Swot Research of Snapple

 Swot Research of Snapple Essay

Executive Overview

During 1987 – 93, Snapple was one of the successful brands of various non-carbonated beverages that targeted mainly for the young, health-conscious consumers. Snapple provided a large number of varieties of taste to the consumers and placed these people in different industry segments that were mainly cold channel allocation. With a premium pricing strategy, it had selling price as an indicator of quality and was consistent with its setting strategy. The success of its marketing strategies were able to improve consumers company awareness, company recognition and brand remember. Subsequently, Snapple was sold to Quaker Oat in year 1994 for $1. 7 billion dollars, the sale is at decline. Quaker made mismanagement in financial, marketing plans. Accompanied with unproductive advertising and marketing applications, lost in trust in distributors and increase in competition available in the market, were among the list of reasons for the brand's decrease. In 97, Quaker chose to sell the Snapple to Triarc to get $300 mil.

Snapple

MPD � 545: Snapple Revitalization Plan

Issue Statement - Changes must be immediately implemented to stop the declining earnings trend of Snapple. Revenues declined coming from $674M in 1994 to $440 M in 1997; the revenue plummeted by 34. seven percent Snapple was best known due to the line of iced teas and juices in off-beat flavours but new surveys show that Snapple brand means different thing to different people. So the immediate goal is usually to position the brand name and return to sustainable expansion. Also one of the biggest priorities is usually to repair the distributor relationship which was troubled because of previous owners. SWOT Analysis

|Strengths � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � |Weaknesses � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � | |Cold Funnel network / Distributors � � � � � � � � � � � � � � � � � |Positioning of Snapple brand � � � � � � � � � � � � � � � � � � � � � | |Triarc's Company style � � � � � � � � � � � � � � � � � � � � � � � |Limited transmission in Superstore � � � � � � � � � � � � � � � � � � | |Triarc's acquisition experience � � � � �

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Product and Brand Management: 325-307

3. The Fall of Snapple – 93 to 97

SWOT Analysis

SWOT examination is used to judge the inability of Snapple and Quaker's management efficiency. The aim of SWOT analysis is to identify the main element internal and external factors in the market environment in achieving the underlying organization objectives and goals. three or more. 1 Interior Factors:

Strength is the competitive advantages and attributes which helps to identify companies coming from competitors, in meeting the point market demand. Quaker has experience in managing its products and also building solid brand pictures. Since it experienced the resources and management expertise, it was foreseen to be able to advantage Snapple manufacturer. Moreover, the wide range of flavours tends to reinforce Snapple's individualism characteristic, that has been a clear stage of difference. Snapple likewise possessed a powerful heritage of providing genuine, natural juices. However , past performance offers no assure of upcoming success and in many cases well-established brands need to work to maintain their placement. Weakness relates to the limit and restraining in making decisions to achieve the goals. Gatorade and Snapple experienced different manufacturer images: way of life and vogue, respectively, which usually created confusion to the consumers as the brand portfolio has not been properly handled. Brand values and that means are associated with consumers' perception of belonging and dedication of the brand (Quester, 2006). However, Snapple had difficulty in distinguishing its merchandise from " fashion water”. It lacked compelling reason behind use. Largely due to the discontinuance of Wendy and Stern, brand commitment was misplaced which affected Snapple's monetary performance (Leiser, 2004). The failure of large pack of Snapple refreshments illustrated Quaker's low understanding and lack of consumers' and distributors' interaction. Moreover, the failure...