Abl Market Driver Analysis
Autor: captainG • December 31, 2017 • Case Study • 629 Words (3 Pages) • 610 Views
Products
ABL now aims to achieve this vision of offering a complete range of products in the non-alcoholic beverage and complementary markets and increasing its market share of non-CSD beverage products in Australia. That’s why the company is planning to enter into the bottled-water market. Then let’s use the BCG Matrix to analyze some of ABL’s products to rank the business products on the basis of their relative market shares and growth rates.
The BCG Matrix Analysis
Table 1: Australian non-alcoholic beverages –
Market share of volume by category, 2003 to 2018
Category | 2003 | 2008 | 2013 | 2018 (P) |
Diet CSDs | 16.70% | 16.50% | 21.45% | 20.50% |
Full-calorie CSDs | 46.10% | 41.30% | 33.55% | 25.00% |
Total CSDs | 62.80% | 57.80% | 55.00% | 50.50% |
Fruit drinks** | 20.70% | 19.50% | 17.00% | 14.00% |
Bottled water | 6.40% | 11.25% | 15.00% | 19.00% |
Milk drinks* | 8.20% | 7.60% | 7.00% | 6.50% |
Energy drinks | 0.00% | 1.40% | 3.00% | 4.00% |
Sports drinks | 1.50% | 1.75% | 2.00% | 4.50% |
Ready-to-drink teas | 0.40% | 0.70% | 1.00% | 1.50% |
Total non-alcoholic beverages | 100.00% | 100.00% | 100.00% | 100.00% |
P = Projection
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