The best-selling sports drink, Zumo, is produced by Zumospa, a food and drinks company based in Valencia, Spain. In the last financial year, Zumo contributed 30 million Euros to Zumospa’s annual sales revenue, accounting for 20% of the company’s total turnover. It is, in fact, Zumospa’s cash cow, generating more revenue than any other of its products.
At present, Zumo is sold only in Europe. However, the sports drink market is the most rapidly growing segment of the world beverage market. Zumospa is now looking outside Spain for markets and would like to make Zumo a global brand.
Zumospa needs to reposition Zumo for the global market. Initial research suggests that Zumo is perceived as a Spanish drink, and its close identification with Spain may not be suitable when developing a global brand.
1. What is Zumo?
A. It is a food and drink company. B. It is a sports drink.
C. It is a soft drink. D. It is a Spanish food.
2. Approximately what is Zumospa’s total turnover?
A. 30 million euros. B. 20 million euros.
C. 150 million euros. D. 100 million euros.
3. What can be inferred from the article?
A. A Spanish identification is not suitable for Zumo to tap into global market.
B. Zumo is available in Europe and North America.
C. Zumospa only produces sports drinks.
D. Zumo does not need to change its brand name.