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Booster Juice: Bringing Canadian Smoothies to the Indian Market
內容大綱
For the co-founder and CEO of Booster Juice, Canada’s largest chain of juice and smoothie bars, international expansion was integral to the firm’s strategy, especially as the Canadian market matured. However, working with business cultures and practices in different countries was a major challenge. Booster Juice had been opening three stores per month through the end of 2013, and the CEO was re-examining Booster Juice’s international operations, including those in India, where Booster Juice had 18 stores. The CEO was contemplating considerable expansion in the Indian market, which had great potential but presented many challenges. He wanted to open many more stores in India, but existing stores showed merely average performance. Could India provide the sustained market growth that the CEO desired? What would be the perfect approach to India’s complex market?
學習目標
This case can be used for an advanced undergraduate or graduate course in international business or international marketing. Students will compare the theories and concepts of international marketing with practice, analyze the challenges and opportunities of the Indian market, consider market-entry strategies for the Indian market, and develop a marketing plan.