Discussion Questions
Explain why start-ups such as BodyArmor challenge market leaders such as Gatorade.
Explain why Coca-Cola invested in its sports drink competitor, BodyArmor, which surpassed its
internal brand, Powerade, in terms of the customer base.
Going forward, how should BodyArmor attack Gatorade, and what counterattacks can it expect?
Discuss whether BodyArmor has the potential to win in the sports drink category.
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