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Case. Hawaiian Punch - Essay Example

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From its success in the US market during the 1950s, Hawaiian Punch’s performance in the market has steadily declined as it becomes unable to support its image with appropriate marketing strategies. Taking on the position of Director of Marketing for Hawaiian Punch, Kate…
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Case. Hawaiian Punch
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Download file to see previous pages In the end, Hoedebeck pinpoints the three problem areas which Hawaiian Punch needs to assess. First, how can its distribution networks be organized and utilized in order to bring about the maximum sales for the company? How should innovation be managed in order for them to fit and embody the previous image of Hawaiian Punch? Lastly, what is the best advertising tactics that it can employ in order to raise awareness of the newly introduced variants as well as boost brand sales?
The analysis of the internal and external environment of Hawaiian Punch can be best conducted through the use of the strategic management tool SWOT analysis. SWOT analysis stands for strengths, weaknesses, opportunities, and threats. It should be noted that strengths and weaknesses represents the internal factors in the business organization under consideration while the opportunities and threats is a survey of the external environment.
Strengths. The main strength of the Hawaiian Punch is its strong brand equity. Because of the quality of its products, 94% of all Americans are aware of the brand and its classic Fruit Juicy Red. It has also been able to create a specific image in the minds of the consumer as “fun childhood consumption experiences, unique and refreshing taste, vitamin C content, and Punchy Mascot.” Aside from this, Hawaiian Punch has also been able to establish a wide network of distributors both from the retail and trade sectors. The product has also been recognized by these distributors as fast moving.
Weaknesses. Even though Hawaiian Punch generally has very high brand awareness in the market, this is almost exclusive in the Fruit Juicy Red flavor. Newer and more innovative ones are not really popular in the market. This discrepancy can be attributed to the weak advertising efforts of the company as well as the differences in the products being ...Download file to see next pagesRead More
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