MKT303 Assessment 3: Boost Juice Global Marketing Report

This report presents a comprehensive analysis of Boost Juice's marketing strategies, focusing on its operations in Australia and its potential for expansion into the Chinese market. The report begins with an executive summary and table of contents, followed by an introduction outlining the dynamic nature of the business environment and the importance of strategic positioning. The core of the report analyzes the marketing techniques employed by Boost Juice in Australia, including market segmentation, the marketing mix (product, price, place, and promotion), and branding. It then discusses the applicability of these techniques in the Chinese market, emphasizing the importance of social media marketing, online advertising, and branding strategies tailored to the Chinese consumer. The report also examines cultural differences between Australia and China, utilizing Hofstede's cultural dimensions to highlight key differences in individualism, long-term orientation, and family orientation. Furthermore, the report includes an analysis of the Chinese beverage market using Porter's Five Forces model. Finally, the report concludes with recommendations for Boost Juice, including leveraging WeChat, adopting a dual retail and online sales approach, and utilizing influencers to engage younger consumers. The references used in the report are also provided.

Running head: MARKETING REPORT
MARKETING REPORT
Name of the Student
Name of the University
Author Note

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Executive Summary
As the business environment can be stated to be highly dynamic in nature, it is very important for
the firm to ensure that in order to attain success in the long run, the firm would be able to come
up with adequate strategies which would ensure that, they are successfully able to gain a
competitive positioning in the market. The report is based on the Boost Juice Company in
Australia and the overall marketing techniques of the firm. In addition to this, the capability and
probable strategies which can be adopted by the firm to expand its operations in China have been
elaborately described.

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Table of Contents
Introduction......................................................................................................................................3
Analysis and discussion...................................................................................................................3
The marketing techniques used by Boost Juice in Australia.......................................................3
Discussion on the marketing techniques used in Australia would work in China.......................6
Cultural differences that influence marketing decisions in both Australia and China................6
Conclusion and Recommendations..................................................................................................8
References......................................................................................................................................10

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Introduction
The business environment is largely dynamic in nature and with respect to this, it
becomes considerably crucial for the business to understand that if it aims to ensure success in
the long run, then in such a scenario, it would be required to take advantage of the business
environment and expand its horizons so as to ensure that it is successfully being able to create a
competitive positioning for itself in the market (Bagozzi et al. 2018). The report will focus on the
overall strategy of the Boost Juice Bars. The organization is an Australian retail outlet which
largely specializes in selling fruit juice as well as smoothies. The Boost Juice Bars were formed
back in the year 2000 with the first store of the firm located in South Australia. Since then, the
organization has expanded its operations to various countries around the globe and with respect
to this, it can be mentioned that, the organization has made a plan to find a suitable market in
Asia, South Africa, India and United Kingdom. The report will lay down a global marketing
report for the firm`s re-entry to China. Certain recommendations for the firm shall also be
provided which will assist the organization in attaining long term success.
Analysis and discussion
The marketing techniques used by Boost Juice in Australia
Market segment
The Boost Juice seeks to offer fresh juice to the different customers with a healthier
lifestyle. As the obesity and overweight concerns have been rising considerably, people have
preferred healthier food choices. Hence, the main target market of the firm can be understood to
be the different students and the children who will largely benefit from the nutritional aspects of

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the juice (Boostjuice.com.au. 2019). In addition to this, approximately 40% is owned by the
retailer and the parents of these children. The rest of the market share which is present is
occupied by the executives and females who believe that, they need to adopt a healthier lifestyle
which will ensure that they are able to lead a long and healthy lifestyle. The offerings which are
made by the firm comprise of juices, smoothies, bars and other such energy drinks which are
made of healthy proteins and related nutrients (Boostjuice.com.au. 2019). The juice bars are the
highest selling products of the firm which are made of fresh juices and vegetables and seeks to
present a new offering to the different customers. Hence, the product has the aim to attract the
different customers who are looking out for healthier options and food choices.
The Marketing Mix of the Brand in Australia
The marketing mix can be understood to be a potential marketing strategy which goes a
long way in assisting the business to decide upon the product, place, the price and the promotion
which has to be paid for a product or an overall organization offering.
Product
The Boost juice is a well identified product with a considerable product strategy. As the
different Australians have been experiencing a considerable increase in their weight issues and
obesity has become a common issue, it is crucial to note that, the organization took advantage of
this initiative which was also taken by the Australian government. It aimed to attract the
customers so as to ensure that, the increasing fitness and health movement can be captured
(Chernev 2018). In addition to the juice, the company also introduced energy juices, calorie
counters, energy boosters as well as the boost snacks which would ensure that, a large number of

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people are attracted. The customers were also given an option of customizing their own products
(Kotler et al. 2018).
Price
The organization had been introduced to compete with the soft drink brands like Pepsi,
Coca Cola and other related nonalcoholic beverages (Gummesson 2017). The competition in this
market can be stated to be very fierce in nature and with respect to this, it can be rightfully
understood that, the pricing strategy which was adopted by Boost Juice could be stated to be the
low cost leadership strategy whereby, the firm aimed to attract a larger target market, the
organization lowered the prices (Homburg, Jozić and Kuehnl 2017). However, the company has
to work considerably hard so as to ensure that it is successfully able to maintain the reduced
price and at the same time be able to maintain the overall quality of the product (Chernev 2018).
By offering economically priced products, the company has been able to penetrate deep
into the market and are purchasing the fresh juices without giving any second thoughts due to the
economical pricing.
Place
The company functioned in Australia with the help of various retail outlets. In addition to
this, the Boost juice largely operates on a franchising system model and hence, within a short
span of time, the firm has been able to expand its operations to more than 100 stores across the
country (Boostjuice.com.au. 2019).
Promotion

