An Essay on Jamba Juice

10168 Words41 Pages
Introduction
Our product is Jamba Juice and our target country is Spain. We chose this product because it has grown to become one of the nation’s best-known smoothie chains, emphasizing the benefits of a healthy lifestyle and because the company is looking for international expansion opportunities. We chose Spain as our target country for expansion of our product due to its current economic status and economic growth forecasts for the future. This combination provides the firm with an opportunity to offer our product to a growing economy and marketplace.

Company Background and History
Jamba Juice takes its name from the African word jama, which means ‘to celebrate’. It was the creation of Kirk Perron, an avid cyclist and graduate of
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The government of Spain actively supports the small business sector of the economy. As of 2006 there were over 3 million small and medium-sized businesses in Spain, representing over 99% of all businesses in the country. The Spanish government provides various grants and incentives for the creation and expansion of small businesses in Spain as well as support and services to business owners. Recent government campaigns and initiatives have focused on support for entrepreneurs, primarily in response to Spain’s economic goals for the future. Increasing competitiveness and promoting innovation were identified as key strategies to maintain, grow and keep Spain’s economy dynamic (Dreamer, 2008). The key factors such as strong economy, large population base, expansive tourist trade and active government involvement provide a strong argument for migration into Spain’s marketplace.

Reasons for Expansion
Jamba has become a way of life for millions of Americans and the company believes that they can extend that opportunity to Spain and other international marketplaces. A recent Piper Jaffray report suggested that the company has room to grow not only in U.S. markets but internationally as well (Fuhrmann, 2007).

Spanish Culture and Lifestyle
Geographic Setting and Culture
Spain is
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