Mcdonalds Energy Drink Research Report Essay

The purpose of this report is to investigate past trends and forecasts of the energy drink market. Included in this report, is information on market size, target population and statistical data on growth history and growth projections. The aim is to determine if adding energy drinks to McDonalds offerings will create a profitable segment for their menu. The market research collected and contained in this report consists of secondary data. This research was authorized by: McDonalds Corporation. Current market research shows that the energy drink market has grown into a multi-billion dollar business, which has been reported as being the fastest growing segment in the beverage industry since bottled water. The US energy drink industry is expected to more than double in the 5 years preceding 2013. (Comprehensive Reviews) Eighteen to twenty-four year olds or college students are the largest segment of energy drink consumers. (NutritionJ) The conclusion of this report suggests that the growth of the energy drink market has been greater than most other liquid refreshment beverage sectors in the US in the past five years and that this trend will continue. It is recommended that McDonalds Corporation add energy drinks to their offerings and target college-aged students. Introduction Fast food consumption in the US has declined during the recent economic crisis. To stay profitable, many fast food chains have introduced low-cost or â€Å"value† items too keep sales up. Along with low-cost items, many fast food chains have added specialized items or niche items to attract customers that can more conveniently buy these at a fast food store. McEnergy 3 Energy drinks have continued to gain popularity since Red Bull was launched in 1997. More than 500 new energy drinks were launched worldwide in 2006 and beverage companies are reaping the rewards of the exploding energy drink industry. This report examines the energy drink market and its potential to become a niche item in a fast food chain along with the population to target. Methods. This report was conducted using a secondary statistical data and secondary research that was gathered using a focus group and survey of college age participants. The statistical data was obtained from New York City-based Beverage Marketing Corporation which is the leading research firm dedicated to the global beverage industry. The statistical data regarding the previous growth patterns and growth forecasts will be discussed in the results. The focus group and survey were done by Nutrition Journal and focuses on energy drink consumption patterns among college students. The survey was based on responses from a 32-member college student focus group and a field test, a 19-item survey was used to energy drink consumption patterns of 496 randomly surveyed college students. (nutritionj) The population was defined as undergraduate students at a state university located in the Central Atlantic Region of the United States. 85% of the undergraduates were 18-24 years of age, 12% were 25-40 years of age and 3% 41 years of age or older. Sixty two percent of the entire student body is female. The sampling units were individual college students that were generated with a McEnergy 4 non-probability method of asking students around campus if they would like to participate. (Nutritionj) Results Fifty one percent of participants reported consuming at least one, energy drinks a month. Thirty four percent of participant reported consuming at least two energy drinks a month. Table 1 % of college energy drink users reporting amount and frequency of energy drink consumption by situation in an average month Energy drinks consumed Days/month ________________________________________________ Situation n 1 2 >2 1-4 5-10 >10 Insufficient Sleep 169 64 22 14 74 18 8. Need general energy 165 63 21 16 74 18 8 Studying or project 125 50 36 14 85 10 5 Driving long distance 114 63 23 14 86 9 5 With alcohol 136 27 24 49 73 18 9 Treat hangover 42 74 10 16 74 14 12 N= 253 college energy drink users (nutritionj) The US refreshment beverage market grew by 1. 2% in 2010The growth of the energy drinks market is up 5. 4% in the past year. (beveragemarketing) From 2004 to 2009 the McEnergy 5 overall growth of the energy market is up over 240% (Wiley) The shift from consumption of sports drinks such as Gatorade and Powerade towards energy drinks should continue. In the last year, carbonated soft drinks remain the largest liquid refreshment beverages category but their volume slipped 0. 8% from 13. 9 billion gallons in 2009 to 13. 8 billion gallons in 2010, which resulted in their market share decreasing. (beveragemarketing) Table 2 U. S Liquid Refreshment Beverage Market Change in Volume by Segment 2009-2010 Percent Change Segments 2009-2010 RTD Tea 12. 5% Sports Drinks 9. 4% RTD Coffee 8. 1% Energy Drinks 5. 4% Bottled Water 3. 5% Value-Added Water 0. 2% Fruit Beverages -2. 0% Carbonated Soft Drinks -0. 8% Total LRB 1. 2% Source: Beverage Marketing Corporation (BeverageMarketing) McEnergy 6 Conclusion The energy drink market has grown into a multi-billion dollar business, which has been reported as being the fastest growing segment in the beverage industry since bottled water. Having grown 240% in the past five years, the only beverage sectors to grow faster that energy drinks last year were ready-to-drink tea, ready-to-drink coffee and sports drinks. McDonalds already distributes these other three beverages and would benefit by adding the next fastest growing beverage sector, energy drinks. Despite the large market share that carbonated beverages owns, there is a demand and shift towards other beverage sectors as evidenced by a decrease in carbonated beverage market share last year. A large segment of energy drink consumers is the college-aged consumer. With over 50% of college students drinking at least one energy drink a month and 34% at least two a month, this would be a good population to target. Recommendations Include energy drinks to the offerings at McDonalds fast food restaurants. Target college-aged students with initial locations and marketing strategies. McEnergy 7 References: – Gonzalez de Mejia, E. & Heckman, M. A. & Sherry, K. (2010). Energy Drinks: An Assessment of Their Market Size, Consumer Demographics, Ingredient Profile, Functionality, and Regulations in The United States. Comprehensive Reviews in Food Science and Food Safety. Retrieved from: http://onlinelibrary. wiley. com/doi/10. 1111/j. 1541-4337. 2010. 00111. x/pdf – West, T. (2011). The Energy Market is Still Full of Growth Potential Reports. Wholesale News. Retrieved from: http://web. ebscohost. com. lib. kaplan.edu/ehost/pdfviewer/pdfviewer? vid=12&hid=123&sid=eeec713f-80bc-4ca6-b6ce-02c68e0f1f50%40sessionmgr112 – The US Liquid Refreshment Beverage Market Increased by 1. 2% in 2010. (March 2011). Beverage Marketing Corporation Reports. Retrieved from: http://www. beveragemarketing. com/? section=pressreleases – Aeby, V. G. & Barber-Heidal, K. & Carpenter-Aeby, T & Malinauskas, B. M, & Overton, R. F. (2007). A Survey of Energy Drink Consumption Patterns Among College Students. Nutrition Journal. Retrieved from: http://www. nutritionj. com/content/6/1/35.

