Snapple

The Situational Analysis (Refer to SWOT) is utilized to arrive at various alternatives as indicated under (Exhibit 2):

Alternative 1: Focus on product development-To differentiate the product from competitors and recapture customer’s attention ,Triarc may invest in new product development and find out consumer segments to which the product appealed to.

Alternative 2: Move Snapple from “fashion water” to a staple brand such as Pepsi, Coke, Sprite with well defined benefits and images- Strive to transform the brand to a staple brand to increase market share and to sustain in the competitive beverage market.

Alternative 3: Focus on revamping the existing brand by a) re-establish positioning strategy in line with brand’s original identity b) reinstate independent distribution network and minimize brand conflict c) effective promotion strategy

Decision Criteria and Alternative Assessment:

The following decision criteria has been strategically selected to assist assess the advantages and alignment of the proposed alternatives:

Risk: Considers all factors that could go wrong in the execution of the alternative. Considers acceptance from consumers. A score of 1 indicates high risk, and a score of 4 indicates low risk.

Cost: The level of financial investment (i.e. fixed and variable costs, required capital, etc.) required to implement the alternative. A score of 1 indicates high cost, and a score of 4 indicates low cost.

Gain Short Term Competitive Advantage: How the alternative assists in providing a unique short term competitive advantage (i.e. product differentiation). Includes profitability. A score of 1 indicates low advantage, and a score of 4 indicates high advantage.

Ease of Execution: The level of straightforwardness in executing the alternative. A score of 1 indicates