Case Study-Week2

| July 16, 2016

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Read the case study Dr. Pepper Snapple Group, Inc. Energy Beverage. Respond to the following questions with through explanations and well-supported rationale.

  1. What would be the challenges associated with Dr. Pepper Snapple Group extending their product offering to include an energy beverage?
  2. Analyze the energy beverage market extending your research beyond the textbook. Is this a growing market? Contrast the domestic and global markets.
  3. Explain how the determined pricing strategy would have a significant impact on profitability. Include discussion on retail pricing, expected unit volume, and margins.
  4. Take on the role of marketing manager at Dr. Pepper. Identify several alternatives to overcome these challenges. Looking at these possible alternatives, which would you select and why?


Extra Credit Question:


  1. Marketing managers face a host of decisions when attempting to put together a product and service strategy. This includes modifying the offering mix, positioning offerings, and branding offerings. Select a real-life product applying each of these decisions that the marketing manager made.

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