Pop Shoppe (A)
商品編號：9B11A024
出版日期：2011/07/26
再版日期：
商品來源：Ivey
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：Brand Management, Market Entry, Brand Positioning
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：Canada
產業：Food and Kindred Products;
事件年度：2004
At one time, the Pop Shoppe was a leading player in the Canadian soda pop market, however, changing market conditions and corporate mismanagement drove the company into bankruptcy in the early 1980s. In 2003, an entrepreneur purchased the rights to the brand, and was considering reintroducing it into the market. The entrepreneur had a hunch that many Canadians would be as fond of the Pop Shoppe as he was, and excited to see it back on the market, however, he had little experience in the beverage industry and consumer habits had changed in the many years since the brand had died. Looking at the market, the entrepreneur wondered if there was an attractive space for Pop Shoppe. His gut instincts told him that older consumers would embrace the reintroduction of the old brand, but it was difficult to know if they were a sustainable market segment. Would older consumers be able to turn their children onto the brand? With little experience and limited funds, he knew that if he proceeded with the idea, he could not afford to make many mistakes. If he chose to reintroduce the Pop Shoppe, he questioned how true he should stay to the original concept. Could a new Pop Shoppe compete in the current market? Despite the entrepreneur's love for the old brand, he wondered how he could raise enough consumer and retailer interest to make the brand succeed.
教學手冊：8B11A024
補充材料：