Boost Juice's Expansion into Malaysia

Boost Juice is an Australian multinational enterprise. The CEO and founder of Boost Juice is Jenine Allis, a successful female entrepreneur in Australia. The main aim of Boost Juice is to sell healthy fruit juice and smoothies. The first store she opened was in Adelaide. Boost Juice grew rapidly due to consumer acceptance of its products and this led to many new stores being opened in Australia.

Boost Juice successfully expanded to many other international destinations and is currently operating in more than 14 countries. The company accumulated the knowledge and experiences required to establish operations in Malaysia. The executives of the Boost Juice in Malaysia, as well as its Malaysian franchisee played an important role in Boost Juice's internationalization.

The company gives great importance to the selection of potential employees and their training and development, especially in the area of customer service, motivation and enthusiasm, in order to provide a fun and positive environment for the consumer, who could potentially swap to other alternative juice products anytime. Boost Juice's products were the result of R&D efforts to make them a nutritious alternative to fast food. Its product are 98% fat free and do not contain any artificial flavouring or colouring. The company focused on innovation and product development because it was one of the best ways to sustain its market position ahead of its competitors. Boost Juice's marketing and branding via social media was also crucial, and was particularly appealing to youngsters. There was also the introduction of new innovative products such as unique flavours for new smoothie lines to differentiate its product from competitors.

Case Study Questions

1)Discuss and describe the factors that Boost Juice had to consider before it went international.

(10 marks)

2)Identify corporate social responsibilities and sustainability activities done by Boost Juice. What are the benefits that the company has produced to the society and environment?

(5 marks)