Boost Juice Marketing Plan

Topics: Juice, Juice bar, Boost Juice Pages: 21 (5721 words) Published: November 5, 2012
[pic]

Company: Boost Juice
Target Country Market: Singapore

Contents

1.0 Introduction
1.1 Industry Analysis……………………………………………... 1.2 Company Background…………………………………………….

2.0 Key Issues in Entering Market……………………………… 2.1 Political
2.2 Economical
2.3 Cultural
2.4 Technological
2.5 Social

3.0 Implications.………………………………………………….. 3.1 Product
3.2 Price
3.3 Place
3.4 Promotion
3.5 Process
3.6 Physical Evidence
3.7 People

4.0 Entry Modes……………………………………

5.0 Key Trends………………………………………………...

6.0 Conclusion/Recommendations…………………………………….

7.0 Bibliography…………………………………………………….

8.0 Appendix…………………………………………………………

Introduction

1.1 Industry Analysis

Porter’s five forces analysis of Australia and Singapore Food & Beverage Industry

| |Home Country – Australia |Host Contry – India |Host Country – Singapore | |Country | | | | |Supplier Bargaining Power|Low – Australia has a huge amount of land dedicated to |Low /Medium– Having a hot and tropical climate means that India |Low /Medium– Singapore imports more than 90% of its food products due to its | | |agricultural farming, including fruit farming. Because of |produces fruits locally as well as import them from overseas. Not as |limited agricultural production and rapid urbanization (marketinfoguide). | | |this, there are many fresh produce suppliers in Australia.|fresh as if fruits were produced locally. Wide global availability of|Therefore it is easy for Boost Juice to switch to suppliers due to the wide | | |Ability to integrate vertically. In addition, overseas |fruits. Fresh produce industry highly competitive. Switching costs |availability of fresh fruits and produce. | | |wholesale fruit imports are cheap and legal, therefore, |low. | | | |suppliers have low bargaining power. | | | |Buyer Bargaining Power |High – Direct competitors of a comparable size to Boost |Medium– Boost Juice products appeal to a wide range of customers who |High - Convenient stores and large supermarkets stock a wide array of equally | | |Juice include Nudie, New Zealand Natural and on a smaller |enjoy a healthy and tasty beverage. Customers tend to buy in small |healthy fruit juices that buyers can choose from that fall within the same price | | |scale, conventional small fresh fruit juice stalls |volumes (usually 1 drink per person). Biggest competitor is Booster |bracket. On top of that, local fresh fruit juice stalls are widespread and | | |operating in shopping malls. Indirect competitors include |Juice which sells similar healthy fruit juices and smoothies. Boost |aplenty, most offering fresh fruit juices at cheaper prices. Therefore, switching| | |Switching cost for buyers is low. Fruit beverages across |Juice is a reputable brand worldwide, compared to smaller local juice|cost for buyers is generally low....

Bibliography: Emerging Markets Direct (2012, April 27th). Singapore Food and Beverage Industry 2H11. Retrieved August 18th 2012, from http://www.emergingmarketsdirect.com/products/Singapore-Food-%26-Beverage-Industry.html
NTUC fairprice Online
Hinrichs, R., Hunzelmann, N., Ritzkowsky, A., Zollner, T. M., Krieg, T. and Scharffetter-Kochanek, K. (2002), Caffeine hypersensitivity. Allergy, 57: 859–860. Retrieved 18th August 2012.
Chad J. Reissiga, Eric C. Straina, Roland R. Griffiths (2008) Caffeinated energy drinks – A growing problem. Volume 99, Issues 1–3, Pages 1–10.
Business Knowledge Resource. (2010). Roles and Responsibilities of your Marketing Director. Retrieved August 16th, 2012, from http://www.businessknowledgesource.com/marketing/roles_and_responsibilities_of_your_marketing_director_026255.html
Doan, T
Writing. A. (2012). Duties and Responsibilities of  a Customer Services Representatives. Retrieved August 15th, 2012, from http://smallbusiness.chron.com/duties-responsibilities-customer-service-representative-759.html
Know This
Career Planner. (2012). Advertising and Promotion Manager. Retrieved August 17th, 2012, from http://job-descriptions.careerplanner.com/Advertising-and-Promotions-Managers.cfm
Principles of Marketing (2010) 2.5
http://www.web-books.com/eLibrary/NC/B0/B64/015MB64.html
Westra, A., 2011, 'Selling Health ', Foodservice Director, 24, 8, pp
Department of Statistics, Singapore (2012, May 15). Press Release: Food & Beverage Services Index. Retrieved 19 August 2012, from http://www.singstat.gov.sg/news/news/mrsmar2012.pdf
Boost Juice (2011, September)
Sysco, Kuntz, L., (2011, December 29) ‘Food Trends 2012’, pp 2-23. Retrieved 19 August 2012 from http://www.syscond.com/PDF/Food%20Trends%202012.pdf
Cunningham, T (2012) Durian Market Report, UDP Agri-Business Specialist
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing and Boost Juice Essay
  • Marketing Plan Essay
  • marketing plan Essay
  • Marketing Plan Organic Juices Essay
  • Essay about MARKETING PLAN
  • marketing plan Essay
  • Marketing Plan Essay
  • Marketing plan Essay

Become a StudyMode Member

Sign Up - It's Free