Boost Juice Market Entry Strategy

The assignment examines Boost Juice's existing strategies and their potential applicability in the US market. It explores cultural differences between Australia and the United States to identify potential challenges and opportunities. Based on this analysis, the document recommends specific marketing mix strategies for Boost Juice to effectively enter and succeed in the American market.

Running head: INTERNATIONAL MARKETING
International marketing
Name of the student
Name of the university
Author note

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Executive summary
The aim of this report is to discuss about the marketing strategies being used by Boost juice in
the Australian market and the effective marketing strategies for them to use in the American
market. Cultural differences between the two countries are also being discussed in this report.
This report concludes that the recommended steps being discussed in this report will help them
to have effective market operation in the market of the United States.

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Table of Contents
Introduction......................................................................................................................................3
Marketing techniques being practiced.............................................................................................3
Segmentation...............................................................................................................................4
Targeting......................................................................................................................................4
Positioning...................................................................................................................................5
Effective marketing strategies to be used in America.....................................................................6
Cultural differences between Australia and America......................................................................6
Recommended marketing mix in America......................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................7
Place.............................................................................................................................................8
Promotion....................................................................................................................................8
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................10

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Introduction
Entering in the foreign market is one of the key sources of gaining feasibility in the
global market. This is due to the reason that, entering in the foreign market helps the
contemporary business organizations to enhance their market share along with increasing the
brand identity (Gnizy, Baker and Grinstein 2014). However, cultural differences in different
countries are one of the key challenges being faced by the contemporary business organizations.
It is important for the business organizations to effectively determine the cultural differences
between the home and host countries and implement the marketing strategies accordingly.
Boost juice is one of the leading retail chains based in Australia and having their market
presence in different locations around the world (Juice 2018). They are having specialization in
offering different variants of smoothies and fruit juices. Currently they are considering the idea
of entering in the market of United States to increase their market share.
This report will discuss about the marketing strategies being used by them in Australia
and the strategies that will be beneficial for them in the United States. Moreover, the cultural
differences between Australia and the United States will also be discussed in their report. Few
recommended steps will also be discussed in this report.
Marketing techniques being practiced
In order to identify the marketing techniques being practiced by Boost juice, the market
segments of them will be identified. Segmentation, targeting and positioning model will be used
to determine the market segments of them.

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Segmentation
The target segment of Boost juice is being classified in different elements. In terms of the
demographic segmentation, the target age group of them is 12 to 60 years. Thus, they are
catering to huge customer segments (Diamantopoulos et al. 2014). This is due to the reason that,
Boost juice is having diverse products applicable for different customers across age groups. In
terms of geographic segmentation, the target segment of them is present in different countries
including Australia, India and the United Kingdom. In terms of the behavioral segmentation,
boost juice is offering instant refreshment for their customers with having more nutritional value
compared to conventional drinks.
Targeting
In targeting the huge customer segments, boost juice involves brand extension in order to
have different varieties under same brand name. This helps them in meeting the diverse
requirements of the customers (Schlegelmilch 2016). On the other hand, price skimming
strategies being involved by them. This is due to the reason that, with the help of the price
skimming strategy, they are being able to garner more revenue at the initial stage of the
introduction of the new products and gradually reducing the price in order to cater to the mass
market.
Moreover, electronic media and print media are being used by them in communicating
and advertising their offerings to the customers. With the help of their extensive communication
strategies, Boost juice is being ale to gain immense popularity among the target market.

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Higher Price
Lower price
Higher product
assortment
Lower product
assortment
Boost Juice
Bickfords Prune
V8 tropical
Positioning
With the help of the price skimming strategies, the products of boost juice are being
positioned as affordable alternative to the conventional drinks (Maarit Jalkala and Keranan
2014). Moreover, the promotion of the products is being done to communicate the customers
regarding the presence of huge number of varieties of fruit juices in affordable cost. It helps
Boost juice to cover more customer segments across different income levels and with diversified
requirements and tastes.

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Effective marketing strategies to be used in America
 One of the key existing marketing strategies to be used in America will be the mass
market strategy used in Australia. This is due to the reason that, America is having more
competitors in the market with having the presence of number of established players in
the market (Baran and Galka 2016). Thus, initiation of the mass marketing strategy will
be beneficial for them due to the reason that, it will help them to attract more customers
with having lower price of the products.
 The extensive communication strategy being practiced by Boost juice in Australian
market will also be beneficial for them in the American market (Luxton, Reid and
Mavondo 2015). This is due to the reason that, electronic and print media will have the
higher market penetration among the major portion of the society. Thus, communicating
their offerings with the help of these mediums will help to drive the customer awareness
effectively in the new market.
 Demographic segmentation should be maintained in the American market similar to the
Australian market (Cross, Belich and Rudelius 2015). This is due to the reason that, in the
Australian market, the target segment in terms of the demographic segmentation is huge
and covering more market share. Thus in the American market also, this will also help
them to cover the major market share.
Cultural differences between Australia and America
According to the Hofstede’s cultural dimensions, Australia and America is having
different cultural dimensions, which may have impact on the marketing decisions. One of the key
differences is the individualistic nature of the two societies. According to the Hofstede’s cultural

