Case 2 Study Example | Topics and Well Written Essays - 750 words

2 - Case Study Example The number of users also gives the area and the activities where the energy drink will be much needed. In the analysis, it was determined that the energy drink in the United States that is highly consumed is Pepsi-Cola. The company hence should develop a strategy to adequately compete the product. This requires a selected group to be targeted (Fang & Rogerson, 2007). When Andrew Baker need to decide on a product line involving introduction of the brand as a single serve package or a multi-pack, the consideration to be taken into place is the volume of consumption of the targeted group of consumers. In the choice, introducing all the packages will be appropriate since the target consumer market have several characteristic of consumers with different taste and preferences. The alternatives that are available are those of mix packages including, single serve, multi-pack with the package size being 8-16-n 24 ounces. The versions that are available are those of regular and sugar free and flavors of one and two. Provision of the wide range will enable the company penetrate the market as there is consideration of health and medication factors in the products through the different flavors and versions (Fang & Rogerson, 2007). The calculations for sales and positioning are made with consideration of the price and the group that consume the drink. Adults for instance between the age of 35 and 54 have a higher consumption that the other ages. The problem that occurs in the choice of channel is the appropriate channel that the company can take to use so that they are able to reach all the consumers. The company used both off-premises and on-premises retailers with the problem in the decision on the retailers to initially supply. In making the decisions, the company should supply all the off-premises retailers as they will build and expand the market that they have for