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?