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This paper is all about business strategy and is based on a case study of Harwell ltd. or Hawell group. You will learn how to apply different strategic management and marketing tools through this case study. This paper attempts to answer the following prompt:
Prompt: Harwell ltd. was established in 1974 in Scotland by Lewis and Rebecca Harwell. Their vision is to build a chain of companies within the Harwell group. Currently they have established four different companies which are up and running in various industries, they include: fashion, sports, events and fitness. Their most recent investment was in the IT industry but this eventually became unsuccessful. Lewis and Rebecca are now set to take on a new investment and the group’s net worth has recently been valued at £6.7 million. They plan to venture into the food and drinks industry particularly focusing on the production of canned energy drinks. Although this is a highly competitive sector of the food industry, they have both chosen this because of the increase in demand for energy drinks. Based on your knowledge of strategic position, Lewis and Rebecca have requested you carry out a thorough analysis on their new investment carefully considering the followings:
- The external business environment and how this may influence the new investment
- Competitive/market forces that would impact this business both positively and negatively
- What marketing/penetration strategies do you think can be implemented to boost the market share of this product, hence increasing sales and profit margins
- Critically analyse the marketing mix and suggest the most appropriate marketing mix for this product.
Hint: Your advice should be mainly based on key strategic theories and frameworks. You are allowed to make reasonable assumptions stating clear reasons for these if you need to do so
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