Implementation issues
Snapple has experienced a decrease in sales and sales and revenue after firing of the Company’s spokespeople. The first implementation plan would be bringing back another spokespeople, with similar characteristics as the previously fired. From the first alternative, the sales department plays a major role in shaping the revenues of an organization, and as such, the company should employ massive sales people with the ability of moving a big crowd of customers. In addition, the fired group had a lot of influence towards customers who loved taking juice from Snapple Company. A similar recommendation would be for the company to hire the same people they fired and promise them hire pay so that they could put all their effort and skills for the improvement of the sales sector.
Secondly, consumers have a bigger say when it comes to winning of the target market. Snapple has not managed to create a brand of its own that makes it hard to advertise its products to consumers. Under the second alternative, the company can carefully create a brand through the spokespeople whose duty would be to attract as many customers as possible. The information concerning consumer preferences for the brand, the price of other related brands, and their brand names should be carefully gathered in order to determine what the brand the company should give to the target market.
Thirdly, following the third alternative, Snapple should focus more on advertising campaigns in order to create more awareness of their products and to a bigger pool of customers. One of the best ways to do this is by ensuring their advertisements are placed in between famous programs and daily bulletins in so that more people can view them. In addition, the company can organize for road shows in major towns and give free samples to consumers. Moreover, advertisements could be placed on bill boards along major highways and heavy traffic areas like New York City, Los Angeles, Boston, and other populated towns.
Finally, the company could implement the issue of product positioning. The company could incorporate sales of value-added water products for consumers who do not like taking juice, but have accompanied other customers. Moreover, the packaging for their products should be different depending on consumer’s requirement.
Evaluation of firm’s ability to defend strategy in long run
Snapple Company has the highest capability of defending the above recommendations by following the strategies provided. The most challenging issue associated with Snapple is developing a brand image. The company produces the best juice products in United States compared to its competitors, but it has been unable to come up with a selling brand image. From the second alternative provided, the increasing competition in the beverage market requires that an organization to have unique products that favor customers in terms of quality, price and size. By introducing new brands, Snapple has can easily sustain its product sales and offering strategy for a long time. Market segmentation strategy will ensure the company gathers more research on the prevailing market and decide on the best approach to follow in order to implement the proposed strategies.
On the other hand, the brand loyalty enjoyed by Snapple is big enough to defend its strategy in the long-run. The brand loyalty will play a major role in maintaining more customers as the company decides on the best brand image to give to its products. This would be promoted through effective distribution channels and offering juices in different forms, for example, cold channel and warm channel as discussed on the fourth implementation above. With a wide range of products, the company falls in a better position to face its competitors and secure a bigger market share within U.S. and also internationally. In addition, product advertising and promotion would ensure more consumers are aware of the company products. Customers would be eager to have a taste of the juice even without worrying about the brand. Moreover, customers will assist the company in coming up with the correct brand image in the long run.
The company can also focus on technological innovations in its production. Every activity today is technologically driven hence; any firm must ensure total utilization of technology in its operations. In order to ensure long-term implementation of the above recommendations, the company needs to come up with innovations that ensure their products are highly branded, and different from those of competitors. Some major innovations that Snapple can implement include packing juices designed bottles that either represent a country, physical features, or certain wild animals. From the final alternative, Snapple can achieve a long term operation through product positioning by ensuring it produces products with different design features. For example, it can produce products in between pure water or carbonated beverages.
Substantiate your choice
The above recommendations are very effective if well implemented by a professional. Many companies have implemented the same recommendations and as per today, they are among the largest beverage retailers in U.S. The sales structure adopted by an organization acts as an element of developing its market share. For instance, looking for more effective sales people and spokespeople make the company gain more fame and its products will be demanded by more people. Initially, the company recorded higher sales volume because they were more energetic and effective spokesperson. If the company can hire the same people or, look for people with similar qualities, its sales volume will double within the shortest period possible.
