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ENBUS302 Quiz: Phoenix Organic case study_part 1

5 Pages
68 Views

Department
Environment and Business
Course Code
ENBUS302
Professor
Haiying Lin

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Question 1. Evaluate the competitive threat in the industry and conclude on prospects for
profitability within the industry (3 points).
Threat of New Entrants:
When Phoenix first starts up with their ginger fizz, they are facing a rather saturated
beverage industry that is dominated by two giants: Coca-Cola and Frucor. As a new
entrant, Phoenix, to begin with, does not have competitive advantage when it comes to
popularity and brand awareness among customers. They have to build up their brand’s
culture, reputation and customer loyalty from the beginning while these two companies
have already craved up the beverage industry in New Zealand. That is, Phoenix needs to
win over its own customers from its competitors. In order to do so, large amount of
money is required to be contributed to product promotion and marketing, which can be
overwhelming for a start-up.
Rivalry among Existing Firms:
As is mentioned above, Coca-Cola and Frucor are Phoenix’s main competitors.
Compared to these two companies, Phoenix’s products have a higher fixed cost. They
provide organic beverages that made out of in season ingredients. This means that
Phoenix requires a more complex supply chain and most importantly, these ingredients
are two or three times more expensive than artificial substance. For example, instead of
using artificial sweetener, Phoenix uses honey to add flavor to their products, which
roughly increase the cost by at least 8 times (). This put Phoenix in a inferior position
while competing with Coca-Cola, who not only have a wider range of products choices
but also have a cheaper price.
Threat of Substitute Products or Services:
In terms of substitute products, for people who have a tight budget, they will not hesitate
to choose cheaper beverage, such as soda or just water, over organic drinks that are
rather expensive. There are also a large amount of people who are fans of coffee instead
of carbonated drinks, thus Phoenix will not even pop out in their mind when they ever
feel thirsty. Additionally, with Coca-Cola fill up all those vending machines in
convenient stores while Phoenix is mainly targeting supermarket, it will be easier for
people to get Coca-Cola at hand. Last but not least, with all those famous Youtubers
sharing their recipe of fruit tea making, some people may choose to DIY their own
organic smoothies or drinks, which is even healthier and cheaper.
Bargaining Power of Buyers:
Although the concept of eating healthily is prevailing, Phoenix Organic could still face
some resistance from customers. To begin with, as a newly immersed company, there is
still a long way to go before they can win over their customers’ trust, and it is not a good
timing to do so since customers are becoming more and more suspicious these days.
Additionally, the generally higher pricing of Phoenix Organic’s product can also make
them less competitive than other beverage company. If it is too costly for customers to
include Phoenix’s product into their daily diet, Phoenix’s business prospect can be
worrisome.
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Bargaining Power of Suppliers:
For Phoenix Organic, the quality of the ingredients will exert directly influences on their
final product. And as a newly immersed market, there are only a few suppliers in the
industry. On the one hand, they have to keep a good relationship with their suppliers in
order to maintain constant supply and lower prices. On the other hand, because of the
property of Phoenix Organics products, it requires a short product life cycle period.
That is to say, the relationship between Phoenix and suppliers should be highly
functional in order to get their product from manufacture to store as quickly as possible
to keep them fresh.
In the end, the prospects for Phoenix organic to lie in the following directions:
1. Keep advertising the advantage of their healthy and safe food and drinks, and
improving public image in order to win over their own customers.
2. Closely ally with environment protecting organization and have their products
certified with green label, let them to advocate their products in order to compete
with other beverage marking companies.
3. Exporting their products to other counties.
Question 2. How does Phoenix Organic compare to key competitors in terms of
competitive scope, position, distribution channels and competitive strategy (3
points). [identify the competitors first (0.5 point), can compare them in terms of competitive
scope, position, distribution channels and competitive strategy (2.5 points)]
Company Phoenix Organic Frucor Coca-Cola
Competitive Scope New Zealand
Sydney (Australia)
*Intend to go globally
New Zealand
Australia
Worldwide
Position (niche) a) Organic drinks &
food
b) Packaged
products in the
developing café
culture
a) Traditional
beverage market
a) Traditional
beverage market
