Global Marketing Report: Boost Juice's Strategy in Australia & China

This report, prepared as an International Marketing Manager for Boost Juice, examines the company's marketing strategies in Australia and proposes a global marketing plan for the Chinese market. The analysis begins with an overview of the marketing mix (4Ps) used in Australia, followed by a SWOT analysis to assess the brand's strengths, weaknesses, opportunities, and threats. The report then discusses the marketing techniques applicable to China, considering the Chinese consumer's preferences and online behavior. It also analyzes the cultural differences between Australia and China using Hofstede's cultural dimensions, emphasizing how these differences influence marketing decisions. The report provides recommendations on how Boost Juice can succeed in China, including the use of online platforms, targeted advertising, and an understanding of Chinese cultural values. The report highlights the importance of market segmentation, positioning, and the need to tailor marketing efforts to the specific needs of the Chinese market. Finally, it stresses the importance of consumer satisfaction for building brand loyalty and success.

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International Marketing
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International Marketing
Marketing strategies used in Australia
The marketing mix of the company is analyzed first in order to determine the market
strategies used by Boost Juice Company in Australia. The marketing mix refers to a collection of
actions, or techniques which an organization uses to promote its product or brand in the market.
The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. Nevertheless,
nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning,
People and even Politics as vital mix elements. As an international marketing manager, I will
study the 4Ps of the market mix of Boost Juice Company ( Prezi Inc., 2018). Secondly, SWOT
analysis would help us to study the strengths, weaknesses, threats, and opportunities of the juice
company. Boost Juice Company offers fresh juice to their clients with the aim of encouraging a
healthy lifestyle in Australia (Boost Juice, 2019). For instance, from high cases of obesity
among the children in Australia, people have opted to be taking health foods to curb the problem
in the country.
Among the customers of Boost juice, 50% of them are students and young people while
40% constitutes the parents and the rest of the retailers. The remaining share is occupied by the
executives in the offices of the company. Majority of the customers are females who have a high
preference of the juice. We have been using the 4Ps to target male individuals in the market. We
offer different varieties of juices in the country to improve the customer's satisfaction. The
company has developed its own brand of juice through innovation. We offer affordable prices to
our customers which have enabled us to be highly competitive to our competitors (Boost Juice ,
2015, p. 5).

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Proper marketing strategies like affordable prices, unique customer experience have
helped our market to be in a good position compared to other companies that have failed to peak
in Australia (Boost Juice, 2017, p. 13). We have opened many retail shops within Australia that
help us in distributing our brand to all corners of the country. We also have retail outlets in other
countries and its one of the marketing strategies that has helped our company to perform better.
With the application of Porter's Five Sources, we have managed to deal with the
competition from our competitors all over in Australia (Indiatsy, Mwangi, & Mandere, 2014, p.
2). We were able to notice the potential and capabilities of the new companies that has entered
the market and thus improve our standards. We were capable of measuring the powers of our
suppliers and our customers. For the company to do well in Australia, we managed to satisfy our
customers through the supply of t products at the right time. We also experienced threats of the
substitute goods that were mostly the fast foods which were supplied by other companies. Most
of them did not do well in the market because people had already learned the importance of
healthy foods.
Our strength is innovation and convincing approaches which we offer to our clients about
the brand. As a company, we have an opportunity of extending our market to Asian countries
like China. As an international manager, I am advocating for more marketing and advertisements
to enable the company to makes it in China. We use the 4Ps which abbreviates Product, Price,
Promotion, and place. Our product is the juice brand which we sell at affordable prices.
Promotions are done through advertisements and through the internet and word of mouth to
target places like China ( Private Media Pty Ltd, 2011, p. par. 1).
Marketing techniques used in Australia would work in China.

