Boost Juice Brand: Global Marketing Plan for US Market (MKT303)

This report provides a comprehensive analysis of Boost Juice's international marketing strategies, focusing on its success in the Australian market and its potential for expansion into the United States. The report begins by outlining the marketing techniques employed by Boost Juice in Australia, including pricing, placement, promotion, and product strategies. It then assesses the applicability of these techniques in the American market, considering the similarities and differences between the two consumer bases. A key component of the report is an examination of cultural differences, particularly using Hofstede's cultural dimensions, to understand how these differences influence marketing decisions in both countries. The report applies market segmentation and marketing mix theories to provide a strategic framework. Finally, the report concludes with specific recommendations for the Boost Juice brand to successfully launch and thrive in the American market, considering the nuances of the target market and the competitive landscape.

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in the overall analysis of the different kinds of marketing techniques
which are being used by Boost Juice Brand in the Australian market. The different kinds of
segmentation, marketing mix and the Hofstede’s Cultural Dimension theories are being used
which helped in managing the effectiveness of the marketing theories in an efficient manner.
Lastly, the recommendations have been provided which helped in managing the different
kinds of aspects in an effective manner.

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Table of Contents
Introduction................................................................................................................................4
Marketing Techniques Used by Boost Juice in Australia..........................................................4
Marketing Techniques Used in Australia would Work in America...........................................5
Cultural differences that influence Marketing Decisions in both Australia and America.........7
Recommendations......................................................................................................................9
References................................................................................................................................11

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Introduction
The report helps in the entire analysis of different marketing techniques which are
being used by Boost Juice Brand in Australia. The proper discussion of the marketing
techniques used in Australia by Boost Juice will work in America as well. The cultural
differences are required to be discussed which will help in influencing the marketing related
decisions in both America and Australia as well.
Marketing Techniques Used by Boost Juice in Australia
Marketing techniques is the long term and forward-looking approach wherein the
main approach is planning with the major fundamental goals of achieving the sustainable
competitive advantage in the entire market. The marketing mix is required to be analysed in
such a manner which has helped them in increasing their competitive advantage in the
Australian market.
The marketing mix elements of Boost Juice are discussed as follows which are being
followed in Australia:
Price is the first aspect in which brand Boost has recognized necessity of having the
good pricy policy which helps in meeting the demands of the customers. The brand has
several competitors in the market, however Boost Juice tried to capture the entire competitive
market by maintaining the low prices and maintaining the quality of the product at the
same time as well. The company has tried to offer the strong hold over the market by offering
the economical kind of priced juices and this helps the brand in becoming effective
(Demangeot, Broderick and Craig 2015).

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Place is the other aspect in which this can be seen that Boost is the popular drink and
they are the major kind of contributor towards the larger kind of figure of the sales. The
distinct kind of policy of distribution has helped in providing the different products to the
customers. The channel of supply is inclusive of sending products from the different
manufacturers which will help in receiving in bulk kind of qualities. Furthermore, the Boost
juice Brand is showing their presence in the different kinds of supermarkets, convenience
stores along with department stores.
Promotion is the other aspect in which the brand has been able to gain huge
popularity in the market which has helped them in becoming the most popular brands in the
entire Australian market. Boost Juice has tried to develop promotion portfolio around the
different sports and sports people as well. The company tries to promote the different
products through different advertisements in social media and television as well.
Product is the last aspect wherein the product has positioned themselves as
Vitaminized Energy-Fuel which has a unique kind of taste and preferences of malt with
chocolate. There are different kinds of boost product ranges which helps the company in
improving their overall effectiveness in the market of Australia.
Segmentation is the aspect which helps the brand of Boost Juice to attract a specific
group of customers. The company tries to segment along with choose the different age
groups as their target market to achieve most effective kind of advertising technique and
this helps in maximising the sales. This is a convenience kind of product and the company is
currently in their maturity phase with the strong brand equity along with brand loyalty as
well.

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Marketing Techniques Used in Australia would Work in America
From the above section, this can be seen and analysed that there are different kinds of
techniques of marketing which has been used in Australia and this will be working in
America as well. From the above techniques, this can be analysed that the major techniques
which can work in America are as follows:
Price is the first marketing mix aspect which can work in America as the company
can enter into the American market by introducing the different economical pricing strategies
which have helped them in becoming successful in the Australian market (Javalgi and La
Toya 2015). While entering into the American market, this is essential for them to capture the
market against the different other competitors in the market. Furthermore, the volume pricing
policy which helped in penetrating the markets in Australian market effectively (Morschett,
Schramm-Klein and Zentes, 2015).
Promotion is the other aspect in which this can be seen that the promotional activities
wherein the advertising can be done through social media and television along with
billboards in reaching the target customers. The promotional offers can do wonders for the
brand while entering into the market of America and this will help them in surviving in the
attracting a huge customer base. Apart from the different traditional promotional kind of
activities, this will be beneficial for the success of the company in the overall market (Gomes,
Sousa and Vendrell-Herrero 2017).
These are the different marketing techniques which can be used by the Boost Juice
Brand in American Market which will be beneficial for them in gaining success in the overall
market. The promotional and pricing techniques are mandatory which are required to be
followed in order to become more famous in the market.

