TROPICAL BEVERAGES

Managerial Marketing

HISTORY

•Goya is a 70 years old Spanish company.

•Founded in 1936 by Don Prudencio Unanue and his wife Carolina.

• Continuously creating

•Variety of products.

VISION / MISSION

Vision

We hope that every day our leadership becomes the strongest in the industry of foods.

Mission

Compromise to our slogan and our institutional values.

“If is Goya… it most be good”

PRODUCT

TARGET MARKET

FLAVORS

STRENGTHSUniqueness in the product

Superior Quality Convenience

WEAKNESSNone

OPPORTUNITYHispanic Business Market

ImmigrationGlobal areas

THREATSCompetition

Lower Price & Quality Generics

Natural Disasters

SWOT ANALYSIS

• ValueConvenience, variety of flavors, easy to drink & price.

• RarityContinuous change in variety of products.

• ImitabilityUncommon to replicate Goya’s specific unique patent.

• OrganizationAn affordable refreshing and smooth health drink.

VRIO ANALYSIS

The Competition

FUZE

•ONLY 3 FLAVORS•Not 100% Natural•LESS than 5% juice•UNREADABLE!•HIGH PRICES!

SNAPPLE•NO TROPICAL FLAVORS•NOT 100% NATURAL•PERCENTAGE OF JUICE (5% avg.)•PLAIN PRESENTATION

• Goya Juices are known all over the world.

• Deliverable across the US and abroad.

• Globally reachable to all ethnic groups worldwide.

• A nutritional value with an exotic taste for a affordable cost.

• Today Goya is sold Worldwide.

SUMMARY