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Cott Corporation in Nonalcoholic Beverage Industry Essay

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Updated: Aug 9th, 2020

NAB Company: Significance

Non-alcoholic beverages are consumed by many people across the globe. The number of companies manufacturing marketing such beverages has increased drastically within the past three decades. This proliferation has led to increased level of competition in the non-alcoholic beverage industry. The selected company for this analysis is Cott Corporation. The analysis examines the unique aspects affecting Cott’s carbonated soft drinks. Cott Corporation has emerged as one of the competitors in the industry (Cott Corporation, 2016). However, some challenges continue to affect the success of its soft drinks in the global market. A new business strategy has the potential to transform the firm’s performance.

Reasons for Choosing this Type of Non-Alcoholic Beverage

The number of non-alcoholic beverages in the market has been on the rise. Such beverages have been associated with different health issues and changing consumer expectations (Abrams, 2014). Cott’s non-alcoholic drinks were selected for this discussion over those marketed by Jones Soda Company. The company produces and markets non-carbonated beverages that contain unusual flavors (Jones Soda Company, 2016). This company produces natural juices and energy drinks. Cott’s non-alcoholic drinks will therefore be compared and contrasted with those of Jones Soda Company. The discussion would present useful strategies to improve Cott’s business goals.

Revised Company’s Mission Statement

A new mission statement is essential for this company. The proposed mission can focus on the changing expectations of the global consumer. The new mission will be “to nurture and support the needs of the global consumer though quality business practices” (Kerin, 2012, p. 72). Such a mission will inspire the best practices and encourage more people to consume Cott’s beverages. The mission will encourage the workers to promote new practices that can increase stakeholder trust (Breiner, Parker, & Olson, 2013).

Trends in the Non-Alcoholic Beverage Industry

This industry is presently recording a number of trends that might have significant impacts on the performance of different companies. The first trend is that many players in the industry are focusing on healthy beverages capable of supporting the demands of more customers (Kotler & Armstrong, 2009). Different players in the industry are also shifting to cans and smaller bottles. The strategy is aimed at maximizing sales and profits.

Many consumers have raised concerns regarding the health implications of various carbonated drinks. I have therefore decided to choose Cott’s soft drinks for this exercise. The first reason behind this selection is because the market share of carbonated drinks is threatened by fruit juices and coffees (Cott Corporation, 2016). The analysis will identify new approaches that have the potential to transform the performance of the non-alcoholic beverages in the market. The third reason is to explore and address the health concerns raised by different consumers. This is something that has been done successfully by Jones Soda Company. A new focus on soft carbonated drinks will present the best ideas for Cott Corporation.

Strengths That Our Team Will Bring to the Company

The first strength is the ability to use the new company’s mission and vision to impact business strategy. Our team understands how to realign the firm’s goals with its mission statement. The team members possess desirable leadership skills. Such competencies will be used to empower, guide, and mentor different workers in the company (Williams & Page, 2014). Different departments will be managed properly in order to deliver healthy products to more customers. The team understands the trends experienced in the non-alcoholic industry. This knowledge will be used to produce non-sugary beverages that fulfill the needs of more customers (Kerin, 2012). The team will use different tools such as SWOT Analysis and PESTEL to formulate the best strategic direction for the company. This fact explains why our efforts will eventually transform the company’s performance.

Strategic Planning Techniques

Strategic Positioning

Cott Corporation can use various strategic positions to ensure more customers are aware of its non-alcoholic beverages. The most appropriate strategic position is customer perception factors. In order to become the leading marketer, the firm should ensure its beverages have attractive prices. Low prices will attract more new consumers and eventually make the brand successful (Yasanallah & Vahid, 2012). The issue of quality should also be taken seriously. The quality of customer service should be exemplary. This attribute will attract more buyers and increase profitability (Abrams, 2014). This is the case because carbonated non-alcoholic drinks are currently losing their luster in different markets. Such beverages are associated with adverse health effects. The R&D department should produce new soft drinks that satisfy the health needs of the targeted consumers.

Desirable features such as packaging can add value to this brand. For instance, the firm can use recyclable bags and bottles whenever marketing its products. More people have become aware of the issues associated with environmental degradation and climate change (Lamp, Hair, & McDaniel, 2014). Companies that focus on the best approaches to deal with the challenge will have higher chances of realizing their goals. The concept of corporate social responsibility (CSR) will transform the performance of the company (Abrams, 2014).

