Boost Juice Bars: Planning Process Analysis for Business Expansion

This report analyzes the planning process for Boost Juice Bars, focusing on the company's potential for expansion through franchising. The report begins with an introduction outlining the objective to assist a boutique marketing consultancy client interested in owning a Boost Juice Bars franchise. It then proceeds to analyze situational factors, including customer orientation, market characteristics, and product features, along with PEST and SWOT analyses. The PEST analysis examines political, economic, social, technological, environmental, and legal factors impacting the business. The SWOT analysis evaluates the company's strengths, weaknesses, opportunities, and threats. Based on these analyses, the report provides recommendations on target market selection, optimal location, product customization, and a launch communications plan. The report concludes with estimated outcomes and a summary of key findings, offering a comprehensive overview of the strategic planning process for Boost Juice Bars and its potential for business development.

Running head: PLANNING PROCESS OF BOOST JUICE BARS
The Planning Process of Boost Juice Bars
Name of the University:
Name of the Student:
Authors Note:

1PLANNING PROCESS OF BOOST JUICE BARS
Table of Contents
1. Introduction......................................................................................................................2
2. Analysis of Situational Factors........................................................................................2
2.1. Customer, Orientation, Market and Product Characteristics....................................2
2.2. PEST Analysis..........................................................................................................3
2.3. SWOT Analysis........................................................................................................4
3. Recommendations Based on Situational Factors.............................................................5
3.1. Target Market...........................................................................................................5
3.2. Location....................................................................................................................6
3.3. Customization of Total Products..............................................................................7
3.4. Launch Communications Plan..................................................................................8
4. Estimated Outcomes........................................................................................................9
5. Conclusion.....................................................................................................................10
References..........................................................................................................................11

2PLANNING PROCESS OF BOOST JUICE BARS
1. Introduction
A new outlet is deemed to be risky in comparison to an existing outlet. However, it also
offers an opportunity to attaining increased returns in case effective strategic decisions are made.
It is also observed that as the selected client cannot change some of its product components of
the franchisor they will be able to choose location for this new outlet (Aithal, 2016). New
adjustments are also to be made within “total product” so that it appeals more directly to the
target market within the new location and consider their own store marketing communications
plan. The objective of this report is to explain that as an owner of a boutique marketing
consultancy business specializing in financing and one of the company’s clients has expressed
interest of turning out to be an owner of the franchise. Boost juice bars is selected as the
franchise chain that is an Australian company and will be launched in global market. The report
will also clarify whether this selected franchisor recently just operates in Australia or attains
global perspective.
2. Analysis of Situational Factors
2.1. Customer, Orientation, Market and Product Characteristics
Boost juice company is oriented in Australia and distributes its products within the
supermarkets along with other stores. For the reason that the company exist in a maturity phase
that has selected a stability pricing objective. The company offers healthy and fast drinks all over
Australia and was established in the year 2000 (Barrow, Barrow & Brown, 2015). It is positioned
as the fastest growing fruit juice bar within the southern hemisphere. The company is oriented
within all over Australia and is observed to have around 200 stores in most parts of the world.
Boost juice company offers a wide range of great tasting juices or smoothies that are sold by
them that offers convenience along with argumentation of several products. This also deems to
improve the needs and changing desires of different consumer groups from all over the world
(Barucic & Umihanic, 2016). As the company is focused on the franchise system, it will build
shop in busy business area for focusing on international expansion.
The consumers of Boost juice company are the ones those desire to consume fresh, quick
along with nutritious juices that is of superior quality and does not come with artificially added
flavors. However, in the upcoming years the company is deemed to expand its business through
franchising within the Asian markets. The company has a broad range of consumers for the
brand is renowned all through the world. Moreover, in while entering a new market or for
product modification, the company attains clear understanding regarding the desires and wants of
its consumers (Beiko et al., 2017). This also consider effectiveness of its product distribution
channel along with attaining their interest and attention. For the reason that Boost juice company
is attaining a dominant position within the market in the juice market, it has attained a huge loyal
consumer base. All its existing consumers are willing to pay more prices for its customized

