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Introduction

Innocent Drinks was created by Adam Balon, Jonathan Wright, and Richard Reed in 1999. Innocent Drinks is known for its 100% pure fresh, natural fruit smoothies. In addition, Innocent drinks also offer juice drinks, pure fruit juice, and some other ready snacks and meals (Mintel, 2013). Innocent has a high rate of sales, in 2003, only with four years of operation, the company has become the number one smoothies brand and achieved more than 30% of market share and has sales points in around 4500 stores in the UK. Recently, it has approximately £15 million turnover each year and its initial investment only £280,000. (Datamonitor, 2004).

This report aims to analyze how Innocent drink enters into Japan market. To achieve this objective, this report will

• Identify the global market segmentation and targeting of Innocent and why choose enter into Japan market.

• Detail analyzing factors that impact Innocent both on its internal and external, through such as SWOT analysis and PESTCOM analysis.

• Identify international marketing objectives of Innocent into Japan market based on SMARRTT principle (Specific, measurable, achievable, realistic, relevant, targeted and timed).

• Identify the main foreign market entry strategy of innocent into Japan market.

• Identify global product strategy of Innocent by detail analyzing international product decisions of Innocent such as product portfolio management, standardization vs. adaption and branding.

• Offer recommendations to improve Innocent's performance in Japan market.

Foreign market segmentation and targeting

Global marketing segmentation

Global market segmentation refers to the process of identifying specific segment-whether they be country groups or individual consumer groups-of potential customers with homogeneous attributes who are likely to exhibit similar responses to a company's marketing mix（这个参考文献是学生发的课本）.

In this case study, Innocent drinks will target and expand...