1.What is the nature of competition in the soft drink market?Identify competitors and their competitive advantage.What is the first-mover advantage?What are the risks involved in this strategy?

2.Why do consumers buy Gatorade and sports drink? What are the emerging trends in the market? What is a functional drink?

3.Is organic food healthier? Why does this matter in the context of this case?

4.Why do consumers fail to follow through on their good intentions with respect to diets and money?

5.Is it moral for Marketers to nudge consumers?If it is not moral, what is the preferred alternative?

6.Should PepsiCo launch organic Gatorade? Explain your strategy recommendations and alternatives.