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After having a successful performance in Australia, we have an idea of taking Boost juice
to China. Some of the marketing strategies that were used in Australia are also applicable and
important in China for our company to succeed. As a manager, I noticed that a good percentage
of Chinese spend most on trending products, shop online, seek products that distinguish
personalities and use the internet to learn about new products entering their country (Nothhaft,
2018, p. 12). With such kind of data, it is possible to come up with the marketing strategies that
would do well to sell our brand in the Chinese market. One of the marketing strategies that will
remain is a convincing approach for us to gain customers within a short period of time. We shall
also ensure we sell our brand at an affordable price where all the people in China will be in a
position to buy our products (CHARLTON MEDIA GROUP., 2015). The fact that most of the
citizens in China use the internet to gather information about new products entering their
country, we shall also ensure that we use the social media platforms to advertise for our products
in the country. Advertisements through magazines and catalogs would target people with high
incomes because they had a history of having a preference in consuming healthy foods (Weber,
2009, p. 87). We shall use market segmentation, positioning, and targeting model to ensure that
we divide the Chinese society for us to position ourselves. It is clear that there are different
preferences on products depending on the age and gender of the Chinese society. Boost juice
would target young people, females, and people who have high incomes. They value healthy
foods compared to men and elderly people (Food and Agriculture Organization of the United
Nations.; United Nations University.; World Health Organization., 2004, p. 47).
Cultural differences that influence marketing decision in both Australia and China.
Geert Hofstede gave four cultural dimensions that affect the marketing of products and brands
between different countries. Hofstede had different dimensions to culture in different societies

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which we applied when selling our brands in the two countries Australia and China. He focused
on values, norms, and behaviors of people in different cultures and from different countries. The
cultural norms and values must be considered when selling the same brand of products in these
distinct cultures (Ferrell, Fraedrich, & Ferrell, 2010, p. 268) .
Power distance was the first dimension in Hofstede arguments. He argued that different
societies have distinct perceptions towards equity of power in the country (Piepenburg, 2011, p.
1). Australian culture is much different from Chinese society and there we used different tactics
to approach the customers when doing marketing for our brand. According to Hofstede, different
cultures have different approaches to new changes in society (Information Resources
Management Association; Jason Mull, 2015, p. 494). As a company, Boost juice must learn the
tactics of responding to responses that would be received from the Chinese society of marketing
the juice in their country. We expect a different response from the one we received in Australia
in our early days when the company started.
Collectivism and individualism are other dimensions that Hofstede considered in these
different cultures. It deals with how individuals are integrated into various groups (Mooij, 2014,
p. 205). China is a highly collective society where everything is handled collectively in society.
As a manager of Boost juice, it is my advice to ensure that we learn the collective society in the
Chinese community. Australia is an individualistic society where individuals have rights to doing
things in their own way. Masculinity and feminism are other dimensions used by Hofstede to
show the interest of the two genders. According to him, male individuals have more interest in
business products in China compared to Australian. It is then advisable to Boost juice to target
men in China than the way they targeted Women in Australia.

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Recommendations as to how the Boost Juice brand can succeed in the Chinese market.
For Boost juice to succeed in China, proper considerations should be put in place to
ensure their brand will sell in the country. They should use magazine and catalog advertisements
and Social media platforms. The culture of the community should be considered to know the
kind of integration that happens in the country. Most of the young people and high-income
individuals are conversant with the importance of eating healthy foods in China. It is, therefore,
our responsibility as a company to target the group that would buy our brand for the company to
succeed (Boost Juice Inc., 2012, p. par. 1). Marketing strategies like selling the juice at an
affordable price, convincing approaches and use of social media platforms to advertise and
promote the brand should be embraced. Understanding of the Chinese cultural values and norms
is also another way of winning these citizens to buy the new brand in the country. The
satisfaction of consumers creates a good relationship between the company and the clients. Most
of the consumers tend to buy brands from the companies which they are confident with
(Alcantara-Pilar, Barrio-García, Crespo-Almens, & Porcu, 2015, p. 110) .

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References
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https://prezi.com/l7c47s7t0kqf/boost-juice/
Private Media Pty Ltd. (2011, September 28). Boost Juice to open 100 stores in India as
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Boost Juice. (2017, June 1). Boost Information Guide. Retrieved June 5, 2019, from Boost Juice:
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CHARLTON MEDIA GROUP. (2015, Oct 16). Find out how customers influence Boost Juice's
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München GRIN Verlag GmbH.

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