STATE Drinks: Virksomhedskarakteristik og marketingmix

Karakteriser virksomheden STATE Drinks. Inddrag bilag 1, 2, 3 og 4.Besvarelsen må maksimalt fylde 2.400 anslag inkl. mellemrum.

STATE Drinks is a Danish energy and feel well beverage company, which primarily operates in Denmark and its neighboring markets. In these markets, STATE supplies more than 3,500 stores, both domestically and through export. STATE is predominantly a B2C company, as their primary sales channel is the retail and convenience markets. In this segment, 40% of the company’s total sales are in the discount stores. Hence, it is a key sales channel and market for them. However, STATE also operates in the B2B market, as they supply their products to small businesses with 10-50 employees, as well as small paddle tennis clubs and other small sports clubs.

Since STATE operates in the energy drink segment, they have 3 very strong competitors. The largest being Red Bull, as the market leader, with Booster and Monster being the market challenger. State is not primarily an energy drink and suffers therefore from a low market share in this segment. To compete with the 3 most popular energy drinks, STATE uses a market-based pricing strategy, as they follow their competitors' price levels in both retail and convenience stores. In addition, another large competitor of STATE is Vitamin Well, as they are the market leader in the feel-good beverage segment. However, in the sports beverage segment, STATE is the market leader with a 50% market share.