Distribution Channel a) Supermarket a) Convenience
stores
a) Vending
machines
b) Convenience
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Description
Question 1. Evaluate the competitive threat in the industry and conclude on prospects for profitability within the industry (3 points).  Threat of New Entrants: When Phoenix first starts up with their ginger fizz, they are facing a rather saturated beverage industry that is dominated by two giants: Coca-Cola and Frucor.As a new entrant, Phoenix, to begin with, does not have competitive advantage when it comes to popularity and brand awareness among customers. They have to build up their brand’s culture, reputation and customer loyalty from the beginning while these two companies have already craved up the beverage industry in New Zealand. That is, Phoenix needs to win over its own customers from its competitors. In order to do so, large amount of money is required to be contributed to product promotion and marketing, which can be overwhelming for a start-up.  Rivalry among Existing Firms: As is mentioned above, Coca-Cola and Frucor are Phoenix’s main competitors. Compared to these two companies, Phoenix’s products have a higher fixed cost. They provide organic beverages that made out of in season ingredients. This means that Phoenix requires a more complex supply chain and most importantly, these ingredients are two or three times more expensive than artificial substance. For example, instead of using artificial sweetener, Phoenix uses honey to add flavor to their products, which roughly increase the cost by at least 8 times (). This put Phoenix in a inferior position while competing with Coca-Cola, who not only have a wider range of products choices but also have a cheaper price.  Threat of Substitute Products or Services: In terms of substitute products, for people who have a tight budget, they will not hesitate to choose cheaper beverage, such as soda or just water, over organic drinks that are rather expensive. There are also a large amount of people who are fans of coffee instead of carbonated drinks, thus Phoenix will not even pop out in their mind when they ever feel thirsty.Additionally, with Coca-Cola fill up all those vending machines in convenient stores while Phoenix is mainly targeting supermarket, it will be easier for people to get Coca-Cola at hand. Last but not least, with all those famous Youtubers sharing their recipe of fruit tea making, some people may choose to DIY their own organic smoothies or drinks, which is even healthier and cheaper.  Bargaining Power of Buyers: Although the concept of eating healthily is prevailing, Phoenix Organic could still face some resistance from customers. To begin with, as a newly immersed company, there is still a long way to go before they can win over their customers’trust, and it is not a good timing to do so since customers are becoming more and more suspicious these days. Additionally, the generally higher pricing of Phoenix Organic’s product can also make them less competitive than other beverage company. If it is too costly for customers to include Phoenix’s product into their daily diet, Phoenix’s business prospect can be worrisome.  Bargaining Power of Suppliers: For Phoenix Organic, the quality of the ingredients will exert directly influences on their final product.And as a newly immersed market, there are only a few suppliers in the industry. On the one hand, they have to keep a good relationship with their suppliers in order to maintain constant supply and lower prices. On the other hand, because of the property of Phoenix Organic’s products, it requires a short product life cycle period. That is to say, the relationship between Phoenix and suppliers should be highly functional in order to get their product from manufacture to store as quickly as possible to keep them fresh. In the end, the prospects for Phoenix organic to lie in the following directions: 1. Keep advertising the advantage of their healthy and safe food and drinks, and improving public image in order to win over their own customers. 2. Closely ally with environment protecting organization and have their products certified with green label, let them to advocate their products in order to compete with other beverage marking companies. 3. Exporting their products to other counties. Question 2. How does Phoenix Organic compare to key competitors in terms of competitive scope, position, distribution channels and competitive strategy (3 points). [identify the competitors first (0.5 point), can compare them in terms of competitive scope, position, distribution channels and competitive strategy (2.5 points)] Company Phoenix Organic Frucor Coca-Cola Competitive Scope New Zealand New Zealand Worldwide Sydney (Australia) Australia *Intend to go globally Position (niche) a) Organic drinks & a) Traditional a) Traditional food beverage market beverage market b) Packaged products in the developing café culture Distribution Channel a) Supermarket a) Convenience a) Vending stores machines b) Convenience stores c) Supermarkets Competitiv
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