gatorade essay org theory - Taylor Fishman Organizational...

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Taylor Fishman Organizational Theory Final Paper May 1, 2015 INTRODUCTION The thirst quenching, popular sports drink we all know as Gatorade has proven to boost endurance and performance of athletes at all levels. The science behind this replenishing beverage began during the summer of 1965. The University of Florida’s American Football team, the Florida Gators, was suffering from heat exhaustion and lack of energy while playing. Their assistant coach was curious as to what was causing these issues that were greatly affecting the players’ abilities on the field. The answer was simple and the researchers, Dr. Robert Cade, Dr. Dana Shires, Dr. H. James Free and Dr. Alejandro de Quesada were extremely accurate in their findings; The large amount of fluids, electrolytes and carbohydrates lost through sweat were not being replenished back into the athletes’ bodies ( Evidently, this new creation was named after the Gators and it was an immediate success. The perfect balance of carbohydrates and electrolytes was the exact combination that contributed to the improvements, physically and game-wise. With consistent wins for the Florida Gators following the introduction of Gatorade, other teams insisted on ordering and distributing this “miracle” drink to their players. Gatorade rapidly became a stable on the sidelines and in 1983 was established as the official drink of the NFL ( In 1985, expanded research of sports nutrition and exercise science was optimized in the establishment of the Gatorade Sports Science Institute ( To this day, the company strives to improve their products by developing new flavors and fueling their brand name, but most importantly fueling the consumers.
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Company’s Products and Market: In 2010, Gatorade was purchased by PepsiCo and has grown to become its fourth largest brand for the multinational company. Statistics confirm 46% of the global sports drink market is comprised of Gatorade’s contributions and their products are distributed in over 80 countries (Forbes). They persistently find new networks to advertise their products, from commercials to celebrity endorsement. Although Gatorade’s focal mission is to keep athletes hydrated and maintain their stamina, they achieve this through a variety of products. The Illinois lab, GSSI, studies the effect nutrition has on athletes’ bodies before, during and after exercise ( One of Gatorade’s most well-known product lines is the G Series; the complete hydration system provides energy, hydration and recovery. G1 Prime, G2 Perform, the original Gatorade formula, and the G3 Recover drinks all provide different vitamins and nutrients for all three phases of activity. There are many other products that come in an assortment of powders, shakes and protein bars that meet the fueling needs. With this new system of Gatorade drinks, PepsiCo is targeting every aspect of the athlete’s game time ( ).
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  • Spring '14
  • JessicaFell
  • Gatorade, Gatorade Sports Science, Gatorade products, gatorade sports

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