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Trevecca Nazarene University *

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4030

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Marketing

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Feb 20, 2024

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docx

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7

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1 1.3 BMP Week One Martin 1.3 BMP - Week One Luis Pablo Martin Virgilio 2023SP Marketing Management (MKT-5093-071) Dr. Olson February 22 nd , 2023
2 1.3 BMP Week One Martin Introduction The beverage industry is a highly competitive market, and Minute Maid Co. is one of the most successful players in this industry. The company has a long history of providing high- quality fruit juices and drinks to consumers worldwide. Minute Maid is a brand of The Coca- Cola Company, which is the world's largest beverage company. The purpose of this report is to analyze the history, mission, vision, overall strategy, strengths, weaknesses, and performance of Minute Maid Co. over the past 2-5 years. Company/Product Choice The product choice for this report is Minute Maid Co., which is a subsidiary of The Coca- Cola Company. The reason for selecting this company is that Minute Maid Co. is a well- established brand that has been successful in the beverage industry for many years. Minute Maid Co. has a diverse product portfolio, including fruit juices, fruit drinks, and sports drinks. The company's products are sold in over 100 countries worldwide, and it has a loyal customer base. Company History Minute Maid Co. was founded in 1945 by John M. Fox in Plymouth, Florida. The company's initial product was frozen orange juice concentrate, which was sold to restaurants and cafeterias. In 1949, the company introduced the first bottled orange juice, which was a huge success. Minute Maid Co. expanded its product line to include other fruit juices and drinks, such as lemonade, grapefruit juice, and limeade. In 1960, the company was acquired by The Coca- Cola Company, which helped Minute Maid Co. to expand globally. Over the years, Minute Maid Co. has continued to innovate and introduce new products to the market. In 1978, the company introduced the first low-acid orange juice, which was easier on the stomach than regular orange juice. In 1993, the company launched Minute Maid Fruitopia, a line of fruit-flavored drinks that were marketed as a healthy alternative to soda. In 2001, Minute Maid Co. introduced Simply Orange, a premium orange juice brand made from pure, not-from- concentrate juice. Mission and Vision Statements The mission statement of Minute Maid Co. is to provide high-quality, nutritious fruit juices and drinks to consumers worldwide. The company's vision is to be a global leader in the beverage industry by delivering innovative and sustainable products that meet the changing needs of consumers.
3 1.3 BMP Week One Martin The mission and vision statements of Minute Maid Co. are aligned with The Coca-Cola Company's mission and vision, which is to refresh the world, inspire moments of optimism and happiness, and create value and make a difference. Overall Strategy The overall strategy of Minute Maid Co. is to provide high-quality, nutritious fruit juices and drinks that meet the changing needs of consumers. The company's strategy is based on innovation, sustainability, and customer satisfaction. According to a report by IBISWorld (2021), Minute Maid is one of the top players in the fruit and vegetable processing industry. Minute Maid Co. has been successful in introducing new products to the market and responding to changing consumer preferences. The company's focus on sustainability has also been a key part of its strategy, with a commitment to reducing its environmental footprint and promoting responsible sourcing practices. In addition, Minute Maid Co. has a strong focus on customer satisfaction, with a commitment to providing high-quality products and excellent customer service. The company's marketing campaigns are also designed to engage and connect with consumers, with a focus on social media and other digital channels. Strengths Strong Brand Image Minute Maid is a well-known brand in the beverage industry, and its brand image is one of its greatest strengths. The brand has been around for over 70 years, and it is a trusted name in the industry. Consumers associate the brand with high-quality and healthy products, which makes it stand out from its competitors. Wide Range of Products Minute Maid offers a wide range of beverages, including fruit juices, fruit drinks, lemonades, and other non-carbonated beverages. Minute Maid's fruit punch product was ranked as the top-selling fruit punch in the United States in 2021 (Statista, 2022). The company has expanded its product offerings to cater to the needs of different consumers, and this has helped it to maintain its market share. According to a report by Grand View Research (2021), the global juice market is expected to continue growing, which presents opportunities for companies like Minute Maid.
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