Executive Summary
Comet is a national producer of lightly carbonated juice blends within the US. Currently Comet has considered expanding its market on an international level, with entry into Mexico. The following data provides a brief insight into how lucrative entry into this market could be.
· The soft drink and juice industry reports a 5% growth for 2006 with over $20 billion dollars value for the industry
· Currently Latin Americans spend 75% of their income on food and drink compared to 15% in the US
· Mexicans are the second largest per capita consumers of soft drinks in the world
· US firms hold 80% of the market for fruit juices
Given this data Comet feels that an opportunity within Mexico does truly exist. The initial plan is to introduce a flavor such as lime that Mexicans are already familiar with; however cranberry juice would be blended to add interest and curiosity. Middle to upper class, health conscious, urban dwelling young adults would be targeted. This would be done through the use of a solid distribution network among a limited number of major cities within Mexico.
Introduction
Comet is a US producer of ready to consume lightly carbonated fruit juice beverages. Within the US, three lines of lightly carbonated juice blends exist. These blends include orange-pineapple, lime-cranberry, and raspberry-mango. We have had a high level of national success with our product and are looking to expand on an international level. We chose Mexico for our country of penetration because of existing trade agreements and a large demand for high quality juice blend products such as ours.
Situational Analysis
The c ...