$1.$ Situation Analysis

Size$-$up the situation facing Drinkworks. This section should provide a foundation for your recommendations by assessing the business objectives and strengths$/$weaknesses relative to competitors, identifying key insights about consumers, and highlighting relevant external factors $($e$.$g$.,$ social, economic, and technological trends$).$ Your goal should not be to summarize information provided by the client, but rather to call attention to critical issues and offer value$-$added insights that explain why your recommendations make sense.

Use porters $5$ forces, and a SWOT analysis

$2.$ Brand positioning

Identify and describe brand positioning of Drinkworks. This section should explain its brand values and explain how the firm$$s tangible and intangible brand assets contribute to its relative competitive advantages in the marketplace. Use STP $($segmentation$-$targeting$-$positioning$)$ to explain what is the right target for Drinkworks and what is its potential market size? What is its value proposition and how should it be positioned compared to its competitors?

Segement, target and postion, based on the data related in the case

Marketing mix

$3.$ Strategic alternatives

Focusing on product and pricing decisions. Which pods should Davis introduce and how should the device and pods be priced? Specify the target market for each strategic alternative and why your product and pricing decisions serve their needs. Be aware that Drinkworks expects you to consider at least two and no more than four mutually exclusive courses of action. Be sure to clearly explain the reasoning behind your recommendations and consider both financial implications and potential implementation challenges. You may wish to include tables and$/$or figures to illustrate your ideas.

$4.$ Other Marketing Mix Recommendations

Discuss implications of your strategy for other aspects of the marketing mix:

$$ Distribution: What distribution channels should Davis select to launch Drinkworks?

$$ Promotion: How to promote$/$advertise Drinkworks?