Innocent Drinks
Emily Eudall CB1256019 Assignment Task 7.8
Macro-Environment Assessment of Innocent Drinks
Contents: 1. Introduction 1.1 Innocent Drinks – Company Overview 2. Macro Audit of Innocent Drinks 3. The Economic Impact – What can Innocent Drinks do to minimise this impact? 4. What could happen to Innocent Drinks if it did nothing about this economic issue? 5. Conclusion 6. Reference 7. Bibliography
1. Introduction
The purpose of this report is to analyse the Macro-Environment of an organisation in the UK by identifying the top four factors of each PESTEL element and explaining the implication these will have on the chosen organisation. The Macro-Environment is: ‘The external factors which affect a company 's planning and performance, and are beyond its control’ (www.cim.co.uk) The 6 Macro-Environmental factors are: • • • • • • Political Economic Social Technological Environmental Legal
The organisation being analysed for this report is Innocent Drinks. 1.1 Company Overview Innocent Drinks was started by three friends in 1999. They developed premium smoothies containing 100% fruit and no added water or sugar. It is one of the fastest growing businesses in the UK. They give 10% of all profits to charity and continually participate in fund-raising activities. Their brand is simple, fun and friendly. Their merge with Coca Cola in 2009 has given them opportunities to expand into Europe. ‘We started innocent in 1999 after selling our smoothies at a music festival. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying 'Yes ' and a bin saying 'No" in front of the stall. Then we got people to vote with their empties. At the end of the weekend, the 'Yes ' bin was full, so we resigned from our jobs the next day and got cracking. Since then we 've started making veg pots, juices and kids ' drinks, in our quest to make natural, delicious, healthy foods that help people live well and die old.’
Macro-Environment Assessment of Innocent Drinks
Contents: 1. Introduction 1.1 Innocent Drinks – Company Overview 2. Macro Audit of Innocent Drinks 3. The Economic Impact – What can Innocent Drinks do to minimise this impact? 4. What could happen to Innocent Drinks if it did nothing about this economic issue? 5. Conclusion 6. Reference 7. Bibliography
1. Introduction
The purpose of this report is to analyse the Macro-Environment of an organisation in the UK by identifying the top four factors of each PESTEL element and explaining the implication these will have on the chosen organisation. The Macro-Environment is: ‘The external factors which affect a company 's planning and performance, and are beyond its control’ (www.cim.co.uk) The 6 Macro-Environmental factors are: • • • • • • Political Economic Social Technological Environmental Legal
The organisation being analysed for this report is Innocent Drinks. 1.1 Company Overview Innocent Drinks was started by three friends in 1999. They developed premium smoothies containing 100% fruit and no added water or sugar. It is one of the fastest growing businesses in the UK. They give 10% of all profits to charity and continually participate in fund-raising activities. Their brand is simple, fun and friendly. Their merge with Coca Cola in 2009 has given them opportunities to expand into Europe. ‘We started innocent in 1999 after selling our smoothies at a music festival. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying 'Yes ' and a bin saying 'No" in front of the stall. Then we got people to vote with their empties. At the end of the weekend, the 'Yes ' bin was full, so we resigned from our jobs the next day and got cracking. Since then we 've started making veg pots, juices and kids ' drinks, in our quest to make natural, delicious, healthy foods that help people live well and die old.’
Bibliography: CIM Introductory Certificate in Marketing, Book 1, Lesson 7, Understanding Customer Relationships, 2012 Edition, Home Learning College. R. Masterson & D. Pickton (2004) Marketing An Introduction – McGraw-Hill Education. P. Kotler & Kevin Lane Keller (2006) Marketing Management – 12th Edition, Prentice Hall of India. G. Armstrong, P.Kotler, M. Harker & R. Brennan (2009) Marketing An Introduction – Pearson Education Ltd. A. Palmer (2009) Introduction to Marketing – 2nd Edition, Oxford University Press. S. Hill (2010) Marketing Management for Business Students – Pearson Education Ltd. S. Hill (2010) Marketing Management for Business Students, This Custom Book Edition 2010, Pearson Education Limited. E. Palmer (2009) Introduction to Marketing: Theory and Practice, 2nd edition, Oxford University Press. G. Armstrong, P.Kotler, M. Harker & R. Brennan (2012) Marketing An Introduction – Pearson Education Ltd. www.innocentdrinks.co.uk www.cim.co.uk http://homeinsights.hubpages.com/hub/All-About-Innocent-Smoothies www.rainforest-alliance.org http://innovatrs.com/blog/smoothie-operators-innovation-and-timing-is-key-toinnocent-success/ www.food.gov.uk