Based on the case study below

$1.$ 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?

Drinkworks: Home Bar by Keurig

In the summer of $2018,$ Nathaniel Davis, CEO of Drinkworks, was going through the results of his company$$s latest market research. Developed through a joint venture $($JV$)$ between home coffeebrewing and soft drink giant Keurig Dr$.$ Pepper $($KDP; operating as Keurig Green Mountain at the time$)$ and global beer$-$brewing company Anheuser$-$Busch InBev $($AB InBev$),$ Davis$$s team at Drinkworks created a home bar appliance that, similar to a Keurig coffee machine, used $$pods$$ to make singleserving cocktails or beer with a touch of a button. Since the founding of the JV$,$ and leveraging technology from previous research and development $($R&D$)$ efforts of both parent companies, Davis and his team had developed and iterated the technology for the device, and now had to decide which target segment to focus on$,$ whether to launch alcoholic cocktail pods or non$-$alcoholic cocktail mixer pods, and how to price both the device and the pods. Davis was aware that AB InBev, a global leader in beer with $$56\mathrm{.}4$ billion in sales,$1$ was looking for new growth opportunities. Could Drinkworks be the company$$s next billion$-$dollar opportunity?

U$.$S$.$ Market for Alcoholic Beverages

In $2017,$ total U$.$S$.$ sales of alcoholic beverages$$including sales for on$-$premise and off$-$premise consumption$$were $$234$ billion, including about $$110$ billion for beer, $$63$ billion for wine, and $$61$ billion for distilled spirits$\mathrm{.}2$ Of total sales, an estimated $$130$ billion related to in$-$home consumption$\mathrm{.}3$

At$-$Home Cocktail Consumption

In a $2017$ survey, those who had consumed alcohol at home during the past three months cited relaxation $(63\%),$ holidays $(51\%),$ drinking with meals $(49\%),$ and spending time with friends $(39\%)$ as the most frequent reasons$\mathrm{.}4$ When deciding to drink at home rather than at a bar or restaurant, consumers were usually driven by the fact that drinking at home was more relaxing $(64\%)$ and cheaper $(61\%)\mathrm{.}5$ Of those who consumed drinks at home, $58\%$ reported drinking wine, $54\%$ beer, and $53\%$ spirits $($including mixed drinks, cocktails, shots, and drinks on the rocks$)\mathrm{.}6$ At$-$home alcohol consumption was often related to social gatherings, including people purchasing alcohol to bring to parties or those buying alcohol before hosting gatherings. In an April $2018$ survey, $77\%$ of adults reported that they had hosted at least one party at their homes in the past three years$\mathrm{.}7$ Of those, $77\%$ reported purchasing non$-$alcoholic drinks beforehand; $67\%$ purchased beer or wine; and $50\%$ purchased hard alcohol$\mathrm{.}8$ Fifty$-$one percent of hosts noted that they tried to provide types of alcohol their friends would like, and $49\%$ offered multiple types of alcohol at their parties$\mathrm{.}9$ People consumed alcohol at home more frequently than away from home, but cocktail consumption did not follow this trend. $..$ I