Jones Soda Company
Executive Summary
Over the past two years, Jones Soda Company has successfully acquired strategic alliances with various companies in order to provide deeper and more diverse market exposure. Some of these companies include Barnes & Noble, Panera Bread, and Starbucks. Since Jones does not deal in multimillion dollar advertising campaigns, this is their best way to promote their brand. By offering their wide assortment of beverages in stores and restaurants, Jones has been able to sell more to the consumer than would be at all possible on their own. In order to best continue on this route to success, the current recommendation is to acquire a strategic alliance with Applebee’s. The New Age beverage industry is relatively new and is showing lots of growth despite an overcrowded market. It is clear from analyzing the EFE Matrix that Jones is well positioned as a provider of energy drinks, premium juice, and premium soda to succeed in its industry. They have been able to accomplish this largely due to their many strengths, as listed in the IFE Matrix. Jones’ culture and allows them to generate and maintain consumer interest and demand for their products. A SWOT analysis of the IFE and EFE revealed two strategies that would benefit Jones; they could either form a strategic alliance with Applebee’s or develop strong relationships with their distributors. Further evaluation using a QSPM Matrix revealed that further strategic alliances would be the strongest course of action. In moving forward with this strategy, Jones will gain a larger competitive advantage against other companies in their industry as well as increase their market share. Applebee’s is more of a family dining experience that Panera Bread or Starbucks, and would serve as an additional outlet to a wider variety of consumers. By utilizing their experience in forging past strategic alliances, Jones is fully capable of working with Applebee’s in this endeavor.
I. Background
Over the past two years, Jones Soda Company has successfully acquired strategic alliances with various companies in order to provide deeper and more diverse market exposure. Some of these companies include Barnes & Noble, Panera Bread, and Starbucks. Since Jones does not deal in multimillion dollar advertising campaigns, this is their best way to promote their brand. By offering their wide assortment of beverages in stores and restaurants, Jones has been able to sell more to the consumer than would be at all possible on their own. In order to best continue on this route to success, the current recommendation is to acquire a strategic alliance with Applebee’s. The New Age beverage industry is relatively new and is showing lots of growth despite an overcrowded market. It is clear from analyzing the EFE Matrix that Jones is well positioned as a provider of energy drinks, premium juice, and premium soda to succeed in its industry. They have been able to accomplish this largely due to their many strengths, as listed in the IFE Matrix. Jones’ culture and allows them to generate and maintain consumer interest and demand for their products. A SWOT analysis of the IFE and EFE revealed two strategies that would benefit Jones; they could either form a strategic alliance with Applebee’s or develop strong relationships with their distributors. Further evaluation using a QSPM Matrix revealed that further strategic alliances would be the strongest course of action. In moving forward with this strategy, Jones will gain a larger competitive advantage against other companies in their industry as well as increase their market share. Applebee’s is more of a family dining experience that Panera Bread or Starbucks, and would serve as an additional outlet to a wider variety of consumers. By utilizing their experience in forging past strategic alliances, Jones is fully capable of working with Applebee’s in this endeavor.
I. Background