Case Study Outline
Santosh_2102MG 5615 – Organizational Economics
Final Case Study Outline
Big Red
I. Big Red Soda Abstract
a. Tang Big Red Cream Soda
b. The bubble gum taste
c. Keywords – soda, drinks,
II. Big Red Soda Overview
a. Founded – 1937 by Grover C. Thomsen and R.H. Roark
b. Discuss the name changes of 1959 to 1969
c. Location – Waco Texas
i. Current Location – Austin, Texas
ii. Connection to Louisville, Kentucky
1. National Big Red Day – May 2018
2. 80th Anniversary
3. Connection to Juneteenth
III. Competitor Landscape
a. What does competition look like for Big Red
b. List of competitors – Cheerwine, Fanta, Welch’s, and Crush
IV. Market Structure
a. Competitive Monopoly
V. Government Regulations
a. Federal Food and Drug Administration (FDA)
i. Regulation for carbonated soda
ii. Bottling and Processing
VI. Demand Analysis
a. Consumer Behavior
i. Purchasing Power – Substitution Effect
b. Price Elasticity of Demand
i. Demand Determinants
VII. Pricing Analysis
a. Price Discrimination
b. Couponing
VIII. What they got wrong
a. Distribution Channel (Kentucky, Indiana, etc.)
b. Add Flavors (temporary)
IX. What they got right
a. Never changing formula
i. Dublin – pure can sugar (Dr. Pepper)