Situational Analysis of Nexba Beverages: Marketing, Management and Digital Communication

This presentation provides a situational analysis of Nexba Beverages, an Australian-based company specializing in natural and sugar-free beverages. It covers macro force analysis, customer analysis, competitor analysis, SWOT analysis, problem and opportunity statement, and conclusion. The presentation suggests that Nexba should expand to the global market and use social media to market its products.

Marketing
Management and
Digital
Communication
A Situational Analysis of Nexba Beverages

Background Information
 The beverage industry specializes in the production of drinks, in
particular those beverages that are ready to drink (Chen, 2012).
 The making of beverages varies depending on beverages being
produced.
 Nexba is an Australian-based company specializing in beverages
(Beverages, n.d)
 The launch of the company took place in 2010 by Troy Douglas and
Drew Bilbe
 The story of Nexba can be traced back to one hot summer day at a
Mexican beach.
 Today, Nexba can be argued to be the first company offering
alternatives which are free from natural sugar.
 Nexba’s products are stocked in thousands of outlets across Australia.

a) Macro force analysis
 Macro force analysis, commonly referred to as PESTLE analysis, is applied
to outline the external forces impacting a business or constituting its
macro environment.
 In brief, it analyses the political, economic, social, technological, legal,
and environmental factors of an organization.
1. political- Nexba is a non-alcoholic drink and hence adheres to the
regulations set by the food safety standards in Australia.
2. economic-the economy of a nation has a great impact on businesses
3. social- Nexba is greatly influenced by social factors and it has to stay in line
with the culture of the Australian people.
4. technological- in the presence of the new era in technology, emerging
companies like Nexba have entirely integrated themselves with the new
developments. One of the recent technological trends that have impacted
businesses is social media.
5. legal- the beverage industry is faced by many legal implications.
6. Environmental-environmental factors can have an impact on Nexba, but not
to a large extent as such factors directly affect the agri-business.

Customer Analysis
 Customer analysis or customer profile is a key section of any
business’s marketing plan.
 It pinpoints the target customers, determines the needs of the
identified customers, and finally outlines how the product meets the
needs of the customers (Srdjevic, Bajcetic & Srdjevic, 2012).
 Nexba targets the customers who are dedicated to eliminating sugar
from soft drinks.
 Nexba uses a customer-centric approach to sell its products.

Competitor Analysis
 An emerging business such as Nexba is bound to face fierce
competition from the already established companies
 One of Nexba’s main competitors is the Coca-Cola Company which
recently launched a Coke no sugar drink in Australia

Other Stakeholder Analysis
 A stakeholder analysis identifies the stakeholders.
 It also analyzes their needs.
 The stakeholders are an important aspect of any business

SWOT Analysis
 A SWOT analysis examines the strengths, weaknesses, opportunities, and
threats impacting an organization.
a) Strengths
1. produces natural and sugar-free beverages
2. The company also has any returning customers.
3. customer satisfaction
b) Weaknesses
1. the company has not yet reached the global market
2. competition with the newly launched coke no sugar beverage
c) Opportunities
a) Diversification
b) Focus on the developing nations
d) Threats
a) indirect competitors
b) raw material sourcing

Problem And Opportunity Statement
 The major problem facing Nexba is one that affects many emerging
businesses. Notably, the company is facing fierce competition from
the already established companies such as Coca-Cola especially after
the launching of the no sugar coke. Additionally, the company still
needs to work on its marketing strategies so as to proliferate the
bigger markets.
 Opportunity-with the many emerging campaigns against sugar drinks
due to health concerns, Nexba should take that opportunity to market
its products and even go global.

Conclusion
 Indeed, Nexba is slowly taking over the Australian beverage market
as people are starting to acknowledge the health benefits of
beverages that are free from sugar and natural.
 The fact that the company has won multiple awards including Product
of the Year 2017 is an excellent indicator that the company is
tremendously gaining acceptance and recognition.
 As such, the company should consider expanding to the global
market as similar products such as the no sugar coke are doing well
internationally. Also, Nexba should probably use the current
technology to market its products.
 Social media, for instance, has been continuously proven to be a
powerful marketing tool and the company should utilize it to reach
new customers.

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