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Jones Soda - Essay Example

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The target coverage strategy for Jones is to cater consumers who are looking forward to finding new tastes in soft drinks or those who want to explore other flavors aside from those already provided by its competitors. In other words, Jones Soda is under the differentiation…
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Jones Soda
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Jones Soda What seems to be the target coverage strategy for Jones? The target coverage strategy for Jones is to cater consumers who are looking forward to finding new tastes in soft drinks or those who want to explore other flavors aside from those already provided by its competitors. In other words, Jones Soda is under the differentiation strategy trying to optimize the uniqueness and innovativeness of its product offerings. In this way, it gains substantial market opportunity and even competitive advantage due to the fact that a certain market segment of customers are willing to go try its product offerings.
2. How does the target coverage strategy for major competitors like Coke and Pepsi differ?
Coke and Pepsi on the other hand are already market leaders in their respective industry. These two companies are actually selling their brands and have already expanded globally through their manufacturing and expansion strategies. Compared with Jones Soda, Coke and Pepsi have gained remarkable market share in the worldwide market for beverages. What these two companies are trying to enhance as of the moment is in line with preventing customer erosion. In this regard, they always would want to emphasize the uniqueness of their taste and so consumers would always differentiate them from another product brands. Although Jones Soda is not that far from this strategy, but eventually its entire entry into the market together with its highly differentiated products are a bit experimental in their forms.
3. How does the company use its website to stimulate sales of its drinks?
In modern times, websites are the most convenient means to reach potential customers. In the case of Jones Soda, its website could actually serve substantial contribution to its operation. For instance, in its website consumers could freely address their concerns with Jones and its product offerings. Consumers for instance could actually suggest for product development, cross their voices over to Jones especially regarding matters about customer service, retailing and distribution, and many others. At the end of the day, the information gathered from the customers via Jones’ websites and if assessed, could pave the way for its competitive advantage in the future.
4. What is the core benefit of the Jones strategy? What are the disadvantages of the Jones strategy?
Product differentiation strategy of Jones is something different from its industry. Jones Soda having at some point weird tastes for its soft drinks that some consumers appreciate is a remarkable advantage. The major benefit of this strategy is the opportunity for recognition of Jones Soda as another brand and key players in the soft drinks manufacturing industry. However, at some point, this differentiation may substantially lack focus especially in acceptability of the product in certain situations or occasions, unlike Pepsi and Coke that have been proven and tested suitable in all occasions. This would even pave additional burden for Jones Soda to closely monitor best-selling taste. This strategy if not closely monitored will result to potential loss as Jones Soda might have produced products with substantial cost that in the end will not produce enough revenue to cover production costs.
5. Take a picture, design a slogan, or develop a new soft drink flavor and send it to Jones. What response did you get?
As of the moment, perhaps due to various emails the company receive, there was no response obtained from them yet.
6. Should Coke and Pepsi be worried about Jones Soda?
Absolutely yes. After all, Jones Soda is a new market entrant which is a potential threat to Coke and Pepsi. Jones Soda is very aggressive in creating something for the market and modern customers are highly sophisticated as they know what they exactly need or want. Jones Soda is aggressive in addressing customers’ needs. Read More
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