What is the larger problem we are trying to solve

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Reference no: EM133650033

This case takes place in the summer of 2018 and your analysis, alternatives & recommendations must reflect the situation at that point in time. Assume that you are the Senior VP for Brand Marketing for Drinkworks, and your business decision deck must be written from that perspective. You are preparing a Pitch that will be presented to Nathanial Davis, CEO Drinkworks to get agreement on a number of key strategic decisions on the launch of Drinkworks: Home Bar by Keurig.

All decisions in your deck must be supported by an appropriate assessment that includes all relevant criteria that are stated as close-ended questions unless specifically directed otherwise in these case instructions. Remember that your criteria must reflect anything or anyone that is impacted by the decision, and anyone or anything that can impact the decision's success.

Executive Summary

Summarize to quickly and easily understand what is contained in the deck and include important data.
Problem Statement

What is the larger problem we are trying to solve? What is the ideal outcome? Remember it is not the solution.
Problem must be stated using the proper problem statement format.

Market Definition Analysis

What business is Keurig in?
Appropriate alternatives should be identified and then analyzed using appropriate and thorough close-ended criteria and the rationale for final recommendation(s).
Criteria table with alternatives, rationale and summary. Highlight the chosen alternatives.

Key Benefit Determination & Positioning Statement Creation

A compelling positioning statement which includes the identification and assessment of relevant benefits with supporting reasons to believe for chosen positioning.
Identify and assess a minimum of 4 functional and 4 emotional benefits.
These 4 functional and 4 emotional benefits must be derived from and relate to chosen positioning.
A well written positioning statement is a mandatory part of that recommendation.
Positioning statement must outline a compelling position and reason to believe that will cause chosen target market to purchase the Drinkworks: Home Bar over competitive products.

Industry Attractiveness & Competitive Advantage

VRIO

• A properly completed 6 Forces (including a summary assessment on overall market attractiveness) and competitive advantage (VRIO) analyses

• The VRIO analysis must include the correct identification of a minimum of 6 relevant core competencies.

• Each core competency must be correctly assessed using the VRIO framework with supporting rationale for each element to determine if it is a competitive advantage or not.

Porter's 6 Forces

• For Industry Attractiveness (6 Forces) analysis, Assess each force for intensity (HIGH-MEDIUM-LOW or a combination) with a short rationale.

• An assessment of the overall attractiveness of the industry must be provided.

Assessment should discuss attractiveness related to competitiveness and profitability.

Reference no: EM133650033

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