Strategic Planning for Ribena, a Company in The United Kindom

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Overview
Firstly internal environment, general environment and industry environment analysis are addressed followed by the identification of problems Ribena faced and suggestions on ways it could have handled the situation to avoid legal and reputational damage.
GSK is the parent company of Ribena, it's head quartered in the United Kingdom (GSK,2004). In 2003 Ribena in the UK faced public embarrassment and legal charges for its for Ribena Toothkind. A year later a similar incident happened in New Zealand and the company suffered irreparable reputational damage.
In 2012 GSK has stated that it will increase its focus around its core portfolio and it evaluated options for Ribena a nutritional healthcare products to ensure their growth. In 2013 GSK announced that it has sold it to Suntroy a Japanese soft drink company (GSK press release, 2013).
Abell's frame work
This framework helps in defining the business Ribena is operating in by answering three questions, who is being satisfied?, What is being satisfied?, and How are customer needs being satisfied? (Abell, 1980, p.7).
Who is being satisfied? Ribena since it launched in 1930's it had target British children who deprived of fresh fruits in their diet such as oranges.
What is being satisfied? The customer needs after the second world war was healthy food and nutrition that children were denied in the food they consumed.
How are customer needs being satisfied? this is Ribena's distinctive competencies (Abell, 1980, p.7). Ribena offered it customer segment a "healthy" drink with four times vitamin C as oranges which later became iconic and gained the acceptance of mothers around the world.
Internal environment
Resource based model
This model assumes the each organization is unique b...

... middle of paper ...

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