Papers on "Snapple vs. Soft Drinks Companies" and similar term paper topics
Paper #027414 ::
Snapple vs. Soft Drinks Companies
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An in-depth examination of how the soft-drink brand Snapple fits into the market and how it has found its niche.
Written in 2002; 7,894 words; 60 sources; MLA;
$ 170.95
Paper Summary:
This analysis begins with an overview of the market in which Snapple competes and a history of the company. The first part of the plan details Snapple in relationship to its major competitors, primarily the soft-drink giants, Coke and Pepsi, both of whom are vying for the same market as Snapple. A great amount of background detail on the beverage industry is provided, with special concentration on the ways that distribution is handled, how the companies relate to the distributors and what their strategies are. This report makes great use of the annual reports for Triarc that details the growth and projections for Snapple. Original marketing ideas and projections are reanalyzed in terms of how this acquisition would affect Snapple as a company. In the assumptions section of this plan, Cadbury?s possible reactions are detailed, based on secondary evidence of that company?s past experiences. Because of the complexity of comparing specific figures and competitive positions for Snapple and all of its competitors, the plan contains a number of tables for easy reference. One table that is of particular interest is the competitive matrix in which Lipton?s, Snapple, Nestea, Arizona and SoBe are analyzed.
Some attention is also directed to the way Snapple creates new products, and brings them to market, as well as how the company disposes of its old flavors by use of a ?flavor graveyard? on the company?s website. As a part of Snapple?s strong consumerism, the plan details how customers around the world vie for the honor of creating a new flavor. All referenced material is numbered, and the sources and notes appear at the end of the plan.
Executive Summary
Background Assessment
Historical Appraisal
Market
Market activity
Sales, Costs and Gross Profits
Technology Product and Process Improvements
Market Characteristics
Government and Social
Notes and Sources
From the Paper:
"Standard & Poor's Industry Classification states that the soft drink industry, the one in which Snapple competes, is a sub-segment of the larger Foods and Nonalcoholic Beverage Industry. There are five major categories in this $81.7 billion sub-segment: A) soft drinks ($55.5 billion); B) fruit beverages ($15.4 billion), C) bottled water ($5 billion); D) ready-to-drink (RTD) tea ($3.5 billion); and E) sports drinks ($2.3 billion). Within this industry, costs are broken down into two main categories: "Marketing" costs which account for a total of 80% of consumer spending and raw materials costs which account for the remaining 20%. 1 By tradition, the sub-segment allots to marketing costs, all amounts direct or indirect connected to labor, packaging, transportation, distribution, advertising and promotions. Raw material costs of agricultural commodities have been on the decline in recent years. The soft drink industry is composed primarily of franchise companies. The typical business model is for the firm to produce soft drink concentrates, and then mix those with carbonated water to produce the final beverages. Generally, the companies manufacture and sell the beverages themselves, or outsource these functions to bottlers."
Tags:
coke pepsi competition beverage
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