Business Strategy Analysis: Innocent Drink

As the name suggests Honest tea is a brand that produces 100% organic iced teas, aimed at the health conscious. In this assignment I will attempt to, identify the target market, conduct a situational analysis as well as set SMART communication objectives for the brand.

Taken from, Waddell, Jones, and George (2013) 3rd Edition.  Contemporary  Management, Sydney, McGraw Hill (pages

Before we can talk about the Strategy Hudson Bay uses we must first answer the the question of what a Corporate and Business Strategy is and how The Bay inaugurates this into their company;

G.G. Dess, G.T. Lumpkin, M.L. Taylor, A.A. Thompson, and A.J. Strickland III, Strategic Management (Boston, McGraw Hill, 2004) pp. 141-148.

Copyright 2006 The Society of Management Accountants of Canada All rights reserved. No part of this manual may be reproduced in any form without the permission of the copyright holder.

© Copyright 2009 by Cambridge Business Publishers, LLC. All rights reserved. No part of this publication may be reproduced in any form for any purpose without the written permission of the publisher.

Kessler, E. H. (Ed.) (2013). Encyclopedia of management theory (Vols. 1-2). Thousand Oaks, CA: SAGE Publications Ltd. doi: 10.4135/9781452276090

Hunger, J. D., & Wheelen, T. L. (2011). Essentials of strategic management (5th ed.). Upper

In what ways are management of companies different or how are they similar to one another? And what is the importance of management in how a company runs nowadays? Many of us question about why knowing the history of management is important to Managers? According to (Samson et al, 2012, Page 53) “A historical perspective provides a broader way of thinking; a way of searching for patterns and determining whether they recur across time periods.” In the history of management, many trends have appeared. Many argue that the new techniques being introduced may not have a permanent solution. Others think that managers adapting to new techniques for continuous improvement in this ever changing world. It is important to know the background of how these management perspectives evolved and who and how is it being used now.

Baye, M.R., Prince, J.T. (2014). Managerial Economics and Business Strategy. New York, NY: McGraw-Hill Irwin

Kessler, E. H. (Ed.) (2013). Encyclopedia of management theory (Vols. 1-2). Thousand Oaks, CA: SAGE Publications Ltd. doi: 10.4135/9781452276090

"Management Time: Who 's got the Monkey" has been the second most popular management article ever published by the Harvard Business Review ("Management Time: Who 's got the Monkey", by William Oncken and Donald Wass, first published by Harvard Business Review, 1974) and has been reprinted several times. Thirty odd years later, the message Oncken and Wass sent us on management, still holds true today.

Locate four articles or books on your philosophy written by different management theorists and published in the past 5 years in academic literature. At least two must be from peer-reviewed journals. The articles or books may be theory articles, research articles, or a combination.

Bergman, R. Coulter, M. Robbins, S., & Stagg, I. (2012). Management 6 (pp. 86-91). New South Wales: Pearson.

Innocent Drinks was started by three friends in 1999 that developed premium smoothies that contained 100% natural fruit with no water or added sugar. The aim was to provide people with quick ready-to-go and healthy food and drink options. The company is now one of the best-loved and fastest growing businesses in Britain. The highly successful Innocent Drinks sells $2 million smoothies per week across Europe, building a 72% market share in the 8 years since they were founded (Anne 2008).  They give 10% of their profit to charity and continually participate in fund-raising activities such as ‘The Big Knit’. Throughout the years, Innocent has managed to