Carmen Lozada - Final Project

Carmen Lozada - Final Project - Super Sonic Smoothie: A...

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Super Sonic Smoothie: A Partnership with Innocent Drinks Super Sonic Smoothie: A Partnership with Innocent Drinks Carmen Lozada Kaplan University MT-330-01 January 18, 2011
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Abstract Sonic Smoothie has enjoyed success in the United States due to its unique and innovative approach to providing healthy drinks to its consumers. Now wishing to expand its US’ growing success globally, it is evaluating the potential of starting in France by joining forces with the Innocent Drinks, its leading competitor in the region. In order to decipher its market entry plan, this paper will analyze the French market based on its cultural, economic and political climate, as well as, determine whether franchising or a joint venture will be its best market entry strategy.
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Super Sonic Smoothie – A Partnership with Innocent Drinks Super Sonic Smoothie’s organic and nutritiously sound drinks coupled with their commitment to promoting a safe environment sets them apart as a niche product that has potential to expand internationally. Its president’s desire to begin its expansion in France can be justified by the economic, political and cultural environments that make France the second largest trading nation in Western Europe (Buy USA.Gov., n.d.). Franchising in France is first in European sales with an average growth of 10% and provides many opportunities for innovative US franchises such as Super Sonic Smoothie. However, joint ventures are strongly encouraged by the government and supported by a wide range of incentives. Determining which of the two market entry strategies will best serve Super Sonic Smoothie, should be determined by the most return for the least amount of risk. France’s Cultural, Economic and Political Environments Cultural Environment The French cherish culture, history, language and cuisine. In fact, they are known as world leaders in fashion, food, wine, art and architecture. Given this fact, it is of no surprise that the concept of organic, healthy food is a growing trend in France. An example of this growing trend is the success of Alain Cojean’s namesake fast food restaurant chains in Paris. This restaurant features a healthy menu consisting of vegetable packed toasted sandwiches, curry chicken wraps, as well as salmon and quinoa salads. Mr. Cojean opened his first restaurant in 2001 and within
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This note was uploaded on 03/22/2011 for the course MRKT 330 taught by Professor Vanburen during the Winter '10 term at Kaplan University.

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Carmen Lozada - Final Project - Super Sonic Smoothie: A...

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