Essay about Final-Report-Booster-Juice

5256 Words Jul 24th, 2016 22 Pages
Booster Juice: Bringing Canadian Smoothies to the Indian Market

Prepared by: Holly Ewing (129006971), Rick Cho (130821320), Adam Harun (129012617),
Lucas Dirube (130153800)
Prepared for: David Swanston
Date: Tuesday, June 21, 2016
BU 362, Section B4, Group 402
Wilfrid Laurier University

Table of Contents
Executive Summary ………………………………………………………….………….... 2
Opportunity ………………………………………………………………….……………. 3
Stakeholders ………………………………………………………………….………….... 3
Analysis …………………………………………………………………….…………... 3-9
Internal Analysis ………………………………………………….…………….. 3-5
External Analysis ……………………………………………….…………...….. 5-7
Competitive Analysis …………………………………………….……………... 7-8
Consumer Analysis ………………………………………………….………….. 8-9
Decision Criteria
…show more content…
In expanding heavily, the goal would be to open 90 stores throughout the top ten populated cities in India by the second year, and continuing with a steady increase to gain market dominance. In order to expand and increase market share significantly, it also involves increasing brand awareness and loyalty by creating a culture specific brand that aims to create a ‘local’ feel with Indian focused products and preferences. This would involve differentiating the menu in India and implementing promotional initiatives to emphasize on the 18-35 year old healthy individuals in
India with middle to upper income. To enforce this, all marketing material and advertising should be positioned and tailored to the local Indian culture and languages.
With the expertise of Naqvi in the Indian market and extensive financial resources,
Booster Juice will be able to target the health-driven Indian market.

2

Opportunity
Booster Juice, a Canadian based smoothie and fresh juice bar, wants to gain international market share. Booster Juice has recently opened 18 stores in India between 2009 and 2010, leaving a lucrative opportunity to expand further into the Indian market. In order to succeed in
India in the long term, a marketing plan must be developed to ensure that the international expansion and strategy will be tailored

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