A Marketing Plan for an Australian Beverage Company named Nexba
Added on 2021-05-31
16 Pages3643 Words87 Views
Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSMarketing Management and Digital CommunicationsName of the Student:Name of the University:Author Note:
1MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSExecutive SummaryIn this paper the marketing plan for an Australian beverage company named Nexba has beenmade. Initially the situation analysis has been done including both internal and externalanalysis through PEST, SWOT, Porter’s 5 Force and others. The problem statement has beenmade with organisational Goals and SMART objectives identification. The SegmentationTargeting and Positioning strategy has been identified for current market plan. The Strategicplan has been made with the help of 7P Marketing Mix. Promotional mix with 5 componentshas been incorporated. In implementation part the action plan has been developed witheffective timeline. The budget plan has been made in tabular form. After this implementationplan the most suitable control and evaluation strategy for this marketing plan has beenidentified and discussed.Table of conten
2MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSIntroduction................................................................................................................................3Situation Analysis......................................................................................................................3Internal analysis:........................................................................................................................3PEST..........................................................................................................................................4Porters 5 Force...........................................................................................................................5Problem Statement.....................................................................................................................5SWOT........................................................................................................................................5Potential Market Segment..........................................................................................................6Target Market Positioning..........................................................................................................6Marketing Objectives and Goals................................................................................................7Financial Objectives and Goals..................................................................................................7Marketing Strategy and Marketing Mix.....................................................................................8Implementation and Control......................................................................................................9Action plan.................................................................................................................................9Budget:.....................................................................................................................................11Control and evaluation:............................................................................................................11Promotion Mix.........................................................................................................................12Conclusion................................................................................................................................13References:...............................................................................................................................15
3MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSIntroduction The marketing plan is the most essential tool that can help to increase the profitability,brand image, consumer satisfaction, customer base, potential buyers count, while launching anew product or services in the existing or a new market segment (Armstrong et al., 2015). Inthis paper the marketing plan for an Australian beverage company named Nexba has beenmade. Initially the situation analysis has been done including both internal and externalanalysis through PEST, SWOT, Porter’s 5 Force and others. The problem statement has beenmade with SMART objectives identification. The Segmentation Targeting and Positioningstrategy has been identified for current market plan. After determining the financialobjectives the Strategic plan has been made with the help of 7P Marketing Mix. Promotionalmix with 5 components has been incorporated within the marketing strategy of Nexba. Theaction plan has been developed with effective timeline as per the organisational structure andresource allocation. The budget plan has been made in tabular form. After thisimplementation plan the most suitable control and evaluation strategy for this marketing planhas been identified and discussed.Situation Analysis In order to make a successful marketing plan for a beverage and processed drinkscompany named Nexba, both internal or micro and external or macro situational analysis areessential to find out the opportunities and threats in current situation (Berthon et al., 2012). Internal analysis:In production management Nexba focuses on the healthy soft drinks and sugar freebeverages. To ensure the strong and quality of inbound logistics the company maintains veryefficient partnership with their supply chain (Beverages,2015). Similarly, Nexba beverage
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