Teddy Richardson
APSM 2310
11/16/13
Gatorade SWOT Analysis: “First in Thirst”

Gatorade was first introduced to the sports world in 1965. What started simply as a concoction that would be used to help stimulate the performance and health of football players from the University of Florida, has evolved into a global brand that is now worth billions of dollars to this day. Gatorade has dominated the sports world for years, whether it be in the college or in the professional ranks, all the while establishing itself as a product that is reliable, marketable and most importantly, effective. Despite the few cons of the product, which include dental damage, weight gain and a shortage of water within it, it has separated itself from all other competitors as the elite sports drink of the world. Gatorade is a premier product that ultimately strives as a premier business. Gatorade as a company possesses an endless amount of strengths that ultimately help to propel it into a constant rate of growth and success, however, none is more important than their uncanny ability to market their product. Gatorade’s exceptionally marketable image has helped to propel it as the top sports Drink Company of the world. Gatorade has excelled in marketing through endorsing widely successful and notable athletes from around the world. In 1991, Gatorade sought out the idea of outbidding Coca Cola in order to sign Michael Jordan to a 10 year endorsement deal. This would be one of Gatorade’s initial endorsements, as well as one of their most important. The strategy to nab Jordan as a Gatorade athlete was risky, yet in the long run, it would be essential. In an article on the Michael Jordan signing, notorious sports writer, Darren Rovell, explains the key aspect of Gatorade’s outbidding of Coca Cola in order to sign Jordan: “Not only did Gatorade have Jordan, but it prevented Coca- Cola from using him for its upstart sports drink POWERade, which was introduced in 1990” (Rovell). Gatorade was now in control of the sports drink industry. Michael Jordan, whom Gatorade would eventually help coin the slogan “Be Like Mike”, was a world famous athlete whom was now helping Gatorade to become one of the preeminent companies of our generation. Gatorade’s marketing strengths do not stop at endorsing notable professional athletes; the availability and diversity of the product prove to be essential in deeming it as elite. Gatorade has more than 30 delicious and available flavors to help make it a desirable choice for people everywhere. When Gatorade was first created at the University of Florida by a group of researchers, flavor wasn’t merely an issue. As time has gone on and competition has grown stiffer, Gatorade has developed a wide range of flavors that help to garner the attention of millions of consumers everywhere. On top of diversity in flavors comes diversity in consumers. In Gatorade’s company fact sheet (created by The Cary Institute), it can be found that Gatorade is widely available in 80 countries worldwide. Gatorade started the globalization movement in 1984 when the expanded to Canada, and then to Asia in 1987 and Europe and South America in 1988. Gatorade has marketed itself beyond its initial roots, which has benefitted the company in radical ways. Despite Gatorade’s avid success, it does possess a few flaws and weaknesses that have proven to be minor setbacks. Though Gatorade is a stable on most of the sidelines of the world, science has shown that water may still be a better alternative. Though Gatorade’s flavoring is exceedingly stronger and superior than water, it comes with consequences. Dental damage has been a major flaw of Gatorades sugary mixtures. In a 2010 article dissecting the pros and cons of Gatorade, Kay Ireland elaborates on the dangers that come with it: “…Gatorade has a relatively high sugar content of around 14 to 21 grams per serving. This, added to the artificial coloring and flavoring used in the drink, can cause