Jones Soda Case

Jones Soda Case (5 min for answers).

Your name: Sebastian Parra

We will talk about it after you upload.

1. What Strategy is Jones Soda using?

a. In Miles and Snow terms:

i. Defend your choice: Analyzer

1. They are looking to attempt to maintain their current business.

2. Looking forward to maintain a mid point between prospector and defender. They are looking to expand their business, but in a non-aggressive way.

3. They want to make their company grow by using a different method, which is basically to get their customers to be the people to promote their product. (Basically with the idea of “nobody likes people telling you what to buy” and just letting the people come to you).

b. In Porter terms:

ii. Defend your choice: Differentiation

4. They are looking to be a original brand, a brand that does not “sell out”. (Different approach from CocaCola, PEPSI, etc.).

5. Jones Soda are trying to get their customers to identify with their brand without pushing their product out to the public with publicity and marketing studies.

6. They also have people feel identified with the company by posting pictures of people who send their pictures to the company. This way when people do buy their products, they get to feel as if they were part of something big.

2. Is it sustainable? Why or Why not?

c. Yes, it is currently sustainable. Since they are the only company that are going for this type of approach. They are choosing to go for quality over quantity and that is not a vey common trait to see in the soda selling business.

d. I think that this might be sustainable because the company is in no hurry to push the growth rate of the brand, and that’s what differentiates them from the other companies. Instead of worrying about profitability and new markets they are actually worried about having a fun and unique product that is growing at a...