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Marketing Management and Digital Communication: Doc

   

Added on  2021-05-30

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Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONMarketing Management and Digital CommunicationName of the StudentName of the UniversityAuthor Note
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1MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONExecutive SummaryThe purpose of this report is to formulate marketing plans and strategies for Nexba Company.The report will throw light on the major problems and contextual analysis, which thebeverage company is currently facing in the existing markets. Nexba Company has toughcompetition, which already exists in their business market. Therefore, it is important for thecompany to adopt certain strategies and techniques of market segmentation, in order topenetrate new market areas. In addition to this, viable solutions are being provided, which isimportant for the company, at large. Moreover, it is immensely vital to identify differentmarket segments in order to target the customers and increase their products’ sales.
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2MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONTable of ContentsIntroduction................................................................................................................................3Situation Analysis......................................................................................................................4PESTEL Analysis...................................................................................................................4SWOT Analysis.....................................................................................................................6Competitor Analysis...................................................................................................................7Stakeholder Analysis..............................................................................................................8Problem Statement.....................................................................................................................8Market Segmentation.................................................................................................................9Market Positioning...................................................................................................................10Marketing Objectives...............................................................................................................11Financial Objectives.................................................................................................................11Marketing Strategy and Mix....................................................................................................12Implementation and Control....................................................................................................13Promotion Mix.........................................................................................................................13Conclusion................................................................................................................................13References................................................................................................................................15
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3MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONIntroductionThe story of Nexba beverages began on a sunny day at a Mexican beach, Rio Nexpa.One of the company’s owners was enjoying his home-made ice tea and was highly inspired tocreate a low calorie and natural beverage. After returning to Sydney, Drew met hisentrepreneur friend, Troy Douglas and started working with him, which resulted into a widerange of healthier drinks. Commonly known as the Aussie boys, Troy and Drew foundedNexba in the year 2010, with the hope of offering people with healthier alternatives. It wonthe prestigious Telstra Australian Business Award, in the year 2015 for their achievementsand innovation. Their success stories grabbed the attention of Coles Supermarkets, and in2016 they partnered with Nexba to take a step beyond tea and reinvented their soft drinks(Nexba.com, 2018). The purpose of this report is to formulate marketing plans and strategies for NexbaCompany. The report will throw light on the major problems and contextual analysis, whichthe beverage company is currently facing in the existing markets. In addition to this, viablesolutions are being provided, which is important for the company, at large. Moreover, it isimmensely vital to identify different market segments in order to target the customers andincrease their products’ sales. Additionally, the market positioning is also crucial for allowingthe company in gaining competitive advantage in their business environment. Last but not theleast; the report also highlights the promotional mix and strategies, which the company needsto undertake for sustaining in the competitive market of Australia.
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