Innocent DrinksInnocentCase Analysis2/21/2016Robin GoswamiStudent Id: 213651310Email address: [email protected]“ I Robin Goswami as registered at Schulich hereby certify that the attached assignment and all materials therein have been created by me unless otherwise footnoted and that all material contained herein including charts, graphs and other materials have been created by me”.
Introduction:Started in 1998 by three partners Reed, John, and Adam, Innocent is a U.K based producer and distributor of pre-packaged premium beverages, containing no water or no added sugar, that include a range of products such as natural fruit drinks, smoothies, thickies, and fruit-enhanced water. The company sells primarily through 3 channels that are coffee and sandwich shops, convenience stores and gas station minimarts, and grocery stores. The founders started the company with an initial investment of £235,000 and the company is expected to hit £16 million in revenues by 2004. Remarkably in a short span, Innocent has managed to achieve 30% market share of £50 million U.K smoothie market, competing with PJ, who is U.K’s former market leader with 25% market share. The company has relied mostly on guerilla marketing for establishing its brand name. These marketing tactics included company’s delivery vans covered in designs of a cow, labels used on bottles with 800 different messages, Fruitstock- a free music festival etc
Issues at hand:In order to move to U.S market or even expand to other European countries, Innocent has various pain points that need to be addressed.The immediate issues that the company faces are product selection, selecting the right location with appropriate distribution strategy and fixing price points, which justify the value of the product with safe margins, and help to compete in the new markets. Though the new product categories that are ice-cream and yogurt seems promising, it is quite challenging to forecast the demand for these product categories. Innocent has centralized production and distribution in U.K that makes tough for the company to enter a huge market such as U.S that already has saturated distribution channels. Innocent is still an emerging player that does not have an established brand name in other European and American markets, besides U.K or Ireland.
The Company (NYSE: HEA) and the New York Stock Exchange (NYSE: NYSE) have recently finalized a plan to expand their worldwide market portfolio, a project that will make Innocent’s current supply chain in place worldwide a significant financial source in the U.S. and Europe. Although in addition to the global share market, Innocent will also offer financial services products in several emerging markets outside of the U.S., including: Europe, Asia, U.K. and Asia.By 2017, the Company is committed to expanding its distribution worldwide and to building into markets within the U.S and Europe. the business is focused on providing quality new-market products that, while not being too expensive and difficult to access overseas, can be used by those in need of a product for their job or social need for food or exercise. In addition, the Company provides new products to retail in many large expat expat markets. In addition, the Company plans to continue to deliver and expand its new global supply chain for the future through a partnership with a foreign company based in U.S.
The Company (NYSE: HEA) has recently finalized a plan to expand its globally-traded supply chain from Asia to Europe.[/u] This plan will include a core business segment in the distribution of specialty products within the global supply chain, as well as a wide portfolio of innovative products that will increase the convenience of customers worldwide, while improving the products available internationally. To meet this core business segment’s growing demand globally, the Company intends to purchase, or substantially purchase, approximately 60% of the total global available international supply chain and will work with other European companies that can expand and sustain the Company in order to complete the purchase of Global supply chain and to continue operating Global supply chain. The Company’s plans include an extensive and growing business model utilizing its strategic and strategic resources, its deep financial resources, and extensive business contacts with more than 100 foreign investors and other partners. Additionally, as well as the Company’s strategic and strategic investments in its existing and future supply chain, it will continue to develop new supply lines and services as well as grow the international business that Innocent does. In addition, the company has been pursuing its strategy of expanding worldwide and expanding and expanding internationally because it is able to meet this demand globally and in a business that needs great customer service in order to expand in that capacity. The Company’s core business segments and business partnerships include:• Asia, Asia+, Europe, Europe+, United Kingdom, United States, and the rest of the world.• European, Asian, and international.• High-technology.• U.K. technology.• International, and other.• U.S. tech including:• high-speed Internet, cellphones, and tablets• mobile phone and tabletsand.• A wide range of services including:• Internet Access, Internet Service Provider Service, and Internet Protocol.• Online services such as credit and debit cards and paypal.• Online shopping service, such as Shopify.• Information Technology-related.• Financial Services.A large part of the current worldwide global supply chain will include consumer electronic products like e-books and smartphones—all of which have wide use across all of the consumer market. The Company plans to continue to offer service in many of its service supply chains for consumer-driven products and services. In addition, the company has been pursuing a long-term strategic partner and significant portfolio of financial and business partners for high-
The Company (NYSE: HEA) and the New York Stock Exchange (NYSE: NYSE) have recently finalized a plan to expand their worldwide market portfolio, a project that will make Innocent’s current supply chain in place worldwide a significant financial source in the U.S. and Europe. Although in addition to the global share market, Innocent will also offer financial services products in several emerging markets outside of the U.S., including: Europe, Asia, U.K. and Asia.By 2017, the Company is committed to expanding its distribution worldwide and to building into markets within the U.S and Europe. the business is focused on providing quality new-market products that, while not being too expensive and difficult to access overseas, can be used by those in need of a product for their job or social need for food or exercise. In addition, the Company provides new products to retail in many large expat expat markets. In addition, the Company plans to continue to deliver and expand its new global supply chain for the future through a partnership with a foreign company based in U.S.
The Company (NYSE: HEA) has recently finalized a plan to expand its globally-traded supply chain from Asia to Europe.[/u] This plan will include a core business segment in the distribution of specialty products within the global supply chain, as well as a wide portfolio of innovative products that will increase the convenience of customers worldwide, while improving the products available internationally. To meet this core business segment’s growing demand globally, the Company intends to purchase, or substantially purchase, approximately 60% of the total global available international supply chain and will work with other European companies that can expand and sustain the Company in order to complete the purchase of Global supply chain and to continue operating Global supply chain. The Company’s plans include an extensive and growing business model utilizing its strategic and strategic resources, its deep financial resources, and extensive business contacts with more than 100 foreign investors and other partners. Additionally, as well as the Company’s strategic and strategic investments in its existing and future supply chain, it will continue to develop new supply lines and services as well as grow the international business that Innocent does. In addition, the company has been pursuing its strategy of expanding worldwide and expanding and expanding internationally because it is able to meet this demand globally and in a business that needs great customer service in order to expand in that capacity. The Company’s core business segments and business partnerships include:• Asia, Asia+, Europe, Europe+, United Kingdom, United States, and the rest of the world.• European, Asian, and international.• High-technology.• U.K. technology.• International, and other.• U.S. tech including:• high-speed Internet, cellphones, and tablets• mobile phone and tabletsand.• A wide range of services including:• Internet Access, Internet Service Provider Service, and Internet Protocol.• Online services such as credit and debit cards and paypal.• Online shopping service, such as Shopify.• Information Technology-related.• Financial Services.A large part of the current worldwide global supply chain will include consumer electronic products like e-books and smartphones—all of which have wide use across all of the consumer market. The Company plans to continue to offer service in many of its service supply chains for consumer-driven products and services. In addition, the company has been pursuing a long-term strategic partner and significant portfolio of financial and business partners for high-
Basic Issues: However, building Innocent’s brand name and developing a sustainable growth strategy are the two basic issues that would ensure Innocent’s long term standing. The company needs to create an overall