Bickford, Flowers, Mravetz, Shah, Stone | Marketing Strategy

Cleveland State University

Case Analysis
HAWAIIAN PUNCH

Case Analysis: Hawaiian Punch

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I.
II.

Executive Summary
a. Synopsis
b. Major aspects of the market plan
Situation Analysis
a. Analysis of the internal environment
i. Distinctive competency and evaluation of its effectiveness. To what
extent does the distinctive competency translate into a sustainable

III.

competitive advantage? Why?

b. Analysis of the customer environment
i. Describe segments presented in the case.
c. Analysis of the external environment
i. State of the industry
1. Structure and description (Porters 5 forces)
2. Industry life cycle stage
3. Driving forces (KSFs): what are they and what is their impact?
SWOT Analysis
a. Strength
i. Brand Awareness/Reputational Asset
1. 94% Brand Awareness Among U.S. Consumers pg. 382 of
text
ii. HP is the top-selling fruit punch in the U.S.
iii. Well established and strong parent company/brand top 8 in U.S.
iv. Well defined manufacturing, sales, and distribution channels; in some

IV.
V.

VI.

cases the product is represented in multiple (juice and soft drink) aisles
v. Wide array of flavors and packaging
b. Weaknesses
c. Opportunities
d. Threats
e. Summarize the firms competitive position
Problem Definition
a. Prepare a specific problem statement
Strategic Alternatives
a. Craft and list the strategic alternatives that the company should pursue.
Analyze each alternative by considering the pros and cons of each.
Recommendation:
a. What alternative do you recommend and why? What are the positive
ramifications of adopting this strategy? What are the risks? How do you

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Case Analysis: Hawaiian Punch

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justify the risks? Is the firm financially capable of pursuing the

VII.

recommendation? Support your answer with data.

Implementation:
a. What internal changes must the company make in order to successfully
implement this new strategy? Be sure to include the following:
i. Marketing Goals & Objectives
ii. Primary and Secondary Target Market
iii. Positioning (a positioning statement is required)
iv. Product Strategy*
v. Pricing Strategy*
vi. Distribution/Supply Chain strategy*
1. May not be applicable, depending on the case assigned.

VIII.
IX.

Include, only if appropriate.

vii. Integrated Marketing Communication (Promotion) Strategy
References:
a. APA style list of references and proper in text citations are required.
GB Notes:
a. HP is the Top-Selling Fruit Punch Drink in the U.S. page 382
b. Primary Media employed by competitors is television and magazines, for HP
its radio and magazine print advertising at $2.2M; why not television like its
competitors?
i. See Exhibit 2 on page 382, Cadbury Schweppes AB not listed; why?
c. Two distinct and separate manufacturing, sales, and distribution networks
finished goods and direct-store delivery. Why?
d. HP is sold in BOTH the juice and soft drink aisle all flavors? Would there
be a cost savings/advantage to eliminating one?
e. HP K-Cups?
f. The recently introduced HP Light Fruit Juicy Red was sold only in the gallon
bottle through the finished goods network pg. 386, why?
g. The Punchy Mascot and tagline remained through the 1990s. No longer in
use?
h. Energy Drinks Market as did Mountain Dew?
i. International Markets?
$ 133,000,000.00
54,000,000.00

annual revenues
cases sold

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Case Analysis: Hawaiian Punch

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$
$
$

2,200,000.00
0.02
0.04

revenue per case

per dollar of revenue in advertising

per case sold in advertising

On average, competitors are spending $0.24 per case or nearly

10x

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