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In order to ensure that the firm is successfully able to meet the needs of the business and
be able to attract adequate customers, the firm invests heavily in advertisement through mediums
like television, internet, radio, billboards as well as posters so as to reach out to the designated
target audience (Bagozzi et al. 2018). Moreover, various promotional offers have also been
launched by the company like buy one and get 50% off on the other product. The custom offers
on various festivals and related events attracts them to ensure that, the firm will be able to attain
long term success. The brand owns its own website which helps it to ensure a strong customer
inflow (Olson et al. 2018).
Discussion on the marketing techniques used in Australia would work in China
Social media marketing and online advertisements
The social media and marketing techniques can be stated to be considerably very popular
in China and in line of this, it has to be understood that, Boost Juice would be required to ensure
that it makes use of the mediums like WeChat, Twitter and Instagram which can be stated to be
considerably popular in the country and if the Australian company wants to ensure considerable
success in the long run then in such a case, it would be essentially required to enhance these
capabilities so as to attain success in the country (Baker 2016). Moreover, the Chinese strongly
believe in online reviews and ratings and therefore, in line of this, it becomes considerably
crucial for the firm to ensure that, it continuously updates and maintains the website so as to
attract the different customers as present.
Branding

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The branding also tends to form an essential aspect of the organization and hence, the
Chinese do vote for particularly strong brands and hence, with respect to this, it can be rightfully
understood that, the organization may also use branding techniques to attract the audience.
Cultural differences that influence marketing decisions in both Australia and China
Figure 1: The Hofstede cultural comparison (Purple: China, Blue: Australia)
(Source: Hofstede-insights.com 2019).
From the given image, the overall cultural differences between the two countries can be
rightfully understood. It can be observed that the market in China can be understood to be more
stringent than the market in Australia and it can be stated to be because of this that the brand
would be required to essentially style the strategy in a manner such that it will successfully be
able to engage in long term success (Baker 2016). It can be largely observed that the aspects like
Individualism and orientation are considered to be important aspects of any Marketing and
purchasing decision and hence, with respect to this, it can be rightfully understood that, the firm
would be required to target the overall family as its target market rather than just targeting the

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individual customers because the family orientation is much higher in the country as compared to
what the status was in Australia (Hofstede-insights.com 2019). In addition to this, whereas the
individuals in Australia are considered only about the present and not the future, the Chinese are
better concerned about Long term orientation and in line of this, the health consciousness motive
of the firm might hit the country in a better manner.
The industrial market of Boost Juice in China can be understood to be as follows:
Figure 2: The Porters five forces of the Chinese Beverage market
(Source: As created by the author).
Conclusion and Recommendations
Therefore, from the given analysis, it can be rightfully understood that, the Australian
market and the Chinese market are quite different from one another and in line of this, it has to
be understood that since Boost Juice wants to ensure success in the long run, it would be required
Power of Buyers
The availability of the large
supermarkets tends to
increase the buyer power.
Power of Suppliers
The power of suppliers is
considerably very low
because, the goods are
already available in the
market.
Availability of substitutes
Various sugared and non
sugared drinks are available
as substitutes.
Competitive Rivalry
The coca cola and pepsi
brands thrive tough
competition to the existing
brands.
Threat of new entrants
The new entrants will face
global competition,
however, certain Niche
markets remain competitive
and atractive.

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to ensure that it is successfully able to form adequate strategies which will then assist them in
expanding comfortably in China (Baker and Saren 2016). The report began with a brief
introduction on the company which was then followed by the analysis of the current marketing
strategy and mix which is followed by the firm in Australia. This was followed by the analysis of
the probable strategy which would work in China. Moreover, the cultural analysis and
differences between China and Australia were discussed in order to set the base for
recommendations for the firm to perform well (Villeneuve and Pasquier 2017).
The recommendations which can be provided for the firm can be stated to be as follows:
 The Boost Juice can make use of the We chat application as it can be understood to be
considerably popular in China (Gummesson 2017). The WeChat stories are considered to
be highly popular and with respect to this, it has to be understood that, when Boost Juice
makes use of this medium, they will be able to ensure considerable success.
 Secondly, the medium of selling of the organization needs to be made both the retail
stores as well as the online mediums (Chonko and Hunt 2018). This is because, only
when the product will make itself widely available and then, it will be able to ensure
success in the long run and be able to increase the sales.
 Lastly, it is also crucial to understand that, to ensure that the firm is able to achieve its
goals, the brand makes use of certain influencers which will help the firm in influencing
the young users to make the purchase of the product and become health conscious.

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References
Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management. Walter de
Gruyter GmbH & Co KG.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Boostjuice.com.au. 2019. Boost Juice Australia [online]. Available at:
https://www.boostjuice.com.au/ (Retrieved on: 08 June. 2019).
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chonko, L.B. and Hunt, S.D., 2018. Reflections on ethical issues in marketing management: An
empirical examination. Journal of Global Scholars of Marketing Science, 28(1), pp.86-95.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing, 31(1), pp.16-19.
Hofstede-insights.com 2019. Comparing countries [online]. Available at: https://www.hofstede-
insights.com/product/compare-countries/ (Retrieved on: 08 June. 2019).
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing management:
an Asian perspective. Pearson.

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Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human
resource management policies within the marketing organization: The impact on business and
marketing strategy implementation. Industrial Marketing Management, 69, pp.62-73.
Villeneuve, J.P. and Pasquier, M., 2017. Marketing management and communications in the
public sector. Routledge.