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Innocent smoothies original business plan

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From: Terry J.
Added: 10.04.2021
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Due to many requests I've decided to put my very first university essay back online. It is an example business report that I wrote for Innocent Smoothies in Please note this was a very long time ago now. Things could certainly be improved, changed etc. Page 3 1.
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Example business report: Innocent Smoothies (First 2009 BA Marketing Essay)

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Peach of an idea | Business | The Guardian

Anyone passing through Regent's Park in central London this weekend may find themselves caught up in a free festival of music and fruit. It sounds like an odd combination but Fruitstock, as it is billed, marks the fifth birthday of Innocent, the drinks company set up by three college friends who wanted to bring a bit of nature to the table. Making fruit drinks wasn't their first idea. They had been kicking around business plans ever since they met at St John's College, Cambridge, seven years earlier and it was certainly not as lethal as one abandoned scheme. Sitting in Innocent's headquarters on an industrial estate behind a Majestic Wine warehouse in an unfashionable part of west London, the three thirtysomethings recall their plans for the world's first self-regulating bath. We were all sat downstairs and water started coming through the ceiling.
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Business Strategy Analysis: Innocent Drink

Every organization needs to have a marketing strategy so that they know who are their competitors, which market they need to target, do they have resources to compete in that market and what strategies they need to adopt to gain competitive position in the industry. The most important thing is with the help of marketing, company is able to make people aware of its product. This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis, what further actions they can take to maintain their market share.
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They are the fastest-growing business in the food and drink sector, but they talk about being a little juice company. They are an inexperienced start-up whose biggest competitor in the smoothies market is owned by PepsiCo, and they say they're not worried. Why should they be?
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