Individual Report on Boost Juice | International Marketing | Report

Running Head: INTERNATIONAL MARKETING
INDIVIDUAL REPORT ON
BOOST JUICE
International
marketing
Report
Student Name: Harpartik Singh
Student ID: 123524

INTERNATIONAL MARKETING 1
Table of Contents
Introduction.................................................................................................................... 2
Hofstede's cultural dimensions............................................................................................ 2
Market segmentation, targeting, positioning............................................................................ 3
Marketing mix................................................................................................................ 3
Porters Diamond model..................................................................................................... 4
Porters five force model..................................................................................................... 6
Conclusion..................................................................................................................... 7

INTERNATIONAL MARKETING 2
Introduction
Boost Juice is an Australian retail company which is engaged in selling of fresh fruit juice along
with smoothies. This brand has evolved their business by focusing their business interest on
various platforms in Australia. They are also including other food related items which such as
fresh burgers along with Cibo Espresso. This report is focused on the repositioning of boost juice
in China market. It also includes Hofstedes cultural dimensions. In addition, it is also focused on
STP, marketing mix and Porter diamond model strategy. It also includes porter five force models
as competitive strategy to gain competitive advantage over other retail companies.
Hofstede's cultural dimensions
Power distance
In china society, it is believed that relationship between subordinate and superior is polarized and
there is no defense-related to power abuse from superior side (Shi and Wang 2011, p.11). In
China, individuals get influenced through formal authority and therefore offer opportunity to
boost juice retail to set up high promotional targets without questioning management which is
not possible in Australian context because they do not support polarized culture and will raise
question in context of their set up targets.
Individualism
In China people give importance to collective culture as compared to individual interest. There
are chances that employee commitment with organization may be low but their relationship with
each other is very cooperative in terms of support and guidance (Emery and Tian 2010, p.45). In
this situation, boost juice retail can make use of this culture to boost their product promotion in
China market by connecting work with collective culture. China people prefer interaction and
therefore this promotional team can approach target with juice drink habits personally to set up
product in their mind.
Masculinity
China is considered as one of the masculine society because these people are ready to sacrifice
family interest in their work. They are ready to offer their service even at late night. For them,
leisure time is not given so importance (Cheong, Kim and Zheng 2010, p.1). This offers
important opportunity to boost juice to expand their product reach to maximum possible region.
In Australia, people are not will to work for late hours but China culture offer great work base
for boost juice in terms of expansion.
Long term orientation

INTERNATIONAL MARKETING 3
Chinese culture is pragmatic in nature because of which people in China believe that reality is
very much based on the situation and time. Here, boost juice can utilize this believe by
conveying that their product offer better health and tradition. They are good at adopting tradition
when things are related to change in order to obtain effective results.
Market segmentation, targeting, positioning
At present Fruit juice market in China is growing rapidly. Exports related to fruit juice to China
is exceeding every before. China is having almost 1.4 billion populations and growing middle
class which prefers fruit juice as medium of their drink habits. Due to rapid increase in
population, demand for fresh juice is increase on daily base. This offers a better opportunity for
boost juice retail to expand their business in China market. China population is a mix segment of
old, young and children. Among these segment, target audience for boost juice will be youth and
middle class population because at present these segment has become very conscious about their
health and are looking for those products which are healthy by nature and are available in
reasonable price (Elepu, Nabisubi and Sserunkuuma 2016, p.80). In order to position boost juice
in China market, company must understand that partnership with established players such as
subway and Gloria jean`s coffee are better option to reenter in China market because it will offer
ground knowledge in terms of market. While promoting boost juice, company must connect its
advertisement with consumer preferences related to fruits in order to make them feel that this
product is specially made for them (Zhang, Lusk, Mirosa and Oey 2016, p.156). Youths must
feel that they are very special for boost juice retail and hence their promoting ads must display
youth face only.
Marketing mix
Product
Boost juice will provide high quality fresh juice products which is rich in nutritious, healthy and
taste with new varieties in the form of crushes and delicious smoothies to attract potential target.
Boost juice will also serve supplementary snacks to add new taste (Menzies and Orr, 2014).
These products will offer them fresh feel and keep them hydrated during their daily work. In
addition products are sealed in a plastic bag in order to prevent it from bruises.
Price
Most of the youth population does not belong to earning profession and therefore company has
maintained their product price in such a way that they will feel that they are not spending extra in
order to keep their healthy better. Price is considered as one of the most effective attracting tool
for companies to position their product in minds of the youth population.