AgavEnergy is a (fictitious) organisation based in Chicago, US specialising in the manufacture and sale of AgavEnergy, a sugar-based energy drink which makes use of the Agave plant as a unique selling position. This ingredient is widely sourced from a partner organisation in the Canary Islands. The organisation has a strong foothold in US, Canada, France, Spain, Portugal, Italy, Germany and the Netherlands and have recently opened a small UK office based in Bristol. They currently have a 0.5% UK market share of the category, gained mainly through distribution (with very little marketing). The organisation is deciding whether to invest strategically in developing the UK marketplace. You are the strategic marketing team at AgavEnergy. The CEO has asked you to advise them on whether the company should invest in the UK or to seek other markets for future growth. You are expected to give a recommendation based on your considerations of the environmental forces, which may affect the UK over the next 3 years. (Note: you are only required to give a view on the UK market investment, NOT on any alternative market). Use pestle,4ps/7ps, porter’s 5 forces
