Decision Sheet

Problem Statement:
How will BOS best scale its high-touch and personable brand for the world’s mega ice tea
markets? What are the key strategies they will need to put in place to ensure that they
leverage and remain true to the brand? How can they achieve this within an efficient
timeframe to ensure that they do not miss out on too many opportunities along the way?

Decision taken:
We will be expanding our product in different countries in Europe.

Why the decision was taken:

● Expansion in the European market is easier when compared to expansion in USA
because of no language barriers and the suppliers and the investors were more
connected in Europe, so expansion here will be easy

● HORECA (hotel, restaurant and café) trade establishments which were done in
Belgium and shortly after that in the Netherlands starts getting popular and also
our demand started to increase in the nearby markets. We can try a similar
approach in the remaining European market.

● We can launch the brand in smaller countries of Europe first and so to reduce the
risk of both failure and success; it was easier to tackle Europe on a piecemeal
basis, as the region’s markets are more compartmentalised.

● We are running successfully in Western Europe already, which will help us to

expand our market easily in remaining Europe.

● Our team is more connected in Europe rather than we are in USA because we
have a great base of an existing network of partners, which includes suppliers,
investors and other business contacts.