Case Categories

Growth Strategies Case Study

Case Title:

Cott Corporation, World's Biggest Maker of Retailer-Brand Carbonated Soft Drinks: The Growth Strategies

Publication Year : 2005

Authors: Punam Bihani, Srinath Manda

Industry: Beverages


Case Code: GRS0065

Teaching Note: Not Available

Structured Assignment: Not Available

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Canada-based Cott Corporation was founded by Harry Pencer, as an importer of bottled soft drinks in 1955. The company grew under the leadership of his son, Gerry Pencer, to become the largest supplier of private label Carbonated Soft Drinks (CSD) in the world. Cott established itself in Canada and gradually expanded its operations into the US and the UK through a series of mergers and acquisitions. Its rapid growth made it a top competitor of soft drinks giants, Coca-Cola and Pepsi. With Wal-Mart as its top customer, it obtained a ready market for its products. The consolidation of the retail industry, and increasing acceptance of private label brands by customers presented opportunities to Cott for further growth. However, recession in the CSD market and the prevalent perception that private labels are inferior to branded products posed major challenges to Cott's future growth.

Pedagogical Objectives:

  • To highlight the growth strategies adopted by Cott to expand and strengthen its operations in Canada, the US and the UK
  • To discuss the various opportunities and challenges that Cott might face in the future.

Keywords : Cott Corporation; Gerry Pencer; Pepsi; Coca-Cola; Cadbury Schweppes; Private label brands; Carbonated Soft Drinks (CSD); Growth Strategies Case Study; Mergers and acquisitions; Growth strategy; Wal-Mart; Retail industry; Asda

Contents : 
Growth of Retailer-Brand Soft Drinks
Cott Corporation: The Growth Strategies
Top 10 Carbonated Soft Drink Companies of the World
Region Wise Sales of Cott Corporation

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