Capri-Sun: Entrepreneurial Opportunities Analysis Report

This report examines the entrepreneurial opportunities available to Capri-Sun, a juice brand, focusing on the launch of its new Aloplum juice. The introduction highlights mega trends impacting businesses and identifies the primary, secondary, and tertiary economic sectors. The report identifies a market sector and entrepreneurial opportunities, including innovation and entrepreneurship, specifically analyzing the consumer preference for healthy juice options. Various business models are employed, including PESTEL analysis to assess political, economic, social, technological, legal, and environmental factors. The report also covers STP analysis (Segmentation, Targeting, Positioning) and the marketing mix (Product, Price, Place, Promotion, Physical Evidence, Processes, People). SWOT analysis is used to assess strengths, weaknesses, opportunities, and threats. Porter's Five Forces model is also discussed. The report provides a comprehensive analysis of the business opportunity, supporting the potential for Capri-Sun to expand its product line and capture a larger market share, particularly among health-conscious consumers.

ASSESMENT
OPPORTUNITY

Table of Contents
INTRODUCTION...........................................................................................................................4
Identification of a market sector:.....................................................................................................4
Identification of entrepreneurial business opportunities by various business models:....................5
CONCLUSION..............................................................................................................................16
REFERNCES.................................................................................................................................17

INTRODUCTION
Mega trends are sustained, global and macro environment forces that are impacting
different business, society and personal lives of individuals. It is related with the pace of change
that is taking place in the external environment of a business. Mega trends are different and they
have various implied meanings. There are three major economic sectors in every economy and
that includes primary, secondary and tertiary (Perera, 2017). In case of secondary sector that is
manufacturing industry there has been tremendous growth that has been seen in terms of
changing customer requirements. Report is based on Capri suns that is a juices brand owned by
Capri sun group in Switzerland and is distributing its products through licensed partners such as
Coca-cola in France, Netherlands, Belgium, UK and Ireland. The present report is based on how
such Changes can help in identification of various opportunities by organisations. There is
discussion based on different models such as BCG matrix, PESTEL, STP, 7 Ps, Porters five
force are include for presentation of business opportunity in a more appropriate manner.
Identification of a market sector:
Business opportunity: Business opportunity is related with a problem being faced by
consumers. Whenever consumers in a particular segment of market are facing a particular
problem there arises a attractive entrepreneurial opportunity to be used by entrepreneurs in
solving the particular problem (Barik and Kumar, 2018). The solution of problem can be in form
of a new product development or a innovation that is being done in a exiting product or service
that could help in bringing a solution for the problem being profitable for the new entrepreneur
and consumers both.
Innovation and entrepreneurship: Innovation is a term associate with continuous growth
that takes place with a view of making products and service more better and there is continuous
improvement that is taking place in the organisation (Zahari, and Romli, 2019). Innovations are
usually done in case of existing products and services of a organisation that are related with how
they can have a impact overall functioning of the organisation.
In the present scenario Capri sun, is willing to bring new innovation by making a detailed
analysis of theory target market in UK they are willing to launch their new Aloplum juices. The
speciality about this juice having high content of alovera and plum in it. These two are the source

that consist of very high nutritional capacity providing a very healthy option for those customers
who are having a preference for a packed juice without and calorie content in it.
Entrepreneurship is a term that is associated with how business organisations are willing
to develop a new innovation and making all the arrangements related with its planning, pricing,
product development and all other decision associated with the product (Policy, 2016).
There has been many surveys that have been conducted in markets of UK by Capri
suns for analysing the preferences of consumers. The most important change that has been
noticed in this framework is related with healthy living ans healthy eating. In present scenario,
Capri sun is giving opportunity to new aspiring entrepreneurs to use their innovative idea for
the purpose of establishment of the idea into business. The new entrepreneurial idea is
clubbed under the exiting brand name of Capri suns which will help them in getting
advantage of established brand name in UK.
Identification of entrepreneurial business opportunities by various business
models:
The present new business idea has to be evaluated in detail before adopting it in the
business. It is related with converting a opportunity into business. The problem faced by people
is presenting a new entrepreneurial opportunity for business organisation to expand their
existing business and add some innovation as a new development. For this there has been a
requirement to make a detailed analysis by use of various different tools and frameworks as
discussed below:
PESTEL Analysis:PESTEL analysis of framework that is used by business organisations to do a
detailed analysis of various macro environmental forces that is posing a impact on business
entrepreneurial opportunity for Capri suns:
Political: This is the factors that includes guidelines from various governmental bodies in
UK and is related with regulations required for food & drink manufactures (Gürel and Tat,
2017). There are some political factors such as BREXIT that can posses a direct impact on trade
agreements and various opportunities. So before launching an new product it is of immense
importance that restrictions like trade tariffs are studied in detailed by Capri suns before
launching of their product.

