Page 2: Building the range
A business can enlarge its product range in two ways:
- internally, through new product development based on market research
- externally, by acquiring related companies, and if appropriate, building on their existing range.
For example, in 1999 The Coca-Cola Company purchased, in various countries, soft drinks brands from Cadbury Schweppes plc, including Dr Pepper, Oasis, Kia-Ora and Malvern.
The acquisition of Schweppes provided the opportunity to complement the range and to accelerate growth through new product development.
Coca-Cola GB's approach to new product development is uncomplicated. It innovates to meet consumer demands; the consumer has a central role in the research and development process.