The Trantor Company has been making an organic soda called Imperial Soda for a decade; it has an all natural no-calorie sweetener and is sold in four packs of glass, 12 oz bottles only. There are only three flavors — cola, ginger ale, and mango. It is also only sold at grocery stores with an emphasis on healthy, organic products. The Imperial Soda brand has a small but loyal following, and so customers have requested that the Trantor Company start selling their soda in more places — convenience stores, large chain grocery stores, discount warehouses, etc. What is the most important threat to the Trantor Company’s competitive advantage by selling through these other retail channels?
Group of answer choices
Trantor has no expertise in dealing with retail distribution channels.
Trantor’s would have to invest a great deal in new flavors if it were to move to new retail channels.
Trantor’s brand value would be damaged by changing the way it has always done things.
Trantor would likely not sell very well as a premium product in more direct competition in the non-premium retail channels.
