2.1 Micro-environments
Micro-environmental analysis model used to analyze the internal business environment as.
Company
The company under analysis Atlantic Quench is manufacturing and distributing the fruit juices since 80 years in the US and now in the UK also. Atlantic Quench is famous for its Cranberry juices and dried Cranberry i.e. Crantanas. The company made the strategic alliances for its manufacturing and distributing of fruit juices with Gerber and Coca-Cola in 2013 and 2007 respectively (Ofori, 2013). The company has to buy raw materials at high price and unpredictable harvesting of Cranberry affects the share value of it. The company is famous for its canned and bottled juices and has introduced diet, white Cranberry and other flavored juices.
Competitors
The company Atlantic Quench has its competitor in its every field of work from manufacturing to selling of the product i.e. Fruit juices. In the UK, the consumers are health and diet conscious, so the company has larger market for its product range. The company faces cut throat competition in the UK with Tropicana, Rubycon and The ChagWorth Valley. According to the recent report about the Fruit juice and products, Tropicana is the leading brand with around 15% market shares in the UK (Elepu, Nabisubi, and Sserunkuuma, 2016).
Customers
Atlantic Quench has consumers in all the segments of the market, whether children, youth or adults. The people of the UK are health conscious so the company has wide market coverage for fruit juices. As per the current trend prevailing in the country, consumers prefer fruit juices over soda and soft drinks. To attract the consumer of all the age groups the company has accomplished five a day campaign and promoted the health and nutritive element contain in its product range (Elepu, Nabisubi, and Sserunkuuma, 2016). Employees who choose healthy meals, parents who want to provide nutritions for their children, adults age between 30-45 who diet conscious and old age consumers who wants to fulfill health deficit. Atlantic Quench is best known for healthy fruit juice so the consumer section covers the 14-60 year segments.
Collaborators
Atlantic Quench has made the strategic alliances with different suppliers, distributors and manufacturers to develop its business and market coverage. In 2007, the company made the collaboration with the Coca-Cola in order to distribute and sell the Cranberry fruit juices all over the market. In 2013, the company made the agreement for manufacturing, distribution and selling of the Cranberry Fruit Juices in the UK with Gerber, who has the strongest coverage of the distribution market in the UK (Contributions published in strategic analysis in 2015*, 2015). The company has made the distribution agreement with the three largest Super market such as Tesco, Sainburry and ASDL. For the raw material of Cranberry, the company has made an agreement with the farmers to buy all the production of crops at the highest price prevailing in the market (atlantic quench case study).
Market Trend
As per trend prevailing in the market, the people of the country are more focused on the health and nutritional value, there is an increase in demand of fruit juice in the UK. The companies’ strategic alliance with the supermarket give rise to the impulse buying of the fruit juices in the UK (Elepu, Nabisubi, and Sserunkuuma, 2016). A recent campaign of some study which states that the high quantity of the carbonated flavor and sugar content in the fruit juices is somewhat harmful to the health, British schools reduced the quantity of daily juice consumption of students to 150ml/day. MARKET TREND (Lee et al., 2015)

Due to certain healthy related allegation the rival company of the Atlantic quench such Tropicana and Rubycon has also lost its consumption of fruit juices by its regular customers by 9% and 4% respectively. As per the study of the trend and results of analysis, it will be conveyed that there will be a decline in the fruit juice consumption in the near future continuously (Lee et al., 2015). To overcome such state, the company need to boost its fruit juice demand and sale by implementation of proper strategy and appropriate marketing plan. The company can attract more consumers by proper campaigning and advertising of its product range whether Diet Cranberry Juice or White Cranberry juice.

Contributions published in strategic analysis in 2015* (2015) Strategic Analysis, 40(1), pp. 72–79. doi: 10.1080/09700161.2015.1116255.
Elepu, G., Nabisubi, J. and Sserunkuuma, D. (2016) ‘Segmentation of processed fruit juice consumers in urban Uganda’, Business Management and Strategy, 7(1), p. 80. doi: 10.5296/bms.v7i1.9409.
Lee, P.Y., Lusk, K., Mirosa, M. and Oey, I. (2015) ‘An attribute prioritization-based segmentation of the Chinese consumer market for fruit juice’, Food Quality and Preference, 46, pp. 1–8. doi: 10.1016/j.foodqual.2015.06.016.
Ofori, H. (2013) ‘Heavy metal analysis of fruit juice and soft drinks bought from retail market in Accra, Ghana’, Journal of Scientific Research and Reports, 2(1), pp. 423–428. doi: 10.9734/jsrr/2013/3377.