The Energy And Sports Drink Industry - 1009 Words

â€Å"Pay careful attention to your own work, for then you will get the satisfaction of a job well done, and you will not need to compare yourself to anyone else† Galatians 6:4 (Dake’s Annontated Reference Bible). People who are satisfied with their job are more likely to want to improve their company as well as their personal life. God teaches us to take pride in our actions and not to compare ourselves to what others are doing or have. The energy and sports drink industry was able to use their resources to compete with other companies in order to make their company great. This paper will talk about the sports drink industry and whether or not they are competitively important, the resources they have at their disposal, and how they use†¦show more content†¦They also used other marketing techniques such as advertising at sporting events and having professional teams use their products. Because of their different marketing techniques and resources, they wer e able to make their product appealing to the populace. Strategy Companies such as Pepsi-Cola and Coca-Cola were able to determine whether their strategy was successful by measuring their sales and their earnings growth. Companies are able to tell how successful they are by their overall financial strength and their ability to retain customers (Gamble et al., 2013). The soft drink industry was able to change their image by endorsing their sports drink and vitamin water products as being healthier. They also made people aware of how important it is to keep the body hydrated and proved that their product could help. Their strategy was to appeal to a healthier clientele who are more active customers, than they previously had with their soda clientele. They were able to draw in these new customers and develop a different marketing perspective. They were able to attract new customers who were not interested in their soda line but wanted a healthier drink. Competitive resource capabilities â€Å"A resource is a competitive asset that is owned or controlled by a company; a capability is the capacity of a company to competently perform some internal activity. Capabilities are developed and enabled through the deployment of a company’s resources† (Gamble,