MKTG 317 Lecture Notes - Lecture 1: Dont, Disposable And Discretionary Income, Marketing Buzz

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Marc Boivin

Document Summary

Internal analysis of the company (s+w: external analysis (o+t, do not make recommendations (cid:374)ot (cid:862)should(cid:863), use (cid:862)(cid:272)ould(cid:863) i(cid:374)stead, pestc (political, economic, sociological, technology, ex. Healthy living, common knowledge of trends that tas/professors will know. Strengths: gatorade has a strong, recognition, already established brand name after years of being in business. This allows them to use this strong brand in all marketing activities: gatorade has a number of strong sponsorship partnerships with organizations such as the nhl and nfl. These partnerships will make their marketing activities easy to implement through these pre-established channels. Weakness: gatorade has aligned themselves with super star athletes, like derek jeter and tiger woods. Oppo(cid:396)tu(cid:374)ities (cid:894)don"t mention the company" name or pecific product(cid:895: the trends towards sustainability could be an opportunity for the sport drink industry as many of the firms in this industry use recyclable containers for their products. Threats: the sport drink industry has many established competitors.