essay代写-沙冰和奶昔市场新进入者的威胁

沙冰和奶昔市场新进入者的威胁是温和的。这个行业是由很多玩家组成的，比如Tropicana, Coldpress, Happy Monkey和Innocent Smoothie。这些品牌具有很高的全球价值。他们以一贯的服务和质量赢得了客户的高度认可和忠诚。最重要的参与者是无辜的公司，它一直是英国最著名和最受欢迎的果汁品牌之一。他们是浓缩果汁、儿童冰沙和高品质冰沙的生产商，高品质的冰沙分布在整个欧洲(2012年无害饮料)。由于缺乏品牌知名度和昂贵的广告宣传活动，新进入者很难与现有公司竞争。现有的连锁店拥有资源，可以利用这些资源通过价格促销进行有力的报复，阻止新进入者进入这个行业。接下来有关essay代写-沙冰和奶昔市场新进入者的威胁分析如下：

There is also lacking of economies of scale with the new firms and enjoyed by the incumbent firms which they can utilize to be remaining competitive in this industry characterized by high turnover and low margin. However, with the advent of the social media and websites as a marketing tool, an even playing field is created for the new firms that are able to communicate their messages efficiently and inexpensively. The social media has also ensured the fixed costs and the capital outlay to remain low that encourages the new players to enter the market (Datamonitor 2012).

There is strong competitive rivalry of Happy Monkey. The main competitors are Tropicana, Coldpress, and Innocent Smoothie. The biggest player and the main competitor of Happy Monkey are the Innocent smoothies. The Innocent smoothies have introduced six separate fruit combinations. They rival the Happy Monkey on taste with such different combination of fruit flavors. They also rival on the nutritional value by offering their products with less than 90 calories. The Innocent have maintained a market share of smoothie market to the tune of 71 percent (Happy Monkey 2011).
With the expansion of the smoothie market in UK, there has been the entrance of an array of new brands that establish themselves as the competitor of the Happy Monkey smoothies. The entrance of PepsiCo in this market in 2008 with their brand Tropicana has managed to penetrate the market with low prices and high budget advertising campaign (TalkingRetail 2008). Another major competitor of the Happy Monkey brand is Coldpress. The Coldpress differentiates itself with providing health benefits of 3 gram of dietary fiber per 250 ml bottles. They use a technique known as HPP (high pressure processing) that has ensured most fresh product in the UK’s smoothie market (Coldpress 2012).

The buyers’ powers are moderate in this industry. The buyer power is enhanced with the increase in the competitiveness of the market. This market is also characterized by the price sensitiveness of the customers as there is little switching cost among the players. However, in this market, the key player i.e. Innocent smoothie offers a range of products which targets beyond the demographic segment of children as against one primary segment targeted by Happy Monkey. Even Happy Monkey has been offering milk shakes along with the smoothies that can be an alternative to milk consumed by the children. Happy Monkey generates brand loyalty from the customers solely on the basis of promotional activities. The children are attracted more than adults to promotional activities that connect with them. The children have little understanding and appreciation of the nutritional value or the price. They are drawn towards a brand more than other age groups on the basis of the promotions and advertisements. The Happy Monkey stands out on the basis of simple designing with a brand identity which impacts the children with their attractive packaging.

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