Harwell Zest Energy Drink

Assignment Brief:
Harwell group expresses their gratitude for the last advice you provided when they were venturing into the food and drinks business. Most of the useful advice given were taken on board and they are glad to announce that ‘Zest’, the canned energy drink is performing well in the market and gaining considerable market share within the competition. Again, Lewis and Rebecca have asked for your advice regarding their current investments going forward. Apart from the energy drink business, the other businesses (fashion, sports, events and fitness) have been in existence over 10 years and sales figures are beginning to fluctuate and perhaps dwindle. Particularly, the fashion business has been rescued twice by the sports business which appears to still be doing very well compared to others. In line with current trends, sales and marketing process systems for the entire group are about to be changed to a more responsive system which the IT department claims would enhance processing and delivery. Finally, on the new business (Zest), although, so far, market share has been increasing based on increasing sales figures, there is a need to sustain, and in fact increase this figure if the business would remain sustainable over the coming years – Harwell Zest Energy Drink.

Based on this information, Harwell group has asked for some thoughts and advice on the followings. Meanwhile, they also request that you reflect on your past advice as this may be useful in providing some fresh advice based on their current circumstances.
1. What stage of the product life cycle do you think the fashion business is currently at, based on its present circumstance? Please provide convincing justifications for your thoughts. Can you also advice on next steps?
2. Based on the strategic choices available to Harwell group, critically review a minimum of three strategic management models.
3. Advice on how consumers can become attached and remain loyal to ‘Zest’ over other energy drinks.
4. Provide three clear recommendations on how Harwell group can change its system and manage the change management process as effectively as possible and avoid disruptions to its current sales and marketing during the change process.
You are allowed to make reasonable assumptions stating clear reasons for these if you need to do so. 

Harwell Group Business Strategy


Harwell Group is a company based in Scotland that so far has four businesses (sports, events, fitness, and fashion). Considering that it is experiencing reduced profits in these business areas and especially fashion, the business is considering the option of entering the energy drinks market. This paper reflects on previous recommendations made to the group and goes further to discuss the other strategic options that the company can take given its current situation.  

Reflection on Previous Advice and Recommendations

Based on the results of a pestle analysis done with respect to the energy drinks market, it was recommended that the Harwell Group go ahead with its plan to venture into the energy drinks business. This recommendation was made considering that the political and economic environments of the UK are stable and household spending has only slightly reduced in the wake of Brexit. The technological, legal, and environmental conditions prevailing in the country with respect to the energy drinks market were also found to be favourable. In addition, the pestle analysis revealed that the demand for energy drinks in the UK is high and growing while supply of the product is low, the market having a few major players.

Considering the social, legal and environmental factors, it was recommended that Harwell Group should especially target the young and middle aged adults as its primary market when it ventures into the energy drinks business. The company should also focus on producing energy drinks that will be marketed as a more healthy option; energy drinks with low sugar content. Based on the results of the Ansoff Matrix, (Pierce 2009), it was recommended that the company should assume diversification as its growth strategy. This strategy option was settled on considering that the company seeks to introduce a new product (in addition to other of its already existing products) into a potentially new market.

Key Assumptions

In the following sections, Harwell Group and its businesses will be analysed based on a number of key assumptions. One assumption will be that Harwell Group is financially stable but has limited resources to invest in all its other businesses after investing into the energy drinks business.  This assumption is held considering that the company has several businesses most of which have been profitable in the past allowing the company to save for future investments. The company so far has a net worth of £6.7 million, indicating that it has the capacity to raise the resources required to venture into the production and marketing of energy drinks.

Another key assumption is that the fashion business has been … continue reading

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  • Executive Summary
  • Introduction
  • Reflection on Previous Advice and Recommendations
  • Key Assumptions
  • The Fashion Business
  • Strategic Choices for Harwell Group
  • How to Develop Zest
  • Management of Change of New IT System
  • Summary and Conclusion
  • References

Harwell Zest Energy Drink