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Executive Summary This report has looked at how the Innocent Company differ in method that is used and how it has gained success via its differences. The soft drinks industry is extremely competitive although Innocent is the dominating company in its industry within the UK, and potentially could expand globally. Innocents' brand expansion illustrates how simple strategies have brought major success for this innovative company. However, this report concludes that it is recommended that Innocent maintains its successes through constant search for expansion of new products, as the sheer volume of Innocent will give them an advantage over new competitors. Also, recommendations for Innocent are simply to focus on the high price on their products because price is still a main factor, people are not willing to pay for a small bottle of drinks that are even though they are needed for health because consumers are looking for the optimal balance between...

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