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dimensions, Australia is having slightly less individualistic society compared to the United
States. Thus, in the American market, Boost juice should come up with more product assortment
compared in Australia. Another cultural difference is the indulgence. In this dimension, Australia
is more indulgent country over the United States. Thus, people in the United States will have less
leisure time and resources to spend on the fruit juice product of Boost juices. They should
position their products in the American market as necessity item for the working people in order
to regain energy.
Recommended marketing mix in America
Product
As earlier discussed, it is being recommended that Boost juice should have deeper
product assortment in the American market compared to the Australian market. This is due to the
reason that, American is having more diverse population with having different taste and
preferences (Besbes and Saure 2016). In addition, with the presence of the number of players in
the market, deeper product assortment will help Boost juice to cover the market effectively.
Moreover, it is also being recommended that, the Boost juice should offer their existing product
portfolio in the American market along with some new products according to the local taste and
preference. This will help to meet the local requirement and preferences pattern of the customers
in the American market.
Price
It is being recommended that mass market and affordable pricing model should be
initiated by Boost Juice in the American market. This is due to the reason that, American market
is having the presence of niche and higher end brands operating in this sector. Thus, it will not be

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beneficial for Boost juice to target the niche market. On the other hand, premium pricing will
further reduce the target market to a large extent (Sato and Sawaki 2013). Thus, with the
initiation of the affordable pricing strategy, Boost juice will be able to cover more market share
in the American market, which will be beneficial for them to gain the recognition in the initial
stage.
Place
It is being recommended that Boost juice should offer their products from both the online
and offline mediums. This is due to the reason that, in the American market, the penetration of
internet is huge among the major population. Thus, it is being recommended that, the products of
them should be offered through the online medium also. It will help them to offer their products
in more market area in the American market. Moreover, with the initiation of the Omni channel
marketing strategy, Boost juice will be able to gain more brand exposure in the market (Verhoef,
Kannan and Inman 2015).
Promotion
In the earlier section, it is being discussed that, Boost juice only involves promotion
through traditional mediums. Thus, it is being recommended that, they should also involve social
media marketing. This will help them to determine the requirement and trend in the market and
in accordance to that, they can offer their products. Initiation of the social media marketing will
also help them in gaining the feedback from the customers in the American market regarding
their offered products (Ashley and Tuten 2015). Another promotional strategy that can be
involved by them is the free sampling method. This will help them to offer the user experience of
their products to the new customers.

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Conclusion
Thus, from the above discussion, it can be concluded that, Boost juice is having effective
marketing strategies in their existing market of Australia. Moreover, this report discussed about
the existing strategies of Boost juice that can be beneficial for them in the American market also.
The cultural differences of Australia and the United States are also being discussed in this report.
In accordance to the differences being identified, some recommended steps are being discussed
in this report. This report also discussed about the recommended marketing mix strategies to be
followed and implemented by Boost juices in their new market of America. The recommended
steps discussed in this report will help them to have effective marketing techniques in the market
of the United States.

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Reference
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Baran, R.J. and Galka, R.J., 2016. Customer Relationship Management: the foundation of
contemporary marketing strategy. Taylor & Francis.
Besbes, O. and Sauré, D., 2016. Product assortment and price competition under multinomial
logit demand. Production and Operations Management, 25(1), pp.114-127.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science
(AMS) Annual Conference (pp. 531-536). Springer, Cham.
Diamantopoulos, A., Ring, A., Schlegelmilch, B.B. and Doberer, E., 2014. Drivers of export
segmentation effectiveness and their impact on export performance. Journal of International
Marketing, 22(1), pp.39-61.
Gnizy, I., E. Baker, W. and Grinstein, A., 2014. Proactive learning culture: A dynamic capability
and key success factor for SMEs entering foreign markets. International Marketing
Review, 31(5), pp.477-505.
Juice, B. (2018). About Boost Juice - Boost Juice. [online] Boostjuice.com.au. Available at:
https://www.boostjuice.com.au/about-boost-juice/ [Accessed 31 Jan. 2018].
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.

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Maarit Jalkala, A. and Keränen, J., 2014. Brand positioning strategies for industrial firms
providing customer solutions. Journal of Business & Industrial Marketing, 29(3), pp.253-264.
Sato, K. and Sawaki, K., 2013. A continuous-time dynamic pricing model knowing the
competitor’s pricing strategy. European Journal of Operational Research, 229(1), pp.223-229.
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy(pp. 63-82). Springer, Cham.
Verhoef, P.C., Kannan, P.K. and Inman, J.J., 2015. From multi-channel retailing to omni-channel
retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2),
pp.174-181.