American Winds Flight Academy Energy Beverage Market Swot Analysis


(Refer to Peter/Kerin p.91-104 and the supplementary materials given in the case packet on Blackboard) In late 2007, the brand manager at Dr. Pepper Snapple Group was charged with the task of whether or not to enter the Energy Beverage market. Suppose you are on Andrew Barker’s (the brand manager) team, carefully review the situation and answer the following questions: 1. Conduct a SWOT analysis for the decision to enter the energy drink market. Be sure to present your overall assessment of the situation. Based on your analysis, do you think they should move ahead or not? Why or why not? 2. The case used demographic (male vs female) and usage pattern (heavy users vs light users). What alternative bases would you use to segment the energy drink customers? Consider use information from the articles posted in the case packet (“Assessment of their market size, consumer demographics, ingredient profile, functionality, and regulations in the United States” and “Consumer attitudes and behaviors toward energy drink”. 3. Which segment do you suggest Dr. Pepper Snapple Group target? Describe the target customers (develop a target customer persona using a combination of demographics, psychographics (e.g. attitudes, benefit sought, values, beliefs, lifestyles, etc.), and behaviors (usage) related to consumption of energy drinks).