Activity 4.3: SWOT analysis

This activity will help you learn more about the use of SWOT analysis. It asks you to analyze innocent, the food and drink company, and perform a SWOT analysis.

Chapter Reference
Chapter 4: Marketing Environment and Strategy

Overview
This activity will help you learn more about the use of SWOT analysis. It asks you to analyze 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.innocentdrinks.co.uk/us/press/release/130222-innocent-and-coca-cola-agree-deal-for-further-investment
http://www.theguardian.com/business/2013/feb/22/coca-cola-full-control-innocent

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