Ocean Spray’s Market and Expansion Preparation
Part I: Geographic Expansion and Message Development
Ocean Spray plans to expand and launch its well-established brands into the European market. Some problems arose with the problem mainly with regard to the unfamiliarity of cranberry juice to and the preference of box packaging over bottles by European consumers.
Information needed
Since previous market research has been done, the results of these will be needed especially those related to the concerns about the acceptability of the product and packaging. In addition, findings from secondary data on the juice market in Europe that would include demographics of juice consumers and non-consumers, competitive ...
