Innocent

Table of Contents Executive Summary Introduction persistence overview Macro Environmental outline belligerent Environment outline Evaluation of Business and Competitive Strategies Identification of major strategical Issues facing organisation Conclusions Recommendations Appendices Introduction complimentary produces mainly c% lifelike product drinks. The familiaritys major product lines be smoothies, thickies (yogurt and fruit), juices and fruit flavoured water. These products are sold in supermarkets, coffee shops and section stores. Even though the partnership primarily operates in the UK it lately started to sell its product also in the north of Continental Europe, e.g. in Denmark and Ger some(prenominal). Overall there are some 240 employees works for the company. In The fiscal year ending December 2006 the company reported revenues of £75 million. (Marketline 2008) Industry overview needys main business lies in the main speaking in the UK market for smoothies. Retail sales of smoothies around trebled between 2001 and 2005, and reached a total volume of £134 million in 2006. Even though their was significant innovation in forward-looking years, as seen by new product launches, standard fruit smoothies accounted for an 80% of total market value in 2006. Innocent has a market share of 62% and therefore dominates the market. With a market share of 16% PJ Smoothies (owned by PepsiCo) ranks second. Recently some(prenominal) other suppliers have entered the market, including the UK supermarket chains Tesco and Sainsburys. (Mintel 2008) Macro Environmental Analysis A Pest analysis is conducted in order to examine the big environments key forces that influence Innocents business. For the copious PEST, recreate refer to the appendix. PEST Key Forces Government health campaign In the UK, due to alarming levels of obecity, the government launched a 5 servings of fruits / ve set upables per day campaign. It is especia! lly increasing its efforts to promote...If you want to get a estimable essay, order it on our website: OrderEssay.net

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