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and the most used analysis of the firms. Although, there are few limitations which it is criticized for. As Jeroen Kraaijenbrink explains in his blog13released on July 18, 2012: 1)It excludes the organization´s strategic purpose 2)The model does not consider competition 3)Business model canvas mixes the abstraction levels Marketing mix (7P´s) Marketing mix is more suggestion than model. Although, it is a great tool to draft the marketing campaign, which Too-Good-to-Go needs at most. The original model contains 4 P´s (Product, Price, Place and Promotion), but it can be extended of few more P´s to cover everything. However, it has some limits, even with 7P´s. There they are: a) It is completely internally focused on what business wants b) It is based on the assumption that the business is pushing products towards customers c) “As a marketer, the thing I want to do most is to build a relationship with the customer so that they buy and buy again repeatedly. There is nothing in the marketing mix which encourages the repeat purchases on the back end which is often where the real money is made.”13
12 Internal analysis Organizational structure14Company “Too-Good-to-Go” is originally 15Danish firm. It was established by the six friends who wanted to fight the food waste. The team of friends consists of people with different skills, characters and knowledge. Due these advantages, they were able to grow very fast and have a 1415
13 successful company. “Too-Good-to-Go” is a new and young company which has got great achievements on the Scandinavian market. After filling the Scandinavian markets, they decided to spread their idea to UK market where “Too-Good-to-Go” was very successful too. Nowadays, they run business in five international countries (France, Germany, Norway, United Kingdom, and Denmark). The head of the company is chief executive officer 16(CEO) Stian Olesenwho manages all business and doing the offers for new restaurants and suppliers. Thomas Momsenlike a chief operating officer (COO), is making sure that every operational step is under control. The third most important person is chief marketing officer or marketing director (CMO) is Klaus Pedersenwho shelters the marketing activities in an organization. The last two important persons responsible for commercials (CCO) and technological (CTO) operations are Adam Sigbrandand Brian Christensen. They are also responsible for their employees as well as for the whole business. “Too-Good-to-Go” is still expanding their facilities and the size of the company. Talking about the size and organizational structure, we assume that “Too-Good-to-Go” belongs to the simple structureaccording to the 17Mintzberg’s organizational structure theory. Their internal structure is centralized and only executive chief or team exerts the control. This type of the organization considers mainly the mission of the company what in our case “Too-Good-to-Go” definitely do. “Too-Good-to-Go