Boost Juice, founded by Janice Allis in 2000 became huge success with its beaut range of fruit smoothies and juices. When Boost hit the market, I always doubted it’s performance in the winter seasons. After all, who wants icey-cold smoothies amidst the cold of winter?


It was interesting to see Boost release a range of winter “hotties” as a reaction to the decline of sales in the winter months. I see this as a classic example of SWOT (Strengths, Weaknesses, Opportunity and Threat) analysis. Let’s take a look at what a SWOT analysis is and how it applies to the above case study.
Strengths and weaknesses are internal factors, so things that are directly controlled from the insides of a firm. Opportunity and threats, however, are external. According to Wikipedia, “A SWOT analysis, usually performed early in the project development process, helps organisations evaluate the environmental factors and internal situation facing a project.”
So now lets take a look at SWOT’s implication in the Boost story.
Strengths: Boost would have seen its customer base, and loyalty as a strength. The business already had a great supply of loyal customers repeat-buying it’s smoothies and juices, or what I will refer to as summer product-line. Boost also has a very strong, prominent brand. A brand that’s been molded to cater for it’s target market.
Boost’s product-line is also very healthy.
Weaknesses: The prime weakness in this case study is it’s lack of winter offering. Boost has a “chilled” product line that is most consumed during the warmer months.
Opportunity: The main opportunity for Boost in this scenario is to produce a healthy winter product-line to compete with the establish winter beverage market. A market that I see primarily catered for with caffine-based beverages.
Threats: Caffine-based, and other hot beverages dominate during the cooler months. People might not find a healthy option as desirable as the already established and dare I say trendy caffine products.
Boost’s answer to this SWOT analysis is its range of warm healthy drinks/s-meals (small meals), including: flavoured teas, oats, hot chocolate and soups.
I feel this range differentiates itself from the market by promoting health and by keeping with the Boost branding strategy. The range really plays on Boost’s existing customer base and is compelling enough to bring in new customers.
P.S -This article is written based on my own opinions.