Page 20 - Fisherman's Friend Teaching Note

SWOT

Doreen & Family control
Single product company
IMPEX & Distribution Family succession

Finance
Professional management
Brand Doreen

Global expansion Succession

Production capacity Single product

Potentially the world's Brexit
biggest sucker-market is
mainland China

Diagram 3

Doreen had in the early 1980s moved Fisherman’s Friend

out of the medicated confectionary category and into the

confectionary one. This alone allowed the focus of the

company’s strategy to be on the international
confectionary market.