New Marketing Strategy

After Cott Corporation has embraced the power of research and development (R&D) to produce healthy soft drinks, the marketers will avail them to more customers. Currently, the company has a broad distribution network targeting different consumers in North America, Latin America, and Europe. The company uses a direct-to-consumer approach to ensure more people have access to its products (Cott Corporation, 2016). Its use of convenient stores, shopping malls, and consumer outlets has played a significant role towards supporting the best distribution strategy.

However, the current channel is inadequate if Cott is to become a leading competitor in the industry. The company should consider new approaches such as retail outlets in the targeted nations. Such outlets will encourage more people to purchase the non-alcoholic beverages. The distribution channel used by the firm should serve every potential consumer (Abrams, 2014). On top of that, feedbacks should be collected to help the firm improve its channels (Lamp et al., 2014). Advertisements and promotions should be combined to inform more potential consumers about the products. Social media networks and television channels can also be used to sensitize more consumers.

Mitigating Risks

Several risks are making it impossible for many companies in the industry to realize their goals. The first risk is the increasing demand for non-sugary and healthy beverages. This trend is forcing the firm to consider new initiatives in an attempt to address the changing needs of its customers. The second risk is regulatory in nature. Many firms in the industry are required to embrace sustainable water management practices (Lamp et al., 2014). The third risk is the increasing rate of taxation. This approach is undertaken in order to ensure more firms produce healthy non-alcoholic soft drinks.

It will be appropriate to mitigate these risks if the firm is to emerge successful. The first strategy is producing healthy products that do not pose threats to the consumers. This strategy will address the first and third risks mentioned above. The company can produce flavored drinks similar to those marketed by Jones Soda. The R&D team will undertake new studies in order to produce healthy and superior non-alcoholic beverages. The other strategy is to improve the firm’s water usage and disposal procedures (Breiner et al., 2013). The important goal will be to improve the level of sustainability. New CSR practices will be considered such as planting trees, supporting educational needs, and financing various economic activities.

SWOT Analysis

  • Cott Corporation’s brands are available in different countries in North America, South America, and Europe.
  • The company has a large market share in the three continents thus making it profitable.
  • Cott uses diversified marketing approaches to win the trust and confidence of every potential customer.
  • The firm’s distribution network is relevant in these three regions.
  • The managerial and marketing departments support the company’s performance.
  • Competition is biggest issue making it impossible for Cott to emerge successful.
  • The firm has a small range of products thus being unable to compete in different market segments.
  • The company lacks quality healthy beverages that can attract more potential consumers.
  • Water and waste management are critical concerns affecting the firm.
  • Cott Corporation has failed to maximize its penetration in different continents.
  • Many customers purchase and consume a wide range of non-alcoholic beverages.
  • The developing world presents a new marketing opportunity.
  • The firm can diversify and produce other beverages such as fruit juices.
  • An improvement in its supply chain can deliver positive results.
  • Direct competitors are making it impossible for Scott to emerge successful.
  • The health issues raised by consumers can affect the firm’s sustainability.


Abrams, R. (2014). Successful business plan: secrets and strategies. Palo Alto, CA: PlanningShop.

Breiner, H., Parker, L., & Olson, S. (2013). Challenges and opportunities for change in food marketing to children and youth. New York, NY: National Academies Press.

Cott Corporation. (2016). Web.

Jones Soda Company. (2016). Web.

Kerin, R. (2012). Marketing: the core. New York, NY: McGraw Hill.

Kotler, P., & Armstrong, G. (2009). Principles of marketing. Upper-Saddle River, NJ: Prentice Hall.

Lamp, C., Hair, J., & McDaniel, C. (2014). MKTG: principles of marketing. Independence, KY: Cengage Learning.

Williams, K., & Page, R. (2014). Marketing to the generations. Journal of Behavioral Studies in Business, 1(1), 1-14.

Yasanallah, P., & Vahid, B. (2012). Studying the status of marketing mix (7Ps) in consumer cooperatives at Ilam province from members’ perspectives. American Journal of Industrial and Business Management, 2(1), 194-199.

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