Booster Juice Bringing Canadian Smoothies To The Indian Market Case Solution

2. Alternatives

Alternatives are there in front of Wishewan, the Chief Executive of Booster Juice, to proceed with its strategy in the Indian market. The primary target audience for Booster Juice is the middle class and upper-middle class. One alternative is to open stores at a rapid pace in different high-potential locations in the Indian market. This option entails having complete confidence in the market potential of the Indian market. 

The other option is to open few stores in specific locations, and develop the brand of the store in the context of the local market environment, and then gradually make efforts towards expanding the number of stores in the market. 

3. Selection Criteria

It is evident from the case that the macro-market environment in India is quite favorable for Booster Juice. It is essential to emphasize the attractiveness of different locations in the market. It is essential to know about the demographic profile of people living in various areas in the market. The income level is also essential to determine, as the socio-economic status of different people living in the country is quite diverse. It is also necessary to know about the share of wallet of the brand, in comparison to those of the closest competitors, in order to ascertain the competitive strength of the brand.