Business Marketing Analysis and Strategy

BUSINESS MARKETING

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Executive Summary
Different industries are facing many challenges and the strategies such as new product
development for their success. This report analyses the weaknesses and strengths of the firm.
In this analysis it is found that quality of the product is on the higher side and it has
weaknesses in its marketing campaign. Higher competition is the biggest threat they face and
has huge amount of opportunities in the Asian market. Industry evaluation has been provided
in the report. Company plans to launch Flavoured energy drink having flavours of different
fruits. For reaching to maximum possible customers they need to take the use of digital
mediums as a part of marketing strategy. They aim to target people from all the sections of
the society. Marketing mix for this new product has also been given by the firm.

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Contents
Executive Summary...............................................................................................................................1
INTRODUCTION.................................................................................................................................2
SWOT analysis......................................................................................................................................2
Porter’s five forces analysis...................................................................................................................4
New product..........................................................................................................................................5
Marketing objectives.............................................................................................................................5
Marketing strategy.................................................................................................................................5
Positioning strategy...............................................................................................................................7
Marketing mix.......................................................................................................................................7
Conclusion.............................................................................................................................................8
REFERENCES......................................................................................................................................8

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INTRODUCTION
Food and beverage industry is growing at fast speed and hence many companies have come
up into the industry. The Better Drinks Co. Limited is one of those companies that deal in the
production and marketing of different types of drink. This company has large numbers of
products which includes apple, cranberry, black current, lemon sodas, water, grapefruit,
mango, raspberry, super food and most importantly Orange juices. The Better Drinks Co.
Limited was established back in 1999 in New Zealand and currently it is Asahi Holding’s
subsidiary. Marc Ellis, Stefan Lepionka and Simon Neal were the three friends that launched
this firm (Better Drinks, 2018). This company operates in the working name of Charlie’s
Group Limited. At the beginning, the cited firm only sold the Orange juices while in 2001 it
expanded the product range to other products. Company operates with a mission of becoming
the best in the Drink’s business and it operational vision is to spread a little good all across
the globe with the help of juices that are tasty and is made up of high quality ingredients.
SWOT analysis
Strengths
 Large amount of products are marketed by the organisation, which is able to lure the
taste buds of the fruit lovers.
 The Better Drinks Co Limited has their farm production area where they grow their
raw fruits and hence they are able to maintain the quality of their drinks.
 Advanced technologies have been used by the firm in terms of automation
technology. This helps in doing fast production and helps in reducing the wastage in
processing of juices (Bloomberg, 2018).
 Their products contain a high nutritional value and hence they are able to make their
name in the market and maintain a fair amount of loyal customers.
Weaknesses
 They have a weaker brand image outside Australian Sub-continent. It is difficult for
the company to enlarge their loyal customer base as there is less population in this
region and competition is too high.
 They have a poor marketing campaign when compared with their competitors as the
advertisements are not so much attractive.