Innocent Drinks - a New Player in the Polish Food Market - Term Paper Example

Part I A  is all about Innocent Drinks, the UK- based company which started from selling juice and smoothies from a fruit stall, and which is today one of the leading smoothie companies in the UK and Ireland. The strength-weakness analysis and the tracking of the growth trends of the company from 1998 to 2006 will be useful in the formulation of the marketing strategies for the company’s entry into Poland.    Part I B focuses on Poland as a market in general, and for Innocent smoothies, health drinks, and fruit juices, in particular.

 Poland is not an unfamiliar ground for Innocent since the company gets its supply of strawberries from Poland.  Coca-Cola Company, which owns 20% to 30% share of Innocent, has a large investment in Poland’s food and drinks industry.  A SWOT analysis on Poland is undertaken, which will be the basis for further work on the mode of entry, and key strategies “that would best position” Innocent to gain the greatest advantage over the competition in the Polish. Part II outlines the challenges in the Polish market if it is to be a better market for companies like Innocent.

Part III   suggests the most effective entry modes for Innocent to gain entry into the Polish market, based on the results of the SWOT analysis.  The task is by no means easy, given the political dimensions of life in Poland. Part IV presents the marketing mix for Innocent to gain entry into the Polish market, based on the analysis done in Parts IB and II above.  Economic researchers suggest several marketing mixes. There is preference for the Four P’s marketing mix of Price, Place, Promotion, and Product.

Others would prefer Five P’s, to include People. Still others choose Seven P’s, to include Physical evidence, and Process. There is a sense that as the number of P’s increase, the strategy becomes more relevant and the proposals more acceptable.