7-Eleven stores, etc. The company is focusing on dealing with customers and always responds to demand's changes. Jones Soda created a "trend for passion" not only among drinkers, but also among shareholders, employees and directors. The current strategy is to expand the company's share nationally within the next years. Jones Soda is developing markets and distributing alternative and new beverages like diet soda, energy drinks, soda and spring water. That is why the business strategy is to significantly increase the sale sales by means of expending the product distribution in existing and new markets. The strategy also involves stimulating customers and increasing their uptake about the unique products. The strategic goal aims as expanding nationally and internationally wide like, for example, Coca-Cola Company. The company wants to become one of the best soda companies. Therefore the company has to promote its products nationwide and then worldwide. The strategic map is focusing on younger generation considering that alternative beverages depend mostly on image. The important factor will be creating new brands and products. in other words company aims at introducing flavors each year. (Underwood 2005)
Business and financial position. The business and financial position of the company is rather stable and prosperous.