PORTER’S FIVE FORCES:

Porter's Five Forces of Competitive Position Analysis were created in 1979 by Michael E Porter of Harvard
Business School as a straightforward structure for surveying and assessing the cutthroat strength and
position of a business association.

This hypothesis depends on the idea that there are five powers that decide the serious force and allure of a
market. Watchman's five powers help to distinguish where power lies in a business circumstance. This is
valuable both in understanding the strength of an association's present cutthroat position, and the strength of
a place that an association may hope to move into.

Key experts frequently utilize Porter's five powers to comprehend whether new items or administrations are
possibly productive. By understanding where force lies, the hypothesis can likewise be utilized to recognize
spaces of solidarity, to improve shortcomings and to keep away from botches.
Threats of New Entrants (Low Pressure): The most allure section is that when entry barriers
are high and exit barriers are low segment. Not many new firms can enter the business and helpless
performing firms can without much of a stretch exit. Entry Barriers are relatively low for these kind of
industries. There is no buyer exchanging cost and zero capital prerequisites. MOJO is considered not to be
as a drink thing, yet in addition as a brand. It has held a critical piece of the overall industry inside a brief
timeframe and loyal customer are not liable to attempt another brand.

Threats of Substitute Products (Medium to high pressure): A Segment is unattractive

when there are genuine or likely substitutes for the item . Substitutes place a limit on prices and on profits. There
are various kinds of energy drinks (Speed/Tiger/Black Horse/Power/Red bull), juice (Pran Frooto, Frutika)
products are available in the market as substitute product. MOJO doesn’t really have an entirely unique
flavor. In a visually impaired trial, it is truly extreme one for individuals to distinguish the distinction among Coke ,
MOJO, and Pepsi. Here, the substitutes play a vital role to become a threat for MOJO.

The Bargaining Powers of Buyers (Low pressure): A portion is unattractive if purchasers have
solid or developing bartering power. Purchasers dealing power develop when they become more thought or
coordinated, when the item addresses a huge part of the purchasers’ costs, when the item is undifferentiated, when
purchasers exchanging costs are low, when purchasers are value delicate as a result of low benefits or when they can
incorporate upstream. On the off chance that we consider "MOJO" we can see that they are value touchy and
purchasers have no need for dealing. Therefore, there is less haggling inclination of the purchasers.

The Bargaining Powers of Suppliers (High pressure): A section is unattractive if the

organization's providers can raise costs or lessen amount provided. The fundamental elements for soda pop
incorporate carbonated water, phosphoric corrosive, refined sugar, and caffeine. The providers are not
focused or separated. Considering "MOJO", AFBL works with Switzerland based providers. In this way,
assuming the supplier presents appeal in future, it is turning into a difficult issue for MOJO.

Rivalry among existing Firms (High pressure): A segment is unattractive in the event that it
as of now contains several of strong and aggressive competitors. It is more unattractive if it is steady or
declining. At present, the principle competitor is Coke and Pepsi. Both Coke and Pepsi are the
overwhelming carbonated drinks and submitted vigorously to supporting open air occasions and exercises.
That is the reason those are become a strong threat for MOJO since they set up a solid situation in market.
MOJO VS. COMPETITORS (COLA CATEGORY):

As it is as already referred that MOJO cola has a decent brand picture in the nearby market and furthermore
they have picked youthful matured individuals for their objective market. Along these lines, the opposition
is expanding step by step. In Bangladesh, MOJO needs to rival worldwide brands just as nearby brands. The
Coca-Cola Company is probably the biggest producer, merchants and advertisers of non-cocktail on the
planet just as Pepsi. In the nearby market, MOJO need to rival some different items like RC Cola, Maxx
Cola, and Uro Cola.

However, these neighborhood marks actually are not as much famous as Mojo has accomplished in couple
of years. The drink market is fundamentally a gathering of wide scope of mineral items with certain credited
appended with it. If the customers know about the attributes of an item, they will be less inclined to depend
on brand picture as one of the extraneous signal on what purchasers typically depend.

At times sodas organizations attempt to present new ascribes by evolving taste, shading, or pressing.
However, it doesn't appear to be that in every case new ascribes can pull in buyers mind. For instance, when
Pepsi Company presented Blue Pepsi in Bangladesh market, buyers didn't care for the flavor/taste. That
implies, here and there purchaser’s favor the old ascribes of the item with which they are adjusted. In
Bangladesh, sodas industry follows some imaginative, strong and consistent improving creation and
advertising method.

Although quality isn't the excellent worry of our kin, they chiefly lean toward practical sodas. The nearby
organizations (MOJO, RC COLA, MAXX COLA, and URO COLA) are contending with worldwide brands
(COCA COLA, PEPSI) based on lower cost. They are catching the metropolitan business sectors by offering
some creative advertising plan and offer. In rustic territories they are solid in dissemination system and
value adequacy.