Abstract
The Andros Company is a French society specialized in the process of transformation of fruits and fresh milk products. Andros owned several brands, such as Bonne Maman, and Mamie Nova. Andros is also present on the confectionary market through its brand "Pierrot Gourmand". Fruit juices represent the first non-alcoholic beverages market in France, before cola products. In fact, from 1996 to 2006, this dynamic market has been growing by 2.6% per year. In 2006, the French juices market reached 1.6 Billion Euros. By performing a SWOT analysis, we can infer that Andros have a lack of brand awareness concerning the fruit juices despite a strong one with the compotes. Indeed, everybody in France knows the advertisement for Andros is popular with its slogan "Andros, Andros, ça c'est fort de fruit".
