Introduction
This assignment is about the Innocent company, its brand portfolio and the potential entry into the Spanish market. In the first part I give information about the company itself including its history, its current operations, markets and distribution channels. In the third section I conduct a macro environmental analysis and a more market-specific analysis by the 12C - framework as well as the Porters Five Forces – model. The fourth section comprises an assessment of the principal challenges that the Spanish market represents to the company in selling its products. The last part involves a personal evaluation of relevant entry modes for the company into the Spanish market.
The Innocent company
History and Facts
The 'Innocent' company is originally a manufacturer and distributor of smoothies. It was founded in 1999 by Richard Reed, Adam Balon and Jon Wright (Datamonitor, 2009).
Their business of selling fruit drinks without adding sugar or concentrates growth rapidly. Starting with a turnover of £0.2 millions in 1999 they could record revenue of £114 millions in 2007 with a 71 % value share of the UK smoothie market. This success is lead back to the constant expansion of new product lines and markets. Innocent developed the new brand 'This water' and launched it in 2007. To extend its product range the company initiate 'Orange juice' and 'Vegetable pots' in 2008. Starting from offering their products within the UK, the company expend its markets inside Europe and operates now in Ireland, Norway, Sweden, Finland, Denmark, the Netherlands, Belgium, France, Germany, Switzerland and Austria (Innocent, 2008).
This essay is an example of a student's work
Disclaimer
The company is headquartered in London and according to Hollensen classes among the LSEs with its 275 employees (Datamonitor, 2009).
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