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商品編號： 9-599-126 出版日期： 1999/06/04 作者姓名： Deighton, John 商品類別： Marketing 商品規格： 17p 再版日期： 2003/12/05 地域： 產業： 個案年度： 1972 - 1997
商品敘述：
This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Tells the story of Snapple''s rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York''s Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international when the founders sold out to Quaker. The brand proved harder to manage than Quaker anticipated and in 1997 was sold for a fraction of its acquisition price. The case presents factors accounting for the growth and decline and provides a qualitative study of the brand. What action should the new owners take?
涵蓋領域：
Business growth;Brand management;Strategic analysis;Turnarounds
相關資料：
, (9-500-033), 7p, by John Deighton;, (6507), 5p, by John A. Quelch;, (XLS259), 0p, by John Deighton
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