This report delves into Marks & Spencer's (M&S) strategic innovation of sugar-free and diet chocolate, driven by evolving consumer health consciousness in the wake of the COVID-19 pandemic. It begins with an introduction outlining the company's focus on innovation to meet market demands, specifically addressing the rising consumer preference for healthier food options. The report then explores innovation theories such as disruptive innovation and open innovation and their application in the development of the sugar-free chocolate product. It also includes an evaluation of the chosen product, highlighting its strengths (health benefits and broad appeal) and weaknesses (potential for overconsumption and market competition). The report proposes an implementation plan, broken down into stages like idea generation, advocacy & screening, experimentation, commercialization, and diffusion. Finally, it suggests solutions for improving product shortcomings, such as offering smaller packaging, employing a value differentiation strategy, and leveraging social media for wider reach, concluding with an assessment of the product's potential for success in the market.
![[object Object]](/_next/static/media/star-bottom.7253800d.svg)
