True Fruits: A Juiced-Up Internationalization Strategy
(7 pages of text)
In 2017, True Fruits, a German smoothie company, was operating in three European markets. The company had developed flash pasteurization, which was an efficient and gentle production process that made their product one of the highest quality smoothies in the world. The company successfully exported its product to premium Austrian and Swiss supermarkets, and was planning further expansion within Europe. True Fruits had strong brand loyalty, and a noteworthy, healthy lifestyle-oriented product. True Fruits' owners were convinced that entering other European markets would fuel the company’s growth.
This case is appropriate for undergraduate or graduate courses in strategy, management, principles of marketing, international business, international marketing, and global strategy, to introduce market selection. The case presents students with the opportunity to do the following:
- Use quantitative and non-quantitative criteria to create a short list of potential new markets to enter.
- Conduct an industry analysis (Porter’s 5-Forces, Industry Life Cycle, Herfindahl-Hirschman Index (HHI)).
- Conduct a strengths, weaknesses, opportunities, and threats (SWOT) analysis.
- Conduct a global market selection and discuss suitable selection criteria.
- Present a rigorous three-step approach in market selection (e.g., criteria selection, weighting criteria, and normalizing data by using Likert Scale ratings).
- Evaluate various market entry modes (e.g., direct exporting, licensing, franchising, and own subsidiary).
Accommodation & Food Services
Germany, Small, 2017
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