Innocent Drink Essay Example | Topics and Well Written Essays - 1750 words

Innocent Drink - Essay Example The purpose of this paper is to analyze the strategies that had been adopted by Innocent Drinks to become one of the most popular brands in the fruit smoothies market. The aim is to evaluate ways in which a company had implemented its strategies to rise from a humble beginning and becoming a major market player. One of the most interesting facts about this company is that its organizational structure has gone through massive changes that had impacted overall business. The organizational structure of a company refers to its shape or hierarchical structure. The organizational structure describes allocation of tasks, supervision and coordination that helps in achieving desired goals. In case of Innocent Drinks, the company was set up by Richard Reed, Adam Balon and Jon Wrigh and was initially funded by Maurice Pinto (a wealthy businessman). The company had a little more than hundred staff while commencing the operations. There was minimal hierarchy in the organization. The unique feature about Innocent Drinks is that it does not own any of the juicing facilities. The company simply contracts the work of manufacturing smoothies to different sites. The growth of the company in first six years of its establishment is nothing less than a success story. By 2005, the company became the fastest growing smoothie company in U.K. Constant product innovation has been one of the most important factors that had contributed to growth of the company. The reason behind growth of the smoothie market in U.K. can be assessed with the help of PESTLE factors. Political: The political environment in the U.K. is stable that had enabled fast growth of the fruit smoothie industry. The U.K. government required a smoothie manufacturing company to state whether the products that is being produced is either concentrated fruit juice or pure fruit juice. Also, the government had been promoting anti-obesity campaigns and promoting development of health drinks (Rao, 2004). Economic: