Marketing Management: Boost Juice Bar's Marketing Strategy Analysis

This essay provides an overview of marketing management, focusing on corporate objectives and different marketing concepts. It analyzes Boost Juice Bar's corporate objectives, which include expanding their customer base and becoming a leading juice brand globally, and how these objectives drive their marketing strategies. The essay identifies Boost Juice Bar as following a marketing concept, adapting their product portfolio to local market trends based on customer feedback. It also discusses the strengths and weaknesses of Boost Juice Bar's core marketing strategy, noting its potential for market penetration and brand exposure, alongside the high costs and investment risks involved. Desklib provides access to a wide range of study resources, including past papers and solved assignments, to support students in their academic endeavors.

Running head: MARKETING MANAGEMENT
Marketing management
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1MARKETING MANAGEMENT
Question: 1
Corporate objectives refer to the goals that are being set by the companies in order to
achieve them in long term. Corporate objectives determine the future business approach of the
organizations and how they will operate in the market. In majority of the cases, corporate
objectives are being set for a specific time period within which these will be achieved (Eccles,
Loannou & Serafeim, 2014). For instance, Boost Juice bar is a leading fruit juice chain from
Australia and having their presence in different countries around the world. Their corporate
objectives include reaching out to maximum number of customers and to be the leading juice
brand in the world. Thus, according to their corporate objectives, Boost Juice bar is initiating
different marketing and business strategies such as initiating extensive marketing strategies (Lee,
Kozlenkova & Palmatier, 2015). The corporate objectives set by Boost Juice bar will help them
to work towards being a leading name in the global fruit juice market.
Question: 2
There are mainly three types of marketing orientation concepts available to the marketers.
Marketing concept refers to the process of offering products in accordance to the market trend. In
this case, the products are being offered after gathering feedback from the target customers
(Homburg, Jozic & Kuehnl, 2017). Selling concept refers to the process of selling the products
what the organizations will manufacture and initiate strategies to push the sales of the products
irrespective of what customers wants. In this case, the major concentration is given on selling the
product in any way. Production concept refers to the process of producing single type of product
in large quantity in order to reduce the average cost and offer them in lowest price in the market.

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Boost Juice bar follows the marketing concept as it is reported that Boost Juice bar they
continuously change their product portfolio and they are also having different products in
different regions according to the local trend (Gordon, 2013). Thus, it can be concluded that
Boost Juice bar gathers feedback from their target customers and offer or update their existing
products accordingly. It also helps them to have higher level of customer satisfaction and loyalty
for the brand.
Question: 3
The core marketing strategy of Boost Juice bar is to offer products according to the
market taste and preference pattern of the customers and to cater the majority share of the market
by means of extensive and aggressive marketing mix strategies. The major strengths of this
marketing strategy are ability to penetrate in the market and reaching to maximum number of
customers (Gummesson, Kuusela & Narvanen, 2014). Thus, the target market area will be more
and it will help Boost Juice bar to achieve their objective of becoming the leading brand in the
world. Brand identity and exposure will get increased due to their core marketing strategy in the
long term. However, on the other hand, the major weakness of their marketing strategy is
involvement of huge cost and investment in developing the extensive marketing and promotional
strategies. This further increases the risk for them in terms of return on investments.

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Reference
Eccles, R. G., Ioannou, I., & Serafeim, G. (2014). The impact of corporate sustainability on
organizational processes and performance. Management Science, 60(11), 2835-2857.
Gordon, R. (2013). New ideas–fresh thinking: towards a broadening of the social marketing
concept?. Journal of Social Marketing, 3(3).
Gummesson, E., Kuusela, H., & Närvänen, E. (2014). Reinventing marketing strategy by
recasting supplier/customer roles. Journal of Service Management, 25(2), 228-240.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015). Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), 73-99.