Posted: February 3rd, 2015

Strategic Management

Strategic Management

Order Description

Read the Dr. Pepper/7Up, Inc. Case Study on pages 172-191 in our textbook, and answer the questions below in essay format.

Your response should be a minimum of 500 words total. You are required to use at least your textbook as source material.

All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying

citations using APA format.

1. What is the offering concept? What does this mean for Dr. Pepper/7Up Inc.?
2. How would you characterize the competitive situation for Dr. Pepper/7Up, Inc. and Squirt in the U.S.
carbonated soft drink industry?
3. What are the possible new offering decisions for Squirt Brand?
4. Given your assessment of the competitive situation, what are the pros and cons of: (a) continuing Squirt’s present

market targeting and positioning approach and (b) adopting the recommendations made by Foote, Cone & Belding?
5. Might another market targeting and positioning approach be developed? If so, what would this approach look like, and why

would it be preferable?
6. Where does Squirt Brand get its brand equity from? Explain your answer.
7. Describe the branding strategy being used for Squirt Brand.

I need 2 pages and I need the title to be Dr. Pepper/7Up, Inc. Case Study.

I need at least 8 citations.

I need at least 2 references (including the text). Please list the text as a reference.

Course Textbook

Kerin, R., & Peterson, R. (2010). Strategic marketing problems: Cases and comments (12th ed.). Upper Saddle River, NJ:

Prentice Hall.

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