However, both of these companies have identifies the size of their market and have both used it to their advantage. For example; Innocent Smoothie have dominated the Europe soft drink sector and have understood the risks of trading elsewhere. Jaguar Land Rover have found success in all parts of the world by looking at the demand their and seeing a gap in the market for their product. Emerging/developed markets are important as they are both large markets which have a high demand, the public expect to get what they want, such as Europe is important for innocent as that is where their main customers are based.