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For this assignment, assume that you are a member of a top management team (TMT) of a major soft-drinks company, Beverage Bevy, competing in the
For this assignment, assume that you are a member of a
top management team (TMT) of a major soft-drinks
company, Beverage Bevy, competing in the ready to
drink (RTD) packaged beverage industry. Competition in
the RTD beverage industry includes companies such as
Coca-Cola, Dr. Pepper Snapple, AB InBev and
Starbucks. Your strategy is to increase your product
range to offer a soft-drink bottled water to attract
customers in every segment of the market, and to begin
offering soft drinks and other beverage products tailored
to the needs of customers in different regions of the U.S
Currently, you have a functional structure. What you are
trying to work out now is how best to implement your
strategy to launch your new products.
1. What kind of structure should you move to? Offer
some basic justification for your choice.
2. Which structure will allow you to best serve the
low-cost segment of the market? Why?
3. Which structure will allow you to be most
responsive to customer preferences? Why?
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