Pop Shoppe

By Matthew Thomson and Kendra Hart:

The Pop Shoppe was once a leading player in the Canadian soft drinks market, but changing market conditions and corporate mismanagement drove the company into bankruptcy in the early 1980s. In 2003, an entrepreneur purchased the rights to the brand, and was considering reintroducing it in the market on the idea that many Canadians would be as fond of the Pop Shoppe as he was. The challenge was significant: the new potential buyer had little experience in the beverage industry and limited funds for a brand revival, and consumer habits had changed in the many years since the brand died. Questions about market segments and brand positioning loomed large. Older consumers might embrace the reintroduction of the old brand, but did they comprise a sustainable market segment? Would older consumers be able to turn their children onto the brand? How true should the brand stay to its original concept? Was a new positioning strategy required to meet growth goals? Could enough consumer and retailer interest in Pop Shoppe be raised to make the brand succeed? This case lets students grapple with the difficult task of re-launching a once-iconic brand after a significant absence from the market. A B-case supplement to Pop Shoppe (A) deals with the entrepreneur’s decision in 2010 on whether to enter the U.S. carbonated soft drinks market. The B-case highlights important distinctions between two seemingly similar markets in an attempt to demonstrate that success is not always easy to replicate.

West Ham United Football Club’s Olympic Stadium Move

By Matthew Thomson and Neil Bendle:

West Ham United is an English football team that competed to win the right to move their games to play in the stadium being constructed for the 2012 London Olympics. They secured financial support from the local government and the backing of the U.K. athletics. West Ham’s rival bidder, Tottenham Hotspurs, presented a strong business case for the move and required no public support. West Ham, despite this, won the right to move by focusing on the fan side of the equation. The case focuses on ensuring fan acceptance of the move. The learning objective is to illustrate how powerful emotional forces are in business decisions.