Dr. Pepper Snapple Group: Exploring The Energy Drinks Market

BackgroundDr. Pepper Snapple Group is a brand owner, distributor and distributor of non-alcoholic beverages in USA, Canada and Mexico. By 2006 it was the only non-alcoholic beverage company in USA which did not produce branded energy drinks by 2006. As part of the company’s corporate business strategy, the senior management came up with a decision to explore market in the beverage industry. At the beginning of September Mr. Andrew Barker…