Paper instructions:
Please answer the following questions as thoroughly as possible. Show
your thought process (which may require financial analysis) and provide
reasons for your choices, backed up by facts and figures in the case,
concepts from your textbook, and/or any other outside resources. The paper should be about 5 pages, with 5 academic level resources.
• In the period of 1972 to 1993, why do you think that Snapple flourished when so many
small startup premium fruit drinks stayed small or disappeared? Explore each of the
Four Ps (as you decide where to give credit).
• Now look at the period from 1994 to 1997. Did Quaker make an error in buying
Snapple or did they manage it badly? If so, how? If not, why not?
• Roll forward to 1998. What can Triarc’s managers learn from Quaker’s experience?
What can they apply from their own experience? Is the Snapple target market “anyone
with lips?” Is it ok that Snapple “ends up meaning lots of different things to lots of
different people?” What are the risks and rewards of leaving “what the brand stands
for” open to consumers’ interpretations rather than a strong positioning on it? And
what does it mean to say that Snapple is a fashion brand?
• Identify the three highest priority initiatives you would start tomorrow if you were in
Mike Weinstein’s shoes. Justify them.