Economic: Economic factors are in relation to the economy of UK. It includes factors
such as taxation level, availability of substitutes that are cheap etc. the Brexit referendum has
lead to pound becoming weak and it has lead to raw material becoming more expensive that is
having a effect on cost of sales and leading to increase in food prices. Capri sun has to make lot
of efforts to make sure that they are bale to achieve cost effectiveness in their new launched
products that is Aloplum juices.
Social: These are the factors that are in consider with changing preference of customers
that is actually providing a profitable opportunity to bring innovation on their products by capri
sun. the present preference of customers for a healthy juice option that is completely different
from existing all the juices option has lead to this brand addition of a new variant that will
provide them with a healthy and at same time a different taste of juice (Madsen, , 2016).
Technological: These factors consist of new and innovative Methods of production
related with various issues such as as use of bottles that are made from completely recyclable
plastic and new innovative ways like no use of straw with small juice packets instead providing
an alternative option of the container.
Legal : There are many legal regulation that a have to be complied this includes healthy
& safety regulations. In Capri sun the new addition of Aloplum juice also has to comply with all
legal requirements such as proper disclosure of the content of juice, warning of not using the
drink if a person has allergy from alovera or plum etc. are some of legal requirement that have to
be compulsorily adopted by Capri sun while they are planning for a new product launch.
Environmental: these are the factors that are associated with use of natural ingredient in
such a manner that it does not has a impact on the way natural environment (Martín-Cáceres. and
Cuenca-López, 2016). For example Capri sun is willing to use alovera as a most important
ingredient for their new launches. So, they must make sure that they are not harming the
environment in any manner by extracting the raw material in a appropriate manner.
STP Analysis:
Segmentation Segmentation of market is related with making
of similar groups that are sharing similar
features. In the present scenario, the capri sun
before launching of their new Aloplum juice
will be making adequate efforts for the purpose

of attracting more customers. They have
divided the market in three segments and this
segmentation is behavioural segmentation that
is first consist of people who are going to gym,
segment that consist of people not going gym
but willing to eat and drink healthy and third
segmentation of market is based on people who
are preferring packaged juice because of ease
and taste that they offer (Kudriavtceva, 2019).
Targetting In this target market is all those who have a
preference for packaged juice. Also , already
existing customers who are consuming present
products offered by Capri sun and have
developed a high preference for its products
are also a target customer base for this brand.
Positioning In this step, Capri sun will be making efforts
for creating a different position in the market
that is based on the taste of their product that
has to be developed with high quality of juice
offered by this brand.
Marketing Mix:
Basis Product
Product There are various different and attractive
favours that are already being offered by Capri
sun's but new innovation that they are willing
to launch is completely different from their
existing products (Wuryandani, Ismoyowati.
and Nugrahini, 2018). Reason behind this is
new variant is completely focussing on overall

nutritional value of their juice. They have made
efforts in reducing the calorie content to
minimum value and maximization of benefits
of two main ingredients that are alovera and
plum in order to approach their customers.
Pricing Overall pricing strategy of Capri sun is related
with providing how quality products at
affordable prices. There is already very high
competition that is present in the juice industry
in UK. So it becomes very important that there
is adoption of a attractive pricing strategy for
attracting customers from all income groups.
Place Capri sun for its present products is targetting
school going children mainly. But in case of
their new launch of Aloplum juices the new
target market of this brand will have its target
market focussed on health conscious group of
society.
Promotions Capri sun is a brand that has able to
successfully penetrate and maintain their
market share. They have able to achieve
success by their various marketing strategies.
They have used TV commercials, attractive
hoardings in order to create awareness amongst
their target market (Zhou, , 2019). Further for
the new launch there is planning to launch a
new campaign that will be highlighting the
high nutritional content of their juice. Social
media applications such as Facebook and
Instagram will be majorly focussed for this

