Case: Snapple: A sorry Acquisition

Problem Analysis step one: Comprehend the case situationacquaintance CEO William D. Smithburg had bought Stokely-Van ring in 1983, master(prenominal)ly for its Gatorade, then a $90 million sports subscribe. as yet though he drew criticism, Smithburg turned Gatorade into a one thousand million dollar cross out. ally Oats bought Snapple in 1993 for an extravagant $1.7 one million million dollars even so though industry leaders thought it was only value $700 million. In fiscal 1995 sales, one of $1.7 billion was from foreign operation. Its station was more often than non strong in particular grocery products and drinking areas. grease ones palms of Snapple, sales of its beverage operation would approach $2 billion or some one-third of total incorpo browse sales. Step Two: Define the ProblemSnapple?s growth rate had declines by 1994. Snapples dollar volume sales of fruit ju glassfuls dropped 15%, afternoon tea sales dropped 14%. These is about half of Snapples sales vo lume, speckle the other half, considered too small to measure, comes from delis and sandwich shops. As a result, sales for Snapple products declined, and the delays made it impossible for Quaker Oats to find oneself baffled market share. Step three: Identify the CausesSnapple face redoubtable competitors, including Coke?s Fruitopia and Pepsi?s joint adventure with Lipton, which employ low prices to capture 31 percent of ice tea market.

Quaker Oats felt confident that the drink flaw was deserving the price tag, because they had already achieved success with Gatorade. However, in footing of brand identity the dickens d rinks couldnt have been further apart. Gator! ade was about sports and a high-energy, athletic image. Snapple, on the other hand, had always been promoted as mod Age and healthy alternative to standard barmy drink brands. Quaker Oats didnt understand what the Snapple identity was all about. Quaker Oats did not consider Snapples own external and customer analysis. The main two reasons why Snapple failed was because Quaker... If you want to get a to the full essay, clubhouse it on our website: OrderCustomPaper.com

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