Was this an Innocent transaction by Coke?

“Smoothie drinks” have become very fashionable over recent years.

Smoothies are drinks made out of crushed fruit and are seen as a healthy alternative to carbonated drinks such as Coke or Pepsi.

Perhaps the most famous smoothie manufacturer in the UK is Innocent Smoothies. The business was set up in 1999 by three friends who famously gave up their jobs to start the business after they invested £500 on fruit and turned it into smoothies and sold them at a music festival. The business has grown since then and been a true success story.

The brand has a “quirky, playful” image as well as promoting itself to be ethically aware (it donates 10% of its profits to charity).

So, what has Coca-Cola got to do with all of this?

Porter’s 5 Forces strategy model is well known to students of professional exams.

If a 5 forces analysis is done on for example the traditional Coca-Cola carbonated drink then a substitute product would be a smoothie. There is a general trend in a lot of countries towards healthier living and the threat of a substitute product such as a smoothie could be seen as a threat.

In 2009 Coca-Cola bought an 18% stake in Innocent for £30 million and then in the following year increased its shareholding to 58% for a reported £65 million. They then increased their shareholding to over 90% for an undisclosed sum. From a Porter’s 5 forces point of view this is a good move as it means that one of the substitute products is now within the Coke family.

There has been a fair amount of discussion since the aquisition about whether Innocent is still the ethical likeable  “under dog” that it was given that it is now part of one of the biggest companies in the world.

One thing is for sure though and whilst it was certainly an Innocent transaction it was also definitely a well thought out strategic acquisition.

Would you drink this coffee?

Anyone that has studied hard for their exams will almost certainly at one time or another utilised the services of a strong coffee. Whilst desperately[..]

How to impress over a business lunch...

Picture the scene. You’ve got an important business lunch coming up. You want to make a good impression on the person you are meeting with.[..]

Would you do this for a bit of chocolate?

What’s one way of increasing the chances of getting hold of someone’s password? Does it involve the use of the very latest supercomputer? Does it[..]
An awkward mistake.
Have you ever sent an email to the wrong person by mistake? What about posting something on social media which, with hindsight you’d wished you[..]
OMG - will these hit the shelves?
Procter & Gamble, or P&G as it’s commonly known, is one of the world’s largest companies and has an incredible portfolio of products including Gillette,[..]
Grant Thornton fined £4million.
Grant Thornton, the mid-tier accounting firm has been fined £4m and reprimanded by the Financial Reporting Council (FRC). So, what did they do wrong? It[..]
Something to crow about...
At the time of writing the Puy du Fou historical theme park in France has got over 12,000 TripAdvisor reviews and a 5 star rating.[..]
PwC, a Bishop and a thief...
What do you do if you work for PwC and you’re due to be promoted to a partner in October? Well, if you’re Max Livingstone-Learmonth[..]