Mexican Snapple

Paper Summary:

The paper looks at the current business structure and make-up of Snapple and the history of its acquisition. It discusses whether this structure would affect the company's entrance into a foreign market, namely Mexico. It then looks at other soft-drink companies which exist and do business in Mexico and examines whether these are true competition or whether Snapple will be able to find a niche in the Mexican market.

From the Paper:

"When one wishes to consider the competition for Snapple, whether the market is in the United States, Mexico, or somewhere else, one must first decide what Snapple is. Snapple is a brand name, but it no longer is an independent company (?Snapple Beverage Group, Inc.,? 2001). The fact that Snapple no longer is an independent company does affect the ability of the brand to compete, regardless of the market.
Snapple had both successes and colossal blunders as an independent soft drink firm in the United States. Quaker Oats acquired the company following one of those blunders. Instead of improving the brand, Quaker almost destroyed Snapple. Triarc acquired Snapple when Quaker Oats tired of the effort (Khermouch, 1995)."

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