3PLANNING PROCESS OF BOOST JUICE BARS
products for the reason that their needs are addressed properly. Boost juice company always
focuses on the objective of generating an effective co-production process in order to develop a
tailored product based on consumer needs. Based on the preferences of its consumers, the
company made sure that all its product must add an increased value in which the price turns out
to be a less vital factor.
Products of Boost juice company are greatly focused on its consumers’ health and
nutrition and their products are segmented into various categories such as smoothies, juices,
crushers, complementary products and supermarket product ranges (Boyd et al., 2017).
Smoothies offered by the company includes low fat smoothies, super smoothies, skinny
smoothies, sporty smoothies along with lite smoothies. In addition, juice ranges of the company
include “made to order” juices made from fresh fruits. Crushed product segment of the company
includes berry crush, mango tango crush, tropical crush, watermelon crush and lemon crush. The
complementary products of the company include brinks, a range of healthy snack encompassing
fresh yogurt, muesli bars, fruits and wraps (Burns, 2016). Supermarket product range includes
frozen yogurt, bottle juice along with healthy snacks already present within the market.
2.2. PEST Analysis
PEST Analysis of the Boost Juice Company is observed to offer a comprehensive insight
within the environment of the organization. This is for the reason that it will cover analysis of
economic, political, social, technological, legal and environmental factors that impacts the
business of the company (Craft & Hassan, 2015). This analysis can facilitate the company in
attaining competitive advantages within through its new franchising decision from the boutique
marketing consultancy business. PEST Analysis for Boost Juice Company is conducted under:
 Political- The political factors that impacts the business of the Boost Juice Company
incudes largest democracies within the world, runs on the federal government and highly
impacted by the policies set by the government. Another political factor that has an effect
on the company’s business is that Boost Juice Company is impacted greatly by the
politicians’ interest along with the ideologies of the political parties (Craft & Hassan,
2015). The political factors that impact the business of the company incudes the rulings
and guidelines set by the health department, the advertising standards authority, trading
standards along with office of fair trading. Boost Juice Company has to deal with the
challenges of these standards in selecting the ingredients for its products along with the
image these products are observed to depict.
 Economical- Economic factors that can be considered by the juice company in operating
its franchised business all through the world includes its increasingly growing middle
class and GDP is around 7.46 billion dollars (Cross, Belich & Rudelius, 2015). The
economic factor also considers that the company is situated to have the fourth largest
buying power and along with that it is anticipated to grow by 7.75 by the end of 2020.
The purchasing of beverage product from Boost Juice Company is focused on particular
corner market or class. Moreover, the financial aspects that impacts the company’s

4PLANNING PROCESS OF BOOST JUICE BARS
business includes the decrease in product generation and low pay. It can also be
considered that the expansion rate can affect the purchasing case of the general
population.
 Social- The social factors of the company consider that the market that is served by Boost
Juice Company has a population of around 1.2 billion (Dibb & Simkin, 2016). From
analyzing the social environment of the company it is gathered that it serves around 7
territories along with 28 states. Boost Juice Company has a difficult social structure along
with having difficult social structure. The company also serves consumer segments that
belong to diverse culture, languages and religions. Some other social factors that are
observed to impact business franchising of Boost Juice Company includes the customer
attitudes along with their buying pattern, growth of the company’s target consumer
demographics. This must be considered by the company along with several health
campaigns including a five-day campaign (Cross, Belich & Rudelius, 2015). An
increasing interest within healthy eating along with anticipated growth trends for its
major demographic that offers significant opportunities for the company al through the
world.
 Technological- Boost Juice Company is observed to have of the well-developed IT
infrastructure all through the world. The company serves both the 3G and 4G along with
that the technology is used widely all through the world. Another technological factor
that is considered by the company considers that technological suppose and the services
are available easily by all its stress in its international business operation (Fan, Kühn &
Lafontaine, 2017).
 Environmental- The environmental factors that are deemed to affect the business of
Boost Juice Company includes poor air quality, existence of environmental pressure
groups and early recycling stages. This also includes process of waste material reduction
(Sadeh & Kacker, 2018). The company is also impacted by numerous environmental laws
that are associated with carbon impacts of its packaging materials along with use of
renewable materials.
 Legal- Legal factors that are considered by the company in its international business
includes certain regulations like minimum wage along with gender discrimination. Boot
Juice Company is dealing with numerous laws related with consumer protection as well
as industry regulation (Hill, 2016). Certain legal concerns that must be considered by the
company before initiating its franchising business includes effect of mergers and
acquisitions. It can also be observed that the company has recorded a high percentage
increase within the group that indicated a strong growth potential. The company has
focused on revealing the ways in which it can decrease its wastage along with its carbon
effect on the environment with respect to transportation of goods and packaging
(Hoffman, Munemo & Watson, 2016).