Growth of NYS Business Essays - Canal, Free Essays, Term Papers

Growth of NYS Business Essays - Canal, Free Essays, Term Papers Growth of NYS Business April 17, 1996 For a number of reasons, business enterprise in New York grew by leaps and bounds between 1825 and 1860. New York's growth between the years 1825 and 1860 can be attributed to a number of factors. These include but cannot be limited to the construction of the Erie Canal, the invention of the telegraph, the developed of the railroads, the establishment of Wall Street and banking, the textile, shipping, agriculture and newpaper industries, the development of steam power and the use of iron products. On October 26, 1825 the Erie Canal was opened. The canal immediately became an important commercial route connecting the East with the Ohio and Mississippi Valleys. With tht time of travel cut to one-third and the cost of shipping freight cut to one-tenthof the previous figures, commerce via the canal soon made New York City the chief port of the Atlantic. The growing urban population and the contruction of canals, railroads and factories stimulated the demand for raw materials and food stuffs. In 1836 four-fifths of the tonnage over the Erie Canal came from western New York (North, 105). Much of this cargo was in the form of agriculture goods. The farmer become a shrewed businessaman of sorts as he tended to produce whatever products would leave him the greatest profit margin. The rise of the dairy industry was by far the most significant development in the agricultural history of the state between 1825 and 1860. Farmers discovered that cows were their most relliable money-makers, since both the domestic and foreign market kept demanding more dairy products (Ellis, 273). Price flucuations became increasingly important for the farming population between 1825 and 1860. Prices rose from the low level of the early 1820's until the middle 1830's and the farmer's shared in the general prosperity (271). Although the rapid industrialization and urbanization of New York had a great deal to do with the success of agricultural markets sporadic demand from aboard as a result of the Irish famine, the Crimean War and the repeal of the Corn Laws in England also contributed(North, 141). During this period Ohio, Pennsylvania, New York and Virginia, in that order were the leading wheat growing states. Between the years 1840 and 1850 New York ranked first in the production of beef. The absence of politic party differences on issues related to the the growth of democracy existed in regard to the foremost economic questions, there was absolutely no partisan division evident in the movement to incorporate new financial institutions; rather , the primary factors , which the legislators examined, concerned value, feasibility, profit and the location within the state. Dozens of turnpike proposals, most of which werebacked by the Republicans, passed the legislature; but the Federalists cooperated, seeing the chance for profits. Prominent Federalists like John Rutherfurd, John Neilson, William Paterson, John Bayard, and James Parker invested susstanial sums in the turnpike business. There were numerous Republicans who were also vitally interested in the turnpike business (Kass, 150). Bipartisan support also accompanied plans for the construction of bridges and canals. All of the parties contained a large number of adherents from from every level of economic well-being in society. This helps to expain the absence of any clear-cut party differences on the major economic issues of the such as the chartering of banks, the protestive tariff, internal improvements, the development of manufacturing, and the promotion of superior agricultural techniques. Each politcal faction had segments both pro and con on most of these questions, and, inall cases it was opprtunism, the desire for profits, which was decisive in determining one's political position on these economic issues(175). New York's economic growth can also be attributed to the invention of the cotton gin. Cotton had become a boom crop in the south, however, plantation owners were either too engrossed in the production of their crops or too unschooled in business techiniques to handle its distribution. Some just did not want to be bothered. This opened thee door for agents representing New York shipping firms who were only too happy to help them out - for a fee. This scheme not only earned the New York merchants a handsome profit but also solved the problem that without cotton the ship owner would be hards preesed to find adequate cargoes for their return voyages. And so it came about that New York in the nineteeth century became the nation's foremost shipper of cotton(Allen, 108-109). The cotton shipments entering New York harbor were brought to textile mills for processing. A group of New york capitalist estashlished

