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Boost Juice Company’s International Marketing Case Study


Introduction

Boost Juice is one of the most well-known healthy brands. The company specializes in selling delicious and nutritious fruit juice. Boost Juice is an international chain of retail outlets with headquarters in Melbourne, Australia. Boost Juice has expanded from a small local company to an established network of retail stores all over the world since 2000. There are more than 200 outlets in Australia, Asia, Europe, Africa, and South America.

The Type and Nature of the Juice and Smoothie Bar Industry

It cannot be denied that people tend to be more health-conscious all across the globe, and the demand for healthy organic food is growing faster nowadays. It is confirmed by the success of such healthy grocery store chains as Trader’s Joe and Whole Food. The juice and smoothie bar industry is a part of this health market trend. Although the industry is relatively new, the number of juice bar franchise operations is growing with years. Juice bars are becoming more popular in the world. They are usually located in shopping malls and urban areas. The secret of the juice and smoothie bars industry’s success is the thing that bars are convenient and accessible for those people who do not have enough time to sit down and eat a salad or drink juice but who still want to lead a healthy lifestyle. What is more, the juice bar business does not require a great amount of capital to start. There are some international juice and smoothie bar chains. The brightest and most prosperous examples are Jamba Juice, Smoothie King, and Fresh Healthy Café. As well as Boost Juice, these brands promote a healthy lifestyle and make healthy living easier.

Business Expansion

Humanity lives in the time of globalization that means the transformation of the world into a single space. There are a lot of successful examples of companies that have already entered the global market. Boost Juice is one of such international companies. International business is a good opportunity to increase sales and profit and outperform competitors though there are some obvious risks related to it. It is worth mentioning that although Boost Juice has more than 200 retail outlets throughout the world, there are still no stores in North America. The company is recommended to take a planned approach to establish its operations in the United States of America. The local conditions of the United States can offer some advantages for a brand like Boost Juice. Due to the high demand for healthy foods in the United States, the juice bar and smoothie industry offers opportunities to such businesses as Boost Juice.

To enter the United States market, a few factors are to be considered before. Firstly, it is important to thoroughly investigate the economic situation, the financial abilities of the middle class, or another target group in particular. Further, political factors should be considered. It is necessary to explore the tax structure and other legal systems of the country. Social and cultural differences that can greatly influence the business should be considered too. It is also important to evaluate the market potential and competition.

International Marketing Issues

International marketing differs from domestic marketing. International marketing has its distinctive features and characteristics. There are some issues and uncertainties related to it. Entering a foreign market, a company faces a few difficulties. Firstly, a few international marketing issues are to be planned and dealt with.

The political climate varies from country to country. The politics of certain countries are not as stable as the politics of others because they can change due to the results of elections or even revolutions. It becomes more difficult to run a business in such circumstances. A changing political climate affects business activity. To avoid problems related to political changes, it is better to expand the business entering the markets of politically stable areas. For instance, some European-based companies such as Lidl and Carrefour open new stores within Europe in general due to stable politics and the European Union cooperation.

Consumer interest is one more issue that has to be considered. Foreign markets are different from the domestic market due to a variety of factors such as consumer’s needs, preferences, tastes, and desires. A product can be very salable in one country, but there might be no demand for it in other places around the world. International marketing has to take into consideration the consumer’s requirements. To establish a successful business abroad, companies should analyze these requirements. McDonald’s, the world’s largest fast-food company, is the best example of a company that meets consumer needs because it explores every culture and creates special menus for different countries by local habits.

Apart from this, language can be a barrier to successful international business expansion. Translations from one language to another can hurt the meaning and implication of taglines. Also, it is important to pay enough attention to local dialects and idioms. Sometimes direct translations of advertising slogans are not the best way to explain the company’s position and sell goods or services. It is much more reasonable to start international marketing campaigns from scratch considering the local environment as it does Procter & Gamble, an American multinational company.

Juice Bar Marketing Strategies

There are a lot of juice bar stores in the United States of America. Some of them are aimed at the United States market only; others are international chains. However, their marketing strategies are similar. Firstly, the target group of the juice and smoothie bar industry is health-conscious consumers. The main mission of juice bars is to make healthy drinks available and satisfy the nutritious needs of consumers. Social Media is probably the most significant part of the whole marketing strategy today. Being active on such social networks as Twitter, Facebook, and Instagram contributes to brand awareness and helps to decrease marketing costs. To stay competitive, Boost Juice should follow all these rules. Moreover, to be ahead of competitors, the company is recommended to introduce something new. For instance, it is a good idea to attract new customers with free juices especially because Boost Juice is an unknown brand in the United States.

Conclusion

To sum up, the juice and smoothie bar industry is becoming more popular throughout the world due to the growing demand for healthy organic products. Boost Juice, one of the most famous healthy brands today, has more than 200 retail stores all over the world. The company is recommended to expand the business to the United States of America because it is a good opportunity to increase profit. To enter the United States market, some factors, international marketing issues, and strategies are to be taken into consideration because international marketing is different from domestic marketing.

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IvyPanda. (2020, November 15). Boost Juice Company's International Marketing. Retrieved from https://ivypanda.com/essays/boost-juice-companys-international-marketing/

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1. IvyPanda. "Boost Juice Company's International Marketing." November 15, 2020. https://ivypanda.com/essays/boost-juice-companys-international-marketing/.


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IvyPanda. "Boost Juice Company's International Marketing." November 15, 2020. https://ivypanda.com/essays/boost-juice-companys-international-marketing/.

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IvyPanda. 2020. "Boost Juice Company's International Marketing." November 15, 2020. https://ivypanda.com/essays/boost-juice-companys-international-marketing/.

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IvyPanda. (2020) 'Boost Juice Company's International Marketing'. 15 November.

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