Has Coca Cola Cornered the Energy Drink Market?

Coca Cola is a pioneer of the soft drink industry. There is not a place in the world that has never heard of this drink. After over a century of dominating the soft drink industry, Coca Cola now has focused its attention on penetrating the energy drink market.

Energy drinks have become very popular over the last few years. It is almost impossible to go an entire day without seeing someone consumer some type of energy drink. People have become just as dependent on them as a daily cup of coffee. For many years, Coca-cola has established itself as one of the most visible American soft drink manufacturers in the world. Coca-cola is not a company that does not limit itself to just one business segment; it is always looking for the next big venture. The energy drink is still in the growth stage of the product life cycle. Based on the success of energy drinks there are no indications that this market will decline any time soon. Although there are many energy drinks out there, yet there are only a few that stand out such as; Red Bull, Monster, and Sobe. According to Ezine articles, Coca-Cola has secured almost 8 percent of the energy drink market with its Full Throttle product. Unlike many of its competitors, Coca Cola's energy drinks are worldwide and not just available in some areas. Product placement has always been one of the many strengths of Coca Cola. To secure its position in the energy drink market Coca Cola is eager to acquire many of the smaller companies. This is evident by Coca Cola's recent purchase of Vitamin water. Coca-Cola goes the extra mile to ensure that it has a competitive edge on its rivals.

Almost every market that Coca Cola has penetrated it has been successful. There is no reason to believe that it will not achieve the same results with its recent entry into the energy drink market. Its persistence has always been a contributing factor in the past. The energy drink is still in the maturity stage in terms of marketing; Coca Cola's presence in this market will ensure it long-term profitability.