Environmental Factors Affecting Fruit Juice Industry and Marketing Mix of Cirque du Soleil

Running head: PRINCIPLES OF MARKETING
Principles of Management
Name of the Student:
Name of the University:
Author Note:

1PRINCIPLES OF MARKETING
Part 1
Answer #1
The four environmental factors presently acting on the fruit juice industry includes the
political, economic, social and technological factors. The details of which is described as follows
(Ashurst 2013):
Political: Political factors like the taxation policy keep changing thereby leading to a
direct impact on juice beverage industry. Moreover, the juice industry that presently has a share
of 3 percent could effectively increase with government plans for encouraging the foreign direct
investment.
Economic: The juice beverage industry also experiences challenges, as the purist
consistently demands some of the best drinks from the fresh produce. It is always hard to get the
supply of the fresh produce and necessarily provide drinks with consistent taste. The industry
also faces challenge due to the drastic change in the price of fresh produce across the year
(Atkins and Bowler 2016).
Social: The increase in the income of the middle class has made them more health
conscious. Hectic and stressful lifestyles have shifted the consumer preferences to the healthy
drinks. In other words, the increase in the level of education has made them choose a healthier
route.
Technological: Technology plays a vital role in the maintenance of cost efficiency and
quality for generating greater profit. Better technology helps in increasing the product life.
Answer # 2

2PRINCIPLES OF MARKETING
Kirk Perron, took into account the need of the health conscious customers and designed
its menu with juices and fast foods with higher nutritional value. The founder also planned to
open the juice outlets in the college towns and in the airports and the universities. Jamba Juice
also has a licensing agreement with the Whole Foods Market for delivering their commitment
towards the healthy living (jambajuice.com 2018). This shows the founder’s consciousness
towards the corporate social responsibility.
Part 2
Answer#1
Strengths Weaknesses
 Puts up innovative and unique shows
 Have diversified portfolio that includes
stage shows and television shows
 Flexible workforce and devoted artist
 Higher cost of management and
overhead cost
 Have a business model that can be
copied easily
 It is the sole owner and the decision
maker
Opportunities Threats
 Expansion to a larger number of the
cities
 Increased diversification of the
product portfolio that fitted into
 The economic downturn might
influence the customers in choosing
substitutes with a lower cost
 In becoming too commercial and
losing its spirit