This report provides a detailed analysis of the marketing fundamentals of Boost Juice, an Australian juice bar chain. It begins by examining consumer behavior, including levels of involvement and the influence of situational, psychological, and social factors on purchasing decisions. The report then outlines eight types of market segmentation used by Boost Juice, followed by the development of a buyer persona and a positioning statement. A positioning map is also included to visually represent Boost Juice's market position relative to its competitors. The report highlights Boost Juice's target market, product offerings, and marketing strategies, providing a comprehensive overview of the company's approach to attracting and retaining customers. The analysis is supported by relevant references to academic literature and Boost Juice's own marketing materials, offering valuable insights into the company's success in the competitive beverage market.