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    SOL - Matriz BCG - AJEPER

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    Antony Coro
    The document summarizes market data for the drinks sector in an unnamed country between 2012-2017. It shows that GDP growth was 5% and growth in the drinks sector was 9% over this period. Soft drinks market sales increased overall by 9.3% annually in 2017 compared to 2016, with the fastest growing categories being waters at 12.9% and RTD teas at 13.7%. A BCG matrix analysis identifies waters, RTD teas, and energizing refreshments as categories the country should invest in to support their growth.

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    SOL - Matriz BCG - AJEPER

    Uploaded by

    Antony Coro
    29 views1 page
    The document summarizes market data for the drinks sector in an unnamed country between 2012-2017. It shows that GDP growth was 5% and growth in the drinks sector was 9% over this period. Soft drinks market sales increased overall by 9.3% annually in 2017 compared to 2016, with the fastest growing categories being waters at 12.9% and RTD teas at 13.7%. A BCG matrix analysis identifies waters, RTD teas, and energizing refreshments as categories the country should invest in to support their growth.

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    SOL_Matriz BCG - AJEPER

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    The document summarizes market data for the drinks sector in an unnamed country between 2012-2017. It shows that GDP growth was 5% and growth in the drinks sector was 9% over this period. Soft drinks market sales increased overall by 9.3% annually in 2017 compared to 2016, with the fastest growing categories being waters at 12.9% and RTD teas at 13.7%. A BCG matrix analysis identifies waters, RTD teas, and energizing refreshments as categories the country should invest in to support their growth.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as xlsx, pdf, or txt
    29 views1 page

    SOL - Matriz BCG - AJEPER

    Uploaded by

    Antony Coro
    The document summarizes market data for the drinks sector in an unnamed country between 2012-2017. It shows that GDP growth was 5% and growth in the drinks sector was 9% over this period. Soft drinks market sales increased overall by 9.3% annually in 2017 compared to 2016, with the fastest growing categories being waters at 12.9% and RTD teas at 13.7%. A BCG matrix analysis identifies waters, RTD teas, and energizing refreshments as categories the country should invest in to support their growth.

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    © All Rights Reserved
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    of 1

    RESULTS GDP GROWTH: 5% GROWTH OF THE SECTOR DRINKS: 9%

    GROWTH OF THE MASSIVE CONSUMPTION SECTOR: 7%


    3.1
    Calculate the year 2018 by the Statistician who is forming the historical data from 2012 to 2017

    MARKET SIZE
    Millions of soles 2012 2013 2014 2015 2016 2017
    WATERS 1077.8 1120.9 1217.3 1373.3 1540.4 1739.2
    SODA 5554.5 5774.2 5982.1 6309.9 6764.3 7302.3
    JUICES 934.5 958.6 986.5 1053.5 1125.1 1204.7
    RTD TE 213.5 260.7 309.8 364.7 415.7 472.8

    REHYDRATORS 599.3 676.4 753.3 842.9 966.7 1110.3

    ENERGIZING 85.4 91.2 97.5 148.2 160.0 172.5


    REFRESHMENTS 79.3 79.5 79.6 79.9 79.9 81.7
    TOTAL SOFT DRINKS 8544.3 8961.5 9426.1 10172.4 11052.1 12083.5
    Source: Euromonitor International company reports, research company, specialized press, commercial sources, business interviews

    % Annual growth 2012-2013 2013-2014 2014-2015 2015-2016 2016-2017


    WATERS 4.0% 8.6% 12.8% 12.2% 12.9%
    SODA 4.0% 3.6% 5.5% 7.2% 8.0%

    JUICES 2.6% 2.9% 6.8% 6.8% 7.1%


    RTD TE 22.1% 18.8% 17.7% 14.0% 13.7%

    REHYDRATORS 12.9% 11.4% 11.9% 14.7% 14.9%

    ENERGIZING 6.8% 6.9% 52.0% 8.0% 7.8%


    REFRESHMENTS 0.3% 0.1% 0.4% 0.0% 2.3%
    TOTAL SOFT DRINKS 4.9% 5.2% 7.9% 8.6% 9.3%

    3.2 BCG MATRIX

    RATIO
    Competitor's Market Sales Ajeper YEAR % Sales mix Ajeper % Average Market
    Category/type of product Market Share AJEPER Relative Type BCG Product PLC Strategical Decision Strategy Tactics / Activities
    Share 2017 YEAR 2017 Ranking in market Growth
    Participation

    WATERS 43.3% 43.7% 753.07 38.9% 2 13% 0.99 Question Mark Introduction Invest Product Development New presentations or flavors

    - Reduce advertaising costs


    SODA 2.1% 67.3% 153.35 7.9% 5 7% 0.03 Dog Declive Desinvest Reduce costs
    - Reduce cost of production

    JUICES 29.4% 25.6% 354.18 18.3% 1 7% 1.15 Cash Cow Maturity Invest to mantain Product Development Develop new flavors

    - Market Penetration - Advertaising campaings


    RTD TE 42.4% 22.9% 200.47 10.4% 1 15% 1.85 Star Growth Invest to growth
    - Product Development - Sales promotion

    - Market Penetration
    REHYDRATORS 31.4% 39.0% 348.63 18.0% 2 14% 0.81 Question Mark Introduction Invest
    - Product Development
    New presentations or flavors

    ENERGIZING 50.9% 25.2% 87.80 4.5% 1 23% 2.02 Star Growth Invest to growth Product Development New flavors
    REFRESHMENTS 45.4% 30.4% 37.09 1.9% 1 1% 1.49 Cash Cow Maturity Invest to mantain Product Development Different presentations
    SOFT DRINKS 1934.60 100.00%
    Source: Euromonitor International company reports, research company, specialized press, commercial sources, business interviews

    Growth of the sector Drinks: 9%


    BCG Matrix - AJEPER
    25%

    20%
    % Market Growth

    15%

    10%
    10.00 1.00 0.10 0.01

    5%

    0%

    Relative Participation

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