EXECUTIVE SUMMARY:

This paper analyses Booster Juice’s readiness to expand its business to Sweden, one of the most
attractive markets in Europe. Sweden is one of the xxxxxxxx

Booster Juice has grown into one of the largest growing retail chains with over 340 store locations in
Canada and the United States, providing fresh fruit juices and smoothies to the health conscious
customers on the go.

Booster Juice started the journey of international expansion xxxxxxxxxxxxxxx (​Tell me about the
company’s exporting experience, if any​). Today, it has more than twice as many stores as Jugo Juice, its
biggest competitor from Alberta. Sweden is a strategic choice for Booster Juice based on xxxxxxxxx

The Swedish are proficient with English and spend almost 12% of their disposable income on food. It is
one of the world’s most northern countries and therefore has a shorter growing season. Consequently, it
relies heavily on imports of food items. In 2017, revenue in the juice segment was US$ 318 million and
market is expected to grow by 2.1% annually (CAGR 2017-2021). Average per capita juice consumption
is stipulated at 17.9 L in 2017.

Sale of juice in Sweden is driven by value instead of volume. Their lifestyle primarily involves skipping
breakfast in the morning. However they supplement this by incorporating a healthy portion of quality juice
products, like organic, smoothies, cold brew and juice drinks with natural ingredients which are easily
consumed on-the-go on weekdays and at home during weekends. Product innovation or introducing new
products will highly depend on these factors i.e. adding value to products and raising per unit prices over
time.

The International Marketing Plan will cover XXXXX. Our group will explore the various target markets in
Sweden…. We will explore advertisement options, keeping in mind that the Sweden has strict advertising
regulation, where all claims or statements must be verified. Additionally, Booster Juice has a heavy
preference for word-of mouth and promotions by doing sponsorships and partnerships…….

The Swedish lifestyle implies a heavy emphasis on health-centric approach. For an organization like
Booster Juice which maintains its USP of providing fresh juices and smoothies to its customers, the
Swedish market is a potential goldmine given its extensive demand for healthy drinks. Key elements in
the Swedish market are healthy lifestyle and positive healthy image.

Description of Product to be exported:

Core Product Benefits:
“To eat is a necessity but to eat intelligently is an art”

The idea of living and eating healthy is inevitable today more than ever due to the rising obesity and
health consciousness in many countries on the globe.​ ​Booster Juice is a popular retail chain of
fresh juice and smoothie bar introduced in Canada by Dale Wishewan in 1999. The motive was
to provide fresh, healthy and pure food and drinks to busy yet health conscious Canadians on
the go. The same concept flourished on providing healthy food and drinks in a fast food like
setting and is being taken to Sweden.​ ​Booster juice s
​ moothies made out of pure juice, fresh
fruit and yogurt will be offered to the Swedish to begin with.

Product Attributes:

Smoothies provide health benefits of a wide range of fruits and vegetables including
pomegranate, Acai, Berries, Bananas, green tea, Kale, Spinach, cucumber and other
superfoods like chia, hemp and whey protein. Other products offered are freshly squeezed fruit
and vegetable juices, fruit flavored yogurts made in combination with superfoods like Acai, Goji
and whey protein. These foods not only taste good but also provide good nutritional value.

Design Packaging and Logo:

Booster juice is offering cups with deep purple and bright yellow eye-catching and well thought
out cups. They​ are recyclable, biodegradable, and eco-friendlier compared to previous
Styrofoam cups. We will explore the advantages and disadvantages of continuing with the same
logo in order to keep international identity.

Competitive Advantage:

Booster Juice has almost twice as many smoothie stores as its biggest competitor Jugo Juice
another smoothie company from Alberta. A smoothie is priced at $5 which is similar to a lavish
coffee drink yet it is made of costly produce and dairy products unlike less costly coffee beans.
"Consumers are attracted to smoothies because they are seen as a healthier option to most
sweets and on-the-go meals," writes David Lockwood, director of Mintel Reports. "Now that the
smoothie market is a proven success, companies are being pushed to the next level- extreme
differentiation. Similar to the coffee market, smoothie companies need to continue developing
innovative flavors and additives to keep consumers engaged in the market."

Booster Juice’s edge lies in the quality of the food served, advocating healthy appetite and
environmentally friendly packaging to count a few. The brand promotion and overall image has
kept Booster Juice a competitive leader in Canada with a strong market position to expand
further globally.

Division of Work