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A Research on Energy Drink Business
1. Strategic Solution for KKL’s Case — A Research on Energy Drink Business NA Jing LU Zhenquan KHUAT Duy Le Minh AlWADIA Samer
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7. Possible Scenario Brainstorming EBIT Impacts Statistic Insights Competitive Analysis Possible Scenario Recommendations Scenario 1 Scenario 2 Scenario 3 R & D Alliance Acquisition Stay outside* Acquisition Red Eye VS. Lipovitan Scenario3 ： Acquire an ED brand name , Red Eye or Lipovitan? (Possible to acquire these brands due to their difficulties) Scenario 1 ： Develop KKL’s own ED product Advantages ---- Possible higher profit margin, Disadvantages ----Technology, time, starting a new brand, advertisement Scenario 2 ： Ally with current players, Frucor Advantages ---- enhance the competitiveness of the two companies; taking the advantage of Frucor leading position in ED market, Disadvantages ----- sharing the profits, challenges in management * When there is a threat of banning ED in Australia
8. Possible Scenario Brainstorming EBIT Impacts Statistic Insights Competitive Analysis Possible Scenario Recommendations Red Eye VS. Lipovitan Option 1: Red Eye Advantages ---- Already available in Australian market, faster entry Disadvantages ---- health concerns Option 2: Lipovitan Advantages ---- Healthier, broader range of customers (age group with large pop.) Disadvantages ----Completely new in Australian market, less attractive to teenagers
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