Skylark Sodas Has Been a Market Leader in the Soft

Multiple Choice

Skylark Sodas has been a market leader in the soft drink industry for several decades. However, its market research shows that consumer tastes have begun to shift to sugar-free flavored seltzer waters, a product that Skylark is capable of producing with minimal changes to its facilities and production processes. Based on your knowledge of the core competence-market matrix, which diversification strategy should Skylark pursue?

A) Leverage existing core competencies to improve current market position.
B) Build new core competencies to protect and extend current market position.
C) Redeploy and recombine existing core competencies to compete in markets of the future.
D) Build new core competencies to create and compete in markets of the future.