International Marketing: Boost Juice Bar Expansion to California

This report examines the international marketing strategies for Boost Juice Bar's expansion into California, USA. It begins with an overview of the company's general, short-term, and long-term marketing goals and objectives, including a mission to become a globally recognized brand. The report then delves into international marketing strategies, specifically focusing on positioning within the Californian market. It provides a perceptual map comparing Boost Juice Bar to competitors like Pure Pressed and Naturewell Organic Juice Bar, highlighting the company's positioning based on price and quality. The report analyzes the market entry strategy, consumer behavior, and competitor analysis. The report also addresses the marketing mix (4Ps) and offers recommendations for marketing control and contingency plans, along with an expansion plan. This report provides a comprehensive analysis of Boost Juice Bar's international marketing approach, offering valuable insights into its potential success in the California market.

Running head: INTERNATIONAL MARKETING
International Marketing
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1INTERNATIONAL MARKETING
Table of Contents
7. Marketing goals and objectives (general, short-term, long-term) 2
8. International marketing strategies 3
8.1 Positioning 3
References 6

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7. Marketing goals and objectives (general, short-term, long-term)
General Goals
The general mission along with mission of Boost Juice Bar is to become most famous and
loved brands in the entire world including California. The respective company is following
love life idea as this helps in engaging the different customers in California through the
various combination of smoothies and juices.
Objectives
The objectives of Boost Juice Bar are as follows:
● To make a mark on the different customers by providing and producing the fresh and
best juices in the entire world through Juxtaposed
● To implement the integrated marketing campaign and target the higher income group
individuals aged between 25-25 years of age group
● To engage the different customers by taking feedback from individual customers
through email as this helps them in understanding the changes which are required to
be done by the company
Short Term
The main short-term goal and objective of Boost Juice Bar is to supply the large
segment in the market by intensifying the entire target market and the age groups are required
to be broadened in the next 2-3 years as this will improve the overall profitability of the firm
in an efficient manner (Pyo, 2015).

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Long Term
The Boost Juice Bar plans to increase the overall market share by more than 7 to 10%
by offering the different customers with innovative kinds of products along with services as
well(Juice, 2018). The marketing channels will be expanded in the market which will be done
by Boost Juice Bar such as through emails wherein the company can analyse the viewpoints
of the different customers.
They can change the different strategies to improve their customer base and improve
their style of marketing in the future. Lastly, the company can implement various kinds of
marketing campaigns which will help the company in becoming successful and try to become
more successful in the future as well.
8. International marketing strategies
8.1 Positioning
Positioning is being referred to as the place which the brand will be occupying in the
customer’s mind and the process through which the products will be distinguished from the
other competitors in the entire market as well. With the help of the strategy of positioning,
this will help Boost Juice Bar in California, this will help the company in understanding the
position of the different competitors in the entire market which will help the company in
gaining competitive advantage effectively.
Moreover, in order to enter into the market of California successfully, this is essential
for Boost Juice Bar will be requiring to position themselves as this will provide a view on
understanding their position in terms of the other competitors in the market. Boost Juice Bar
is specialised in providing nutritious juices along with smoothies which tastes good and they

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do not use anything artificial in the juices prepared by them (Datta, Ailawadiand van Heerde,
2017).
Additionally, the price and product quality are the essential elements for the
perceptual map as the price is the most deciding factor which is being analysed by the
customers. On the other hand, the quality is being checked by the customers in the market as
they are health conscious in nature and they prefer high quality less calorie juices or any other
product items which will help the Boost Juice Bar in improving their brand image in front of
the customers (Tanner& Raymond, 2015).
From the below perceptual map, this can be analysed that the position of Boost Juice
Bar in the California in USA in terms of the price along with quality. The two major
competitors of Boost Juice Bar in Californian market are Pure Pressed and Naturewell
Organic Juice Bar (Huang &Sarigöllü, 2014). With the help of the perceptual positioning
map, the respective company Boost Juice Bar will be targeting the various income groups in
order to become more successful in an efficient manner.

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Figure 1: Perceptual Mapping of Boost Juice Bar in terms of Quality and Pricing
(Source: Created by Author)
From the perceptual map, this can be analysed that the Boost Juice Farm can be able
to position themselves as low price and high-quality strategy and this helps the company in
becoming successful in the California market as well (Schlegelmilch, 2016). Lastly, Boost
Juice Bar will be targeting the customers in California by introducing the higher brand image
and the company will be serving all kinds of income group individuals from youngsters to the
different aged individuals as well in order to become more successful in their approaches in
an efficient and effective manner as well.

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References
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), pp.1-20.
Huang, R., &Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Juice, B. (2018). Boost Juice. Retrieved from https://www.boostjuice.com.au/
Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism, 15(3), 253-281.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy(pp. 63-82). Springer, Cham.
Tanner, J., & Raymond, M. (2015). Principles of marketing. University of Minnesota
Libraries Publishing.