Innocent Drinks Case Study

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The fact that these countries are relatively close to the UK would allow for the management trio to keep a close watch on the process. The risk in European expansion is that differences between individual country markets could kill off production and/or marketing synergies, perhaps requiring separate strategies and sales forces, but there are factors such as using the same infrastructures that are used for the UK operations will minimize the investment and hence the risk...
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Also, although the USA market is huge, it is also a lot more mature, with very well established players. The Innocent Drinks brand hasn’t any established value in this market, and although a good presence in distribution channels would be guaranteed, the expansion would stretch the management capabilities of the Innocent Drinks founders a lot...
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