Send an offer to drinks-producers in
Russia(Coca-Cola, Ochakovo) to mix Dr.Pepper’s powder&ingredients using
their facilities for a fixed pay per liter
Deliver a specific Dr.Pepper powder
Dr. Pepper’s PR&sales&promotion
representatives in Russia
The action plan listed the main steps of penetration
strategy on the market, we did not include here some important points, having
in mind that it is needless to say such things as searching for the partners,
promotion the product on the level of wholesale sellers etc.
In conclusion we would
like to admit, that as we expected, the situation on the Russian market differs
from the those in which Dr Pepper had to survive. The economical, ecological,
technological conditions are like for the one purpose create a good platform
for development on Russian Market.
Precise analysis of
advantages and disadvantages of Dr Pepper showed that it has a great potential,
because of recognizable special features of the product and positive brand
image and some awareness it can identify and differentiate itself from
As a step in the global
strategy of the company it can really seem to be very risky mostly because of
the bad experience on the market, but there is no reason to wait before this
market share will be occupied by some local producer or other enterprising
foreign producers. The other question how many time and money recourses it is
going to take? The more the decisions of top-management will be well-founded on
reliable information the higher probability of effectiveness and success of
penetration. In times of crisis there was no precise information, nobody could
predict it and be totally ready for fighting for market share.
The challenge is really
difficult, but we believe that with listed assets available it is possible to
penetrate Russian market and to do it successfully.
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