i. Module Code : FC009 ii. Group : Group D iii. Module Title : Business & the Business Environment iv. Assessment Title : The Individual Report
v. Assignment Title: “Innocent Drinks” Case study. vi. Module Tutor Name: Ed. Bak vii. Student ID Number: 14829000 viii. Date of Submission: 19/05/2014 ix. Word count: 2000 words

Tables of Content

I. Introduction………………………………………………………………………………………………..……….….…3
II. Describe…………………………………………………………….……..……............................................3
II.1 Organizational Structure…………………………………………………….................................3
II.2 Growth of Innocent Drinks……………………………………………………………………………….…4
II.3 Ownerships and retailers…………………………………………………………………………………..4
III. The reasons…………………………………………………………………..…………………………………………..5
IV. Explanations of business strategy ………..………………………….……….................................6
IV.1 SWOT Analysis…..………………………………………………………………………………………………6
IV.2 Porter’s Forces model…………………………………………………………………………………….….6
V. Explanations the reason join in Coca -cola………………..……..…..…………….......................5
VI. Examine.…….……….……..……………………………………..……………………………………………………..5
VII. References…………………………………………………………………………………………….………………..…6

I. INTRODUCTION
‘’Innocent Drink’’ have been published since the early 2000s, a small company invest in produce juice to many types of ages. As well-known as a healthy drinks, Innocent have been widely global publicized and become one of the major competitors in food & drinks industry (especially in juice’s area). To achieve this success, this company points out many detail about business strategy, specific organizational structure also knowing customer’s psychological and the market trending.

II. DESCRIBE

1. Organizational Structure Beginning with the dream setting their own business, the three co-founders: Richard Reed, Jon Wright and Adam Balon had an idea of making juices products and stared on doing in a musical festival in 1998. According to Laurie J (2007), the organization of Innocent Drink was as well-known as “network of friends” or a flat structure, which is running and working by three co-owners. Different position keys also divided to the team; Wright worked on production, Balon in charge in trade contact and investors and Reed deals with developed the product, recipes and marketing’s area. After 9 months, they staring to hire people, and calling the system with a friendly name: “Fruit Tower”, held in London, UK. Up to 2010, the numbers of employees is 250 people, make Innocent Drinks expand their organization but it didn’t affect to them, moreover, it gave opportunists to them to work more effectively and receive the customer’s feedback swiftly.

2. Growth With the unique selling point is target the potential customer want to have healthy diet and balance in nutrition, Innocents Drinks has been attracted many different types of consumers in distinction area such as age, gender,etc. With the initial capital investment is 500£, these three co-owners started their business by selling in musical festival and became more popular in the next few years. Continually researching and develop the recipes with unique selling points, Innocent started to increase annually and grossed 2.3£ million in soft drink market, takes 59% in drink industry, according to Food Standard Agency ( 2007). Moreover, not only target to the customer’s needs, Innocent also promote their brand name through many charity such as Innocent foundation, Chain of good Campaign,… giving the customer more chance to discover this