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Cott Case Study

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Text Preview Case #1 Questions – Cott Corporation

Cott Corporation's large manufacturing, research and development capability and high quality products and customer service enables Cott to offer its customers a strong value-added proposition of low cost, high quality products.

Strengths
World’s largest supplier of carbonated soft drinks
Focus on innovation and development of quality retail brand drinks and world-class packaging Weaknesses
Relies too highly on large retailers
Opportunities
Expansion
New arising markets as consumer preferences change
Threats
Highly competitive industry
New consumers want a healthier beverage

If Cott Corporation continues to operate in increasingly global markets, they would have to focus on the macro-environmental forces, including the Natural, and Socio-cultural Environment. Socio-cultural Environment: Demand for the company’s products can change with the social trends. Social class, caste and preference of a person can highly impact the business’ decisions for its production and marketing activities. Natural Environment: The weather or climate change can affect demand for Cott’s product, if they were looking to expand to a colder area, the soft drink industry would be much less desirable, while higher temperature areas would have more interest in soft drinks, but this means more competition.

Cott Corporation could alter its product to become more appealing to the new health conscious consumers by better marketing or promoting their ingredient “Star PhytoNutrients”. (A concentrated extract/cranberry-based ingredient that contains many health benefits.)1

After comparing Cott’s with some of its competitors, I feel that I would buy their products due to the fact that it is generally cheaper than big name brands; you get the same product, but you don’t have to pay for the well-known label. The company’s concept is both good and bad; they focus highly on value, which keeps the customers happy and loyal, while they could... Show More

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