What are the strategically relevant components of the global and U.S. beverage

What are the strategically relevant components of the global and U.S. beverage industry macro-environment? How do the economic characteristics
of the alternative beverage segment of the industry differ from that of other beverage categories? Explain.

What is competition like in the alternative beverage industry? Which of the five competitive forces is strongest? Which is weakest? What
competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants?

How is the market for energy drinks sports drinks and vitamin-enhanced beverages changing? What are the underlying drivers of change and how
might those forces individually or collectively make the industry more or less attractive?

What does your strategic group map of the energy drink sports drink and vitamin-enhanced beverage industry look like? Which strategic groups
do you think are in the best positions? The worst positions?

What key factors determine the success of alternative beverage producers?

What recommendations would you make to Coca-Cola to improve its competitiveness in the global alternative beverage industry? to PepsiCo? to
Red Bull GmbH?