Examine and evaluate Basic Waters strengths and weaknesses for entering the NYC market. Apply the resource-based view using the VRIO (value, rarity, imitability, organization) framework and the distinctive competencies concept to conduct an internal analysis of PHit.

2.

Analyze and evaluate the market in NYC. Apply the PESTLE (political, economic, social, technological, legal, and environmental) framework for macro-analysis.

3.

Evaluate the competitiveness of the non-alcoholic beverage industry in NYC. Apply Porters Five Forces and Industry Lifecycle frameworks.

4.

What are the advantages and disadvantages of marketing pHit as a product for the masses versus for the fitness-conscious only? Have you come across a product which had several features but only a few features were used for marketing? What were the reasons for that marketing approach and what was the impact