Dr Pepper Snapple Case

In: Business and Management

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TEXAS A&M UNIVERSITY CORPUS CHRISTI

MARKETING MANAGEMENT - MKT 5320

CASE STUDY ANALYSIS:
Dr Pepper Snapple Group, Inc: Energy Beverages

OLUSUBOMI Y. ADETUNJI

STUDENT ID: A03936869

PROBLEM DEFINITION.
Dr Pepper Snapple Group Inc., a non-alcoholic beverage producing company decided to enter into the market with a new product (energy drink) and they were faced with some problems along the line. They decided to introduce an energy beverage brand to the market (existing market) which already has competitors. With this as focus, it was important to choose best market and distribution channels and some other business strategies for the product in order for it to be a success.
The problem faced includes retainment of its present competitive position in the market with other energy drink companies and at the same time preserving profitability and customer base. In order to maintain the market competition, the business strategy to launch the new products into the market was very vital.
Some of the factors that has to be considered before the product launch is considered are:
* Industry Experience
* Customer base
* Profitablity growth
* Favorable market condition
* Core competencies
* Management Team Decision.

ALTERNATIVES PROVISIONS FOR PRODUCT SUCCESS
The company could carefully select the strategy to launch the new product into the market to understand both the strength of their current competitive position and the strength of the position they are considering moving into. Then they need to come up with the following: Pricing Strategy, Distribution Strategy, Product Line and Positioning Strategy, Market Penetration Strategy, Target Strategy, SWOT Analysis, Advertising Strategy and Porter’s Five Forces.
EVALUATION:
For evaluation, SWOT analysis and the Porter’s five forces model are the tools to be used in this case to…...

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