Marketing and International Consumers Strategies

Marketing

And

the International consumer

Table of content

Introduction ……………………………………………………………3

Market segmentation…………………………………………………...3

Geographic segmentation…………………………………………………….………4

Demographic segmentation…………………………………………………………..4

Psychographic segmentation………………………………………………………….5

Behavioral segmentation………………………………………………………………5

Target market…………………………………………………………………………..6

Positioning……………………………………………………………………………..6

Marketing objectives……………………………………………………..6

Marketing mix strategies…………………………………………………7

Entry mode…………………………………………………………………………….7

Product strategy ……………………………………………………………………….7

Pricing strategy………………………………………………………………………...8

Distribution strategy…………………………………………………..……………….8

Promotion strategy………………………………………………...……. ……………9

Implementation plan and measurement tools…………………………..10

Appendix…………………………………………………………….….11

Reference list……………………………………………………………12

1. Introduction

Boost Juice Bar is a young Australian retail company which set up in 2000 by Janine Allis, it is the largest juice and smoothie bar at the Southern Hemisphere and is in more countries than other juice bar in the world. Boost Juice Bar has grown rapidly over last 8 years, now Boost Juice Bar has over 200 stores opened throughout Australia and throughout the rest of the world. It sells fresh, healthy juice, smooth, and yogurt, which are free of preservations, artificial and colors. Boost is planning to enter into Shanghai of China market next year.

Market segment diagram

Figure 1

English: The 2009 Glenferrie Road Festival.

2. Market segmentation and targeting

Pride and Ferrell (1983) devised the market segmentation process of dividing a market into several market groups, such as geography, benefits sought and usage rate, but business marketers also use other variables, Such as demographic operating variables. Smith (1956) introduced the concept of market segments, which has become an integral part of modern marketing. A market segment is a group within a market that is clearly identifiable based on certain criteria. Consumers within such a sub-market are assumed to be quite similar in their needs, characteristics and behaviors. The purpose of market segmentation is two-fold: to divide a market into several homogenous sub-markets and to formulate a proper marketing-mix strategy for the sub-market (McCarthy, 1981).

2.1. Geographic segmentation

Geographic segmentation calls for dividing the market into different geographical units such as countries, states, regions, cities or neighborhoods. The company can operate in one or a few...