Globalny rynek napojów energetyzujących

Abstract

Energy drinks have been present in the global market for 50 years. Launching Fast-Moving Consumer Goods (FMCG) into the market is a difficult task due to a large competition. Energy drinks depend on mass customer's satisfaction. The aim of the article is to identify factors that enable to bring a new brand to the demanding market in the condition of existing negative opinions on their harmful health effects as well as of monopolistic competition. A litereture review has been made and an in-depth interview with founders, owners and managers of the Polish company Mutalo Group has been conducted. The firm delivers the energy drinks Kabisa to Africa. Differentiation of the product leading to achieving a comparative advantage over global brands has been identified as the principal success factor.(original abstract)