代寫論文-Happy Monkey沙冰飲料的產品市場分析
代寫論文-Happy Monkey沙冰飲料的產品市場分析。英國政府致力於向食品和飲料公司施壓，使其生產健康食品。Happy Monkey可以利用這一優勢，因為它在奶昔中使用了100%的水果。快樂猴能夠以健康意識飲料的理由來區分自己的產品，並且站在法律的正確一邊。這樣，快樂猴子也可以利用最近消費者健康意識的趨勢。然而，他們必須小心不要把價格提高太多，因為在經濟衰退時期，消費者對食品和飲料的價格很敏感。它們還可以在生產環境可持續產品方面有所區別。
Happy Monkey is one of the leading brands in the product category of smoothies. The quality of the Happy Monkey products is considered to be high, where the smoothies are made of 100 percent fruits. Ever since its formation in 2009, Happy Monkey experienced consistent growth that mostly outdone its targets.
Weakness
The products of Happy Monkey are generally of higher prices than its competitors. Since the firm targets the niche market of children, its customer base is limited.
Opportunity
With its steady growth, Happy Monkey is perfectly poised for a global expansion. It can also increase its product lines to organic products such as ice cream.
Threat
The competition is increasing along with economic slowdown. The brand products of Tesco and Asda have lower costs.
BCG Matrix
Smoothies
Smoothies are the core competency of Happy Monkey with high growth and high market share. Happy Monkey should invest more on their star performer to leverage maximum benefits.
Milk Shakes
Milk Shakes have low growth, but reasonably high market share. The milk shakes are in the maturity stage of the product lifecycle with competition coming from a wide array of brands.
Juice
Juice has high market growth and low market share. This product is closely related to the smoothies. Considerable focus should be given to this product because of the potential it carries for the Happy Monkey brand.
Veg Pots
Veg Pots have low market growth and low market share. Not many customers’ buys Veg pots as they prefer smoothies and milk shakes and associate the brand Happy Monkey with smoothies and milk shakes.
Distribution Channel
There hasn’t been any distribution network of Happy Monkey when it started the operation on 2009. The distribution channel had to be established from the scratch. However, as of March 2012, the brand, Happy Monkey has been able to establish valuable listings in Waitrose, Asda, and Sainsbury’s. The distribution penetration for each has been 4 percent, 14 percent, and 12 percent respectively.
Since, Happy Monkey is already an established brand it does not have to be concerned with the new entrants as the entry barriers are quite high. However, there are threats from the substitutes of smoothies in form of soft drinks like Coca Cola or juices. Nonetheless, the soft drinks lack the nutritional values and fresh juices are expensive and not easily available. There are also threats from the competitors in this highly competitive market. The buyers can also switch loyalty from one brand to the other as there is little switching cost. The customer loyalty is mostly on the grounds of promotional campaigns.
The smoothies are specifically targeted for the children belonging to all income segments. The sales can increased by concentrating on the heavy users and campaigning in such a way that in every occasion the consumers celebrate with smoothies and milkshakes. However, the distribution channel should be improved for the products of Happy Monkey to be available across the length and breadth of United Kingdom and beyond.
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