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Introduction Warren Soft Drinks Limited is a company which operates in Britain selling soft drinks in three ways wholesale retail and through its own vending machines It has three ranges of products carbonated drinks mineral waters and still concentrates Its competitors differ from market to market First of all it has to compete with Coca Cola and Pepsi Cola and the rest of the products under the same umbrella the two leading brands in carbonated drinks Then it has to compete with other drinks which are either privately-made and have the competitive advantage over price like TESCO Cola or national strong brands like Tango Then it has to compete in the waters market with international brands like Evian but also with all the local brand of each region And finally in the still concentrates market it has to compete with a variety of similar products in the market Warrens sales department is divided in two sales forces The first is the Wholesale Retail force hereafter WR and the second is the Vending Machines force VM The latter is only three years old and brings only 10 of the total sales turnover Wholesale Retail Force This sales force occupies 42 reps and 4 divisional managers and brings in 90 of Warrens annual sales It has four sub-divisions each of which has different opportunities and problems These divisions are regarded as different market segments based on their location as the segmentation basis The Wales West division is mainly comprised of rural population Although there are some major cities in this division most of the population is not found concentrated in one spot but is distributed over large distances The lack of concentration makes it a hard segment to target the products to because there has to be a large number of small outlets Small outlets which are not very favourable because the costs of maintaining them are high since they can
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