Crush Case

Essay text:

vintage clothing, popular restaurants y Crush has sufficient resources v Weaknesses y Cadbury Schweppes PLC owns two orange flavored soft drinks, Sunkist and Crush y Cola’s represent 67% of soft drink consumption while orange flavored only accounts for 3.9% y Crush is lacking a diet Crush leaving us out of 31% of the industry y Crush and Sunkist used less on advertising than other companies with orange soft drinks y Crush had the lowest market coverage of orange sales potential among major competitors because of the decision to try and sell Crush through warehouses rather than through bottlers y Crush lacks a clear positioning statement that sets them distinctly apart from Sunkist v Opportunities y Make the buying process more convenient, get retailers to put Crush on the end of the aisle y Offers sales promotions y Make a new line of tropical drinks, and take advantage of licensing opportunities y Take advantage of the developing market of the internet and create a website were people can by Crush products y Create an illusion that Crush is the superior orange soda y There is a Variety of media vehicles y There is a dynamic market for diet soft drinks y The major increase in consumption of soft drinks v Threats y Crush has huge competition because the soda market is so homogeneous y There need to be enough resource for heavy advertising expenses y Unplanned soft drink purchases other that Crush...