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Essay / Research Paper Abstract
This 12 page paper looks at Innocent Drinks, the makers of smoothies and other fruit and vegetable products. The company is considered in terms of the way environmental trends and opportunities presented themselves, the marketing mix, the customer relationships and the degree to which the firm may be seen as ethical. The bibliography cites 10 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEinnmark.rtf
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Unformatted sample text from the term paper:
expanded on this range over the years, expanding the choices and going into new related product areas. They have created a string and differentiated image that they have supported with
gorilla and main stream marketing, but there is increased competition, there is also the need for the firm to carry on innovating and introducing new products that are related to
the initial core products. Table of Contents Executive Summary 1 1. Introduction and Background 1 2. Question 1; Environmental Trends and Opportunity 2 3. Question 2; Marketing Mix 4 4 Question 3;
Customer Relationships 9 5 Question 4; Ethics 11 6. Conclusion 12 References 13 1. Introduction and Background Innocent Drinks has its origins in 1998, when the founders exported a gap in the
market which they went on to exported by founding the company in 1999. The successes of the firm may be argued as attributed to a number of elements, the right
idea at the right time, fitting in with environmental issues and heath concern, as well as strong marketing and product mix, the good relationship with customers and the way that
the firm has managed to portray itself as ethical. To consider the firm in this light each of these may be examined separately. 2. Question 1; Environmental Trends and Opportunity
It may be argued that the product they developed fitted in well with the environmental trends of the time, increased interest in healthy, or perceived healthy foods, as well as
the general increased interest in the environment. When any company develops a product it is essential they understand who their target market is, and find a good fit between the
organization and its core competencies along with the gap in the market. To consider the way in which the organization benefited from the changes in the environment and the fashions
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