beverage
market shows that consumption of the unhealthy beverages have decreased to a significant
level. In addition to that, there have been a significant decrease in the consumption of the

3INTEGRATED MARKET ANALYSIS
beverages which includes sugar (reuters.com, 2019). There has been a significant decrease in
consumption of the dairy based products (Ers.usda.gov, 2019). This have acted as a key
indicator that consumers are now mostly focused on the segment of organic healthy drinks.
The consumers are preferring healthier approach towards their life.
Rationale for the Choosing the Beverage
The approach of the consumers towards healthier living has encouraged to go for the
beverages that will be beneficial in adding some vitamins and minerals. The beverages like
Coconut Water and the Juices can add essential elements and help the consumers in
consuming healthier drinks.
Integrated Analysis
Integrated analysis helps in determining the market. The following are the analysis of
both the internal and external factors that can influence the organization.
External Factors:
The factors that are influencing the market is consisting of the several factors. The
organization have to comply with the rule and regulations that is implied by the FDA. The
gross domestic product of United States in 2018, which is more than $20.66 trillion does
makes it one of the big markets in the world (Bea.gov, 2019). The social trend of healthier
living is also an influencing factor that is associated can be beneficial for the company.
United States is one of the top countries when it comes to adopting the technological
advancements. Adopting the automation technologies can help in increasing the production
rates for the company.

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SWOT Analysis:
It is one of the most important analysis for the company that is associated with the
company and it helps in determining the position of the organization (Phadermrod, Crowder
& Wills, 2019).
 Strength: The strength of the organization is about the current trend of healthier
living among the consumers of America. Another key strength for the organization is
the uniqueness of the product as it is a healthier approach.
 Weakness: One of the key weakness for the organization is the time consumption for
building up the brand image. Beverage industry is a red sea and it is consisting of a
ferocious competition from the other competitors. The environment of the
organization is going to be tough challenge, as it is new to this business environment.
 Opportunities: The market of the United States is a big market that is trending with
the healthier lifestyle approach. The organization’s step to influence their life style by
introducing their organic juices to the market that is involved in adding some nutrition
to their diet.
 Threat: The key threat for the company is the diversified weather of the country. The
organization is also involved in selling the drinks that are healthier to consume for the
consumers. The market of organic juices does includes big players like Juice
Generation, Blue Print and many others. Here displacing the main competitors will be
difficult for the organization.
Conclusion
The study has consider the various aspect in creating the company that is mainly
focused producing beverages. The mission statement was also constructed along and analysis
of the external factors was stated. The study have performed a SWOT which has stated about

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the organization’s aspects. To conclude it can be said it is important to consider aspects of the
market and build an organization according to that.

6INTEGRATED MARKET ANALYSIS
References
Bea.gov. (2019). Gross Domestic Product, 3rd quarter 2018 (advance estimate) | U.S. Bureau
of Economic Analysis (BEA). Retrieved from https://www.bea.gov/news/2018/gross-
domestic-product-3rd-quarter-2018-advance-estimate
Dey, G. (2018). Non-dairy Probiotic Foods: Innovations and Market Trends. In Innovations
in Technologies for Fermented Food and Beverage Industries (pp. 159-173).
Springer, Cham.
Ers.usda.gov (2019). USDA ERS - Dairy Data. [online] Ers.usda.gov. Available at:
https://www.ers.usda.gov/data-products/dairy-data/ [Accessed 20 Feb. 2019].
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-performance analysis
based SWOT analysis. International Journal of Information Management, 44, 194-
203.
reuters.com. (2019). U.S. soda sales drops for 12th straight year: trade publication. Retrieved
from https://www.reuters.com/article/us-soda-sales-study/u-s-soda-sales-drops-for-
12th-straight-year-trade-publication-idUSKBN17L2HN
Rey, C., & Bastons, M. (2018). Three dimensions of effective mission implementation. Long
Range Planning, 51(4), 580-585.