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Essay Details:
Essay text:
Quaker shot itself in the foot by initially fumbling its relations with Snapple's independent distributors. Before 1994, most Snapple drinks were sold at small shops and petrol stations. Quaker’s remarkable skills in distribution to supermarkets and mass merchants really meant nothing as far as Snapple was concerned.
Another problem was the way Quaker decided to promote the product, abandoning eccentric advertising campaigns in favor of a more conservative approach. Snapple was fast losing its innovative image, along with its customer base.
Eventually, the “vision” problem of Quaker’s CEO made the company wasted too many efforts in some unprofitable product lines and their core products were ignored...
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