Marketing and International Consumers Strategies

food grocery storeing and the International consumer

Table of content

Introduction 3

Market segmentation...3

Geographic segmentation.4

Demographic segmentation..4

Psychographic segmentation.5

Behavioral segmentation5

Target food market..6

Positioning..6

Marketing objectives..6

Marketing mix strategies7

Entry mood.7

Product system .7

Pricing system...8

Distribution strategy...8

Promotion strategy.... 9

Implementation plan and measurement tools..10

Appendix..11

Reference list12

1.



Introduction

get ahead Juice Bar is a young Australian retail company which set up in 2000 by Janine Allis, it is the largest succus and smoothie bar at the Southern Hemisphere and is in more countries than other juice bar in the world. Boost Juice Bar has braggy rapidly over last 8 years, now Boost Juice Bar has over 200 stores opened end-to-end Australia and throughout the rest of the world. It sells fresh, healthy juice, smooth, and yogurt, which are free of preservations, artificial and colors. Boost is planning to enter into Shanghai of China market next year.

2. Market segmentation and targeting

Pride and Ferrell (1983) devised the market segmentation plow of dividing a market into several market groups, such as geography, benefits sought and usage rate, but business marketers also engross other variables, Such as demographic operating variables. smith (1956) introduced the concept of market segments, which has become an integral part of modernistic marketing. A market segment is a group indoors a market that is clearly identifiable based on certain criteria. Consumers within such a sub-market are delusive to be quite similar in their needs, characteristics and behaviors. The purpose of market segmentation is two-fold: to divide a market into several same sub-markets and to formulate a proper marketing-mix strategy for the sub-market (McCarthy, 1981).

2.1. Geographic segmentation

Geographic segmentation calls for dividing the market into different geographical units such as countries, states, regions, cities or neighborhoods. The company can operate in one or a few areas, or...

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