The Daily Fruit Juice Company: International Marketing

Running head: INTERNATIONAL MARKETING
International Marketing
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1INTERNATIONAL MARKETING
Executive Summary
This report deals with the international expansion of an Australian fruit juice company, named
The Daily Fruit Juice Company. The company has served the Australian market for the past 25
years and now aims towards international venture in order to explore new business opportunities,
markets and increase the customer base thereby, sustaining in the competitive market. The
company has decided to expand internationally in the UK due to the proactive nature of the
government, stable and steady GDP along with unhealthy lifestyle and eating habits of the UK.
The company has selected the children, the young adults and the adults as the target customers,
as the rate of calorie based fast food intake is highest among this section of people. Moreover,
due to the cheap nature, The Daily Fruit Juice Company has selected franchising as the market
entry strategy in the UK.

2INTERNATIONAL MARKETING
Table of Contents
Introduction......................................................................................................................................3
The Daily Juice................................................................................................................................3
PESTLE analysis & justifying the selection of the UK...................................................................4
Target customers in the UK.............................................................................................................6
Product Positioning..........................................................................................................................7
Suitable market entry.......................................................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

3INTERNATIONAL MARKETING
Introduction
International marketing is a good opportunity for the domestic business organizations, as
this allows them to explore new markets in the host countries and increase the customer base. As
the demand and expectations of the customers in the host country changes with time, the market
becomes saturated thereby, stalling the business (Killing 2012). Therefore, international
expansion is the best option business organizations can avail for sustaining in the competitive
market.
This report highlights the international expansion of an Australian juice company of
named The Daily Juice Company in the UK. The Daily Juice Company used to manufacture
orange juice solely since their establishment. Additionally, the report also consists of the target
customers, product positioning, and the suitable market entry strategy.
The Daily Juice
The Daily Juice is an Australian juice company that produced only orange juices when
the company started. The company started in 1989 with only 12 people committed to a big
vision. The vision of the company was to produce delicious orange juice that melts in the mouth
of the customers. Since the establishment of the company, the orange juice of the company has
been highly favored by the Australian customers. As the demand for the orange juice increased
over the years in the Australian market, they introduced new fruit juices in their collection. The
different types of juices produced by The Daily Company include Nourish Berry, Nourish Green
and Nourish orange. The juices produced by the company come in the family pack as well as
breakfast bottles. The Daily Juice Company has successfully served the Australian market for the