Running Head: Course Project Get Up And Go Company

Running Head Course Prject Get Up And Go Companycourse Project Ge

Analyze the background, operations, and challenges faced by the Get Up and Go Company, a beverage manufacturer, including its history, market position, product offerings, and issues related to health concerns and community impact. Discuss strategies for addressing these challenges and improving corporate responsibility.

Paper For Above instruction

The Get Up and Go Company, established in 1986 through the merger of Wake Up and Go Go, has grown to become a notable entity within the beverage industry. Specializing in soda and energy drinks, the company is headquartered in Long Prairie, Minnesota, and is predominantly recognized for its flagship product, Liveliness, a high-energy drink aimed at active consumers. With over 30 years of operational history, the company has attained significant market presence, particularly in North America, and has sponsored major sporting events such as the NFL Super Bowl in 2004 and 2005, increasing its brand visibility and consumer reach.

The company’s leadership comprises CEO Michael Jonnes, and its workforce exceeds one hundred employees. Financially, Get Up and Go reported a revenue of approximately 40 million U.S. dollars in 2014, reflecting its relatively strong market position within North America. Notably, in 2015, the company was the leading soft drink brand, holding a 25% market share in its operational regions, lagging behind Pepsi’s dominant 75% share globally. Its regional strengths include its North American market, with lesser influence in the Middle East, where Pepsi commands the majority share.

Despite its success, Get Up and Go faces significant challenges associated with health concerns and community impact. Reports from the Middle East have raised alarms about the healthiness of its products, citing concerns over unhealthy ingredients and impurities. Additionally, accusations of water shortages and environmental damage have been directed toward the company, suggesting that its practices may be environmentally detrimental and socially irresponsible within affected communities. These issues threaten the brand’s reputation and sustainability, especially in regions where consumer awareness about health and environmental issues is growing rapidly.

Addressing these challenges requires a multifaceted strategic approach. Firstly, the company must prioritize transparency regarding ingredient sourcing and product formulations to reassure consumers about health and safety standards. Implementing stricter quality control measures and obtaining third-party certifications can bolster credibility. Second, engaging with communities through corporate social responsibility (CSR) initiatives focused on water conservation and environmental sustainability can mitigate negative perceptions. Restoring trust through transparent communication and tangible actions can rebuild community confidence.

Moreover, reformulating products to reduce unhealthy ingredients such as excessive sugar, artificial additives, and impurities aligns with global health trends and consumer preferences. Introducing healthier alternatives or reformulating existing products to meet health standards can broaden market appeal. Marketing campaigns emphasizing health consciousness, sustainability, and corporate responsibility can further strengthen brand image, attracting health-conscious consumers.

In addition to product and community strategies, the company should explore diversifying its portfolio. Investing in natural, organic, and functional beverages can differentiate Get Up and Go from competitors like Pepsi. Innovation in packaging—such as recyclable cans and bottles—can address environmental concerns. Collaboration with local communities, governments, and health organizations can foster goodwill and demonstrate commitment to corporate social responsibility.

Finally, an emphasis on ethical marketing and transparent communication is essential. Avoiding overpromotion of unhealthy aspects and instead focusing on the positive attributes of products can improve consumer perception. Challenges related to health and community impacts are complex, but through concerted efforts focused on transparency, community engagement, product reformulation, and sustainable practices, Get Up and Go can secure a resilient market position and cultivate a positive corporate image.

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