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Calavenna Juices, IncorporatedInternational Marketing Plan
International Marketing ManagementProfessor Susan P. DouglasMay 3, 2009Joseph CalavennaSusan ChenRogelio PlasenciaErica Swallow Nan Zhang
 
CALAVENNA JUICES COMPANY BACKGROUND
The Story
In the beginning (Year 2001), Team Calavenna drank orange juice during late night meetings. And TeamCalavenna said, “Let there be lychee juice”; and there was lychee juice. And Team Calavenna saw thatthe lychee juice was good; and they combined the two and concocted a wondrous juice blend and a business idea.
The Product
Our products are ultra premium 100% juices made with exotic fruits to be sold in 1 Liter and 1.75 Liter  bottles, positioned for home use. We will use high-quality, transparent PET plastic for the bottles.Transparency is key as it will enable us to utilize a sleek, trendy design. All of the packages will exhibita uniform aesthetic language. We will not use fruit imagery, but instead will let the vibrant fruit juicehues speak for themselves behind our transparent bottling. The juices will be flash-pasteurized to preserve quality and taste. We selected these liter amounts since merchants and consumers are alreadyused to handling these sizes.Bottled fruit juice serves a consumer who is on the go, health conscious, or who wishes to make astatement. Though this product type is not a new sight, our exotic fruit ingredients, a competitiveadvantage, add a special twist to a proven consumer goods product. Additionally, the exotic fruitcontinues to fulfill the expectations our consumer already has of this product category.
The Company
Calavenna Juices is an environmentally conscious company focused on selling a premium offering to adiscerning consumer. We eschew the typical orange juice product and embrace individuality andexperience. Every creation we put out will have a focus on an ingredient not commonly consumed inthat market. Customer interaction continues after point-of-purchase by combining official recyclingkiosks with deposit incentive programs at neighborhood grocery stores.We are a young, “green” company in tune with consumer tastes and blessed with angel investors. Our financial backing provides us flexibility in exploring ways to provide that “yumm...” moment of bliss toour customer in an environmentally responsible manner.
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INTERNATIONAL MARKETING STRATEGY
Having great success in the United States, Calavenna Juices would like to conduct research intointernational marketing expansion. The following section describes four stages of research conducted inorder to discover our next country for entry. These states include: a preliminary screening, an overviewof country indicators, a product marketing screening, and a market infrastructure analysis.
Stage 1: Preliminary Screening
This first stage is a general sifting of countries in order to reduce our consideration set to a manageablefew that fit the most basic target criteria.
Population > 20million
In order to guarantee a large market for our product, we have selected to only consider countries with a population greater than 20million. A large population will offer the opportunity to develop a consumer  base large enough for success.
PPP per Capita < 10,000
To ensure a wealthier consumer market for our premium juice product, we will only consider countrieswith a purchasing power parity of $10,000 (international dollars). This measure of standard of livingand individual wealth is vital because we need to enter a market that is responsive to up-market products.
Urbanization > 60%
The success of our product depends on access to a sizeable, highly urban market. Urban markets arecharacterized by lower price sensitivity and a greater proclivity for premium food products.Additionally, our entry strategy will initially penetrate this market, and aim to achieve a sizable presenceand a good reputation before attempting to expand to suburban markets. 
Conclusion:
This initial elimination process has narrowed our focus to 18 countries of sufficient sizeand development: Argentina, Australia, Canada, France, Germany, Iran, Italy, Japan, Korea, Mexico,Poland, Russian Federation, Saudi Arabia, Spain, Turkey, United Kingdom, United States, Venezuela(
See Exhibit A).
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Gku Maran

hi

reply08 / 01 / 2010
ericaswallow

Hello! What did you think of our report?

09 / 29 / 2010
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