Causes and Symptoms of Eyestrain

Causes and Symptoms of Eyestrain Eyestrain is fundamentally caused by straining one or more of the eye muscles. Most commonly the strain is in the ciliary body, the eye muscle responsible for accommodation, typically by keeping it in one position for a long time, visually concentrating on one thing or one distance for too long. The eyes tend to strain faster from focusing on near distances as opposed to far distances. Switching between distances rapidly can hasten the strain as well. Symptoms of Eyestrain The Mayo Clinic lists the following possible symptoms of eyestrain:   Sore, tired, burning, or itching eyesWatery or dry eyesBlurred or double visionHeadacheSore neck, shoulders, or backIncreased sensitivity to lightDifficulty concentratingFeeling that you cannot keep your eyes open Common Causes Some common activities that can cause eyestrain include using a computer or other electronic device, reading, watching television, and driving. In addition to activities that cause you to focus the eyes for long periods, some environmental factors can add to the stress placed on your eyes, such as low light levels,  fluorescent lighting, a bad viewing angle, a poor ergonomic computer setup, low screen contrast levels,  glare, brightness, and dry moving air from a fan or air conditioner. Some personal factors contribute to eyestrain as well, such as poor and uncorrected vision, stress, fatigue/tiredness, and poor posture. What You Can Do Of course, as a problem caused by overuse, youll want to incorporate breaks into your work or activity thats causing the eyestrain or limit your  screen time if possible. Improve the lighting in the room, such as using soft light or task light thats not glaring into your eyes or onto a TV or computer screen. Using eye drops can help relieve dryness, as well as using a humidifier and positioning yourself or the air vent to limit air blowing directly on you. At Your Computer Station If work at a computer is a problem, position the monitor so that the top of the screen is at or below your eye level, at an arms length away from you. Staring can be a problem, drying out your eyes, and people dont even realize it. Make sure youre blinking enough. Every 20 minutes or so, look away from the screen and focus on something in the distance. You can cut sunlight glare on the screen with a device that goes over the screen, or cut glare from lighting in the room by closing blinds or shades and using a desk lamp to the side rather than fluorescent lights above and behind you. You also can blow up text on the screen for easier reading, and adjust the monitors settings to cut brightness. Keep the screen clean, as dust cuts contrast, and dont put a monitor right in front of a white wall. Glasses If you need glasses and have to work on a screen daily, your eye doctor may recommend eye exercises and corrective lenses (contacts or glasses) that have a special coating to reduce glare from screens. If you drive a lot, sunglasses with UV protection can help reduce strain as well.

W6 597A Leveraging a Generic Strategy Essay Example | Topics and Well Written Essays - 750 words

W6 597A Leveraging a Generic Strategy - Essay Example 1). Concurrently, application of the differentiation strategy means â€Å"the development of a product or service that offers unique attributes that are valued by customers and that customers perceive to be better than or different from the products of the competition† (4.2.1 What is meant by generic strategies?, 2009, p. 1). Finally, the focus strategy, also known as segmentation or niche strategy, basically means â€Å"segmenting markets and appealing to only one or a few groups of consumers or industrial buyers, to a not many select target markets. It is also called a segmentation strategy or niche strategy† (4.2.1 What is meant by generic strategies?, 2009, p. 1). After understanding the meaning of generic strategy, an existing organization in the United States that evidently established sustained market leadership by successfully leveraging a generic strategy is Ford Motor Company. Ford could be evaluated as employing the differentiation strategy which produces dif ferent models of vehicles that cater to differentiated needs and demands of the consumers. A closer look at Ford’s foundation for organizational success emphasized their commitment â€Å"to developing great products for customers around the world† (Ford Motor Company, 2015, p. 1). Their products are classified according to cars, crossovers and SUVs, trucks and vans, as well as the Lincoln (Ford Motor Company, 2015). For the cars, for instance, the lowest price is the Ford Fiesta at $13,965 and the most expensive is the Ford Taurus at $27,055 (Ford Motor Company, 2015). In addition, the company also offers payment schemes, incentives, and other special pricing offers (Ford Motor Company, 2015). The company’s special program offers, for example, are categorized according to programs for university students and newly graduates (Study Hard, Drive Well), for persons with disabilities (Ford Mobility Motoring), and for members of the military and their families (Showing Our