Innocent Drinks Business Analysis
BA (Hons) Business Studies
Word Count: 2,729
Index
Introduction 3
Evaluation 4 Macro Environmental Analysis 4 PEST Analysis 4 Political 4 Economic 4 Socio-Cultural 4 Technological 5 Environmental 5 Legal 5 Porters 5 Forces 6 Threat of Entrants 6 Power of Suppliers 6 Power of Customers 6 Threat of Substitutes 6 Competitive Rivalry 6 Internal Analysis 7 Resource Analysis 7 Physical Resources – 7 Financial Resources – 7 Human Resources – 8 Intellectual Capital – 9 SWOT Analysis 10 Core Competencies 11 Primary Activities - 11 Inbound Logistics 11 Operations 11 Outbound Logistics 12 Marketing and Sales 12 Service 12 Support Activities - 12 Firm Infrastructure 12 HR Management 13 Technology Development 13 Procurement 13
Maintaining Growth 14
Conclusion 17
Glossary of Terms 18
References 19
Bibliography 20
Appendix A – Innocent Annual Report 2007 22
Appendix B – Innocent Facts and Figures 23
Appendix C – Dec 2008 Financial Report 24
Introduction
The purpose of this report is to assess Innocent Drinks, a UK based company who operate within the soft drink FMCG industry. This case study was derived from seeking the answer to how the organisation has achieved the growth, and how this can be sustained
Our hypotheses suggests that the management approach to business has shaped the culture of the organisation into one which allows staff to be proactive and free thinking, allowing Innocent to be flexible to changes in the environment. This is reflected through the first of their five values which is entrepreneurial.
Further analysis suggests a multitude of other factors which have enabled Innocent to distinguish them from competition. This is related to their next two values, being responsible and generous. Innocent have always stood by these values, meaning that by giving
Word Count: 2,729
Index
Introduction 3
Evaluation 4 Macro Environmental Analysis 4 PEST Analysis 4 Political 4 Economic 4 Socio-Cultural 4 Technological 5 Environmental 5 Legal 5 Porters 5 Forces 6 Threat of Entrants 6 Power of Suppliers 6 Power of Customers 6 Threat of Substitutes 6 Competitive Rivalry 6 Internal Analysis 7 Resource Analysis 7 Physical Resources – 7 Financial Resources – 7 Human Resources – 8 Intellectual Capital – 9 SWOT Analysis 10 Core Competencies 11 Primary Activities - 11 Inbound Logistics 11 Operations 11 Outbound Logistics 12 Marketing and Sales 12 Service 12 Support Activities - 12 Firm Infrastructure 12 HR Management 13 Technology Development 13 Procurement 13
Maintaining Growth 14
Conclusion 17
Glossary of Terms 18
References 19
Bibliography 20
Appendix A – Innocent Annual Report 2007 22
Appendix B – Innocent Facts and Figures 23
Appendix C – Dec 2008 Financial Report 24
Introduction
The purpose of this report is to assess Innocent Drinks, a UK based company who operate within the soft drink FMCG industry. This case study was derived from seeking the answer to how the organisation has achieved the growth, and how this can be sustained
Our hypotheses suggests that the management approach to business has shaped the culture of the organisation into one which allows staff to be proactive and free thinking, allowing Innocent to be flexible to changes in the environment. This is reflected through the first of their five values which is entrepreneurial.
Further analysis suggests a multitude of other factors which have enabled Innocent to distinguish them from competition. This is related to their next two values, being responsible and generous. Innocent have always stood by these values, meaning that by giving
References: Drummond, G., Ensor, J., and Ashford, R. (2003) Strategic Marketing: Planning and Control, 2nd Edition, Oxford: Butterworth-Heinemann Innocent Drinks Johnson, G., Scholes, K., and Wittington, R., ‘Exploring Corporate Strategy’, 8th Ed, Prentice Hall, Harlow, 2008 Kotler, P., Armstrong, G., Wong, V., Saunders, J Brassington, F., Pettitt, S. (2006), Principles of Marketing, 5th Edition, Harlow: Financial Times/Prentice Hall Buchanan, D and Huczynsky, A Drummond, G., Ensor, J., and Ashford, R. (2003) Strategic Marketing: Planning and Control, 2nd Edition, Oxford: Butterworth-Heinemann Fill, C Gilgeous, V. ‘Operations and the management of change’, 1st Ed, Prentice Hall, Harlow, 1995. Growing Business. Innocent Drinks: Richard Reed [Online] (Updated 01 Jan 2007) Available at: http://www.growingbusiness.co.uk/innocent-drinks-richard-reed.html Hughes, G and Fill, C. (2008), Marketing Communications, Oxford: Butterworth-Heinemann Innocent Drinks Johnson, G., Scholes, K., and Wittington, R., ‘Exploring Corporate Strategy’, 8th Ed, Prentice Hall, Harlow, 2008 Kotler, P., Armstrong, G., Wong, V., Saunders, J Luffman, G., Lea, E., Sanderson, S., and Kenny, B. (1996), Strategic Management, 3rd Ed, Cambridge, MA: Blackwell Porter, M. (2004). Competitive Strategy, 1st Ed, New York, NY: Free Press Slack, N., Chambers, S., and Johnston, R., ‘Operations Management’ 4th Ed, Prentice Hall, Harlow, 2004 The Grocer. Smoothie maker Innocent guilty of £9m loss Article. [Online] (Updated 09 Nov 2009) Available at: http://www.thegrocer.co.uk/articles.aspx?page=articles&ID=204974 Wilson, A. (2006), Marketing Research: An integrated approach, 2nd Edition, Harlow: Financial Times/Prentice Hall Appendix A – Innocent Annual Report 2007