The National Beverage Corp. makes the popular Shasta and Faygo drinks. The company also produces water products, juices, and specialty drinks such as VooDoo Rain (similar to Mountain Dew). The company has provided low-cost alternatives to store brands and more heavily advertised national brands (such as Coca-Cola and Pepsi-Cola) for a number of years. The Shasta brand is especially popular with cost-conscious parents. Assume that National Beverage is considering a product line expansion to include a wine cooler product. The product will be named Shasta Cooler—“Shasta with a punch!” The rationale behind the move is to capitalize on the popular Shasta name, expand into the rapidly growing wine cooler field, and to increase profits. Assume the company believes that this spin-off brand will also be popular with cost-conscious consumers. In 3-5 paragraphs, (1) evaluate the possibility of this line expansion from an ethical perspective, and (2) considering what you have learned about groups and the family, make a decision for the company. Be sure to explain your position and describe any modifications that you might feel are necessary.
Get Free Quote!
301 Experts Online