5PLANNING PROCESS OF BOOST JUICE BARS
2.3. SWOT Analysis
SWOT analysis of Boost Juice Company is carried out in order to analyses the position of
the company in the Australian market. It will also facilitate evaluation of the strengths and
opportunities attained by the company for attaining competitive advantages that can support its
franchising strategy (Ho, 2014). Threats and opportunities faced by Boost Juice Company is also
evaluated that can be considered for developing an effective business expansion franchising
strategy.
Strengths
 Increased capability to get involved
with the consumers
 Strong back up related with financial
resources
 The brand is observed to expand its
business operations in more than 15
nations
 Increased consumer loyalty for the
reason that it is extremely popular
between its user base
 Franchise system that is employed for
expanding its shops
 Highly innovative service offerings
and product concepts
 Increased consumer loyalty that is
highly popular between its user base
 Increased focus on advertising
campaign and promotions
 Better brand recognition and name
within Australia
Weaknesses
 The brand is not yet well established
in the international markets
 Sales of the company decreases
drastically in winter season
 Increased focus on promotional
activities for which the marketing cost
can also be experienced
Opportunities
 Targeting the developing Asian
market
 No strong existence of direct
competitors
 Increased marketing and advertising
through print, TVC’s and online
media
Threats
 Increasing raw materials cost
 High competition that can decrease
market share and can have a drastic
impact on business
 Fluctuating government policies along
with international currencies which
can impact business operations
drastically

6PLANNING PROCESS OF BOOST JUICE BARS
3. Recommendations Based on Situational Factors
3.1. Target Market
Target market of Boost Juice Company can be considered as a segmented consumer
group in order to achieve particular characteristics along with behaviors that requires different
strategic marketing mix methods in attracting specific consumers (Jansen, 2017). The consumer
segmentation bases of Boost Juice Company that targets the company’s market encompass
behavioral, psychographic, geographical along with demographic variables. Boost Juice
Company recognizing their target market that facilitates the company to offer consumer value
along with generating profitable results for the company. Target market of the Boost Juice
Company must include the consumers those are young and youthful. Target consumers of the
company also includes individuals those are active as well as have a moving lifestyle.
Boost Juice Company also must focus on capturing the attention of this target market
through making claims along with explaining facts regarding the benefits of consuming their
beverages (Kacker et al., 2016). The company also must consider targeting its consumer market
through franchising and explaining its exceptional benefits of products to the health conscious
consumers. Target market of the company must also include health conscious males and females
those are searching for a healthy substitute for the fast food. The target market for the company’s
franchised business expansion will appreciate quality and timely service with fast delivery. The
target consumer segment will belong to the group of mid to high income and are likely to
indicate conspicuous consumption.
Considering the needs of its target market, Boost Juice Company has an objective of
developing a healthy option for the fast food along with having rapid and timely service (Kiel,
2014). Their exceptional along with lively surrounding attracts a broad range of consumers
within the store. The colorful and the bright walls adds on to the company’s objective of
generating a positive work environment. The target consumer market segment has a perception
that the fast food market of Australia is highly unhealthy and uninspiring. For this reason,
through the franchising business expansion strategy, Boost Juice Company can facilitate fruits
health conscious target consumers within the targeted Asian market to consumer more fruits and
vegetables (Lee et al., 2015). Great tasting smoothies and juices will be offered by the company
as per the demand of its target consumers.
3.2. Location
India, being a developing economy provides a sea of opportunities for the organization to
widen its wings. India has been welcoming new ventures and even are open to foreign
investment. The current government of Republic of India has been encouraging foreign
investment in all the sectors (Li, Nahar & Fung, 2015).

