Assigned Readings:

Chapter $16.$ Marketing Strategy.

Chapter $17.$ Marketing Plans.

Initial Postings: Read and reflect on the assigned readings for the week. Then post what you thought was the most important concept$($s$),$ method$($s$),$ term$($s$),$ and$/$or any other

thing that you felt was worthy of your understanding in each assigned textbook chapter.Your initial post should be based upon the assigned reading for the week, so the textbook

should be a source listed in your reference section and cited within the body of the text. Other sources are not required but feel free to use them if they aid in your discussion.

Also, provide a graduate$-$level response to each of the following questions:

Video Exercise: White Rock

White Rock Beverage, a producer of soft drinks and sparkling waters, was founded in $1871.$ In $1900,$ White Rock was the upscale beverage of choice, ranked number one in the

market; a century later, White Rock ranked number $100.$ When the company's current president, Larry, who is the great$-$great$-$grandson of the founder, took over the business it was

struggling mightily. One customer controlled half of White Rock's distribution, and that customer dropped the White Rock brand. To keep the business afloat, White Rock adopted a

hybrid distribution system and acquired a new brand. Growth has been fueled by the acquisition of the Old Brooklyn brand of beverages. White Rock revamped Old Brooklyn's

production process to make it a tastier, healthier product$$a move that is consistent with White Rock's positioning as a brand that is healthy and unique. The Old Brooklyn brand

gives White Rock the opportunity to gain entry into premium outlets like Trader Joe's and Whole Foods, as well as into supermarkets with premium beverage sections. After getting

the White Rock brand back on track, the company has enjoyed continued growth, but it is nonetheless a mature brand. The more substantial growth opportunity is in the Old

Brooklyn brand.

VIDEO DISCUSSION QUESTIONS

What does a SWOT analysis reveal about White Rock?

How has White Rock used market segmentation, targeting, and positioning in developing and executing a plan to ensure the survival and success of the company?

How has White Rock used the $4$Ps of marketing$-$product, price, place, and promotion$-$to develop and execute a plan for ensuring the survival and success of the

company?