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Cultural differences that influence Marketing Decisions in both Australia and America
Figure 1: Hofstede’s Cultural Dimension
(Source: Stöttinger, Schlegelmilch and Zou 2015)
With the help of the Hofstede’s cultural dimension, this can be helpful in managing
the different differences in an effective manner. There are different articles have helped in
analysing that there are differences in the choice of the customers preferences in both the
cultures.
Power Distance- This is the first aspect in which this can be seen that Australia
scores low in the respective dimension wherein they have scored 36 and the communication
is not powerful in the Australian society (Choi and Yeniyurt 2015). This creates a huge
impact on the marketing decisions of the individuals in Australia as the customers
preferences are different from one another and they are price conscious in nature
(Papadopoulos and Heslop 2014).
On the other hand, the individuals in the American society are different and they have
scored 40 in the respective perspective. This can be seen that the individuals are not price

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conscious and the preferences of the customers match with one another as well. This will be
beneficial for Boost Juice in expanding their market effectively and gain more competitive
advantage (Penz and Kirchler 2016).
Individualism is the other aspect in which Australia has scored 90 in the respective
aspect and there are differences in the opinions of the individuals in the society. This affects
the marketing related decisions which are being taken by individuals in Australia.
Collectivism is essential in analysing the decisions related to marketing and this will be
beneficial for the making the decisions related to marketing more effective. The individuals
are highly individualistic in nature and this will be difficult for Boost Juice to receive success
in the market (Samiee, Chabowski and Hult 2015).
On the other hand, the Americans are similar in nature like Australians wherein the
score is 91 and they are similar in this respective approach. The collectivism plays a major
role in the marketing related decisions in which this will benefit the market in managing the
different decisions in an effective manner (Hult et al. 2018).
Masculinity is the aspect in which Australia has scored 61 and this indicates that it is
inclined towards the masculine kind of individuals. The main concern in these countries are
towards the savings along with the rate of spending in the society and this will help in
managing the decisions related to marketing (Hakansson 2015).
Similarly, the same case is in America wherein they have scored 62 in the same
approach in which the main concern of the society is towards the different kinds of savings
which can be done by the individuals towards purchasing of different products and services
(Vellas 2016).

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Uncertainty Avoidance is the other aspect in which Australia has scored an
intermediate score of 51. The individuals in the Australian society are less threatened
towards the unknown kind of situations and this will help them in making the different
decisions related to marketing. The Boost Juice Brand will be successful in their approach as
the customers are not too threatened to take the different decisions related to the purchase of
the juice.
On the other hand, America is very less threatened as the score is 46 and they are
approachable in trying the different kinds of new dishes or products in the market without
much issues.
Long term Orientation is the aspect in which Australia has scored 21 and this is a
normative kind of culture. They are normative in thinking and they are able to take up
different challenges which helped them in becoming more normative in the approach.
On the other hand, America has scored 26 and they are normative in nature as well
wherein the decisions related to marketing are taken by them without much issues.
Indulgence is the last aspect in which Australia scored 71 and these kinds of
individuals have the desire to purchase the different kinds of goods and services without
much issues (Demangeot, Broderick and Craig 2015).
On the other hand, this can be seen that America has scored 68 and they have less
desire in managing the different kinds of aspects related to marketing in the market.
Recommendations
There are different recommendations which can be provided to the Boost Juice Brand
in order to launch their presence in the American market as well. With the implementation of

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the marketing mix and segmentation theories, this can be analysed that there are few
strategies which is essential in nature in managing their presence in the American market.
The different aspects which are required to be taken into considerations are as follows:
 Firstly, Boost Juice Brand needs to expand their business operations in America
wherein they need to concentrate more on place and product range which will be
beneficial for them to expand their presence effectively. The central location is
required to be acquired by Boost Juice Brand which will be beneficial for them to
become more successful in the market
 Secondly, segmentation is required to be ascertained in an effective manner in which
this can be seen that cultural barriers are required to be analysed in which this will
be helpful in becoming more effective in meeting the demands of the different
expectations effectively
 Lastly, the product range is required to be analysed in an efficient manner wherein
Boost Juicer Brand needs to understand the purchasing power of the customers in
the market and gain competitive advantage in the market as well.

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References
Choi, J. and Yeniyurt, S., 2015. Contingency distance factors and international research and
development (R&D), marketing, and manufacturing alliance formations. International
Business Review, 24(6), pp.1061-1071.
Demangeot, C., Broderick, A.J. and Craig, C.S., 2015. Multicultural marketplaces: New
territory for international marketing and consumer research. International Marketing
Review, 32(2), pp.118-140.
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2017. International marketing
agility. International Marketing Review.
Hakansson, H., 2015. Industrial Technological Development (Routledge Revivals): A
Network Approach. Routledge.
Hult, G.T.M., Hair Jr, J.F., Proksch, D., Sarstedt, M., Pinkwart, A. and Ringle, C.M., 2018.
Addressing endogeneity in international marketing applications of partial least squares
structural equation modeling. Journal of International Marketing, 26(3), pp.1-21.
Javalgi, R.G. and La Toya, M.R., 2015. International marketing ethics: A literature review
and research agenda. Journal of Business Ethics, pp.1-18.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international
management (pp. 978-3658078836). Springer.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.

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Penz, E. and Kirchler, E., 2016. Households in international marketing research: Vienna
Diary Technique (VDT) as a method to investigate decision dynamics. International
Marketing Review, 33(3), pp.432-453.
Samiee, S., Chabowski, B.R. and Hult, G.T.M., 2015. International relationship marketing:
Intellectual foundations and avenues for further research. Journal of International
Marketing, 23(4), pp.1-21.
Stöttinger, B., Schlegelmilch, B.B. and Zou, S. eds., 2015. International Marketing in the Fast
Changing World–Introduction to Volume 26. In International Marketing in the Fast
Changing World (pp. xi-xvi). Emerald Group Publishing Limited.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.