Marketing Strategy
Overview
This activity will help you learn more about the use of SWOT analysis. It asks you to analyse innocent, the food and drink company, and perform a SWOT analysis.
Activity Description
Looking at innocent’s website and news articles, consider the company’s internal strengths, weaknesses, external opportunities and threats in order to draw up a SWOT analysis. From this, what do you propose their strategic marketing goals to be? (Hint: consider in particular the opportunities quadrant).
Consider also:
- What environmental trends were evident that created the opportunity for innocent to gain a dominant position in the smoothie and juice market?
- Who are its competitors and what strengths does innocent have against them? (Especially consider their relationship with their customers).
- What weaknesses are evident and how can these weaknesses be transformed into strengths?
- Think about the opportunities as well as threats that could arise from the controversial takeover by Coca-Cola.
Visit the following websites:
http://www.innocentdrinks.co.uk
http://www.theguardian.com/business/2013/feb/22/coca-cola-full-control-innocent