Final-Report-Booster-Juice

5250 Words21 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
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The largest stakeholder is the CEO, Dale Wishewan, who wants to ensure that the international expansion into India will build a national brand presence, grow sales drastically, and overall gain market share. Additionally, The franchisees in India must also ensure that their investment in Booster Juice will be worth their while and result in profits in the long run. The customers are also an important stakeholder as they hold a high expectation on the quality and value of the Booster Juice brand. Their purchasing behaviour directly impacts company sales; therefore it is critical that Booster Juice maximizes customer needs and satisfaction. Internal Analysis
Booster Juice, Canada’s largest smoothie chain with over 280 domestic stores, is continuing to expand internationally to grow and create brand recognition. While their exact financial data was not provided, it is safe to assume from their size and explosive growth that the company as a whole is doing relatively well financially. Another notable resource for Booster
Juice is their strong relationship with Fazle Naqvi. With solid connections in the Indian retail industry, Naqvi can greatly facilitate Booster Juice’s integration in the Indian market. Having

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introduced other international brands to India, Naqvi is familiar with what is required to ensure effective penetration in this market. In

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