Innocent Drinks Company

Innocent Drinks Company is a healthy food and drinks, which was founded 1999. The healthy foods and drinks are sold in supermarkets, cafes and other food outlets. The Drinks Company, which is a United Kingdom based company, has outlets in several countries such as Ireland, Spain, Sweden, Norway, Finland, Belgium, Germany, France, Austria, Denmark and Switzerland and 25% of its shares are owned by the multi million company Coca Cola. The main reason why Innocent Drinks Company has become very successful is that it changes its management strategies from time to time. The shareholders of Innocent Drinks Company have on the forefront in thinking that the United Kingdom smoothies market is superior that any other smoothies market around the globe (Wilson, 2006). This has had a major impact on the expansion because the company has continued to open up branches in other countries and as such has been able to increase on the profit margins. The company has been able to establish a wide network of countries considering that smoothies are the most common drinks. By understanding this fact, the directors have gone ahead and opened up new companies in other countries without having to conduct a research on the smoothies market and as such, Innocent Drinks Company has been considered an international company. The international orientation strategy that has been employed by Innocent Drinks Company is ethnocentric because the directors and managers have believed that just because the company has been able to fair well in the United Kingdom market, then it will be able to fair better in the international market (Rensburg, 2012). The directors and managers of the company have always chosen to ignore the valuable price of information. This is because they do not conduct any kind of research on the new smoothies market but just go ahead and open up branches.