How do you blow a $1.7 billion merger? You buy a company with a popular brand name, dilute the brand, and sell it for a fifth of what you paid for it. This case explores the merger between Snapple Beverages and Quaker Oats, considered “one of the worst mergers of all time”. Students will understand the importance of a brand name after analyzing this case.
Snapple Beverages
by: Robert J. Dolan
Publication Date: March 10, 2010
Length: 6 pages
Product ID#: 1-429-057
Core Disciplines: Leadership/Organizational Behavior, Marketing/Sales, Strategy & Management
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Discuss the success of Snapple and Gatorade prior to the merger.
- Explore Quaker’s rationale for the $1.7 billion it spent for Snapple.
- Explain why the merger failed.
- Identify opportunities for Snapple in 1997 in the hands of its new owner.