The Success of Innocent Drinks Using Competing Values Framework and Pestel Analysis.
THE SUCCESS OF INNOCENT DRINKS USING COMPETING VALUES FRAMEWORK AND PESTEL ANALYSIS.
Innocent Drinks was started by three friends in 1999 that developed premium smoothies that contained 100% natural fruit with no water or added sugar. The aim was to provide people with quick ready-to-go and healthy food and drink options. The company is now one of the best-loved and fastest growing businesses in Britain. The highly successful Innocent Drinks sells $2 million smoothies per week across Europe, building a 72% market share in the 8 years since they were founded (Anne 2008). They give 10% of their profit to charity and continually participate in fund-raising activities such as ‘The Big Knit’. Throughout the years, Innocent has managed to sustain a creative work culture and stay true to their brand values. Their skilful recruitment of staff ensures that people working for them share the same vision for the company thus are driven to success. Another strategy that has been a success for them is their branding using straightforward and simple approach with friendly and cute labels and commercials (Jonathan Salem 2009). To raise their funds and expand further, their ventures with big companies such as Coca-cola have been a great step in expanding the business into Europe. The aim of this piece of work will be to analyse the success of Innocent Drinks by using the Competing Values Framework and PESTEL analysis to ascertain the future prospects of the company over the next few years. This will be done by looking at all the different aspects of the company and how they contribute to its success.
The Competing Values Framework of Quinn and Rohrbaugh (1983) is a theory that was developed initially from research conducted on the effectiveness of organizations. The basic framework consists of two dimensions, one drawn vertically and the other drawn horizontally forming four quadrants. One dimension emphasises flexibility, discretion and dynamism while the other dimension
Innocent Drinks was started by three friends in 1999 that developed premium smoothies that contained 100% natural fruit with no water or added sugar. The aim was to provide people with quick ready-to-go and healthy food and drink options. The company is now one of the best-loved and fastest growing businesses in Britain. The highly successful Innocent Drinks sells $2 million smoothies per week across Europe, building a 72% market share in the 8 years since they were founded (Anne 2008). They give 10% of their profit to charity and continually participate in fund-raising activities such as ‘The Big Knit’. Throughout the years, Innocent has managed to sustain a creative work culture and stay true to their brand values. Their skilful recruitment of staff ensures that people working for them share the same vision for the company thus are driven to success. Another strategy that has been a success for them is their branding using straightforward and simple approach with friendly and cute labels and commercials (Jonathan Salem 2009). To raise their funds and expand further, their ventures with big companies such as Coca-cola have been a great step in expanding the business into Europe. The aim of this piece of work will be to analyse the success of Innocent Drinks by using the Competing Values Framework and PESTEL analysis to ascertain the future prospects of the company over the next few years. This will be done by looking at all the different aspects of the company and how they contribute to its success.
The Competing Values Framework of Quinn and Rohrbaugh (1983) is a theory that was developed initially from research conducted on the effectiveness of organizations. The basic framework consists of two dimensions, one drawn vertically and the other drawn horizontally forming four quadrants. One dimension emphasises flexibility, discretion and dynamism while the other dimension
References: 1. Anne 2008, Brands: Doing well by being green – Innocent Drinks, Inc. Brandeo 2009, viewed 12 December, 2010, . 2. Boddy, D 2008, Management an introduction, Pearson Prentice Hall, London. 3. Quinn & Rohrbaugh 1983, Value Based Management, viewed 11 December, 2010, . 4. Innocent Drinks 2009, Sustainable packaging, viewed 13 December, 2010, . 5. Jonathan Salem Baskin, 2009, Not so Innocent, viewed 12 December, 2010, . 6. The Telegraph 2007, Innocent Drinks Boss Defends McDonald’s tie-up, viewed 13 December, 2010, .