7PLANNING PROCESS OF BOOST JUICE BARS
India has been a land of opportunities as it provides an ease of doing business to the
foreign organizations as well. A literate census of the country could also be considered as an
asset for the company as they could turn out to be an outstanding workforce (Kiel, 2014).
Boost Juice, being a renowned retail outlet can find various prospects in India as it is one
of the largest industry in the country. India is majorly an untapped market which works as a
magnet for various retail giants across the globe.
Furthermore, the working population of India mainly lies within median aged people who
could be a better target customer for the Boost Juice (Li, Nahar & Fung, 2015). A huge chunk of
Indian retail market is unorganized which provides an array of potential market opportunities.
Considering the growth of the country, the disposable income of the census has also
increased prompting them to spend for their luxury. Hence, retail industry is not only
accelerating in metro cities but also in Tier I and Tier II cities. The purchasing power of the
Indian consumers have been growing rapidly (McKeever, 2016).
Bearing in mind the juice market, India has witnessed a slow but steady growth in the
same. Several factors could be pointed out such as rise in fruit imports, growth of health
consciousness among the people, untapped market potentials and changing consumer patterns.
The market size of the juice industry in India has witnessed an annual growth rate of 20-
25% annually. It is estimated that Indian juice industry will reach USD 21 billion in 2018.
Investing in India could turn out to been an outstanding opportunity for Boost Juice as
there are many franchise aspirants in the country who generally look forward to invest low and
eye high return (Pollard, Chuo & Lee, 2016).
Boost Juice can provide franchise as it is the reason for such a growth in investment in
juice bars. Even a smaller kiosk, within a small space can carry out the operating highlighting the
brand and carrying out its operations.
As India is a huge market, Boost Juice can use FOFO method to get to a bigger audience
and spread its footprint across the country. The organization can also get a much better
entrepreneur as the workforce in India is well educated and are able to handle business hassles
(Porter & Heppelmann, 2015).
3.3. Customization of Total Products
International marketing plan of Boost Juice Company identifies that target consumers
within the Asian market have distinct values, purchasing power, customs along with media
habits along with understanding the relevance of international brand consistency. Based on the
desires and preferences of the target market, the company will customize its food products with
having great taste and nutritional benefits (Lee et al., 2015). The company will offer a
combination of a superior quality product that is served by energetic and positive individuals in

8PLANNING PROCESS OF BOOST JUICE BARS
all its stores. Customization of all its fruit juices will be done as per the seasonal fruit available
within the Asian market, more specifically within the selected location. Boost Juice Company
has considered entering the selected location through franchising. Gradually, the company will
offer more product ranges so it is performing well in the product side. The company will also
have innovative way of offering its fruit juices as per its target consumers preferences.
Customization of the fruit juices will be done in front of the consumers based on their needs and
taste. Observing that the number of health conscious consumers are increasing in India, the
theme of the Boost Juice Bar will be to promote nutritious and healthy food (Rana et al., 2017).
Through offering customized and nutritional fruit juices and snacks, the company will make sure
that its focus is not just on health drink and taste but also on developing a fresh and active image.
Boost Juice Company will offer homemade smoothies and juices that will serve to be
highly appealing in comparison to ready to drink beverage options generally offered by the juice
bars. Moreover, the fruit juices that will be offered by the company will be free from any
artificial ingredients that includes high fructose corn syrup, artificial sweeteners and
preservatives. From analysis of the Indian fruit juice market it was evidenced that the most
popular and traditional juice flavors that are greatly available in the market are apple, orange and
cranberry (Rana et al., 2017). However, the company will customize its fruit juices based on
emerging demands of the target market in India. This is because of the reason that consumers are
interested in highly innovative and less common flavors such as wholesome and vegetable based
juices. Moreover, customization of the product will also consider that the existing fruit juices ore
healthy through considering use of innovative choices alternative sugars and milk (Sadeh &
Kacker, 2018). In addition to that coconut, soy and almond milk can be considered to be used in
making fruit beverages. Moreover, nutritional benefits of the juices and smoothies will also be
customized to use sweeteners like stevia and agave syrup that can facilitate the company to
address needs of health focused consumers.
3.4. Launch Communications Plan
The communication process would be formed depending on the response process of the
customers. This plan would be carried out with the help of certain series of steps, which are
elucidated as follows:
Collaborating with other product line:
Boost Juice Bars could perform joint advertising with other product lines along with
focusing on both magazine and newspaper advertising for minimising the overall cost.
Drawing attention from targeted audiences:
Since the organization would be new in the market, it needs to attract attention from
targeted consumers towards its products. In this case, advertising would be the most powerful
medium for enhancing the awareness of the mass audiences (White, 2015). Newspaper and
magazine advertisements would be used one week prior the sale of the products in the market. It

