The success of capable juice in foreign market

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Reference no: EM132190224

1. Based solely on the information that you analyzed, which country do you think Capable Juice should expand to? Why?

2. Think about other important consumer behavior factors that might impact the success of Capable Juice in a foreign market. What other important information do you think is important for Capable Juice to know but was not present in the data you analyzed? Why do you think this information would be valuable?

Section 4 Going Global with Capable Juice

Background

You are the CMO (Chief Marketing Officer) for CAPABLE JUICE. CAPABLE JUICE is a company that sells a line of premium, all-natural juices. CAPABLE JUICE is marketed as a tasty beverage particularly well-suited for people who emphasize health and wellness in their lives. To date, your company has only sold in the United States, but you are now preparing to make your first expansion into a foreign market.

Previous research has narrowed the candidate countries down to three. Regardless of which country is selected, it has already been determined that CAPABLE JUICE will be sold to local distributors who will then be responsible for selling to local retailers and, ultimately, consumers. Your Chief Financial Officer (CFO) has provided you some preliminary financial information, and you have also been handed a report created from the 2014 GfK Consumer Trends Global Consumer Survey. This survey reports information about each country. Importantly, it dives deeper and also segments consumers by their relative income and occupational status. In the United States, income and occupation have been important characteristics to identify CAPABLE JUICE consumers.

Reference no: EM132190224

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