purpose.
Physical evidence Products of Capri sun is physically available at
all major grocery stores in markets of UK.
Apart from that they are also distributing their
products through networks of Coca cola. That
is helping them in maintaining their overall
cost and becoming a price leader in their
industry.
Processes In this the overall manufacturing procedure of
Capri sun is designed in such a way that they
are able to use latest technology to get a cost
benefits. This brand is making efforts to get
huge cost benefits in order to provide their new
innovative juice variant that is Aloplum juice
at reasonable prices (Lamichhane, 2019).
People This feature is related with various
stakeholders that are associated with the brand
and help in smooth functioning of overall
business.

SWOT Analysis:
Strength Weakness
The strength of Capri is the satisfaction level
achieved by them with the help of their
existing products that has been able to achieve
a huge satisfaction from their customers (Fang,
, 2019). So, this brand value will help them in
successfully launching of their products and
getting accepted by their customers in given
time frame.
In the initial stages of the new product launch
there is a probability of some weakness that
can be faced by Capri sun that is initially a lot
of promotional activity has to be done to make
their target customers aware of their newly
launched healthy drink.
Opportunity Threat
The people who are having a preference for
Gyms, yoga have to lay a emphasis on a
healthy and a good taste option (Yuan, 2019).
For this the new aloplum juice by Capri sun
can gain a lot of preference by this segment of
customers.
There is a very big threat from exiting other
big juices brands in the markets of UK this
includes juice brand such as Tropicana etc. as
these brands can also adopt similar strategy
and launch a non calorie juice for this target
segment of customers. Hence, this threat has to
be taken into consideration by Capri sun before
launching their product.

Porters five force model: Porters five force model is based on various five forces that
are present in the external environment of a business organisation. Below discussed is the five
force analysis that has to be conducted by Capri sun before launching their new innovation in the
markets of UK.
 Threat of new entrants: In the juice industry there is not much threat for new entrants
the reason behind this is because of economies of scale that is a big factor for earning a
reasonable amount of profits by new entrants (Ang, and Rusli, 2018). Also, the exiting
big brands such as tropicana can control the new entry by controlling supply of raw
materials etc. All these factors will lead to benefit for Capri sun as there are lets chances
of new entry with similar products for this brand.
 Threat of substitutes: fruit juice is a industry that is completely different in its own
way. In case of Capri sun the new aloplum juice that this brand is launching in their range
is completely different and has not been used till now by any of their competitors (Sam
and Chatwin, 2019). This will lead to a differentiation advantage to this brand as
customers will not be able to find a substitute of their product easily in the market at
leads in some initial stages.
 Bargaining power of buyers: Bargaining power of buyers is related with availability of
number of options of the product that a particular brand is offering In the present case the
aloplum juice that is launched by Capri sun is completely different and there is no
presence of any competitors. It will lead to a situation of low bargaining power of buyers
for Capri sun.
 Bargaining power of suppliers: if there are every limited number of suppliers than this
may result in high bargaining power of suppliers. In present case of Capri sun if there are
lot of suppliers who can supply necessary product requirement to them, then it will lead
to low bargaining power of suppliers but if there are every limited suppliers then it will
be a case of high bargaining power of suppliers, attempts must be made by Capri sun to
limit the power of suppliers to ensure cost effectiveness in their new product.
 Industrial rivalry: Fruit juice industry is at a phase of rapid developments. Consumers
are becoming more health conscious. There are many new competitors, that are wiling to
enter this industry. For Capri us there is also a threat that existing juice brands may soon
adopt a similar product strategy and launch a new range of their products that can led to

high industrial rivalry amongst these products (Grădinaru, Toma, and Marinescu,
2016).