9PLANNING PROCESS OF BOOST JUICE BARS
would be followed by billboards, road shows and television commercials three days prior to the
business launch. The total cost estimated for this tool is $15,000.
Encouraging trial:
When the customers are informed regarding the business launch, they need to be
encouraged to try the products. Boost Juice Bars could use sampling due to the lower unit value
and shorter purchase cycle of the organization. Sample coupons would be attached in newspapers
and magazines, through which the customers could avail a product of their choice free of cost
(Tseng & Hu, 2014). The official website of the business would allow the customers to
download the coupons as well. In addition, there needs to be bar codes on the coupons for
enabling the marketing team to gauge the efficiency of advertisement and coupon. For this
particular tool, the organization is expected to incur an amount of $12,000.
Increasing the use of online platform:
An official Facebook group of Boost Juice Bars could be opened for each product line
with the customers. The group would provide all the necessary information to the customers
along with the procedure of ordering products (Tong, Li & Wei, 2015). Since the issue is
associated with the overall brand, public representatives and a special marketing team would be
available for the project. After the development of the website, the IT team would work on
creating mobile applications for the business to draw customer attention. This platform would
cost the business an amount of $18,000.
Offering promotional pricing:
For enhancing daily use and greater amount of purchasing, a promotional price could be
offered to the customers. In this case, the organization would provide free delivery services in
the initial period, which would cost $5,000. However, this offer could only be availed after a
certain amount of purchase.
4. Estimated Outcomes
The value of the business is expected to perform above achieving the sales revenue of
11%, since it would consider the following factors:
Professional development:
Boost Juice Bars would focus on providing extreme value to the customers to enhance the
customer satisfaction level. In addition, it would focus on research and development, which
would help the organization to sustain competitive advantage in the market (Smith, & Seawright,
2015). Along with this, more concentration would be laid on advertising, since it would be the
most powerful medium for enhancing the awareness of the mass audiences.

10PLANNING PROCESS OF BOOST JUICE BARS
Greater quality of products:
Another way through which the business value would be increased above average is to
help the customers with greater quality products at lower prices in contrast to its competitors.
Quality is the only factor behind the success of the business growth in any operating market
(Shabanova et al., 2015). It would spend additional time on planning, organizing and delivering
greater quality products.
Customer value:
Enhancing value in the customer lives is extremely significant at the time of thinking
lasting business success. In order to enhance customer value, free product deliveries and special
customer representatives could be appointed to increase their satisfaction level. When the
customers are satisfied, it would help in increasing the sales revenue above the average standard
and thus, the profitability level would be increased.
5. Conclusion
The objective of this report was to explain that as an owner of a boutique marketing
consultancy business specializing in financing and one of the company’s clients has expressed
interest of turning out to be an owner of the franchise. Boost juice bars was selected as the
franchise chain that is a foreign company and will be launched in Australia. It is gathered from
the report that Boost juice company offers a wide range of great tasting juices or smoothies that
are sold by them that offers convenience along with argumentation of several products. This also
deems to improve the needs and changing desires of different consumer groups from all over the
world. As the company is focused on the franchise system, it will build shop in busy business
area for focusing on international expansion.
It is also gathered from the paper that International marketing plan of Boost Juice
Company identifies that target consumers within the Asian market have distinct values,
purchasing power, customs along with media habits along with understanding the relevance of
international brand consistency. Based on the desires and preferences of the target market, the
company will customize its food products with having great taste and nutritional benefits.

11PLANNING PROCESS OF BOOST JUICE BARS
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