Managerial Marketing

            Mountain Dew has a good share of the market so their outlook is not completely negative.  Mountain Dew’s performance in the past showed they had only a five percent market share of the soda industry because consumers believed the taste was polarizing. The brief introduction of the cherry-flavored Mountain Dew called Code Red was appealing to customers but unfortunately not enough consumers like it to keep it around long. This shows how important creativity and change can be in the industry (Dees, Ha, Tsuji & Bennett, 2010).

            Their first strategy should be to have a developmental plan in place to test the changes consumers want and developing their operations is put in place quickly (Shimp, 2010). Mountain Dew’s current strategies are to enlist celebrities to endorse the product and increase the customer base in specific regional segments. There needs to be greater motivation on the development of market strategies while incorporating the personality promotion method (Anand & Sternthal, 1990).