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Assignment on Boost juice...

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Introduction This report will focus on identifying and explaining the macro and micro environmental factors that could influence the business and the industry from a marketing point-ofview. The analysis would be using PESTLE analysis to explain the external factors that are used to devise the marketing strategy for the Boost Juice. Further, SWOT analysis would be used to identify the internal and external factors involved in the marketing decision-making process. We can study the market situation by analyzing the competitors of BOOST Juice and the market in which the BOOST juice is currently operating. Background Boost juice was found in year 2000 by an Australian woman. The idea was to create a fast-healthy food restaurant. "The Boost Juice menu was developed by her own nutritionist and naturopaths to provide a selection of healthy, freshly squeezed juices and smoothies" (Doole, Lowe & Kenyon, 2016).

ClienteleThe main customers of the company are people in their twenties who are into fitness. The target audience is both men and women. However, women tend to be greater half of the total customer base. Products & Service The products of boost juice are both drinks and snacks. There are low calory beverages, along with other items that contain nutrients and antioxidants. All the products are free from fat, artificial colors and Bavours. Moreover, the main part of the service includes an environment where customer has a good time and hence the decoration and music are prioritized. Around the Globe The company has in total 350 franchises in many countries of the world. Most of the franchises are located in UK, Thailand, Indonesia, South Africa, Macau, Chile, Malaysia, India and Germany.

Macro-Environment

PESTLE is a useful tool to analyze the key macro-environmental factors (Political, Economic, Sociological, Technological, Legal and Environmental) that effect the marketing of Boost Juice. The growth and decline of the market and the potential and direction of the business would be looked in detail. -

Political Freedom of competition: Boost is access to tax free imports from New Zealand due to the agreement with CERO (closer economic relation). Boost imports milk and fruits from New Zealand, major raw material for the products produced by boost low tax makes the raw material cheaper and reduces the cost of production benefiting the company Companies in Australia including boost are under protection according to the section IV of “Trade Practice Act 1974” this act ensures that the companies operating the Australian experience free and competitive market. This Act shows that boost has equal opportunities as any other company in the industry operating in the Australian market. Inflation Rate: Banana is one of the main ingredients used in the products of boost juices increase in price of banana will directing increase the cost of production, however the prices of the products will not increase as much costing the business more money Tax:20% tax is applied on sugary drinks in order to discourage consumers to intake more sugar as the rate of people having diabetes, heart diseases and stokes are increasing rapidly, however the price of the products offered by boost remains reasonable and has not affected the consumers market negatively the ARAB has stated that the inflation would rise in the coming 2 years and will rise above the target range (Gosling,2011). Inflation can lead in reduce the purchasing power of the customers further resulting in affecting consumer’s decision making on purchasing.

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Environment Weather: Australian is a country have almost all seasons but the summers in Australia is humid, dry and hot. In Queensland the summers are long and dry, in the weather like this a cool healthy go to healthy drink is preferred by the Australians, which is a great market place for boost to flourish Social Australian diet Australia is a developed country consisting of a big population out which the younger population has started to grow compared to the older generation, and The young Australians are more aware of the benefits of a healthy lifestyle and boost offers nutrition with taste with low fat smoothies and sugar free juices fits perfectly for the Australian diet preferences. This indicates that boost has an advantage in the market to progress.

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- Technology Boost production or sales is not affected by the technological environment as it does not require any advanced technological support so it can be said that this environment is friendly to boosts, however boost does use the technical platform to advertise and keep a profile for the customers.

Micro Environment

The study of Boost Juice through SWOT will help to understand robustness, faults and also will help us to evaluate market situation for more room for its growth under the Boost Juice Marketing Strategy. Strength:The company has developed a way to offer natural and healthy juices with a distinctive customer service through its retail outlets. It has grabbed the market through its products and good services. And the brand is being recognised by the whole country. The products are 98% free from fat and promote a healthy lifestyle. It uses the marketing tactics in order to capture the attention of market. Furthermore, it has developed a good customer base through its good reputation. The global markets of Hong Kong, Dubai, Germany and other foreign nations has been captured by Boost Juice by following the Boost Juice Marketing Strategy. It has developed a powerful way of engaging people by enquiring them through emails to know more in case of any inconvenience. The company has also developed a financial reliability with credible authorities. And company also developed licensing system to stretch the market worldwide and it has been done through good judgement. Shortcomings: Owing to the Boost Juice Marketing Strategy, Boost juice spends large amount of sums to market itself. The company also has to maintain rules and regulation to function smoothly in global market to provide good quality products to the consumers. The products such as juices and smoothies have to be regulated safely as they prone to decay quickly. By broadening its product range from juices to smoothies it can increase the target customer and can attract more. Majority of the boost juice market comprises of teenagers and other customers of the company is adults. Office executives and professionals market are yet to explore. People tend to have juices on summer which effects the sales of the company in winter season. Lack of good management of its employees is another turn off for the company which ultimately effects the production. The making of the product needs time but customers don’t like to wait. There needs to be a little tweaking in the Boost Juice Marketing Strategy in order to facilitate the new challenges. Opportunities: The company Boost juice has the ability to attract the Asian market. These markets are the booming economies. Using the advantages presented by the Boost Juice Marketing Strategy, the company can stretch its functions by growing its marketing tactics and using advertisements throughout. Moreover, Boost juice has introduced a wide range of

merchandise to enlarge its sales in winter. Foods like sandwiches and pastries and beverage like hot drinks to get more and more consumer in winter and get its sales up. Boost juice can use different sources to lower the marketing manufacturing costs. The company can use different methods to increase the sale by using mobile applications so that people can order online. The company has a great opportunity to increase its market geographically and produce more sales by having the control of distribution system. Threats: The Boost Juice Marketing Strategy has certain drawbacks and shortcomings. Companies like Easy way, Starbucks, Pulp juice are the competitors that Boost juice faces competition with. The selling of the company products is harmed by the presence of packaged fruit juices and also by market situation like hiked interest rates fuel prices. As due to hike in rates and costs the earning of a consumer and ultimately affecting the sales. Because of the usage of products in the preparation of products Boost Juice faces difficulties globally....