Renil J Kotak

PGP12262

Decision sheet: BOS Brands: challenges of internationalisation

BOS is a South African FMCG company that launched in November 2011 and already has a
presence in five European countries. South Africa's ice-tea industry is the fastest growing in the
world. The idea was to provide clients with a healthy drink option. It had a fantastic overall
image. The current species is found in South Africa and five European countries (Switzerland,
European country, Belgium, Sweden, and Spain). Its business plan was designed with global
expansion in mind. The most important strategic challenge for genus Bos is determining which
foreign prospects to accept and when, as well as how to manage the company's current
internationalisation journey.

Options for internationalisation:

 Stay in Western part of Europe and strive to be the 3rd biggest ice tea brand.
 Penetrate into the rest of Europe, focusing on brand growth, notably in France and
Spain.
 Expand their business into the United States
 Expand their operations into the United Kingdom and Germany.

Problem:

The corporation needs to penetrate the US market, but it is not feasible. Legislation,
international selling uniformity, and new product development are all significant obstacles for
businesses. As a result, they must determine whether to stick with the brand strategy or pursue
a more aggressive strategy.

Decision:

To distribute its goods, BOS used the HORECA market strategy. They were well-known in many
countries like Belgium, the Netherlands, Sweden, and Switzerland. Their popularity in one
country spread to neighbouring ones. As a result, BOS should focus on establishing themselves
first in European markets and then expanding into new markets.