This analysis begins with an overview of the market in which Snapple competes and a history of the company. The first part
of the plan details Snapple in relationship to its major competitors, primarily the soft-drink giants, Coke and Pepsi, both of whom are vying for the same market as Snapple. A great amount of background detail on the beverage industry is provided, with special concentration on the ways that distribution is handled, how the companies relate to the distributors and what their strategies are. This report makes great use of the annual reports for Triarc that details the growth and projections for Snapple. Original marketing ideas and projections are reanalyzed in terms of how this acquisition would affect Snapple as a company. In the assumptions section of this plan, Cadbury's possible reactions are detailed, based on secondary evidence of that company's past experiences. Because of the complexity of comparing specific figures and
competitive positions for Snapple and all of its competitors, the plan contains a number of tables for easy reference. One table that is of particular interest is the competitive matrix in which Lipton's, Snapple, Nestea, Arizona and SoBe are analyzed. Some attention is also directed to the way Snapple creates new products, and brings them to market, as well as how the company disposes of its old flavors by use of a "flavor graveyard" on the company's website. As a part of Snapple's strong consumerism, the plan details how customers around the world vie for the honor of creating a new flavor. All referenced material is numbered, and the
sources and notes appear at the end of the plan. Executive Summary Background Assessment Historical Appraisal Market Market activity Sales, Costs and Gross Profits Technology Product and Process Improvements Market Characteristics Government and Social Notes and Sources